7 Quick and Easy Ecommerce CRO Tactics to Drive Up More Sales
1. Use Pareto’s principle to do segmentation
2. Find out the barriers and treat objections in real-time
3. Focus on micro-conversions
4. Personalization
5. A/B testing
6. Use the weather conditions
7. CRO Methodology
Conversion rate
Averageorder value Traffic
The holy trinity of e-commerce growth
22% (companies pleased with their current conversion rate)
98% (average percent of no-conversion visits)
What conversion rate means?
Average e-commerce conversion rate
1 Use good old Pareto to build GA segments
Vilfredo Pareto - 20/80 principle
The Pareto principle was named after him and built on observations of his such as that 80% of the land in Italy was owned by 20% of the population
Segments can be related to:
1. Traffic source(Direct, organic vs paid, branded traffic, etc)
2. Behaviour (new vs returning, highly engaged, non-flirt, potential lovers ©Avinash Kaushik)
3. Results(Heavy-buyers vs new-comers)
4. Demografics(London vs non-London, etc)
Behaviour-based segments: time
Behaviour-based segments: page depth & conversion
Behaviour-based segments: site-search and filter users
Geo-distribution
To do for you:define your 20/80 audience
Which of your 20% segments are generating 80% of your results?
> Navigation behaviour (time, page depth, site search, etc)
> Traffic source
> Device type/ resolution
> Location
2 Find out the barriers and treat objections in real time
What made you abandon the purchase?
1. Identify the most important segments that are converting, behavioural patterns and anomalies of various group of visitors
2. Do surveys so that you get valuable insights about their barriers they have in order to convert.
3. Use the insights so that you can treat the objections in real time
How to treat objections in real time or even negotiate?
To do for you:create the conversation scenarios
1. Define the scenarios (if> then go to)2. Create the segments of visitors you are addressing3. Deploy the invitation4. Monitor the results
3 Focus on micro-conversions
CTR on search, category, product
Subscription rate
Add to cart rate
Abandonment rate
LTV, RPR, DBT
Net Promoter Score
Micronversions you should monitor and improve
> Bounce rate - YoY / per channel / per location
> E-mail subscription rate - MoM
> Category view rate - YoY / per channel / per location
> Product view rate - YoY / per channel / per location
> Internal site search rate - YoY / per channel / per location
> Filter users rate - YoY / per channel / per location
> Add to cart rate - YoY / per channel / per location
> Checkout rate - YoY / per channel / per location
How to lower the Bounce rate
> Decrease number of options on the landing page (remember the
paradox of choice?)
> Do an A/B test on your UVP (if you don’t have an UVP, do it asap)
> What’s in it for the visitor? - build buyer persona
> Create a survey to find out your visitors’ expectations and barriers
How to increase your email subscription rate
> Activate an on-exit intent pop-up
> Give value in exchange to visitor’s email address
(5 things to consider before buying leather shoes or first time customer
discount, etc)
> Do A/B testing on the copy, look&feel and pop-ups to grab e-mails
How to increase internal site-search rate
> Activate an on-exit intent pop-up to invite abandoning visitors to
search for waht they are looking for
> Play with the copy in the place-holder (you can’t find something if you
are not searching for it / search in 4.000 items, etc…)
> Do A/B testing with the site-search bar dimensions, placement and
call2action
http://pages.marketizator.com/asap/
Free e-book on this subject:
4 Personalize without freaking them out
Respect by others and human recognition - one of the most
important human needs.
Big companies are
using personalization
in their marketing efforts
First-time visitorsNon-direct, new visitors
FlirtersReturning, 3-5 visits, no orders
Potential loversReturning, NL subscribers, >3 visits, > 5 pageviews
True loversReturning, > 2 purchases
Action
Welcome pageUVP + points of difference
On-exit intent triggerBehaviour incentive - filter or search / NL subscriber incentive
On-exit intent triggerBuying incentive
Welcome back pageSpecial treatment reminder(if it is GTM based it can contain name, total cart value, total revenue, lifetime value, etc)
What data points can you use to
personalize through Marketizator- traffic source
- keyword
- country
- city
- temperature
- days since first/previous visit
- Google Tag manager / own data
The most important triggers you can use
- on-exit detection
- on-load (or after x seconds)
- on-scroll ( x% of scroll
The most important pages to use
- landing page
- pricing / cart-page / checkout-page
- exit-page
Personalization according to behavior
On-exit intent triggered on cart page
Personalization according to user history
+42.68% more revenue from the segment of abandoning visitors
“Companies whose conversion improved are using 90% more ways to segment their visitors and customers than companies whose conversion rates have not improved or have stayed the same.”
Source: Econsultancy Optimization Report 2012
5 A/B testing
What can you test
- Dynamic text replacement- Colours- Images- Headlines- Different layouts
+27,14% conversion rate
A/B testing ideas
1. Dynamic text replacement:
(to get consistency between the ad and the landing page)
2. Price clustering
(diminish the fears by summing up your return policy near the call2action)
3. Urgency - how many visitors are on this product right now
(create scarcity - like boking.com is doing)
4. Reduce the information noise
(social sharing, homepage slider, too many icons, etc)
5. Get rid of the category menu and other irelevant links on the cart page
(reduce the cart abandonment rate)
6 Weather driven segmentation
How to use the weather in
web personalization
The conversion rate increased by 117.86%
Source: http://bersondeanstevens.com/
“Sixty percent of marketers note they struggle to
personalize content in real time, yet 77 percent believe
real-time personalization is crucial.
Source: CMO.com
7 Data-driven CRO process
Higher conversion rate - an over-view
1. Relevant traffic
2. Brand awareness
3. Segmentation - web analytics
4. Surveys and
5. Micro-conversions & lead capturing
6. AB testing
7. Personalization
Generate traffic
Landing page
Check GA and:
Smile
Or not :)
Standard methodology
> One size fits all
> nose-driven
> hard to perform with it
Get relevant traffic
Define your buyer persona
Remarketing
Convert!
Micro conversions
Pain data(heatmaps, surveys, etc)
GA deep diving
A/B testing for each relevant segment / page
Segmentation
Personalization
Advanced CRO methodology
Wasted traffic
Research Segmentation Surveys PersonalizationTesting
> New / returning
> Customers/
non-customers
> Geolocation
> Traffic source
> Purchase history
> Behaviour - time/
pageviews, search etc
> Web Analytics
> Product data
> Previously
gathered data
> User experience
> Competition
> Market insights
> Purpose of the visit
> Biggest pains,
barriers, motivations,
needs
> Current satisfaction
about his provider
> Net Promoter Score
> Traffic source
> Geolocation
> Weather conditions
> Cookie based
> Purchase history
> UVP
> Commercial offer/
Pricing
> Persuasive
messages
> Layout
> Navigation flow
Conclusion?
Action leads to results.
And results lead to performance!
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