Conversion Rate Optimisation
Driving traffic to your website is the first challenge as you continue to build your brand online and sell your products on your eCommerce store. But it is only the start of a journey.Converting that traffic to sales is the process of conversion optimisation. That task of optimisation is not a destination but an ongoing journey.
1Identify Opportunities
2Create Variations
3Test Measure
4Confirm Findings
Optimising your online store is both an art and a science that involves creative ideas with ongoing trial and error, constant testing and scientific analysis. This will continue for the life of the online business.
It requires tweaking, testing and trying different tactics that may only achieve an improvement of 5% for each element.
But together can increase conversions and sales by 200-300% over time.
1Streamline the checkout process
Some research shows that up to 15% of shoppers abandon their checkout for each page they are required to fill in.
2Video reviews of products
The online shoe giant, Zappos, discovered that even simple inhouse produced video reviews for their products increased conversion rates by 10-30%.
3Show security badges for credibility
Some testing has revealed that you can have a conversion rate uplift of 50% if you place the security certificate at the start of the buying process rather than at the checkout.
4Reminder emails for abandoned carts
On average, about 70% of shopping carts are abandoned! Sending shoppers a reminder email for their abandoned carts can improve sales by over 15%, according to the email cart abandonment specialist, “Triggered Messaging”.
5Personalised shopping experience
This technology dynamically tailors personalised content according to the preferences and behaviour of each shopper. Emailvision’s “Predictive Intent” technology has shown:
Typical increases of 35% in conversion rates,
14% increase in sales,
16% reduction in click to buy distance
6Colours and size of buy buttons
You’d be surprised at how colour can influence people to click on a buy button or not. Changing it from red to green can see improved click throughs and hence more sales.
7Location of banners and buttons
Top, bottom, left and right. Testing overtime will help tweak this to improve results.
8Offer free deliveries
Econsultancy research shows that offering free deliveries can lead to a 25% increase in sales.