Posts tagged with Cro

Is Booking.com the most persuasive website in the world?

One of the most important areas to invest time into is developing the persuasive layer of your online experience and deliver more reasons for your visitors to do what you want them to do.

In fact, I see persuasion as being one of the next big battlegrounds online.

As more websites are upping their game around the fundamentals of good user experience and usability principles they’re looking for the next area of growth and to gain competitive advantage. 

One brand I’ve paid particular attention to since 2009 has been Booking.com. I previously wrote a piece back in October 2011 about the wide range of persuasive techniques used on its search results page.

Since then Booking.com has continually evolved and refined its online experience, adding in new features, functionality and in particular using even more persuasive techniques.

In this article, which is the first in a series,  I’ve highlighted many of these newer features and provided tips and advice on how to apply these techniques to your business. 

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Should you focus on your website’s sales performance or on driving traffic?

Online marketing: should you focus on traffic or conversions?

If you are entering the online world for the first time as a business it doesn’t matter whether you are a startup or an established bricks-and-mortar company, you need to choose what to spend your resources on.

So far so obvious; that’s all part of your marketing strategy. But when you’re thinking about that strategy there’s one big, tough question that will almost inevitably come up:

“Should we spend more of our resources trying increase brand awareness or increasing conversion rates?”

The answer to that question is much less obvious than the question itself.

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CTA and Value Propositions in Conversion

Improve your web conversions with the 'LIFT' model

It’s 2014. The majority of people are doing business online. It’s imperative that your company website offers the experience your target audience needs to encourage a conversion.

Whatever services your business provides, your website needs to go beyond basic.

Deploying a smart conversion strategy is the key to your website success. WiderFunnel created a method for identifying areas of improving conversions on your website called “the landing page influence functions for tests” (LIFT) model.

By adopting this kind of method to evaluate and test on your website, you can find the optimal way to interact with your potential customers.

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Voice of Customer

Voice of customer surveys: a killer tactic for quick CRO wins

Funnel analysis, A/B testing & landing page optimisation are all fantastic ways of improving your websites conversion rate.

However, nothing will come close to the effectiveness of VoC analysis to deliver quick conversion rate and website usability increases.

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The Student Room Group on the importance of conversion rate optimisation

The Student Room Group is one of the UK's largest sites for students, and has experienced plenty of success with a continuous CRO (conversion rate optimisation) strategy. 

I spoke to director of optimisation Pete Taylor to find out more about the company's conversion optimisation strategies, what's proved to be effective, and which tools are the most useful...

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cart abandonment

Checkout abandonment: mobile UX examples to help boost conversions

It’s no secret that in spite of the boom in mobile web traffic, conversion rates from smartphones remain far lower than on desktop.

This is largely due to the fact that people use mobiles for research and searching for product ideas, before making a purchase on their laptop or PC.

The low conversion rates are mirrored by high abandonment rates, with new data from remarketing firm Cloud.IQ showing that during January the abandonment rate for smartphone users on ecommerce sites was 84%, compared to 72% on tablet and 68% on desktop.

The question is, what can be done to reduce basket abandonment on mobile? In truth a large proportion will continue to drop out simply because they use mobile for product research, however there are still ways of shortening the purchase journey on mobile so shoppers are nudged towards a conversion rather than dropping out.

To give some inspiration for mobile designers, I’ve rounded up some of my favourite UX features from various mobile checkouts that might help to limit user frustration and abandonment rates.

Enjoy!

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Five ecommerce personalization tips for Valentine’s Day

You’re one in a million. But hopefully your conversion rates will be higher than that this Valentine’s day.

There’s nothing like the feeling of love in the air that gets people wanting to be extravagant with declarations of their love.

But how do you go about providing the best experience for your Valentine’s customers to drive conversions, fast?

Here are my top tips for helping people in a loving mood get the most out of your site.

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European ecommerce: down the chunnel and into the funnel

As a Brit, it’s never been easier to get into Europe. The travel options alone are numerous: a cheap and cheerful flight, a choppy ferry journey from Dover to Calais, or a lazy train journey from St Pancras to Gare De Nord. 

But what about retail and more specifically ecommerce? The European ecommerce industry is booming and three countries lead ahead of the EU pack.

The UK is worth an impressive €96bn with Germany on €50bn and France €45 bn, totalling €191bn which represents 61% of the European ecommerce market. 

If you’re a retailer launching into the European market, how easy is it to tap into the continental customer base over the channel?  

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website-reviews

Give product reviews a face to increase your conversion rate

It's been proved many times over in A/B tests that I've been involved in that reviews on product pages increase the add-to-basket conversion rate.

This effect can be multiplied when those reviews have meta-data surrounding them and multiplied again when there is an image, generally of the person's face, alongside the review.

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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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