5 easy steps to improve your ecommerce conversion rate using personalization tools, segmentation, interaction data (AOV and RPV) and campaign split testing
As a marketer you’re always seeking the holy grail that will grow your revenues, that insight that tells you exactly which design updates are increasing your ecommerce website’s key conversion metrics like conversion rate, average order value (AOV) and revenue per visitor (RPV), and - equally importantly - which are not!
The good news: 2017 is an awesome year for conversion optimization tools. We’re now way beyond the ‘seeing’ part - voyeuristically seeing what visitors are doing, where they most click and scroll. Now, by investing in a personalization platform, you can analyze your visitors’ specific interactions, and understand which of them correlate with higher conversions and revenues.
Below I share the five steps for doing this.
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Conversion rate optimization (CRO) has generated a lot of hype and it is seen as a silver bullet that will solve all the problems the ecommerce business has.
The truth is there are two sides of the same coin. The first one is that CRO is indeed as magical as the compound interest: only a 6% add of incremental increase will lead to 90% more conversions in just 12 months. This means you double your conversions and you decrease the customer acquisition cost - double strike! This is the good side of conversion optimization.
On the other hand, the bad side of CRO is that not all companies are qualified to start the optimization process, and not all the companies that adopted this technique are doing it in the right way.
Further on, in this article, I want to present you the real path of conversion rate optimization, from start to success.
Social communities are the new conversion tools on the market
Social media can be an extremely powerful tool that can affect your conversion rate significantly. Done right, you’ll be hitting your goal conversion rate in no time.
However, there are tricks of every trade, social media networks like Facebook and Twitter are not the most effective conversion tools anymore. So how about building your own personal social community?
Driving traffic is not enough, you need the right tools to charm those visitors and turn them into customers.
Building your own social community will strengthen the relationship with your existing customers and affect the conversion rate significantly. Ultimately you will have more ways to engage with your customers and relevancy of your conversions. Check out a few ways the social community can boost your conversion rate.
1. User generated reviews can increase your conversion rate by 105%
The social community is a user-centric place where customers comment,…
A case study of how a retail brand ran a personalisation program to improve engagement
Jack Wills, a retail fashion store, has used personalisation to boost conversions for new and returning customers.
What results have Jack Wills seen since running their personalisation program?
12% increase in conversion rates
8% increase in Add-to-basket
Reduced basket abandonment
Using Monetate, a personalisation software for consumer-facing brands, not only has Jack Wills increased their conversion rates, they have also reduced their basket abandonment.
Personalisation is key
A number of changes were made to their online store - including 'sticky filter' functionality and personalised rules for displaying products to give customers a better and more engaging user experience.
Through personalisation, new customers to the online store are shown product category pages with 'bestseller' products, whilst returning customers are shown 'new arrivals' on the same pages. This is because extensive…
Chart of the Day: Which optimisation techniques are marketers using to create better experiences
I was doing a customer onboarding training session with one of our Business members last week and when I was talking to the digital marketing manager and team, our conversation quickly turned to what is a good conversion rate and the best techniques to improve it. Their UX specialist referred to it as 'crow' and it made me think how many people involved in marketing know or use this term for conversion rate optimisation. Since our research shows that despite its potential power to increase leads and sales, it's not as widely used as you might expect.
In our recent managing digital marketing report, we asked about a range of techniques used to research and improve customer journey effectiveness. It was good to see that techniques such as customer persona research and customer journey mapping…
Optimize the forms on your website to maximize your revenue opportunities
Usability Testing forms a massive part of the User Experience Research we carry out, so naturally, we observe a lot of forms being filled out!
With the amount of time we all spend form filling online you'd think that creating an easy-to-use form would be a 'piece of cake'. Sadly, it's not and there are plenty of substandard forms out there preventing users from getting what they want.
Here are six mistakes that you can avoid to ensure your forms contribute to a positive experience for your customer’s, rather than hindering them from making a purchase (let’s be honest, no one wants that!).
1. Think before you ask
Customers see the data they enter online as an exchange - they give you information and you give them what they want. But if that balance is off and it's not clear why you need the…
An in-depth case study from our work with Conversion Rate Experts, including before and after images of winning A/B tests
It's fair to say we talk a lot about how you can improve your digital marketing results here at SmartInsights. It's kind of our thing. I like to think nobody does it better. But those who talk the talk should also be made to walk the walk, else how else do they know their advice is actually relevant and applicable to real business?
Since we're always talking about the need to optimize across the whole customer journey and constantly test messaging to boost your conversion rate, we worked with Conversion Rate Experts to do exactly this. We wanted to share what we did and the changes we made with you so you can make similar improvements to your own sites which can deliver big boosts to your CRO.
Start out with deep research
How to boost CRO for non-ecommerce sites
When you think of Conversion Rate Optimisation and AB testing, what comes to mind first is probably ecommerce websites, product pages, baskets and checkouts.
But the scope of optimisation programs is much wider than this. We work with several brands, from car dealership groups to home improvement to charities, where the objective is to create a lead, usually via a form – the sale or activity happens in a branch, over the phone or in a customer’s home, rather than on the website.
The challenges when optimising these lead generation sites can be quite different to e-commerce. Here are some of the things we’ve learned over the years.
1. There is no such thing as ‘best practice’ in a lead generation websites
Arguably, there’s no such thing as best practice on any website, but, still, there are some conventions and expectations around checkouts and product pages that…
How golfing brand Lyle & Scott achieved a 48% Increase in Revenue Per Visitor
Throughout its 140 year history, Lyle & Scott has built a global reputation for distinctive, beautifully designed, high quality knitwear, combined with the brand’s solid authority and presence in the golfing sector. The company is committed to developing new and exciting products, making them available to customers across multiple channels. The Lyle & Scott website (www.lyleandscott.com) now retails in over 50 countries worldwide making ecommerce one of the major components of the company’s sales structure. This case study shows how they increased the vital revenue per visitor KPIs by following the AWA Digital Ecommerce CRO process.
CRO project background and objectives
Lyle & Scott’s objective was to increase the conversion rate of the Website. The ecommerce team wanted to augment online sales by increasing revenue per customer.
The ecommerce team had built a substantial customer database and were already mining…
Get the right strategy in place before you start testing
Starting and running a conversion programme is all about asking the right questions. The questions you want to ask of the tests themselves, but also the questions you need to ask yourself and your team to get the most out of the programme.
Here are our 18 chronological questions to ask yourself and your team if you have recently started a conversion optimisation programme.
Before you test
1. Are a broad range of specialisms feeding into the optimisation programme?
The most effective optimisation programmes need input from strategists, user-centred designers, front end developers, copywriters and analysts.
2. What sources are you using to feed into the ideation process?
Typically the highest quality tests (i.e. the ones that will deliver the biggest uplifts and/or provide the greatest insight into the business) make use of a number of the following techniques/sources: persuasion/emotion/trust (PET), heuristics, user research (remote or moderated)…