Imagine you are running a superbly catchy boutique in a parallel universe.
One day decided to analyze your store’s performance and observe each visitor’s behaviour for a day.
At the end of the day, you realize you had total of 100 customers.
- 40 of your visitors leave the store a second after they stepped in.
- 20 of them does not even take a sight at what you sell (%60 of your total clients does not even know what you are actually selling)
- Only half of your remaining visitors (20) who skimmed through your shelfs check products.
- Only 8 thought to purchase walked to the checkout desk but before queuing in-front of it, 6 dropped their shopping carts and left the store.
At the end of the day, out of your 100 clients 2 of them puts money to your cash register.
You realized that your conversion rate (transactions/visitors) is only %2 but luckily you have a bunch of Insights thanks to your attention to each user.
So you are in front of your whiteboard to come up with possible solutions that will solve your user leakage.
For example, as many of the newcomers are leaving your store right after they stepped in you may think What If you had a classy perfume and relaxing background music? Would it help them to spend more time inside? What if you changed your shelf design?
Or you can consider shortening the path from shelfs to your checkout desk, as 6 of them decided to leave the store from there today.
Basically it is exactly what CONVERSION RATE OPTIMIZATION is.
Testing hypotheses on-the-web-page measuring results and iterating over the results to achieve more sales in a most profitable way on your e-commerce shop.
As we sealed the descriptions, critical question is now :How to Optimize Conversion Rate
- Provide Neat and Clean Conversion Funnel
Social proofs, value propositions, USPs, reviews, descriptions, CTA’s, Product recommendations, hero banners, side banners, ad banners, search results, log-in stage…… each are individual heroes for ecommerce, but harmonising these into a single conversion funnel is where many e-commerce shop owners trap.
But once you set a neat and clean funnel, your conversion rate will boost immediately!
How to set a clean and neat funnel?
Run A/B/n tests, Split tests,and don’t be stubborn to implement all to %100 traffic even for the proven tactics, because what works in another website may not be resonating with your visitors.
PS: What is A/B test?
A/B test is a scientific testing methodology and consists of a randomized experiment with two variants A and B. Variant A (Audience) exposes to conversion funnel A while Variant B (Audience) exposes to conversion funnel B, and at the end of the test, we compare the metrics of variant A and B to see, If we improved or not.
- Go Personalized!
Amazon for years is considered the most conversion friendly site thanks to its personalization capabilities also Youtube reaches the prime shortly after went personalization in a deeper manner. But both of these are unicorns with unlimited budgets and human-power, comparably %99.9 of the e-commerce shops, hence it is normal to think If “Personalization is a privilege for only the big guys in the town?”
No! Actually there is a way.
There are many CRO Tools available on the market like Insider. & Qubit & Exponea & Dynamic Yield & Braze… (150+ more) provides AI backed segmentation and personalization with SaaS model. So you don’t need to be big as Amazon or Youtube to provide seamless experiences to your users.
And many have action layers to change your layouts & ux funnels in various ways.
- Personalized Head Banners
- Personalized Product Recommendations
- Personalized Search and Filters
- Personalized PDP & PLP designs
Also tools help you to engage with the most valuable people (most likelihood to convert), alerts you when a customer is about to churn etc so it is essential to have a tool like above unless you are Facebook or Youtube.
3. Orchestrate Your Communication Strategy with Personalizations
20 years ago, marketers’ life was comparably easy, people owned a personal email address and cells, that said back in they sending SMS was expensive so marketers adopted email marketing to speak with their customers. 20 years later, now we have plenty of new mediums open to marketing (App pushes,Web Pushes,Emails, SMS, Whatsapp, Telegram, Instagram, Facebook…)
How to Orchestrate and Personalize?
Unless you have a single sourced unified database, unfortunately your marketing communications will overlap and suddenly the most loyal customers will abandon you as they will receive many messages that have the same CTA on it.
Again, here 3rd party vendors like Salesforce, Emarsys, MoEngage,Insider, Klaviyo come handy.
They are not just an orchestration tool but many of them also offer event based message triggering in multiple channels and let you create your user flows without any technical background.
Final Words
All in all, when you look at just the points above, you may think you need an entire CRO dept team to be recruited. Indeed. If you want to a meaningful uplift you can seek for experts to be added to your team permanently.
However, as 3WL with proven 15+ years of experience in total, expertise in almost all verticals, and worked with vendors, we can provide the ultimate experience to set your Personalizations, Orchestration, A/B testings and ultimately Optimize Your Conversion Rate seamlessly.
So, you can have your free audit and strategy here!