“Where to begin when optimizing your website? What’s your key piece of advice that you would provide for an easy and ‘quick win’ on an ecommerce website, with the aim of increasing conversions?”
Where to start optimizing? In my personal experience I recommend looking at this logically and identifying where you’re going to gain the biggest wins in order to make the most of your time, effort and budget.
This generally means having a look at your metrics to find the pages in the customer journey where you are having the biggest abandonments. Once you have identified these pages (or steps in the process) you’ll gain a good perspective of where to begin tackling your conversion optimization.
Catherine Toole, Chairman of Sticky Content and expert presenter for one of our eCommerce Summit webinars “Word power: 21 brilliant micro-conversion ideas you can achieve with copy alone” (May 28th 13.00 BST) gives us with her thoughts:
However, I have seen some fairly simple and fast copy-only changes deliver amazing ROI on very short timescales. And of course many of these micro-content changes can be implemented immediately, often at low cost.
The key is to look for the big money moments where a carefully-crafted phrase can make the difference between a drop-off and a form completion, a sign-up or a see-you-later; a sale or an abandoned basket. You also want to look for places where the effect can be clearly and easily quantified.
Popular and fertile areas for quick copy optimisation wins include:
- reassurance and help text around transactional forms
- email sign up and unsubcribe messages
- user experience copy around key user journeys, especially through product pages
- any text supporting the end goal of data capture
- buttons and all key calls to action
- navigation and labelling
- titles and sub-heads for content marketing/product videos
- email subject lines and invitations to download images
- any copy persuading users to consume your lovingly produced editorial, videos, infographics, customer stories
- help text, especially around delivery and returns information
Rob Moores, Optimisation Program Manager, PayPal and another one of our expert eCommerce Summit presenters with a webinar on “Checkout and payment optimisation“ (April 28th 14.00 BST) offers us some sage advice:
If we put to one side the need to get traffic to your site in the first place (SEO, banners, email marketing) and a strong mobile presence, my advice would be to challenge every user action that you’re asking your customers to do from browsing through to completing the purchase and ask if that call to action is warranted.
While we can optimise the presentation of the catalogue of products; friction along the checkout journey is still the biggest reason for poor or sub-optimal conversion on the checkout flow. Every field, click, drop-down, redirect will provide another opportunity for drop-off.
Consider carefully how to keep the consumer engaged in the shopping experience you’re building and be innovative when it comes to capturing data you need, and that the consumer doesn’t really want to provide – are there other sources for this data that you can call on or is it something you can populate later on, after purchase?
Again, don’t just do this for your web store either, be even more meticulous when it comes to Mobile web and apps. Join me in my webinar to find out some more great tips”
Lot's of great ideas and there's plenty more to come! Join us on May 27- 29 for our online eCommerce Summit which not only features Catherine Toole and Rob Moores, but also Oli Gardner of Unbounce, Dr Dave Chaffey of SmartInsights, Dela Quist of Alchemy Worx, Olly Beckett of Expedia and more!
Originally posted on cloud.IQ