Posts tagged with Cro

Want more sales? Give consumers fewer options

Inherent to consumerism is the assumption that more choice is better.

Indeed, psychologists have long contended that the provision of choice can increase the individual’s sense of personal control and feelings of intrinsic motivation (Rotter, 1966; deCharms, 1968).

Whilst that might be true, the problem is that it doesn’t necessarily follow that presenting an abundance of options results in an increase in sales. 

In this post I’ll explain why you should test presenting less choice in order to boost your conversion rate.

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An arrow pointing upwards

Was 2013 the year of conversion optimization?

Twelve months on from writing “Will 2013 be the year of conversion rate optimization?” I’d like to follow up and share some answers and stories from what we saw in 2013.

One thing is clear, last year was absolutely the most progressive we have experienced, with a continued trend towards brands embracing a data driven, on-going optimization strategy.

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Pricing hacks for ecommerce stores that bring in the dollars

According to an August 2012 study conducted by ReffferralCandy, in the US there are 102,728 ecommerce retailers that generate $12,000 or more in revenue.

Given the ever increasing consumer migration to the digital marketplace, this number has likely grown even more in the last year and a half. 

With such a competitive market, online retailers need to do what they can to stand out and provide incentive for consumers to shop at their store over another.

One way to do this is to gain the consumers’ trust and loyalty; as part of a full strategy, effective pricing strategies can help grow this customer relationship.

Pricing strategies on the website slightly mirror those in physical stores, and they are a great way to capture potential customers throughout the phases of the sales cycle.

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a/b test

A/B testing: software recommendations from four ecommerce experts

In the past few months I've rounded up a number of case studies which show the benefit of A/B testing for web optimisation.

However it's been pointed out to me that I've neglected to mention how site owners should go about setting up an A/B test in the first place.

So to find out, I spoke to three optimisation experts to find out which tools they use on their own sites or when setting up tests for their clients.

Read on to discover their recommendations, or for more information check out our blog post that shows how small copywriting changes can lead to big increases in conversions.

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buy now button

Conversion rate optimisation: eight case studies that show the benefit of UX testing

In a survey conducted by Econsultancy and Redeye earlier this year more than half of client-side respondents said that conversion rate optimisation is crucial to their overall digital marketing strategy.

The same survey found that the most valued methods for increasing conversion rates are both testing methodologies, with around three in five companies surveyed saying A/B testing and multivariate testing are ‘highly valuable’.

By way of supporting these findings and highlighting the importance of CRO, I’ve rounded up .. case studies which show how relatively small changes to a site’s UX can result in big increases in conversions and profit.

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Conversion Rate Optimisation Report

Satisfaction with conversion rates has increased [infographic]

For the first time in four years, satisfaction with conversion has increased.

90% of companies now claim that CRO has increased in importance, with 59% claiming it’s crucial to their marketing strategy.

These findings come from our fifth annual Conversion Rate Optimisation Report, produced in association with RedEye.

The aim of this report is to provide data and a framework to help companies invest their time and resources as effectively as possible, by examining which methods and processes are most likely to yield results.

For a brief overview, RedEye has produced this infographic…

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59% of businesses say conversion rate optimisation is crucial to their digital strategy

Three out of five businesses (59%) believe that conversion rate optimisation is crucial to their overall digital marketing strategy, according to a new report from Econsultancy and RedEye.

A further 40% of respondents consider CRO to be ‘important’ (31%) or ‘quite important’ (9%). In contrast, only 1% of businesses believe that CRO is ‘not important’.

This highlights the growing focus on CRO in an increasingly competitive online marketplace, fuelled in part by more advanced targeting and personalisation technologies.

The findings come from the fifth annual Conversion Rate Optimization Report which is based on a survey of almost 1,000 client-side and agency digital marketers.

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GoDaddy upselling hosting

Nine upselling lessons we can learn from domain registrars

In the cut-throat world of domains, upselling has become the key to profits. With razor-thin margins on popular .com sales, the registrars have been forced to aggressively upsell additional domains and services such as hosting.

Despite the annoyance to regular domain buyers, these sites are an excellent case study in effective upselling.

Upselling can be a massive source of additional income and a huge boost to revenue for any ecommerce business.

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Satisfaction with conversion rates has increased for the first time in four years

Over a quarter (28%) of companies are satisfied with their conversion rates (either 'very' or 'quite' satisfied), up by 6% since 2012 and the highest level since 2009. 

Addtionally, around three-quarters (73%, up from 65% in 2012) indicate they have seen an improvement in conversion rates in the last 12 months

The fifth annual Conversion Rate Optimization Report, produced in association with RedEye, also found that the proportion of organisations who say they experienced an increase in sales conversion rates has significantly gone up, from 60% in 2012 to 70% this year.

The research, based on a survey of almost 1,000 client-side and agency digital marketers, revealed that A/B and multivariate testing, using multiple methods to improve conversion and having a structured approach are among the seven factors most correlated with improved conversion and sales...

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The future of SEO was PR, is it CRO now?

Staying ahead of the Google curve can be a feat in itself if you spend all day analysing keyword saturation rates and anchor text diversity. All SEOs need to remember it’s important sometimes to go back to basics to see the bigger picture. 

Are we sculpting keywords and orchestrating anchor text to give Google-bot an easier job? No! We’re trying to make the internet a more productive and valued place, where users are able to locate worthy content easily and intuitively, and the same principle should be applied to all facets of our businesses, be it in store or online.

So instead of relying on SEO/PR practices, we should be thinking about how we can add value, and improve the customer engagement through other methods. What about Conversion Rate Optimisation?

A conversion health pack would certainly improve overall performance and budgets, but will enhancing usability improve SEO?

It could take a manual review to fully interpret all usability improvements, but even if this doesn’t occur, the algorithm still pays attention to drop rates, engagement (time spent on page), page-views, and this group of metrics all count towards overall visibility.

So the bottom line is, as long as your developments actually enhance the user journey, you’ll see ranking gains and a higher domain authority accruing. 

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Great expectations: is user experience your biggest responsibility?

Econsultancy’s updated User Experience Buyer’s Guide lists 23 suppliers of user experience services, and expounds the current trends in the market.

And guess what? User experience is as topical as ever.

Business transformation is increasingly design-led, delivering value to customers with great customer experiences, across multiple devices, with emerging technologies such as responsive design and HTML5.

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Future Of Digital Marketing Malaysia

Eight highlights from the Future Of Digital Marketing Malaysia

For the first time in Asia, the great and the good of the Malaysian and APAC digital marketing community gathered in Kuala Lumpur recently for the inaugral Future Of Digital Marketing (FODM) Malaysia conference.

Attended by over 400 delegates, and organised in conjunction with the Association of Accredited Advertising Agents Malaysia and Multimedia Development Corp (MDeC), the event saw eight talks.

The talks echoed a key theme articulated by MDeC chief executive officer Datuk Badlisham Ghazali, that "the next wave of economic growth will come from the knowledge-based economy, with digital technology as a key driver of progress”.

Here are just some of the highlights from an excellent conference.

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