Top 10 Tweaks for your Ecommerce Site
Top 10 Tweaks for your eCommerce Site 1. How a customer views your site Visitors come from a variety of traffic sources: SEO, Social, PPC, etc. But if those visitors can't tell what your site is about in the first five seconds, you don't stand a chance of getting them to convert. Intelligent technology exists that predicts the way a customer's eye travels over a web page. By utilising this information you can make sure your landing page directs their attention to the most important information. Control Treatment GROUPO GROUPON In example to the right we see that the initial EyeQuant test showed that user attention wasn't attracted by the sign-up form - which was the objective of the page. But by using Eyequants eyetracking technology and A/B split testing the designs, they found a design that presented L 52% users immediately with the form anda clearly visible Call-to-Action and from this they were able to gain a 52% conversion uplift, conversion uplift 2. Convincing your customers to register of users leave a page Firstly, remove any unnecessary fields and ask for only the instantly when theyre most basic information. You can save your customers even 86% required to fill out a form. more time by introducing auto fill. Rule of thumb is the less Thankfully, there are a number of steps you can you ask of a customer, the more likely they will be to complete your form. But it doesn't always come down to take to ensure this the number of fields you're asking them to fill in - this is a doesn't happen. point of conversion and sometimes we forget that we need to work at convincing them why they want to subscribe/download/register etc. Control: Treatment: Get Fresh Updates Get Fresh Updates from ContentVerve.com If we see the example to the left from Contentverve, we Cans tude A te Howt viteoe ces Fodcasta wthought leaders can see that by adding the WIIFM factor (i.e. the benefits) the treatment received 83.75% more signups. Oh, just one Get Free Updates other thing - we humans LOVE ticks - and it's a great thing Get free Updaten to test against bullet points. 83.75% mere signups Stodstical Confidence 9% 3. Abandonment patterns Customers can abandon a site at any point during Engage and convert 10% more customers before they leave your site the sales funnel. exitCapture Technology exists that tracks a customer's site activity, down to every single cursor movement. This tool calculates exactly when customers are WHEN AMAZON VIACOM AND NBC about to leave your site and automatically quiomOUT generates targeted pop-up content that offer WAIT! exclusive products, discounts, news, etc. This afet t yilleutetun eDit leintn tht simple technology can increase conversion by up to 10%- so its well worth your time exploring the options available. 4. Email subject lines Email is most likely one of the main drivers of traffic to most e-commerce sites. Therefore, it makes sense that subject lines are crucial to your success and time needs to be set aside to craft them and not just throw them together last minute before pressing send. Front-loading the subject line with verbs will provide you with a more engaging subject line. Also when testing, ensure that you're measuring the appropriate metric. Brighttalk conducted a test to determine whether sending The results? Version A won in opens and the day before or on the day would provide them with the best conversions. clickthroughs, however, version B increased conversions by 232% Version A: Live tomorrow: Next Generation Desktop Summit So don't automatically assume that Version B: Live today: Next Generation Desktop Summit because a subject lines gained the greater opens or clicks, that it will follow through into conversions. 5. Prompting downloads on a landing page Keep in mind what your visitor clicked before coming to your landing page - you should ensure that your landing page is a natural continuation of this journey. In order to get people to enter their information you should lead with the benefits. Don't just tell your customers to download a guide - tell them what they'll get if they do. 6. Calls to action Do Don't Overall, the most important thing on your landing page is the call to action (CTA), so remove anything that distracts from this. The copy you use in your call-to-action has significant Get your free e-book impact on your conversion rate. In fact, CTA copy is just as DOWNLOAD important as the button itself, General rule of thumb is the more specific you are within your Get free quote SUBMIT CTA, the more successful you will be, so avoid generic ones if at all possible. Many shoppers are in a rush to get what they want, so adding urgency to your CTA can also significantly boost your conversion. Consider very carefully the words you Add to cart - BUY NOW save 25% use as well - aim for positive words that invoke benefits, rather than negative ones such as "submit" or "Buy". 7. Making the purchase The below e-commerce site decided to redesign the shopping 57% experience to reflect their customers thought processes. They added a clear value proposition, used the Rule of 3, and reduced The checkout process should friction with a simplified process by 57% of customers will abandon a manoeuvre the customer toward reducing 6 steps in the buying site after just three seconds if conversion with the fewest number journey. they have trouble loading a page so of clicks, steps and data entry possible - so optimizing and streamlining this journey is key to make sure your site isn't full of Results? add-ons that will make it heavy and 59% uplift in sales! sluggish. your success. Control Treatment Repes Blow Mead Cnaa Wi bse hama ro h wcaty Repas wn Head Gaats in ust One Mour Simple Fix for Blown Head Gaskets Why choose PayPal Coogle TRAUSAMET RALIENTAILEDO nen 8. Shopping Cart Recovery Personalisation is key to customer 75% engagement. In fact, in the US a study found that 81% of customers said that receiving emails based on their preferences and shopping behaviours would make them likely 75% of customers abandon Retargeting customers with cart to make additional purchases. Email online shopping baskets and the conversion opportunity this recovery emails can convert up frequency can also directly affect a to 20% of abandoned sales, but customer's attitude towards a retailer - presents is huge. you need to create your industry standard currently stands at two or retargeting strategy with care. three emails a week. This cart recovery process needs to be tested to ensure that maximum results are being achieved. The below example shows a subject line A/B split test of the first cart recovery email sent after someone had left items in their shopping cart. This 50/50 split test was sent and tested over a 4 week period to the abandoners. Reminder: Items Saved in Your Cart - Shop Now for an Extra 10% off Come back and Save an Extra 10% Results: Version A increased the total orders by 21% as well as the revenue by 35%, even though version A had a 10.5% lower open rate than version B. 9. Customer service Customer service should be easily accessible and varied. Make yourself available to your customer in every way you can, be it over the phone; through web chat; or via email. Peoples shopping habits differ widely. If possible, establish agents overseas – the time difference will allow you to offer 24/7 customer service making sure you're giving every customer the chance to get in touch. Intuit implemented proactive chat on their checkout page, which This resulted in a 20% sales increase and is essentially replicating the offline experience of having a shop AOV increase of 43%. assistant come by and ask you if they can be of any assistance. 10. Responsive design Consumers love to shop across a multitude of channels, so you should ensure that your site is easy to view on every platform, from tablets to smartphones to desktops. This can also be a good exercise in working out exactly what the key information you absolutely need to include to get the desired outcome. With huge thanks for submissions to: Mamoona SHAHID, Senior Business Consultant, Technology Analyst and Marketing Strategist; Michael Sunarlim, E-Commerce Manager at West of May; Poonam Senwal, Working with Magento Team; Magento Consultant at Browsewire Consulting; Arta Abbasi, E-Commerce (Digital Marketing. Operations & IT); Michal Oleszczuk, Payments, Billings & Risk Analytics; Rob Roy, GVP/GM & Head of Digital known for building compelling products, services and a leader in digital marketing & mobile; Kerri Lee Beglan, Omnikron; Michael Epstein, Accomplished Business Operations, Development & Marketing Executive; Tom Donnelly; James Dadd; Yusuf Bhana and Michael Dean cloudlQ www.cloud-iq.co.uk
Top 10 Tweaks for your Ecommerce Site
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