21 CRO Best Practices for Ecommerce

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21 design guidelines that will help you increase the conversion rate, sales and revenue of your eCommerce store.

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<ul><li> 1. 21 CRO Best Practices for eCommerce </li> <li> 2. About VWO VWOisaleadingA/Btestingplatformusedbymorethan3,700brandsin75countriestooptimizetheironlinesalesandrevenues. CompaniessuchasShoeDazzle, Groupalia,JustFabandUnibetuseVWOtounderstandandanalyseonlineuseractivityandbehaviour. VWOoffersmarketersaneasy-to- implementanduse,buthighlyeffectiveA/Btesting,multivariate, behaviouraltargeting,usabilityandheatmaptestingsolutionthatrequiresnocodingknowledge. START YOUR FREE TRIAL NOW! </li> <li> 3. Table of Contents INTRODUCTION CHAPTER 1 Reduce Form Fields CHAPTER 2 Use A Contrasting CTA Button CHAPTER 3 Get Rid of Automatic Image Slider CHAPTER 4 Dont Use Cheesy Stock Photos CHAPTER 5 Test CTA Button Text CHAPTER 6 Place CTA Above The Fold CHAPTER 7 Add a Video CHAPTER 8 Craft a Clear Headline CHAPTER 9 Create Urgency CHAPTER 10 Display Phone Number </li> <li> 4. Table of Contents CHAPTER 11 Change CTA Link to Button CHAPTER 12 Use the Magical Word Free CHAPTER 13 Add Value to Your Offer CHAPTER 14 Flaunt Testimonials CHAPTER 15 Identify and Communicate Your USP CHAPTER 16 Show Off Award Badges CHAPTER 17 Add Trust Badges CHAPTER 18 Use Recognizable Security Seals CHAPTER 19 Add Live Chat Widget CHAPTER 20 Give a Price Match Guarantee CHAPTER 21 Use Better Images on Product Pages CONCLUSION </li> <li> 5. Introduction IfyouownaneCommercewebsite,youknowhowchallengingitisforyoutosqueezeoutrevenuefromyourwebsitevisitors.ConversionRateOptimization(CRO)helpsyoudopreciselythat! CROisessentiallythescienceandartofgettingahigherpercentageofyourvisitorstotakethedesiredactiononyourwebsite.ForaneCommercebusiness,thisdesiredactioncanbegettingmorevisitorstoclickontheBuy-nowbutton.Inthiscase,everysingleclickcountssinceitdirectlyaffectsthebottomlineofthecompany. Gettingmorevisitorstoyourwebsitebecomesfutileonceyourealizethatthosevisitorsarenottakingthedesiredaction.Moreover,focusingonyourexistingvisitorbaseandgettingthemtoconvertmoreisafarmoreeffectivestrategythansimplygettingmorepeopletovisityourwebsite.Inthemostsimplisticterms,CROhelpsinbridgingthegapbetweenavisitorshowinginterestinyourproductandaninterestedvisitorfinallybecomingacustomer.Ithelpsyouridentifywhatvisitorsarelookingforwhentheyarriveatyourwebsitesuchthatyoucanoptimizekeyparametersonyourwebsitetosuittheneedsofyourvisitors. </li> <li> 6. 21 CRO Best Practices </li> <li> 7. 1. Reduce Form Fields According to a research, forms with only 3 fields receive 25% higher conversions. </li> <li> 8. 1. Reduce Form Fields FlyingScott,anairportcarparkingcompany,conductedatestontheirwebsitewheretheyremovedallunnecessaryformfieldsfromtheirdetailspageoftheirbookingprocess.Asaresult,theysawa35%increaseinformsubmissions. </li> <li> 9. 2. Use A Contrasting CTA Button Thereisnoone-color-fits-allrulehere.ThebasicideaistohaveyourCTAattractattention. Usingcolorsandimagesthatareincontrastwiththepagebackgroundusuallyhelpsthepurpose. Flipkart.com,onlineretailstore,usescontrastingCTAsonitsproductpagestodirectvisitorstotakethedesiredaction. </li> <li> 10. 3.GetRidofAutomaticImageSlider AusabilitystudybyNeilsonNormangroupconfirmedthatauto-forwardingcarouselsannoyusersandreducevisibility.Thestudyhighlightsreasonswhythesedesignelementsareactuallynotgoodforyoursitesusabilityorconversions: 1.Automaticrotationmakestheuserlosecontroloftheirinteractionwiththesite. 2.Theycreatebannerblindnessandareofteneasilyignoredbyusers.Theeyetrackingexamplebelowfromanothersourcealsovalidatesthis. </li> <li> 11. 3.GetRidofAutomaticImageSlider Hereareafewalternativestotryinplaceofcarousels: 1.Focusyourhomepageonyourprimaryoffer Prioritizeyouroffersandletyourmostrelevantoffergetthemaximumshareofvisitorattention.BenSherman,anonlineclothingstoreandimplementedthisverywellontheirhomepage. 2.ConvertEachSlideintoaTargetedHomepage Letssay,youhaveaglobalclothingstoreonline.Youcansegmentyourvisitorsonthebasisoftheirgeographicallocationwiththehelpofpre-setsegmentsinVWO.Onceyouhavesegmentedyourvisitors,showthemthehomepagethatpromotesanofferaboutthemostpopularclothingtrendintheircountry. </li> <li> 12. 4.DontUseCheesyStockPhotos ConversionScientistBrianMasseycallsstockphotosbusinessporn. Usingimagesforornamentalreasons(likethebelowexampleofTMobile)doesmoreharmthangoodtoyourlandingpage. </li> <li> 13. 4.DontUseCheesyStockPhotos Thenextbigquestionisifnotstockphotosthenwhat?Tryreplacingstockphotosonyourhomepagewithrealhumanimagesandtestitoutforbetterconversions! MedaliaArt,anonlineartstore,decidedtotestwhathappensifthepaintingsontheirhomepagearereplacedbytheartistsphotos.Replacingthepaintingswithhumanphotosledtoa95%increaseinconversionratefrom8.8%withpaintingsto17.2%withartistphotos. ControlVariation </li> <li> 14. 5.TestCTAButtonText Thisisoneoftheeasiestteststosetupandcandrasticallyliftyourconversions.TherelevanceofyourCTAcopyinfluencesdecisionmakingattheZeroMomentofTruth(ZMOT). ItessentiallyanswersthemostcriticalquestionWhyshouldIclickthisbutton? Pcmbtoday.com, an online learning book store, experimented with a more culturally relevant CTA on their product page. </li> <li> 15. 5.TestCTAButtonText HereareafewthingsyoushouldkeepinmindwhilecreatingthecopyforyourCTAbutton: 1.DontusethewordSubmit!Itsbeenoverusedanddoesntconveyanyvalue. 2.Useavaluableandactionablecopy.LetyourCTAtellthevisitorswhattheyshouldexpect. 3.AddurgencytoyourCTA.TheideaistomakeyourvisitorsclickontheCTAthereandthen. 4.BeginyourCTAwithanactionverb. 5.MakesureyourCTAcopyisrelevanttotheprimarygoalofyourlandingpage. </li> <li> 16. 6.PlaceCTAAboveTheFold Dontaskyourvisitorstoputinextraefforti.e.scrolldownbelowthefoldtoreachyourcalltoaction.Placeitabovethefold,ataprominentpositiononyourpage. </li> <li> 17. 7.AddaVideo Accordingtoastudybyeyeviewdigital.com,usingvideoonlandingpagescanincreaseconversionby80%.Usingavideoonthelandingpagenotonlyoffersamoredetaileddescriptionofyourproduct,italsohelpsengagesvisitorsforagreaterperiodoftime, allowingyourbrandmessagetosinkinwell. Heresalistofdifferentwaysinwhichyoucanusevideosforyourecommercewebsite: 1.Create a personalized product advice video for your visitors. Morrisons, the online groceries store, added a video survey to its wine section to help shoppers identify what kind of wine they like. </li> <li> 18. 7.AddaVideo 2.Useinstructionalvideosforcomplexproducts.Forproductsthatrequiresetupandinstallation,addahowtovideotoyourproductpage. 3.Educateyourvisitorsaboutanewproductcategorywithoutmakingthemgothroughhugechunksononlinecontent. 4. Use a simple product video to give your audience a live experience of the product. Simply Beach, an online store for swim and beachwear, embeds a video on each of its product pages allowing visitors to see a brief clip of a model trying out the clothing item. </li> <li> 19. 8.CraftaClearHeadline Makesureyourheadlineiscrispyetdetailedtoinstantlylettheprospectsknowwhattheycanexpectonyourwebsite.Theresnoscopeforambiguitysinceyouhaveonly10-20secondstomakeanimpactwithyourheadline. Movexa,ajoint-supplementmanufacturerthatsellssupplementsonline,experimentedwithmakingitsheadlineclearerbyaddingthewordsupplement.Thischangeledtoan89.97% increaseinconversions. </li> <li> 20. 9.CreateUrgency Peopleusuallytendtoplacehighervalueonanobjectthatisscarceandalowervalueononethatisavailableinabundance.WhencombinedwithUrgency,thetwomakeforapotentweaponforincreasingeCommercesales.Hereshowyoucancreateurgencyamongbuyerstomakethemactnow! 1.StockScarcity DisplayingyourstockmeterontheeCommerceproductpageisalwaysagoodconversionpractice.Notonlydoesitensuretherearenolast-minuteheartbreaksforthecustomer,italsospeedsupthebuyingprocess. Boticca.com, an online store for fashion accessories, almost urges visitors to complete the purchase right away. The use of an active verb like Act is used to drive immediate action. </li> <li> 21. 9.CreateUrgency 2.SizeScarcity Intimatingthebuyerswhenaparticularsizegoesoutofstockiskillingtwobirdswithonearrow.Notonlyisitahugefavourfortheprospects,theinformationalsoworksasapositivereinforcementoftheproduct. Zappos.com,anonlineretailstore,showshowmanyitemsareleftforaparticularsizeandcolorcombinationtoinducevisitoraction. </li> <li> 22. 9.CreateUrgency 3.Time-BoundPurchaseforNextDayShipping Whenyouaskthevisitorstomakethepurchaseinaspecificamountoftime,younotonlymakethemmoreproactivetowardsthepurchase,italsoeliminatesanykindofconfusionattheirendastowhentheywillreceivetheorder. Amazonshowstheexactnumberofhours/minuteswithinwhichthepurchaseneedstobecompletedtoqualifyfornext-dayshipping. </li> <li> 23. 9.CreateUrgency 4.Limited-PeriodDiscounts Thefearofmissingoutisalegitimateone.Itistheanticipatedregretofnotbeingabletoseizeanopportunity.Alimited-timediscountworksexactlyatthatlevel.Itmakestheofferlooksotemptingandfleetingthatoneiscompelledtoseizetheopportunity. MakeMyTrip.com,anonlineticketbookingplatform,showsanalertwhenthelastfewdiscountedairlineticketsareleftinstock.Seehowtheyusecolorpsychologyheretoinstilurgency.TheuseofthecolorRedisassociatedwithenergy,increasedheartrateandisoftenusedinclearancesales. </li> <li> 24. 9.CreateUrgency 5.Limited-TimeFreeDelivery Thisworksthesamewayaslimited-timediscounts.Thedesiretoavailfreedeliverycouldpossiblyoffsetthevisitorstendencytoprocrastinatethepurchase. 6.SpecialDiscountHours Aspecialdiscounthourcanbeusedtogalvanizeexcitementaroundthatspecifichour.Zivame, anonlinelingeriestore,sentoutthismailertosubscriberstobuildupcrazeforitshour-longsale. </li> <li> 25. 10.DisplayPhoneNumber Itisusuallyagoodpracticetoaddyourcontactnumberinyourhomepageheadersothatitisntmissedbyyoursitevisitors.Thisaddscredibilityandalsoassurespeoplethatyouareeasilyapproachableiftheyhaveanyproblemsorconcernsduringtheirpurchaseprocess. SeehowOzScopes,anonlinetelescoperetailer,hasitsphonenumbernoticeablydisplayedonthehomepage: </li> <li> 26. 11.ChangeCTALinktoButton Incaseyourcall-to-actionisembeddedasalinktotext,youshouldchangeittoaclickablebuttonrightaway!Textlinksareoftenlostwiththerestofthetext,makingitdifficulttospotthemonthepage.CTAisthemostimportantelementonyourwebsitetoachievehigherconversions. UnderwaterAudio,aneCommercewebsite,changedtheirtextlinkstoCTAbuttonsandsawimprovementinconversions. </li> <li> 27. 12.UsetheMagicalWordFree Thewordfreeisapowerfulemotionaltriggerandasourceofirrationalexcitement.Themomentyouseethewordfree,theresanurgencytotakeactioncreatedinyourmind.Sameisthecasewithyourvisitors.Peopleendupbuyingstufftheydontevenneedwhenitisofferedforfree. Inthisworldofuncertainty,freeisasure-shotconversionbooster.Waybackin1999, Amazonbeganofferingfreeshippingonordersof$99ormore.Sincethentheyhavebeenexperimentingwiththeirmarketingstrategytobesttakeadvantageofourdesirefor'free. GregoryCiottiofCopybloggerputsinanotherperspectivetothepoweroffree.Shepointstolossaversionandournaturalinstincttogoafterlowhangingfruitasthereasonswhywearesosusceptibletosnatchingupfreestuff. </li> <li> 28. 13.AddValuetoYourOffer Aslongastheperceivedvalueofyourofferisnotgreaterthanwhatyouareaskingfromyourcustomers,youcannotmakethemconvert.Onegreatwaytoincreasetheperceivedvalueofyourofferistoaddbenefitsinyourcopy.AnswertheWhatsinitforme?questionofyourvisitors,andtheywillhappilyconvertintoleadsorsales. Urbanladder.com,anonlinefurnitureretailstore,addvaluetoitsofferbyintroducingaluckywinnercontentfornewslettersignup. </li> <li>...</li></ul>