Tags:
How you can use website testing and personalization to:
Figure Out What Your Website Visitors' Behaviors Mean.
Salvage YOur Conversion Rates and Make Them Feel a Bit More Special. Your customers have been hinting around.....They just need little more from you--more attention, more proof you care, more signs that they are just as lovely now as the day you met--but you're just not picking up the clues...The reality is most online customers have a wandering eye. There's a lot of competition out there and not a ton of reasons to remain loyal. Basically, if you don't give visitors what they need, someone else will.
$194,3 Billion - The amount spent online in the U.S. in 2013
$1 - The amount companies spent on actually converting visitor to a customer per every $80 spent on driving traffic to a site.
1. Your Visitors' Behavior:
High Homepage Bounce Rates
What it means: "I'm outta here."
You only get one chance to make a great first Impression. If you find people are bolting once they hit your site it could be that
they're just not interested, don't like the way you look, or just aren't convinced you have what they're looking for (or they don't want the spend the time digging around for it even if you do). It could also mean that they need supplementary or third-party
information that's not available on your site, so they're forced to look elsewhere or it.
How you can salvage your relationship:
Don't Guess; Test Use A/B and Multivariate testing to look at:
- New home page layouts
- Updated search design and functionality
- New navigation options and layout
Segmentation
Target home page messaging or promotions
by certain attributes such as:
- Time o Day
- Geography (weather, seasonality, local promotions)
- New vs. Repeat Visitor
Real-World Spotlight:
By A/B testing home page layouts, Maxymiser was able to reduce ASDA Wal-Mart's homepage bounce rate by 19%.
2. Your Visitors' Behavior:
Low Search Engagement
What it means: "I'm not sure you have what I need."
Your visitors are searching for something concrete but there's only so much they're willing to do. Some of them are willing to work hard because you offer them what they need, while others aren't willing to work at all. The challenge is to balance what you need with what they need--encourage them to explore and make it easy for them once they do.
How you can salvage you relationship:
Use A/B and Multivariate testing to look at the location, layout
and content surrounding your search functionality:
- Box size/color
- Default text field (e.g. "search," "keyword," or nothing at all)
- Button layout/design
- Surrounding links/layout
- Location on page
Real-World Spotlight:
Maxymiser tested over 2,500 experiences of search functionality for gift retailer Harry and David.
The winning experience produced both a double-digit increase in conversion rates and a boost in average order values.
3. Your Visitors' Behavior:
Shopping cart abandonment
What it means: "What--you didn't think I'd notice?"
They were just about to make the ultimate commitment but then....something made them think again. It could have been a number of different things: a last-minute surprise, complications as they neared the finish line, unfortunate distractions you didn't predict....or they just weren't ready or a long-term commitment.
What are the top 6 reasons customers abandon shopping carts?
- 44% Shipping and branding costs are too high
- 25% Product price was higher than I was willing to pay.
- 41% I was not ready to purchase the product.
- 24% Just wanted to save products in my cart for later consideration.
- 27% I wanted to compare prices on other sites.
Source: Forrester Research
How you can salvage your relationship:
- Avoid hidden shipping costs
- Estimate shipping costs earlier in the buying process
- Offer shipping discounts and/or specials.
- Ditch last-minute and/or lengthy registration forms (Allow guest checkouts instead).
- Only collect necessary information to get them the product.
- For repeat visitors, use auto-fill forms based on cookie tags.
- Let users login using their social media accounts (e.g. Facebook) instead of filling out a form.
- Make sure to highlight in-stock vs. out-of-stock status prior to checkout.
- Don't put competing offers in the shopping cart area.
- Consider adding a progress indicator to show customers exactly where they are in the checkout process.
- Add a "save for later" button.
- Include your return policy.
Real-World Spotlight:
By Multivariate testing a number of their checkout process with live visitors, Maxymiser
was able to help National Express Coaches and Busses lower their abandonment rates and produce a 14% increase in conversation rates.
4. Your Visitors' Behavior:
One-Time Customers (One Trick Ponies)
What it means: "You just didn't grab me."
You had them once, but they never come back. It couldn't have been that bad.... could it? All we
can say for sure is that it wasn't particularly great--at best, you aren't memorable. Your challenge here is to improve your performance,
stay on the customers' mind, and instill loyalty after the fact.
How you can salvage your relationship:
Behavioral Targeting can help you tailor content and offers for individual visitors based on past
behaviors and buyer personas. Create a unique visitor profile, or persona, that includes the visitor's current and past behaviors and attributes, such as:
Personalize based on past individual behaviors:
- Purchases
- Searches
- Page views
All other known attributes, including:
- Geography
- Time of day
- Type of button clicked
- Browser type
- Demographics
- Etc.
Real-World Spotlight:
Maxymiser generated a 41% increase in conversion rates or European airline bmibaby's "Featured Destination" campaign--and a whopping 55% conversion rate improvement for their "inspire me"
effort--by using predictive behavioral targeting to promote travel destinations based on previous behaviors and bookings.
- 66% The percentage of Amazon's total sales credited to repeat purchases.
- 7% The percentage of sales credited to repeat purchases in the e-commerce industry as a whole.
- The Secret? - Amazon.com does not optimize for the first-time visitor, it optimizes for the returning customer.
My name is Lissa Anderson I am a full time SEO consultant. I've been doing freelancing,web development,web designing & internet marketing stuff for more than 8 years. Now I am affiliate with one of the world’s largest online advertising company.
I´m offering SEO and SocialMedia Services here on my website too.