conversion rates

How to boost conversion rates and kick cart abandonment to the curb

Are you a retailer kept up by cart abandonment nightmares?

We’ve all done it. Clicked through pages and pages of merchandise, added various items to the cart and simply never made it to checkout.

It’s like we turned our backs and never looked back. Metaphorically, of course. But as a retailer, that’s the last thing you want.

Combat cart abandonment and increase conversion rates with the following tips and tricks. 

Split testing vs personalisation: fighting for the conversion crown

There is a fight brewing in the conversion rate optimisation (CRO) world. There are two main camps and there’s a whole lot of money at stake.

In the blue corner, we have split testing (AKA a/b or multivariate testing). Split testing has been continually growing in notoriety in digital marketing.

It has firmly proven itself to be highly effective at improving conversion rates and increasing average order values, driving often staggering increases in website revenue.

In the red corner, we have something of a newcomer: website personalisation. This is certainly a buzzword right now and, for the most part, deserves the hype it’s attracting.  Companies that are getting personalisation right are offering superior web experiences to visitors and boosting conversion rates.

Great news, you might think: two practices that can deliver impressive and long-lasting conversion increases for your website. So, which do you put your money on?

Improved customer experience seen as main benefit of real-time marketing

Real-time marketing is one of the most important digital and ecommerce trends in 2014, with many businesses seeking to make their marketing teams more agile in the way that they deal with consumers.

But what are perceived to be the main business benefits of real-time marketing?

A new report from Econsultancy and Monetate asked both client-side and agency respondents to answer this very question, with a better customer experience proving to be the most popular answer (84% company vs. 82% agency).

Around three-quarters of respondents cited improved conversion rates as a key benefit (72% vs. 74%) making it the second most-popular answer.

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

Four simple techniques to deal with your conversion rate problems

We have to go undercover into shops, speak to sales staff, buy and try products and speak to customer service teams to uncover the objections our visitors face online.

When we delve into the offline world and go beyond surveys and analytics we can find out the hidden causes of abandonment online, remove them and improve our conversion rates.

Here are four simple techniques for finding those hidden gems…

Tablets account for 18% of UK paid search clicks, but just 8% in the US

Tablets accounted for almost one fifth (18%) of UK paid search clicks for retailers in 2012 compared to 13% on smartphone, according to a new report from Kenshoo.

Tablets also delivered 18.3% of conversions and 21.3% of revenue, while smartphones achieved just 3.6% of overall retail conversions from PPC and 3.4% of revenue.

Similarly, the conversion rate from smartphone visits is just 1.59% compared to 5.85% on tablet and 6.53% on desktop.

The report indicates that marketers aren’t yet making the most of the opportunity presented by tablets, as the devices account for 14.1% of ad spend at a CPC of £0.25, while desktop hoovers up 78.7% with a CPC of £0.36.