Test, Measure, Optimize – if you’re in the online retail space, it’s never been easier to find out what works for your ecommerce business and what doesn’t. Well, in theory. The problem is, when your online store and beyond is a treasure trove of things to polish and experiment with, it can be difficult to know where to start.
So to help you out, here are eight hacks (or tweaks) you can make to your website relatively easily.
Increase conversions by creating a sense of urgency
Fear of missing out is a big deal for modern consumers. In fact, extensive research into cognitive biases has found that in humans, the pain of losing is much more acute than the pleasure of winning. As a result, we will take seemingly illogical decisions to avoid losses. Many big brands online are subtly incorporating features that play on the inherent impulses of loss aversion to encourage consumers to buy now, rather than giving them time to think “I’ll do it later” and potentially move on. unnoticed:
Stock levels: Some online retailers, such as The man at the top, visually alert visitors when a certain size or variant of an item is out of stock, usually via a pop-up window saying something like, “Hurry up!” Only 3 in stock. “
Offers limited in time or in number: Giving people a firm deadline can be a powerful incentive to buy. Free âthis weekend onlyâ shipping and packaging or 24-hour flash sales are prime examples. Likewise, emailing customers on public holidays reminding them of the last day they are entitled to shipping to get a gift sent on time will make them feel like they are against the clock and inspire them to take measures.
Maximize sales from the category page
Many underestimate the importance of category pages in purchasing decisions and it’s important to remember to optimize them. A simple trick is to use what’s known as the “product page conversion ratio” to decide which products should get the most visibility on your category pages, either by pasting them directly to the top of the page. or using other visual tactics.
Here’s a simple calculation that uses the conversion rates of individual products to maximize category page revenue by increasing the products most likely to convert:
Conversion rate of product pages (in%) = [number of purchases / number of pageviews] x 100.
When I use the above formula, it reveals, for example, that the product page conversion of a pair of gold high top sneakers in my online store which had 103 purchases and 894 pageviews is 12%. When I calculate this for the rest of my trainer category page, I look for the ones with the highest percentage and put them at the top of the page.
Understand how your visitors are using on-site search
Site search is often overlooked as a source of important information about how visitors interact with your website. A good hack for reporting issues with this is to dive into your website analytics, which should be able to track search activity. Are there search terms that rarely lead to pageviews? This could suggest that your site’s search is poorly optimized, especially if you are actually storing relevant articles.
Likewise, analyzing your site’s search data may reveal non-product terms that are searched frequently, but which you might not have thought about optimizing your pages for. For example, do you receive a lot of searches for “size chart”? Being able to find sizing information can be an important part of a buying decision, so make sure the correct page appears at the top of your results.
Pogo-sticking (of the e-commerce variety) refers to the phenomenon where a user moves up and down the hierarchy of your site, for example going from a category to a product to a category to a product page and so right now. Research shows that it only takes two or three bounces for conversion rates to drop. The main antidote to this is to give users lots of product information on the category page. Here are some smart anti-pogo-sticking devices you might think of:
Thumbnail images larger than average
Multi-view images that scroll when the mouse hovers over them
Quick view buttons that launch a lightbox-style pop-up with more images and views
Key technical specifications
Average customer review score
Quarantine the payment area
The concept behind this hack is very simple: remove any distractions that might keep someone from going from start to finish of your checkout process. This means removing just about everything except a logo hyperlink to your homepage and the ability to go back to a previous checkout step. The Currys payment process is a good example.
When quarantining your payment, you should aim to hide some annoying elements of your usual layout, just using CSS code display: none (hiding items and items online) can be an effective way to accomplish this without requiring a complete checkout overhaul.
Report problems in the payment process
To do this, compare the add to cart rate and the conversion rate. Is there a big customer lurking somewhere in your checkout process? Problems at the checkout stage – from high shipping rates and extended delivery estimates to an inconvenient returns policy – can dramatically lower your conversion rates.
The best way to hack this is to compare the add to cart rate with the conversion rate at the product and category level. Put simply, if your product has a high add to cart rate but fails to make it to the other end of the packaged and paid checkout process, that suggests that there is something about the process. which prompts people to abandon ship, which means it’s time to investigate.
Improve the design of forms
Eye tracking research has revealed that label alignment plays a huge role in form submission rates. Why? If your eyes are forced to jump from field to tag multiple times, you increase cognitive load, which means an increased likelihood that visitors will get bored and leave.
So which form label alignments work best? The winner by a long stretch is aligned at the top, where the words are above the input field. Next is right-aligned (so the form label is right-aligned next to the field) and last up is left-aligned, despite creating a clean margin on the left. For a useful diagram of the different alignments, Click here.
Terms like “growth hackingAnd ‘agile marketing’ sound pretty scary at first, but in the end, they just mean effective marketing, something that makes a lot of sense to businesses that want to generate more profits and stay ahead of the curve. competetion.
Ivan Mazour is CEO and founder of Ometria
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