Anyone attempting online retail will realise the following. Success doesn’t just happen without any input. And even those who have been successful in e-commerce for a few years should ask themselves a question again and again: How can what I offer be even better?
This question often carries others with it. What ensures that visitors to my online shop not only surf on my pages but also follow through on a call-to-action? How do you ensure that customers not only order something once but that they become regular customers?
In order to answer these questions intelligently and to increase sales and customer loyalty in the long term, without immediately forcing a huge relaunch, one can heed a few tips to get the screws tight and correctly aligned.
Conversion Rate Optimisation: Define Goals, Test Often
From a business perspective, asking critical questions is already worth a lot. However, they only become realistic targets in connection with concrete figures and a specific period. How do we generate 25 per cent more traffic in the fourth quarter of 2019? How can we increase the number of newsletter registrations by 10 per cent compared to the previous year?
Whether these goals have been achieved can be is measurable. They’re conversion rates. A conversion means, for example, the purchase in an online store. But even the act of downloading our trend book at the end of this article would be a conversion. The achievement of a particular goal that the site owner follows with specific content and user experience design.
Conversion Rate Optimisation: More Isn’t Better
Not all conversions are created equal. That’s why it’s important to know the difference between macro and micro-conversions. Let’s keep talking about completing a purchase as a conversion. Successfully completing the checkout and actually having ordered something, which is then sent via package, would be a macro conversion.
But you’re preceded by lots of micro-conversions, each of which is a small hurdle in itself. Products must be placed in the shopping cart, the address field filled in, a payment method selected.
Incidentally, the number of conversions differs significantly within the various sectors in e-commerce. Very far ahead are online pharmacies. On the one hand, the number of products in stock is enormously high, and on the other hand, the offers are comparatively impressive. In addition, the one who buys usually has a need. This isn’t always the case in the fashion industry. Do you need an eighth floral skirt, an eleventh white shirt? Anyway, at online fashion stores the shopping carts are often cheerfully filled, but in the end only a fraction of it them are fully bought. And when it comes to furniture and electronics, macro conversions are even less so.
Conversion Rate Optimisation: Performance Is The Key To Reaching Goals
Conversion rate and page performance are closely related. Users judge strictly. If a page doesn’t immediately build up and deliver relevant content, it loses its users’ interest, especially on a smartphone this will happen within milliseconds. To increase the performance and thus the conversion rate, retailers should invest in user research.
User research means that you get to know your users better and play appropriately tailored content since potential new customers differ in their interests. By understanding user behaviour as relevant records that can help improve usability and performance, many insights can be gained to increase the conversion rate. Expert evaluations and a UX audit, where specific testing procedures are developed, accompany this process of optimisation.
Conversion Rate Optimisation: Happy Customers Do Return
But even without expert evaluations, shop owners can do a lot for conversions themselves. But where should they begin? Apart from the fact that reading our white papers could be worthwhile, retailers should consider their own shop as a user and look at it critically. Employees should also be invited to swap roles and evaluate the selection from a user perspective. Is there anything that could make customers see a valuable experience and have the impulse to come back and be just as happy?
Conversion Rate Optimisation: White Papers for More Success in E-Commerce
We have a large selection of white papers that are available for retailers, brands, and manufacturers to read and to learn about exactly how to improve their online presence. You can download them for free right here, right now!