Conversion Rate Optimisation (CRO) can be a very complex creature – particularly when it comes to optimising ecommerce sites and campaigns. During this process we need to put our subjective opinions aside, create some robust hypothesis’ based upon data and insights and try to start optimising for the biggest wins first – not always an easy task.
So in the run up to the eagerly awaited online eCommerce Summit we asked three of our expert speakers from the summit the following question:
“So many channels, so many aspects of a campaign to test. What’s your key piece of advice that you would provide to increase conversions for an ecommerce site?”
Dave Holland, European Regional Director of Liveclicker and expert presenter for one of our eCommerce Summit webinars “Cutting through the clutter in the inbox – Exploring the Benefits of Real-Time Email”, gives us his thoughts:
To solve for this, marketers should seek to capitalize on each recipient's real-time personal context: geolocation, time, device, weather, etc. All of this can be done at the moment a recipient opens his email, thereby enabling 1:1 personalization to everyone in the database.”
Justine Jordan, Marketing Director of Litmus and expert presenter for one of our eCommerce Summit webinars “Designed for Success: Optimizing the Email Experience”, provides us with her advice on the matter:
Your call to action (CTA) is arguably the most important part of any ecommerce email and should also be the subject of A/B testing. The possibilities are endless—try testing different language ('shop now' vs. 'buy now' is a personal favorite), adding an arrow, or changing the color. Bulletproof buttons used for CTAs will also display even when images are turned off, which can help increase conversions in otherwise image-heavy emails."
Join Justine and hear some more great advice on optimizing emails in her webinar: “Designed for Success: Optimizing the Email Experience”
Oli Gardner, Co-Founder of Unbounce and expert presenter for one of our eCommerce Summit webinars “Create Campaigns that Convert Using Conversions-Centred Design” provides us with his wisdom on this subject:
If you have same day delivery, next day delivery, locally sourced ingredients etc. you should be running paid search campaigns to capture those searches, and drive them to landing pages that confirm that your business has this feature before you send them to your site and further down the funnel.
Without this you risk your website not communicating these things in a timely enough manner – especially if you send campaign traffic to your homepage. If you can own these types of search queries you will have a large competitive advantage.”
Join Oli and hear more about why your homepage sucks for campaign traffic in his webinar “Create Campaigns that Convert Using Conversions-Centred Design”.
Lot's of great ideas and there's plenty more to come! Join us for our online eCommerce Summit which features Dr Dave Chaffey, Dela Quist of Alchemy Worx, Oli Gardner of Unbounce, Catherine Toole of StickyContent, Rob Moores of Paypal, Justine Jordan and Chad White of Litmus, Olly Beckett of Expedia and more!
Originally posted on Smart Insights