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20 Nov 2012
Two winning tests for a multilingual Ecommerce site
In this case study, we’ll show you how to increase your win rate by doing some diligent research. Plus, we’ll show you the results of two interesting tests.
E-commerce sites have a particular challenge when it comes to conversion rate optimisation compared to landing page optimisation for example. Implementation can require significant technical resources.
Because of this, it’s important that e-commerce marketers change only things that are likely to work. They don’t have the luxury of being able to “throw stuff against the wall to see what sticks.”No one can win every test, of course, but you can increase your win rate.
At Conversion Rate Experts, we have the advantage of having worked on many e-commerce stores, but even if you don’t have the benefit of experience, there are simple things you can do to radically improve…
Oxfam Ireland's new responsive design
With the dramatic increase in mobile site users all businesses are experiencing, there has been a lot of discussion of responsive design as an approach.
Responsive design gives the option to deliver a great experience for smartphone, tablet and desktop users without the need for creating a separate mobile optimised site or apps. So it can be a cost-effective solution.
If you want to learn more about the approach I recommend this primer on responsive design approach shared with me by Dan Croxen John.
Examples are often the best way to understand the potential of an approach, so in this post I focus on a single example which shows the benefits of the approach.
Oxfam Ireland responsive design example
I saw this Oxfam Ireland example mentioned in the excellent LinkedIn Web Managers Group and thought it was an interesting example of a responsive design that was worth sharing.
It was…
Practical examples of offline retail techniques that also work online
Ecommerce is often considered completely separately from offline retail due to the logistics of both channels. However, if you have worked in the offline retail world as I have, you will know that many selling strategies that work offline to increase sales and increase average transaction values can work online.
In this post I'll examine some of the frequent offline selling strategies and show how similar effects can be achieved online.
1. Line of Sight Merchandising Techniques
In many offline retail stores, the layout of the shop floor is governed by the line of sight from the entrance of the store. Line of sight is the natural or common focus points for a consumers eye to be drawn to as they enter a shop. It is within these focal points that stores will place their top selling and highest turnover categories for the season…
5 themes and 21 ideas to help create a content strategy
We'd no doubt agree that creating, sharing, distributing and promoting great content is now a very significant component of not only effective marketing, but effective brand-building today? We'd certainly suggest that it requires a key place in the strategic thinking in almost every organisation.
Perspective enables strategic thinking
As with most things when talking digital, the tactical jargon can really confuse people and I've been reminded again this week how our infographics have been really useful to people, to help think about this. The word "content" is thrown around a lot these days, most know what it means and its potential, but most are unsure as to whether they're doing it right. We suggest that it's the jumping into a down and dirty tactical perspective which causes this early confusion, the key is to elevate up and get a bigger picture view…
New survey shows that clicks are only one part of the story
Email marketing enjoys a solid reputation as a direct response channel. Which is one reason email marketing metrics tend to focus on just that: the direct response questions:
"Did they open? Did they click?"
We congratulate ourselves when we go "beyond the click" and measure conversions, revenues and profits. And we're understandably excited about new metrics like read and print rates.
All these numbers have important roles to play. But their availability seduces us into forgetting they do not capture all the important responses to email.
The UK DMA, fast.MAP and Alchemy Worx just released the 2012 Email Tracking Study, which looks at the self-reported inbox and social habits of just over 1,000 UK consumers.
New update: Infographic released:
"In this post I share some survey data and explore the implications of email marketing “beyond the open”...showing how consumers really…
An introduction to the value of investing in User Experience Design
It seems there’s a myth accepted by some in online marketing that UX isn’t needed; simply put, “let’s just make it look good” is the attitude, but I believe this a dangerous stance to take.
To explain why, let’s start by looking at what User Experience Design (UX) is and what it does.
In layman's terms I'd say:
"UX is designing something to give the user the best experience and to tasks to be completed easily and efficiently as possible".
Usability is at the heart of UX, we want the user to be able to complete their tasks as easily as possible, to be satisfied with the experience. Take this common real world example:
This door gets me every morning! There’s actually a push…
Find out how a recovery email campaign can boost your sales by up to 8%
SaleCycle have produced an Infographic to summarise the findings about shopping abandonment, from their September 2012 survey. 200 well-known brands were surveyed in the US and UK, including Retailers and Fashion brands such as Sony, Ralph Lauren, the Body Shop and The Office.
The aim of the survey was to discover how to send out an engaging, optimized email to shoppers abandoning the on-line sites at the point of purchase or engagement (ie. shopping cart, booking or application form). It centered around the following three questions:
Timing: How long to wait to email your warm customers?
Tone: Should we be direct or use a customer service tone?
Content/Message: What should we say in our email to convert our customers to buy?
Over 74% of shoppers abandon their shopping cart, booking or application form, so how do we get them…
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30 Oct 2012
Does optimization ever end? How we grew Crazy Egg’s revenue by 510%
Do you suspect that your conversion rate couldn’t be improved upon? In this case study, you’ll see specific methods for getting win after win from a site that already is an extremely strong performer. The example focuses on a home page, but the principles can be applied to landing pages also and supporting pages were included here.
Plus, we’ll tell you how to get a free, annotated PDF of all the persuasion techniques we used to create wins—so you can apply them to your own site.
Overview of conversion rate optimization
Many people ask us if there’s a point at which conversion rate optimization gives diminishing returns. If that point does exist, Facebook, Amazon and Google don’t appear to have hit it yet. It’s astonishing what you…
Creating website conversion strategies to improve ROI
Over the last four years we have completed research with thousands of digital marketers in collaboration with Econsultancy reviewing what they are doing to improve their website conversion. There are literally hundreds of different ways to improve conversion and we know digital marketers battle to know where to start. However, based on this year’s in-depth analysis, we believe we have now managed to break a very complex issue down to the five most important ways to improve website conversion. These are:
Responsibility: Make one person responsible for website conversion, give them authority and accountability, plus ideally a financial incentive.
Structure: Implement a structured approach. Conversion rate optimization needs to be a systematic process, not a one off project.
Testing: A/B or MVT is the best way to keep improving your website performance.
Usability Testing: The best way to understand why your customers are doing the things they are…
4 tools that give you a fuller view of your online marketing spend
If your business receives a high volume of inbound sales calls referred from your website, then tying your telesales function into your marketing metrics is absolutely crucial to ensure you understand the overall performance of your online marketing spend. This key marketing requirement has led to different call tracking measurement tools being created and made available to marketers which I'll introduce in this post.
Why integrate call tracking?
Call tracking measurement has often been something restricted to a sales manager giving them an understanding of volume of inbound calls and then looking at the conversion rate to sale, generally broken down by agent. However as marketers, we need to understand what made a customer call in the first place. When we understand this we can make (more) educated decisions on marketing spend.
Without call tracking in place, if we look purely…
