We know that an ecommerce conversion rate requires constant optimization and likely has lots of room for improvement. Don’t worry, most sites do. However, how do we decide which tests to perform to get the most bang for our buck in optimizing for conversion rate? As a start, 94% of marketers reported that they refer to their analytics reports when identifying test hypotheses. Thus, it helps to have all your analytics in one place, and keep checking back on them so you don’t have to log in to 5 different dashboards to answer questions about your A/B tests.
Let’s take a look at which reports to look into to identify hypotheses and get that conversion rate moving in the right direction. DataHero allows you to pull in data from various cloud services to keep it all in the same place and current, then visualize your ecommerce data. To begin, connect your Google Analytics account to DataHero. Select multiple domains to analyze ecommerce sales across all your clients.
New vs. Return Users Test
New users require a little more hand-holding, and it’s no secret in the ecommerce world that generally returning users account for more revenue. Then why would you treat these two types of customers the same way? Dig into your data to see how behavior differs between returning and new visitors. If new users bounce quickly or spend a decreased amount of time on the site, try to grab their attention from the beginning. For new visitors, test a pop up modal that requests an email address.
For returning customers, test personalized suggested content based on what was searched or purchased previously.
Site Search Test
According to Econsultancy, up to 30% of visitors to an ecommerce site will use a site search box. These are very targeted visitors, who have a clear purchase intent. All the site needs to do is facilitate the purchase in the smoothest way possible.
Check the health of the site search by importing information from Google Analytics on what terms visitors search for, and where they begin their search. The page with the highest site search rate is the page where visitors are getting lost. Take a look at what visitors are searching for and test highlighting certain products on the page in question.
By entering this information into a heat map, we can see exactly what people are searching for on exactly which page.
For example, in the chart above we can see that visitors are searching for cargo pants on the /men page while visitors are searching for many items on the winter_promo page. Test ways to make these items easier to find on each of these pages, or even the homepage.
Also consider testing a plugin to your ecommerce store that will improve site search. You don’t want to lose customers because they search for “wool sweater” and search can only provide results for “wool sweaters”.
Exit Pages Test
Some pages are natural exit pages, like an order confirmation page. However, you don’t want your cart page to be in the top pages where people exit. The chart below shows where visitors are most frequently exiting.
Test certain copy, images or exit pop ups to decrease exits on pages that are not intended to be exit points. For example, if a user registration page has a high number of exits, try offering a guest checkout option.
In the end, any ecommerce store is a constant work in progress. Keep all your ecommerce data, site analytics data, and even customer support data in one place with DataHero. Keep the above charts in a dashboard, update it weekly, and then simply check back to see how your tests are affecting your overall revenue.
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