22/11/2022
When it comes to e-commerce websites, it doesn't make sense anymore to talk only about traffic generation. What really matters, for those who want to succesful online, is the conversion rate, i.e.: how many people, once they land on your website, respond to an action or a CTA (Call to Action), actually producing a conversion.
Conversion rate is important because it allows you to measure the effectiveness of your website through. It measures the percentage of users who positively respond to desired actions, which may be purchasing a product, signing up for a newsletter, or even downloading a particular resource.
This KPI is also crucial for those working in the traditional world of retail: through it you are able to analyze overall performance, assess which touch-points perform best and, consequently decide on which ones to invest.
Returning to online stores, many websites complain about a low conversion rate, and managers are asking: is it possible to increase it? And how?
The solution to a low conversion rate has a name and it is called CRO (Conversion Rate Optimization): it is a process of continuous refinement aimed at optimizing all those mechanisms that affect a site's ability to convert visitors into customers or leads.
The main purpose is, therefore, to facilitate the user's conversion journey through the website, eliminating all those critical issues that can make navigation difficult and, at the same time, to create a virtuous path capable of capturing and even anticipating the user's intention in order to unleash the full potential related to their permanence on the website.
We are confident when we state one thing: at the center of any experience is (and always should be!) the individual. This is why our approach involves an experience that is designed and tailored to our client's specific target audience; in other words, we are user experience centered.
Only by approaching CRO in this way is it, in fact, possible to create a concrete engagement process with the customer. Alongside this, it is essential to then flank more complex work aimed at analyzing the entire customer journey very carefully, studying every single step - from the first and initial contact (zero moment of truth) to the actual conversion.
To meet these needs, we have developed a particular methodology, which involves extensive work divided into several steps:
This preliminary step is essential to investigate user behavior on the site and make data-driven decisions.
Where does the visitor come from? Which sections or pages do they click on the most? Which ones do they decide to abandon first? How much content on each individual page is actually viewed? These are just a few of the many questions that we need to give a concrete answer to.
To do this work we make use of the best platforms, such as Hotjar, Google Optimize, GA4, which return valuable and timely information about user behavior and habits on a website.
With the P.I.E. work framework (a methodology that helps to prioritize activities not only according to their importance but also according to their impact on the expected results and according to their implementation complexity ) we define the different areas of intervention and the actions to be taken.
The last phase represents the heart of our work. The previous work phases lead us to define which domains need to be improved, but only by a testing phase can we define which is the winning option, that is, the one that helps us convert most effectively. This is where the A/B testing phase kicks off. Using specific tools such as Dynamic Yield we define different audience types and create an ad hoc experience on each page; we then split the traffic and monitor the performance, defining the winning solution according to the recorded performance.
Our approach allows you to open new horizons on the entire customer journey and achieve important goals that will allow you to make a difference.
We have accompanied many clients in the Fashion Luxury sector through this important process and here are some of the average results achieved:
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