7 quick and easy ecommerce cro tactics to drive up more sales

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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