How to improve your website conversion Mark Patron CEO, RedEye 9/10/13 1 Agenda • Econsultancy/RedEye Conversion Rate Optimization Report 2013 and survey • What improves conversion - survey respondents • What improves conversion - analysis of the survey data • Maturity model Source: Econsultancy/RedEye CRO Report 2013 2 Why are conversion rates so low? • Average retail conversion rate has declined from 8.4% to below 3.8% over last seven years. At same time market has grown from £30.2bn to £60bn plus. • • Due to move from “online purchasing” to “online shopping” Improving website conversion is more complicated than spending more with Google… Source: IMRG Capgemini e-Retail Sales Index Source: Econsultancy/RedEye CRO Report 2013 3 Conversion rate optimisation spend is low Currently for every $92 spent acquiring visitors, only $1 spent converting them. So spending money intelligently on Conversion Rate Optimization (CRO) should be a better investment than spending more money on generating traffic... Converting customers Acquiring customers Source: Adobe/eMarketer 4 Econsultancy/RedEye CRO Report 2013 • Over last 5 years surveyed thousands of digital marketers about Conversion Rate Optimization (CRO) • Respondents mostly European based retail / e-commerce Source: Econsultancy/RedEye CRO Report 2013 5 Satisfaction with conversion rates is low Source: Econsultancy/RedEye CRO Report 2013 6 Agenda • Econsultancy/RedEye Conversion Rate Optimization Report 2012 and survey • What improves conversion - survey respondents • What improves conversion - analysis of the survey data • Maturity model Source: Econsultancy/RedEye CRO Report 2013 7 Methods used for improving conversion rates Source: Econsultancy/RedEye CRO Report 2013 8 Best practices carried out by organisations Source: Econsultancy/RedEye CRO Report 2013 9 Barriers preventing improving conversion? Consistently top Source: Econsultancy/RedEye CRO Report 2013 10 HOW DIFFICULT IT IS TO IMPLEMENT Value and difficulty of different methods Now look at top 4 methods in more detail Website personalisation Cart abandonment analysis Customer journey analysis Multivariate testing Event-triggered / behavioural email Segmentation Expert usability reviews Competitor benchmarking Abandonment email Usability testing A/B testing Copy optimisation *Size of the bubbles is directly proportional to the percentage of companies surveyed using each method for improving conversion rates. VALUE Source: Econsultancy/RedEye CRO Report 2013 11 Testing Companies whose conversion rates have improved over the previous 12 months are performing on average 50% more tests to improve conversion than those companies whose conversion rates have not improved. Sales Large increase Small increase No change Decrease Average number of tests each month 7.88 4.32 2.61 1.86 Source: Econsultancy/RedEye CRO Report 2013 12 Specifically for your website, what do you test? Top four: - Call to action buttons - Page layout - Copy - Navigation Source: Econsultancy/RedEye CRO Report 2013 13 Important to a successful testing strategy? Top: Defining testing goals and objectives & Prioritising tests Bottom: Choosing software Source: Econsultancy/RedEye CRO Report 2013 14 Usability testing • Usability testing with eye tracking is the best way to understand how your site design is performing and why your customers are doing the things you see in the web analytics data. • To get support for your website optimisation process show key stakeholders and senior management highlight clips from usability testing showing users struggling to achieve those key goals. • A/B and Multivariate tests can take can take a number of weeks to generate a statistically robust answer. So you really can’t afford to do random testing. Usability testing is a useful method to help prioritise tests. Source: Econsultancy/RedEye CRO Report 2013 15 Customer Journey Analysis • Customer journey analysis is the first step in understanding what customers are doing on your site • Typically not a simple sales funnel • Consider all primary user goals • Challenging e.g. cross device • By understanding customer journeys you can pull your customers through your site rather than push them, inbound rather than outbound Source: Econsultancy/RedEye CRO Report 2013 16 Agenda • Econsultancy/RedEye Conversion Rate Optimization Report 2012 and survey • What improves conversion - survey respondents • What improves conversion - analysis of the survey data • Maturity model Source: Econsultancy/RedEye CRO Report 2013 17 What improves conversion - analysis of data The five additional variables most strongly correlated with improved website conversion and sales are: • Having a structured approach to improving conversion • Having people responsible for improving conversion • Perceived control over conversion rates • Using a number of different methods used to aid conversion • Cart Abandonment Analysis • Note top 3 are all people issues Source: Econsultancy/RedEye CRO Report 2013 18 Example of a structured process Business objectives Goals, aspirations, target audiences Insight Analytics, Usability testing, surveys… Repository for quant & qual Testing insights & learnings Ideas & Prioritisation Quantify, Predicted Uplift, Justification Testing (A/B, MVT) Test plans, UX Design variations, Reporting & Measuring uplift / ROI Continual Website Improvement Increased Conversion, AOV, X-Sell, Retention, Loyalty, UX Quick wins e.g. fixing usability issues, interaction problems, bugs UCD/UX Design e.g. New functionality, redesigns, wire-framing, prototyping 19 The more methods used improves sales Companies whose conversion rates have improved over the previous 12 months are using 40% more methods to improve conversion than those companies whose conversion rates have not improved. Sales Large increase Small increase No change Decrease Average number of methods used 5.03 4.92 3.05 4.37 Source: Econsultancy/RedEye CRO Report 2013 20 Complimentary methods lead to better results Companies with £10m+ revenues who integrated usability testing and analytics well were more than twice as likely to have seen a large increase in sales as those that didn’t Source: Econsultancy/RedEye CRO Report 2013 21 Agenda • Econsultancy/RedEye Conversion Rate Optimization Report 2012 and survey • What improves conversion - survey respondents • What improves conversion - analysis of the survey data • Maturity model Source: Econsultancy/RedEye CRO Report 2013 22 Conversion Maturity Model Increasing number of complimentary methods used, tests and segmentation £ Not using a structured approach Little or no control of conversion ½ person responsible for conversion In control 1 person responsible for conversion Testing landing Pages Structured approach to improving conversion 2 people responsible for conversion Incentivising staff based on conversion Testing multiple landing pages Starting to test landing pages Starting testing Using A/B testing or MVT Starting Out Intermediate Strategic Time 23 Survey summary - most valuable methods 4 most valuable methods to improve conversion - survey respondents: • A/B testing • Multivariate testing • Usability testing • Customer journey analysis Source: Econsultancy/RedEye CRO Report 2013 24 Most correlated with improved conversion and sales Excluding most valuable methods on previous slide – 5 variables most correlated with improved conversion and sales are: • Having a structured approach to improving conversion • Having people responsible for improving conversion • Perceived control over conversion rates • Using a number of different methods used to aid conversion • Cart Abandonment Analysis Source: Econsultancy/RedEye CRO Report 2013 25 Conclusion - survey and correlated variables Top 7 things to do to improve conversion: • A/B and Multivariate testing • Usability testing • Customer journey analysis • Having a structured approach to conversion • Have people directly responsible for CRO with perceived control over conversion rates • Use a number of different methods to improve conversion • Cart Abandonment Analysis Source: Econsultancy/RedEye CRO Report 2013 26 Thank You From 30th October download the full Econsultancy/RedEye Conversion Rate Optimization Report 2013 at http://econsultancy.com/reports/conversion-rate-optimization-report See RedEye’s white papers on Conversion Rate Optimization at http://www.redeye.com/events/whitepapersandreports/ [email protected] mark.patron uk.linkedin.com/in/markpatron Source: Econsultancy/RedEye CRO Report 2013 27
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