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Sometimes you seem to be getting everything right in your eCommerce operation, yet you’re not getting the results that you’re looking for. Often this can be due to one solitary niggle, which is compounding everything that you’re trying to achieve with sales and customers.
But before you can really judge whether or not your eCommerce operation is functioning ideally, you first need to know what you can reasonably expect to achieve. A decent conversion rate (the percentage of website visitors that turn into paying customers) for an eCommerce website is in the 1% to 3% range. So you should be aiming for around this figure. If you exceed it…great!
I recently worked with a business whose conversion rate was lower than 1%, despite having a good steady supply of organic traffic coming to their website. At the beginning of our work together the client’s conversion rate was only 0.86%, and he wanted to know why. He wanted to discover ways in which he could increase this figure, and get more customers buying.
There was nervous anticipation as I started the project. Anticipation of possible sales to come, but nervous because he was asking the question to himself “What if Petra doesn’t find anything? What if it’s just going to stay the same?”
Well luckily I did find something, several things in fact, but one thing in particular seemed to be the biggest culprit. Since fixing this problem there has been a 26% boost in conversion rate!
So what was the problem that we discovered?
The problem was that the most popular organic landing pages on the client’s website started with large banner images introducing who the business was and what the shipping offers were. These pages did not immediately present the visitors with products they wanted to buy and had quite high abandonment rates. The result was that visitors were landing on the page, starting to scroll down the page, and then leaving before seeing the product range that was available.
This result was even more apparent when looking at the visitors who used mobile platforms, as no products were visible on a mobile phone unless the visitor scrolled quite far down the page.
There was navigation available on these pages that said “next”, but the next pages also displayed the shipping offers first.
This all led to a low conversion rate, as the majority of the thousands of visitors arriving at the website simply got fed up and left. The business was failing to engage with them appropriately.
I was able to identify this problem by comparing how far down the page visitors who purchased products from the store scrolled versus visitors who did not purchase anything. These comparisons were made for each page to see if there were any differences. To do this accurately I wrote a script to find any anomalies where the two groups of people behaved differently on a page.
And the data showed that all the pages that had the shipping offers before the products had differences in scrolling behaviour between purchasers and non-purchasers!
In general, the people who purchased did not attempt to scroll past the shipping offers, but instead moved away from the page to a page without the shipping offers. On the other hand, non-purchasers were more likely to attempt to scroll. The pages requiring scrolling had very high abandonment rates.
The scrolling habits of both buyers and the people who left the website were quite consistent across all of the other pages of the website.
Upon seeing the results from the data analysis, the client quickly moved the shipping offers towards the bottom of the landing pages, and showed the most popular categories of products at the top of these pages.
Since then, the website has been averaging a conversion rate of 1.08% – a 26% boost in conversion rate!
And the improvement for mobile users is even higher, a conversion rate of 0.8%, up from just 0.43%, an 86% boost in conversion rate!
Despite the great result, there is still scope for improvement on these pages, because removing an impediment is not the same as making the page amazing.
Using data analysis enables us to find both the weakest, and the most important pages on the website. Adding great copy, branding, positioning and sales elements, along with testing these changes with A/B testing, enable the conversion rates to be increased further.
So if you promote a shipping offer more heavily than your products, this can affect your conversion rate. It’s always important to ensure that everything on your web pages is presented in a logical fashion, and that’s where Web Data Analytics comes in.
What would you do with your extra revenue if you increased your conversion rate?
Web Data Analytics uses data analysis to help businesses who sell from their website to find out where and why they are losing customers, so that their conversion rate can then be improved.
Is this something you need help with for your business? If so, then email firstname.lastname@example.org today and let’s get right on to implementing an increase in your online sales.