Metric: Conversion Rate
Category: Conversion
So, you want
more customers to sign up for promotional emails? And you also want to decrease
the cart abandonment rate on your ecommerce site? Both the sign ups and card
abandonment rates are examples of conversions, and in both cases, you will need
to figure out ways to increase the conversion rate. How can you do that? Take a
look at the real-life examples below for inspiration- various types of
conversion rates are detailed:
1. Company: L’axelle
Goal: Increase clicks for “Add to Cart”
button
By changing
their ad copy to be more action-oriented, L’axelle increased clicks to their “Add
to Cart” button by 93%. The original ad prior to the test is below:
(Patel,
2018).
The test ad
is below:
(Patel,
2018).
The new copy
in the test ad helped reveal L’axelle as a product that solves a problem.
2.
Company: Basekit
Goal: Redesign Pricing Page
Although it
is a good sign when a customer has made it to the pricing page, they are still
generally a few steps away from actually making the purchase. Basekit felt they
were not performing as well as they could have been on their pricing page and
decided to revamp it. Here is what the original pricing page looked like:
(Ruffolo,
2016).
And here is
the pricing page after the redesign:
(Ruffolo,
2016).
The green
call-out buttons were then easier to recognize after the revamp and the page
more organized overall. The redesign led to a 25% increase in conversion rate.
3. Company: Intuit
Goal: Increase Sales
Intuit
implemented a proactive chat tool to a number of areas of their site, and each
lead to an increase in conversions. For example, after adding chat to the
checkout page, Intuit saw a conversion rate increase of 20%. Sales increased by
211% after introducing chat to their product comparison pages (Ruffolo, 2016).
This example demonstrates a more unique way to increase conversions.
4. Company:
WaterFilters.net
Goal: Revamp search site
WaterFilters.net,
the leading distributor for water treatment brands, was experiencing issues
with their search engine as they added more and more product pages to the site.
“Some of
our pages were not indexed at all and the
search results seemed to be getting less and less relevant,” explains Director
of Business Development Jamin Arvig. WaterFilters.net partnered with Google
Site Search in order to correct the problem. Google Site Search enables an
enhanced user experience on a company’s site, with the same look and feel of an
actual Google Search.
(Google Site Search Case Study..., 2008).
After implementing Google Site Search, the
site’s bounce rate decreased by 4% and the conversion rate increased by 11% (Google
Site Search Case Study..., 2008). Users on the WaterFilters.net set are now
able to find relevant search results from all site content as well as applicable
pages from other water filtration sites.
5. Company: AMD
Goal: Increase social sharing
AMD used ShareThis, a free platform offering
free social plugins for websites and blogs (ShareThis, 2018,) to test six
variations with different icons and placements on their site. After the test,
AMD learned that the best placement for the social sharing buttons was on the
left-hand side of site. Their efforts resulted in an increase in social sharing
of 3600% (2018)!
At the end
of the day, Web analytics can be the keys to exploiting marketing efforts that
are not performing to the levels they should be. Conversion rates are important
to measure in order to determine success (or failure) on the business goals and
KPI’s so changes can be made where applicable. In addition, being able to
report statistics on conversion rates will be beneficial when needing to
present to company decision-makers.
References
Google
Site Search Case Study: Waterfilters.net increased their conversion rate by 11%
with Google Site Search. (2008). Retrieved October 20, 2018, from
http://static.googleusercontent.com/media/www.google.com/en/us/sitesearch/pdf/waterfilters.pdf
Patel,
N. (2018, June 25). 100 Conversion Optimization Case Studies. Retrieved October
19, 2018, from https://neilpatel.com/blog/100-conversion-optimization-case-studies/
Ruffolo,
B. (2016, December 27). 12 Amazing Conversion Rate Optimization Case Studies.
Retrieved October 19, 2018, from
https://www.impactbnd.com/blog/conversion-rate-optimization-case-studies
No comments:
Post a Comment