Do you remember launching your e-commerce website? How did you manage to overcome setting up all of the aspects of your online store, from logistics to web design and usability testing? I bet it was not easy, but you should congratulate yourself for doing it.
Are you satisfied with what you have?
Usually, even if you manage to do a great job, external factors such as competitors, market trends and other unexpected happenings are inevitably influencing the business success. The trick is to always keep in touch with the technological progress and to adapt. A sharp focus on the customer’s needs is the key to unlocking new approaches to survive on the market.
Driving traffic to a website and hopping that it will eventually lead to a lift in conversion rate and sales won’t work in this dynamic and over competitive market.
Only by looking at the major trends, one may observe that the competition between retailers has determined a rising level of performance for the e-commerce websites. Therefore, sites are becoming better and it’s getting harder to find a segment of costumers on the the market.
To succeed with conversion rate optimization, the marketer has to analyze the website’s data, survey its visitors and formulate hypotheses to test.
Our customer, TinaR, a fashion online store managed to see a lift in conversion rate by 64.29% on a product category only by analyzing the conversion rate for segments of traffic who have used the search field.
TinaR is a fashion e-shop and a Romanian apparel producer. The store’s owners decided to go online when foreign competitors like Zara or H&M entered the market a few years ago. Due to the website’s performance, the company managed to start selling other brands than its own: Vero Moda, Adidas Originals, Lacoste, etc.
Shoppers who use the search field know exactly what they want to buy and they show a clear intention to purchase. Therefore, they are more willing to buy. To provide this facility to a particular segment of traffic, a personalization experiment was set up with Omniconvert. The experiment provided to the users the choice to select their size to make their search more relevant.
The experiment finally validated the hypothesis. The revenue increased by 50% for the targeted product category.
The purpose was to increase sales on the most used products during the summer time. The experiment was duplicated for multiple products such as sandals, skirts and other apparel products for summer. This resulted in a successful sales campaign for our customer.
Even if the effort was small, its outcome was surprisingly good. By simply driving the visitors to the relevant products for them on the website, our client managed to double the revenue on the category of products included in the experiment.
In terms of time efficiency, the experiment required approximately 30 minutes for the set up. The pop-up’s design is a simple one, with a clear message: ‘Choose your size and let us do the rest’ … and it required no more than 15 minutes. Even if you’re designing your pop-ups/banners on your own or you choose to work with a professional designer, remember that, in e-commerce, visual content and copywriting have to be persuasive rather than artistic or creative. Setting up the experiment requires basic steps.
- Uploading the art-work in the application
- Creating a new experiment, Web Personalization type
- Setting up details like target, schedule and other settings
This may take another 15 minutes. As far as the costs of such an experiment are concerned, a monthly fee for using Omniconvert as the complete software to optimize the conversion rate of your website starts from 19$. There is no need to pay for 3 different services and to slow the loading speed of your website. Start your 30 days free trial and test the hell out of your website until you won’t need us anymore.
Finally, you should know that this example is just a simple thing to test and see if it has an impact on the revenues. An e-commerce website should be tested constantly with A/B testing for a complete optimization while adapting to the always changing customer’s behavior.
How do you manage to keep a balance between these 2 vital goals? Use web personalization to communicate with your customers easily: display dynamic content in the most strategic moments, drive scenario-based conversations on your website automatically and test every idea before implementing it on site.