One of the most significant measures of conversion, and topping the list of key performance indicators for retail and e-commerce sites is visitor ‘purchase’ or ‘checkout’. And while you can segment your website visitors into ‘purchasers’ and ‘non-purchasers’ using Adobe Analytics, you can’t gain a true understanding of how and why visitors convert unless you have an in-page view of visitor experience and behavior.
Here’s 4 key conversion enhancement questions that an in-page, digital customer experience solution can answer. And in the process, help you to ramp up your website conversion rates effectively and efficiently.
Any question about conversion must begin with the conversion funnel. The ClickTale conversion funnel shown here gives us a high level overview of the customers’ journey through the website (and also allows us to determine the ideal path we want our visitors to take). From this we can see where we’re losing customers along the way.
In this funnel example (not based on any specific customer), we see that conversion from the homepage to the pricing page is weakest (only 16%). Of those, only 17% actually ended up making a purchase.
So there are two areas to focus on here; improving the homepage so people move more smoothly to the pricing page followed by improving the pricing page so more visitors actually purchase.
Question 2: What Constitutes Success vs. Failure?
Once we know which pages are a priority, we can then compare interactions that were ‘successful’ (i.e. those that converted) with interactions that ‘failed’ (i.e. didn’t convert).
To do this we have to zoom in a little from the overall conversion funnel to the page heatmap.
In this side-by-side Mouse Move heatmap (click the image to expand the frame) we are comparing the picture of ‘successful conversion’ on the left, with the picture of ‘failure to convert’ on the right.
By understanding what constitutes success vs. failure we can get a clue as to what parts of the page need improving. In this heatmap example from Windstream (listen to the full webinar), we are comparing purchasers vs. non-purchasers (Remember? This is from their Adobe Analytics segments!).
From our side-by-side comparison, it’s clear that purchasers who scrolled down to the product features at the bottom of the page (see left hand heatmap) were much more likely to buy, while the non-purchasers (in the right hand heatmap) were sticking more to the hero image and top navigation.
Question 3: Why are Non-Purchasers Struggling?
We can now drill a little deeper by asking ourselves why non-purchasers were not able to find what they were looking for. So from the heatmap example above we zoom again – into the individual Session Playbacks to watch how ‘failed’ customers really interacted on the page.
Once you’ve seen a few examples from real customers you can then move on to validating which fixes work best! Check out the video below to see how Session Playback works:
Question 4: How Do I Confirm My Theory?
Here’s where we integrate with our A/B testing tool to validate our hypothesis! In this heatmap example from The North Face, you can see a before and after A/B test comparison. (Click the image to expand the frame).
The Session Playback revealed that a large number of visitors were not paying attention to the checkout button on the shopping cart page and instead, were paying attention to a dark blue banner that was just above it (see the left hand heatmap)
From their A/B test, the team at The North Face found that moving the checkout button to a new spot above the banner created a 21% increase in checkouts. (See the right hand heatmap. The deep red signifies greater engagement with the checkout button. Notice there’s now virtually no engagement with the dark blue banner just below it.)
Conclusion: Quantifying the Outcomes!
For the 2 companies above the recommendations were clear and the outcomes significant:
1. Windstream: They re-designed their page to feature a more product-focused appeal above the fold. They are currently executing a full-page test. But initial results show they have already reached double-digit significance, both in shopping and engagement metrics.
2. The North Face: By the simple action of moving their checkout button above the blue banner they increased the page’s conversion rate by 62% - a figure that’s worth millions in revenue to any company of this size.
To find out more about how ClickTale can improve your website conversion and digital customer experience, book a private demo.