The Objeqt Optimization Blog:
Actionable Posts to Help You Improve Your Conversion Rates
Whether you’re just getting started with conversion rate optimization or you’re an old pro, check out our library of how-to-posts, guides, and more. Click the topic you’re interested in now!
The goal of conversion optimization is to make websites more accessible, trustworthy, and relevant to users. To achieve this goal, we analyze every aspect of the site’s performance.
On a typical ecommerce site, the purchase process is usually visualized and analyzed as a “funnel” of customer behavior. All prospects enter the purchase process at the top of the funnel. Funnel entry is always marked by an event that constitutes a “macro conversion” (for example, adding a product to the cart). Not all prospects, and likely not even a majority, will proceed to the next step. Your funnel content should therefore aim to increase the number of prospects who reach the entry point of the funnel, AND who proceed to the next step.
Customer lifetime value is used to guide efforts in customer and traffic acquisition by showing how much an additional customer is worth in financial terms. When you know how much a customer is worth, it sheds new light on acquisition — and can reveal when acquisition is simply too expensive to be sustainable.
While we’ve touched on trust issues in some sections above, there is an important way to foster trust that needs more detailed explanation: leveraging your existing customers. How to Increase trust in order to increase conversions?
The rise of the Internet and increasing popularity of its new, lucrative ecommerce channel drove the competition for customers attention to ever higher levels. And traditional marketing approaches became less and less effective. Ecommerce content marketing is a way for all of us to differentiate.
Scroll mapping helps us improve understanding of the way the average visitor consumes content. Scroll heat map enable us to visualize the exact extent of visitor scrolling on our website pages and where they give up.
To put together the whole puzzle of customer research, you’re going to need comprehensive website technical analysis to identify every opportunity for enhancement. Why? Because your ability to get useful insights from the three methods above depends on one very important pre-condition: Your website must work properly.
The conversion optimization process consists of multiple steps that overlap and interlock. Many of these steps are based on data and research, so your initial step should always be to set up your data-gathering tools. Heuristic analysis is Step Zero of any conversion optimization process worth its salt.
We will now, as a practical exercise, present the step-by-step process of creating ecommerce customer personas by using Google Analytics and Google Tag Manager as the main tools. Why those tools? Because they are an industry standard, used by over 70% of marketers to gather quantitative data. They’re also free, and for an SMB ecommerce website, they’re a great starting base to get the personas you need. More advanced tools can come later.
First things first: What are personas, and why do you need to create them? A “persona” is an idealized customer group with specific common characteristics. The use of personas in marketing and selling is very common, since identifying personas enables you to create messaging and content that perfectly fits specific groups of customers. Using personas, you can identify different types of customers, and devise the best way to approach them and the best content to show to each group.