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Conversion Rate Experts was founded when a real-life rocket scientist teamed up with an internet marketing specialist. Its clients include firms like Apple, Google and Sony.
I've been asking CEO Ben Jesson and Chairman Dr Karl Blanks (the rocket scientist) about their approach to conversion rate optimsation, common conversion killers, and the most valuable tools for the job.
I also asked Ben and Karl how they would improve the Ling's Cars website...
If you want to know how to make your e-commerce website better, ask the people who use it.
Surveys are one of the quickest ways of finding out what matters to your customers, what's missing or broken and what's getting in the way of conversions. They're also a great source of market intelligence.
Add a survey to your site, treat the comments from your customers as if they contained nuggets of gold, and you'll find learn things about your business and your market which no 'best practice' guide could tell you.
Now and again you see a website so different to the norm that you can’t help but be intrigued. Lings Cars reverses perfectly in to that space.
The easy option here would be for me give the site a good going over with a usability stick, but I wouldn’t be the first to do that and quite frankly I don’t want to have Ling Valentine breathing now my neck and boxing me into submission....
Instead, what I want to hopefully do in this article is identify a wide range of persuasive, psychologically rooted design techniques that this website uses to a) build trust and then b) encourage you to hire.
Stay with me on this, I know when you first see the site you may well have a WTF moment and wonder how anyone would/could find their way around the site, but if you don’t know already Ling shifts quite a few cars over the course of the year: £35m in 2010 in fact.
A good design can make a world of difference for an e-commerce site; the right design will sell more goods and also improve the company's image.
There are lots of e-commerce guidelines, but many are too high-level ('know your customer') or too low-level ('always use a big checkout button') to be useful.
Ryan Thomas is Head of Direct Channels at Comet, a role which covers the retailer's non-store operations, which includes the website, call centre, its B2B insurance business, and mobile.
I've been asking Ryan about Comet's approach to mobile commerce, as well as testing and optimisation.
As a follow-up to my earlier article, Shopping basket best practice from ASOS, I’ve taken a look at the updated ASOS checkout experience. It includes one change which has reduced their checkout abandonment rate by 50%.
The ASOS website delivers an excellent browsing and shopping experience, and I regularly feature examples from the retailer in my e-commerce best practice training courses.
The updated checkout continues this trend, as the earlier version certainly didn’t fit in well with their highly tuned shopping experience up to checkout.
This article will recap on what ASOS is doing well on its shopping basket, look at how it is handling new customer checkout, and the variety of persuasive checkout lessons we can take from them as well as identifying a few areas of improvement.
Companies with a structured and process-driven approach to conversion rate optimization (CRO) are significantly more likely than other organisations to improve their conversion rates and increase online sales, according to research published this week by Econsultancy.
The Conversion Rate Optimization Report, produced in association with RedEye, also found that it is becoming harder to improve conversion rates, with 65% of companies seeing improvements in conversions in the last year, compared to 70% in 2009 and 2010.
From experience, usability testing is THE most enlightening and powerful activity that brands can carry out to answer an extensive range of questions which can be crucial to how their website performs.
As well as providing genuine evidence of what people are doing on websites, usability testing provides compelling insights as to WHY people are doing what they are doing. OK, stay with me on this, I know I’m not enlightening anyone so far with this statement…
The problem (or opportunity) is the term usability testing, or user testing, whichever you prefer to use. Testing is much more than just testing the ‘usability’ of a website, much more than just testing how affective a website is in achieving its goals.
Website optimisation teams are so much more effective when UX/Usability Consultants and AB/Multivariate Testing experts work closely together.
We have seen first-hand the difference this makes to the conversion rate optimisation process.
Conversion killers can steal revenue from under your feet without you even realising it. This article discusses the common issues that affect web conversions.
What are those conversion killers and how can you twist them to your advantage?
We’ve been testing the performance of Facebook advertising on our Facebook optimisation platform, and how it performs against search for a test sample of brand clients.
We did this by running two simultaneous campaigns across search and Facebook for each client (both campaigns are designed to work together, with a similar message and content). We’ve measured the impact of each on conversions (predominantly sales and registrations) on each brand’s website.
Marketers (and many publishers) are wrestling with the problem of cross-channel attribution: understanding what each channel adds to the entire process.
Producing a breadcrumb trail of user paths is too simplistic. The real key is understanding the incremental effect of each unit of media.