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[Webinar]: eCommerce Insights Generation For a Super Holiday Season
The document provides insights on optimizing e-commerce conversion rates, focusing on customer fears, objections, and needs while highlighting the importance of social proof and trust signals. Case studies demonstrate strategies such as removing distracting social sharing buttons and optimizing call-to-action (CTA) text, leading to significant increases in sales and click-through rates. Key takeaways emphasize understanding customer motivations, collecting reviews, and methodically testing website elements for effective conversion improvements.
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[Webinar]: eCommerce Insights Generation For a Super Holiday Season
- 1. 1 eCommerce Insights Generation Fora Super Holiday Season Presented by Johann Van Tonder, AWA & Sushant Sharma ,VWO THURSDAY 12 NOVEMBER 2015
- 2. 2 Johann van Tonder COO@ AWA Digital Johann has helped ecommerce businesses around the world to improve conversion rates and fast-track online sales. He is co-author of a CRO handbook for ecommerce practitioners, to be published by Kogan Page (London) in 2016. AWA is a leading CRO agency, specialising in ecommerce.
- 3. 3 Sushant Sharma Channel Marketing@VWO Sushant is infatuated with CRO and finds gratification in high conversion rates. Sushant has previously driven content and email marketing campaigns for online businesses. At VWO, he handles co-marketing activities and plans channel marketing strategies.
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- 5. 5 Is this watchauthentic or a cheap replica?
- 6. 6 Case Study -Price <<< Product/Brand Authenticity
- 7. 7 How safe aretheir online payment methods? Is this company / website legitimate? Do they assure safe and quick delivery?
- 8. 8 Case Study -Adding Customer Review Widget Increased Sales by 58% Variation Express Watches replaced the “Why buy from Express Watches?” section with a Trust Pilot widget to reduce buyer anxieties. The variation beat the original product page by 58.39%!
- 9. 9 Trust Badges, Reviews,Testimonials - Get Social Proof Your visitors want to know ‘who else wants/has this product’! Reviews and Testimonials serve as social proof for your product. Adding security seals imparts credibility to your product and evokes customer trust. VWO’s eCommerce Report 2014 found that 54% of shoppers find reviews a ‘very important’ factor when making a purchase decision ● Collect reviews through follow-up emails ● Incentivize and gamify reviews through discount coupons, giveaways and competitions
- 10. 10 Existence tests –find the value of page elements Product Recommendation Engines Product descriptions Reviews Messaging Delivery Stock status Value proposition Guarantees and Returns Social sharing
- 11. 11 A/B Test ThatSocial Sharing Widget Social Sharing buttons: Friend or foe? • Social sharing widgets can increase page load time. A one second page delay can reduce conversions by 7% • Low number of social shares can work as negative social proof • Occupy expensive real-estate space on product pages • If your website visitors don’t frequently share purchases on social media, remove the widgets • They’re a distraction when the goal of the page is to get visitors to buy • If social doesn’t constitute a major source of your traffic, consider removing them. Instead, test them out on thank you pages.
- 12. 12 Case Study -Removing Social Widgets Increases Sales by 12% Original Product Page ● Taloon.com wanted to increase clicks on their product pages’ main call to action (CTA) button — Add to Cart. ● You can see that the social sharing buttons are placed right below the product photos. ● Taloon.com wanted to see if removing the buttons will have any impact on the main call to action (CTA) button.
- 13. 13 Variation ● The variationrecorded 11.9% increase in CTA clickthroughs as compared to the Original. ● “I have to say I didn’t really expect the results to be this good. Nice surprise!” Jani Uusi-Pantti of Taloon. ● What Worked Against Social Sharing Buttons - negative social proof and distraction from main goal ● Test for yourself - Don’t get influenced by others’ results Case Study - Removing Social Widgets Increases Sales by 12%
- 14. 14 A/B Test CTAButton Text • This is one of the easiest tests to set up and can drastically lift your conversions. • CTA answers the most critical question “Why should I click this button?” • Avoid generic call-to-actions and make them more actionable • Let visitors know what to expect after clicking it • Add urgency to your CTA. The idea is to make your visitors click on the CTA there and then. • Begin with a verb. Adding an action verb to your CTA will induce visitors to take the desired action.
- 15. 15 Case Study -Changing CTA Button Text Increased Clickthroughs by 33% Original The Empire Flippers website has a sidebar on the right which is used to collect leads and also take people to the ‘Create my Account’ section. The original CTA text said “Join Us”
- 16. 16 Variation ● The CTAtext of the variation said “Make Money Flipping Websites”. It increased clickthroughs by 33.1%. ● “Join Us!” didn’t really convey anything and is thus less compelling. ● “Make Money Flipping Websites” is more compelling and answers the “what’s in it for me?” question right off the bat. Case Study - Changing CTA Button Text Increased Clickthroughs by 33%
- 17. 17 Iterate! Learn fromprevious / negative results
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- 21. 21 Key takeaways Get intothe mind of your customer FUD’s – Fears, Uncertainties, Desires Counter sales objections methodically Put a plan in place to acquire reviews and testimonials – especially ones that speak to key objections Run exclusion tests in “Quick Learnings” mode to determine the value of page elements Remove potential distractions e.g. social sharing Test CTA button text and style Learn from negative split tests, iterate
- 22. 22 Got Questions? Talkto Us! Sushant Sharma [email protected] @Sushant6759 Johann van Tonder [email protected] @amaclickclick Thank You!