Conversion Rate Optimisation for E-commerce
Your website is a bad salesman
…and as a result, your website is leaking money.
Like salesmen, websites need training to deal with customers better, be smoother, understand potential clients needs better, present themselves well and to close sales quickly and efficiently. What they say and how they say it can make a huge difference to their performance. Why wouldn’t it be the same for a website?
If you want to increase your e-commerce sales, you can turn more of your visitors into paying customers with conversion rate optimisation. It will significantly boosts sales and more importantly, your profits.
The biggest websites on the planet have conversion optimisation strategies, and some even have whole conversion departments, why? because they know it works. Amazon, ASOS, Booking.com, Play, Google… the list goes on.
Is all of your money being spent on getting more traffic?
Most marketing strategies are based on acquiring more traffic by any means necessary instead of optimising the sales funnel. This is an outdated approach that will always mean that your company size is limited by your available marketing budget.
Websites that have a structured approach to conversion are twice as likely to have a large growth in their sales.
– eConsultancy
Tweet this
A typical conversion funnel
As you can see, the traffic you’re currently paying so much to get is just one piece of a larger puzzle, and without a conversion strategy in place your business is missing other critical pieces.
Why you’re missing the point with SEO & PPC alone
Like you, your competitors have just started to realise how powerful and profitable having a conversion strategy or an experienced conversion agency working with them is. Conversion Rate Optimisation is the quickest and the most effective way to get more sales from your website and boosting sales without spending more on traffic. You may have once have been in the lead with your SEO efforts and your PPC campaigns. Having a conversion strategy can put you ahead of your competitors again.
Doubling your conversion rate will half what each customer costs your business to acquire. That leaves you with 50% more budget to spend on acquiring even more customers. This will enable you to afford to pay significantly more per click on your PPC, and as a result, outbid your competitors and increase sales further still.
The definition of insanity is doing the same thing over and over again and expecting different results.
– Albert Einstein
Tweet this
Conversion optimisation really is win/win.
The Key Benefits of E-commerce Conversion Rate Optimisation:
- It makes your current site more efficient which generally means you don’t need to rebuild your whole website (yet again).
- There are simple “quick wins” as well as other larger changes that can improve your bottom line rapidly
- All changes can be split tested to prove how effective each change has been – clearly showing your return on investment.
- On average, it can make your website and marketing twice as effective;
- Psychology-based conversion rate optimisation strategies ensure you maximise profits instead of throwing more and more ineffective money at marketing.
On average, less than 1.5% of visitors complete a purchase when visiting e-commerce websites. That means that over 98.5% of marketing spend is wasted.
Tweet this
What is Conversion Rate Optimisation exactly?
Conversion rate optimisation is the practice of continually improving a website’s ability to generate conversions, and requires a deep understanding of your visitors’ mindset.
All agencies seem to think it’s all about data, but it’s not. It’s about behaviour.
These are some of the ways that conversion optimisers measure, adjust and optimise your site:
- Psychological Auditing and analysis of websites (or landing pages)
- Website heat-mapping and specialist user behaviour tracking
- User Research
- Real-world User behaviour analysis
- Combined data analysis & hypothesis creation
- Methodical wireframing and “workplanning”
- Page and site level tweaks and changes
- Developer and designer support
- A/B and multivariate testing
The areas of your site that Conversion Optimisation can be applied to:
Checkout Pages
Sales Funnel
Landing Pages
Homepage
Search Functionality
Content & Copy
Basket Page
Live Chat
Call To Actions
Conversion Optimisation isn’t all about design
A common misconception in the industry is that conversion rate optimisation is all about design or User Experience (UX), or both. Whilst it does involve some UX and some design improvements, it’s more about understanding your ideal customer and optimising the site to ensure they feel ‘rapport’ with it, are well guided, are fully informed, and are at ease.
User Experience (UX) covers the “can’t buy” and Conversion Optimisation covers the “won’t buy”.
Conversion Optimisation agencies
Conversion Rate Optimisation has only been mainstream since 2013, so naturally a new group of digital agencies is popping up everywhere and offering it as a ‘professional service’ without any real industry experience. We’ve been working on websites to increase conversion since 2004 , which is before the term “Conversion Rate Optimisation” was even coined.
Always ask for proof of the results they’ve got in the past.
And remember: there is a difference between a ‘split tester’ and a conversion optimiser.
We don’t just offer 3-5 A/B tests a month like most other agencies.
We don’t just do guesswork.
The first thing we do for all our clients is complete a comprehensive “Quick Wins” audit to make sure our client can apply quick, easy fixes to lift conversions as soon as possible.
And how do we know these fixes will work? Because we are the only agency to use psychology exclusively as the basis of our research and methodology. We know how to resolve hidden buyer anxieties, communicate effectively with your customers, and how to remove the unconscious stumbling blocks which are stopping your customers from buying.
Conversion Optimisation and Psychology
Psychology practices ensures your buyers needs are understood. Simple changes that are usually outside of your visitor’s conscious awareness can be found, and by improving them a huge impact on buying behaviour can be seen.
A myriad of psychological principles can be utilised by conversion optimisers, such as:
- Scarcity and loss aversion
- Colour guidance psychology
- NLP language patterns
- Unconscious anxiety reduction
- Gamification
- Eye path tracking
- Psychological friction
We do Conversion Optimisation exclusively for Ecommerce websites, with a 100% proven, psychology-based CRO methodology to maximise your profits.
We like to think of ourselves as communicators, not marketers. By using psychology, we can communicate more effectively which means visitors understand where they are, what they can do, and why they should do it.
Most agencies seem to think it’s all about data, but it’s not. It’s all about behaviour.
Tweet This
An example of this on a website is the discount voucher box in a shopping basket. If it’s placed in the wrong place on the basket page, it influences people to search Google for discount codes, and probably never come back. Obvious right? You knew it was there, but didn’t consciously think about the issue until we pointed it out.
Using psychology and the latest research in the field of neuroscience, we ensure we double the number of visitors who decide to convert into paying customers. Very often we gain wins of over 100% – which in-turn reduces cost of advertising by 50%.
How we ensure we are at the forefront of conversation optimisation at all times:
- All members of our team are trained and well studied in psychology, NLP and neuroscience
- All members of our team constantly keep up to date with new studies and findings in the field
- We have a very strong learning culture and share everything we learn with each other
- We have a very strict training program and required reading list for all new staff
If you’re fed up of wasting time, resources and money on your traffic…
or check out our Case Studies.
Some of the wonderful brands we have helped with conversion rate optimisation:
