Here’s how to map your e-commerce conversion optimization plan
So, your e-commerce website gets more traffic than rush hour in Los Angeles, thanks to snappy online advertising campaigns backed by a larger-than-life budget.
But you're not hitting your conversion goals. What gives?
It's possible you're not showing enough love to your current visitors. The most effective process to make more money with your existing online traffic is to use e-commerce conversion optimization.
It all starts with a four-step discovery process to determine the user types you want to optimize and how to update your digital assets accordingly.
It's easy and fun, we promise; there's drawing involved!
- Choose what types of users you want to target, based on their source and location in your sales funnel.
- Choose what digital assets you'll need to implement your tactics.
- Choose what resources you'll use to determine how you should change your design or content based off user research.
- Lastly, choose how you'll measure the changes you implemented to determine if they were successful.
Below is an example map we created for an e-commerce site that was getting a lot of traffic, but was struggling to convert traffic. We used Google Drawings to create this map, but you can use a whiteboard, PowerPoint, water colors or whatever you like.
Once you've completed your map, you can prioritize what steps in your map you believe would have the greatest impact.
For instance, the company we were working with was dealing with two issues: purchased strangers had a very high bounce rate, and only a small percentage of leads were completing the checkout process after they added items to their shopping cart.
Here are the e-commerce conversion optimization steps we followed for users with high bounce rates:
- We realized that purchased strangers from paid search campaigns were being sent to the e-commerce site homepage and that this wasn't an effective tactic.
- We decided we would create custom landing pages for users from the paid keyword search campaigns based on the the keywords they were using.
- We also decided to survey the users on the site with questions about what they wanted to see when they first click on the site from their search results.
- Lastly, we knew running a/b tests would give us the more accurate information to find out if our landing pages had a better bounce rate than sending users to our homepage.
Our next step in this process will be designing the landing pages we want to test. We're excited to get started because we've had great success with landing pages in the past. One of our most successful outcomes was a landing page that improved the lead conversion rates by 1,700 percent compared to a client's existing lead generation website. Although we would love to repeat that outcome here, our target is a more realistic 50 percent growth in conversions.
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