With Black Friday and Cyber Monday over, and Christmas fast approaching, it’s crunch time for ecommerce providers to hit their end of year targets. Despite extensive marketing and generous discounts, all retailers are affected by one big issue: abandoned carts. Recent studies show that the average abandoned cart rate is 69.23% of all sales!
What’s troubling about the large amount of sessions without conversions, is that many businesses appear to accept it as part and parcel of online retail. The reality is, there are many things businesses can do to turn these into successful sales. Here are just a handful of techniques that we use on a daily basis at GML Consulting:
1. Use data analytics to learn more about the user journey
With the right kind of analysis, audience data reveals a huge amount about how prospective customers interact with your site. You can use this to identify trends in audience interaction. These will then show you any issues your audience may be having with your website.
Here at GML we regularly use Google Analytics, this provides you with a vast array of metrics, including which pages people are spending the most time on, how long people spend on your site and much more.
Google Analytics also has several very useful reports, including the Behaviour Flow Report. This report shows the journey people take through your website. It is amongst the best for highlighting where things may need improvement on your website. If the drop-off rate on a page is abnormally high, chances are there’s something on it stopping customers from wanting to continue their journey on their website. This could be any page on your website from your landing page potentially being too fussy and not putting your key messages across, your sales page not giving the information the customer is looking for, or a particularly difficult to navigate basket and checkout process.
With this information in mind, you are now equipped to use some other tools to drill down why people aren’t converting as you had planned on these particular pages.
2. Use screen tracking software to assess how user-friendly your website is
Once you know which pages on your website are causing you particular issues, our next steps would be to use anonymous screen tracking software. With these sorts of software, any sensitive information such as passwords or credit/debit card information is omitted during the recording sessions. However, what it does record is where users scroll, hover and click on the webpage you have selected.
Once a number of sessions have been recorded a ‘heatmap’ report will be produced. These reports collate individual sessions into a single display of where attention is most focused. This will show you examples of where some customers have descended into a frenzy of repeated clicking in one area frustrated by something not working as expected!
With these sessions, you can easily highlight where the issues are on pages. Maybe users aren’t finding an important button well enough. Maybe you’re overloading people with cramming too much information into a single page. With this, you can review the layout of your problem pages with the needs and behaviours of your customers in front of you.
3. Trial new design features through A/B testing
The best web designs always have the user experience in mind. This can be evident in the most subtle ways. For example, Western audiences respond best to buttons aligned to the right of a web page. A recent study shows this is because they primarily read left to right, and this placement signifies forward momentum. Never underestimate the role of psychology in consumer behaviour.
When gauging the effectiveness of a new design feature, A/B testing is the way to go. Users will see two versions of the same page, but with one variation such as new copy or a different colour. The differences in how these pages are received can then be attributed to this one change. A/B testing is better suited to pages with a high volume of traffic, so a representative data sample can be guaranteed. However, it’s one of the few ways you can guarantee validity in your testing.
4. Reminder emails to increase your ecommerce conversions
So you have put in your google analytics, found your problem pages, installed your screen tracking software, and A/B tested your pages so you should now have the perfect website right? Unfortunately, even after all of the research and data collecting, these changes to your website will not suddenly turn all your visits to conversions.
However, we have found that by sending an ‘abandoned cart’ email reminder to customers, after a set time of them leaving their cart. This can be a simple email prompting your customers into remembering the items they were going to buy before life got in the way. According to research from Econsultancy this can give you a 29% success rate on converting.
If you are struggling to find out the weak link in your website, we can help you out. We have experience in created tailored online stores to attract visitors and encourage them to not just make one purchase but become a repeat customer. To find out more visit our Ecommerce page or contact us today to discuss any queries you may have.