Conversion Rate Optimisation
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This week’s #FridayFeeling E-commerce blog is all about conversion. You’ve spent the money on acquisition marketing, you’ve got a potential customer to your site - next question - what can you do to improve the chance of conversion? Here are a few recommendations...
Figure out who your users are and what their barriers to conversion are.
- Which screen resolutions are your customers using - does your site design work well in these dimensions?
- Where are your users based - is delivery or payment method a barrier to conversion?
- What age group and gender are your users - is your voice and content targeting them?
Reassure users with security logos, customer reviews and customer Q&A. According to research conducted by Bazaarvoice, customers who interact with both reviews and other user-generated content are 105% more likely to make a purchase than those who don’t. Product reviews are also highly beneficial for SEO as they are a way of getting fresh user-generated, keyword-rich content on your site regularly.
Identify areas of the site that aren't performing and split-test varying layouts, copy and colours of the page. For example, you could split-test the position of your newsletter signup field or split-test the colour of your primary call-to-action buttons. Use existing case studies to identify variations that have worked for other sites as a starting point.