Tag Archives: shopping-cart

Mastering eCommerce Conversions with VWO and Demandware

Shopping Cart and Conversion Optimization platforms together have been making lives simpler for eCommerce business owners. With its latest release, VWO adds Demandware to its kitty of third-party app integrations to allow easy configuration of VWO SmartCode on Demandware stores. In addition, eCommerce stores using Demandware can also track their store revenue and configure custom URLs to run tests.

Using the plug-in, Demandware users can now directly add their preferred type of VWO SmartCode (Asynchronous or Synchronous) to all pages on their shopping website and get cracking with their A/B testing campaign. The plug-in also allows eCommerce websites to track revenue conversions in their preferred format, using different combinations of tax and shipping charges along with the actual value of each order.

A key outcome of this integration is that businesses running Demandware can enable custom URL tracking. This tracking allows running test campaigns on SEO-friendly URLs that don’t have a common pattern. In a typical eCommerce store, URLs are often morphed to match frequent search queries. However, the changing nature of these URLs makes it difficult for marketing platforms to recognize their page types. VWO’s custom URL tracking allows users to easily classify URLs into different categories such as Product Page, Category Page, or Checkout Page, and then run test campaigns on a specific group of pages together.

How Does it Work?

Installing the VWO code on your Demandware store is a one-minute process. Simply download the VWO plug-in and import it into your Demandware studio. Now, follow these simple steps to configure the VWO cartridge for your store with your preferred settings.

In simple words, there is no need to individually add the VWO code to all pages on your Demandware store. The VWO plug-in does all that for you in no time! Also, don’t forget to configure your revenue tracking with VWO and enable custom URLS for running targeted campaigns.

VWO Free-trial CTA

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Mastering eCommerce Conversions with VWO and Demandware

5 Awesome Tools To Skyrocket Your Ecommerce Conversions

The art of asking for help is a delicate one. Self-sufficiency is a valued asset in today’s world, along with economization and efficiency. But in the realm of online commerce, not all products can sell themselves. According to Frank Flynn, associate professor of organizational behavior at Stanford GSB, People are more willing to help than […]

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5 Awesome Tools To Skyrocket Your Ecommerce Conversions

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How to Optimize Your Product Pages for Higher Conversion Rates

Ahh, the product page. Often a combination of a little customization and a lot of programming, many of them don’t differ much from whatever options were available out-of-the-box with their chosen shopping cart system.

And that’s unfortunate, since it’s often where crucial decisions are made on whether to check out or abandon the cart.

So what can you do to optimize conversion rates on these vital pages? Let’s take a look at a few proven tactics, including some that resulted in triple-digit improvements!

Show Your Product from Multiple Angles, but Don’t Forget THIS…

tie

You probably already know how important it is to show your product using high quality imagery. You may have even gone so far as to showcase it from multiple angles as well. These are all great strategies, but many products can be enhanced even further with a little bit of context.

What do I mean by that? Here’s a great example:

snowdrop

Not only does the product page show the item in question being worn, but it also shows it with the individual accessories that make up the photo. Here’s another example:

image-accessories

Although the item in question here is highlighting the central item, there are also similar accessories on either side to achieve this same type of look. Many women can attest to flipping through a clothing catalog, only to have an item catch their eye that is not part of the offer. It seems trivial, but it’s a distraction nonetheless—and an area of friction on your product pages.

Adding these items on the page increased conversions for one online jewelry store owner by a whopping 271%!

Understanding Trust Signals

When I say “trust signals” what do you think of? Those little symbols at the bottom of each page announcing that your site is secure and virus free? That you’re rated 5-stars on a merchant directory? While those may help, they’re not at the core of the shopper’s trust foundation.

Elto.com showcases an excellent example of real trust signals—the kind that address the customer’s concerns before they even hit the checkout page:

kitchenaid

Notice how they’ve incorporated a small area right by the call to action that instantly answers any questions the customer might have in mind that would prevent them from moving forward:

  • How much is shipping?
  • How soon will it ship?
  • How soon will it arrive?
  • What if I don’t want to buy now, but want to save it for later? (Wishlists are a GREAT retargeting option!)
  • What are other people’s experiences with this product?

These are all valid questions that could cause the visitor to second-guess their choice—not just for that particular product, but shopping on your site, or whether they really need the item itself. As a conversion expert, you want to remove every possible obstacle that would make them hesitate.

And on that note…

Little Things Make a Big Difference

Sometimes, what you think of as “nice touches” on your product page may very well be the deciding factor for your shopper. Things like:

Knowing I Can Chat with Someone If I Have a Question

multiple

There’s nothing more conversion-breaking than having a question about a product and no way to contact support. Sure, I could call, but I really don’t have a billing question and, no, I don’t want to sign up for an Acme Store Credit Card and why am I suddenly receiving catalogs in the mail?

You can imagine a customer’s trepidation with making that call. Email or contact forms aren’t the best solution either, since it could be 24–48 hours before he gets a response, and he can see you’ve only got 4 more in stock…

We’ve reviewed several live chat solutions here if you’re looking for a high quality provider. But having this option is a great convenience for the user and provides them with comfort and privacy.

Nipping Anxiety in the Bud

What kinds of checkout anxieties do customers really face? And what would make the defining difference to help them overcome it? Marketing Experiments did a great series of tests for a large e-book retailer in which they wanted to see which points would ultimately help close the sale:

ebook-retailer-versions

  • Would security seals work? (Version A)
  • What about device compatibility? (Version B)
  • Would a synopsis of the product help? (Version C)
  • What if we showed them how quickly they could download it? (Version D)

Which option would you choose?

Each one had a measurable impact on conversion, but the product synopsis generated a whopping 78% change, taking the conversion rate from 1.92 to 3.42. For the ultra-competitive ebook market, that’s a big deal!

You can do the same thing by providing enough information to help customer feel they know what they’re getting. Don’t stop with just a description. Anticipate questions, and answer them in your product synopsis.

Make Pages Printer Friendly

This should go without saying, but make your product pages printer friendly. Often, customers are on the go and want to show an item to their friend or family member. Maybe they have a spotty connection or don’t want to be constrained by the small screens on their mobile phone. Whatever the case, they’d rather just print the page and take it with them.

Except many site product pages don’t offer a print-friendly option.

printer-friendly

Source: Search Engine Land

Look at all of the unnecessary clutter that fills this page (and drives your ink usage into the stratosphere!) If you’re hesitant about mucking around in the CSS coding to achieve your print-friendly look, there’s an online service that will do it for you.

Write $300 Product Descriptions

Sometimes, the best products sell themselves—like this example of a duffel bag:

great-copy

Source: Lemon Stand

Reading that description, you can almost picture a kid playing in the attic and coming across his dad’s old military bag. You might envision adventures in the woods with friends on hazy summer days. The product has a story behind it, which lets you immediately attach some intrinsic value to it.

Compare that to a similar leather bag from Amazon.com

copy-bad

Leather. Imported. Brass hardware. *Yawn*

There probably isn’t much difference in the making of these two bags, but one can charge $100 more because it has aligned itself with quality and durability, as well as memories and imagination.

My advice? Put more energy into your product description.

How Are Your Product Pages Performing?

If you’re getting lackluster conversion rates from your product pages, it may be time to take a serious look at your shopping cart system and its functionality and degree of customization. By adding in these features, you’ll not only boost conversion rates, but you’ll also create a well-rounded shopping experience that your customers and visitors can’t help but rave about!

Read other Crazy Egg articles by Sherice Jacob.

The post How to Optimize Your Product Pages for Higher Conversion Rates appeared first on The Daily Egg.

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How to Optimize Your Product Pages for Higher Conversion Rates

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3 Easy-to-Fix Errors Killing Your Conversions Right Now

Regular testing and tweaking should be standard practice for every business owner.

Regardless of how well your site is performing, it can probably do even better.

But let’s take a step back from tweaking (not to be confused with twerking — although you should probably step back from that too) for conversions for a moment, because if your site contains any of the following errors, no amount of tweaking will help you.

We are going to look at several common errors that are both easy to fix and devastating to your conversion rate if you fail to fix them.

Broken Links

404-error

This is one of those no-brainer, two-second-fix errors that a surprisingly large number of websites struggle with.

Broken links KILL your conversion rate.

Think about your typical behavior after landing on a 404-Error page. Do you think through what went wrong or spend even 15 seconds trying to get to the right spot?

Probably not. For most users, a broken link is a one-way ticket off your website.

Fortunately, these types of errors are mostly easy to fix. But first, we need to distinguish between the two types of broken links.

  1. Internal
  2. External

Broken Internal Links

Broken internal links are typically the most deadly, but they are also the easiest to fix.

When a user selects a link within your website and lands on a 404 Error page, he/she knows that it’s entirely your fault. You own the website, so there’s no one else to blame for it not working correctly.

How do you fix it?

Simple. Jump into your website and fix the links!

It’s incredibly easy to have working links, and that’s why there is no excuse for this error.

That said, every website will make a mistake here and there. The key is to be regularly testing your site for these mistakes and fixing them immediately.

For starters, you should be regularly conducting user experience tests on your site to ensure everything is working properly. More specifically, there are numerous free tools available for finding broken links on your site. Here are a few options:

Go ahead and run a quick test on your site right now. It takes 30 seconds, and dead links just aren’t something you can afford to have.

Broken External Links

Broken external links aren’t as unforgivable as their internal siblings, but they can still have a negative affect on your conversion rates.

Most web-savvy users will understand that the source website might have screwed up the URL or your website has simply been changed within the last few years.

For non-savvy users, however, and users simply in a hurry, dead links are probably the last thing they’ll view on your website.

So what can you do about dead external links on websites you don’t control?

  1. To avoid errors due to site changes, try to keep URLs consistent over time and implement proper 301 redirects when they simply must be changed.
  2. For errors that are simply due to source site errors, make your 404 Error page engaging or entertaining, like the one pictured above from GitHub, and be sure to include easy navigation back into your site. For high-juice links you’d prefer to correct, simply reach out to the webmaster for correction.

Bottom line: Don’t let broken links kill your conversion rate.

Shopping Cart Errors

frys-error-checkout

I’m no doctor, but I can’t think of anything more fatal to your conversion rate than a faulty shopping cart.

You’ve invested in paid traffic, brilliant content, clever headlines, streamlined navigation, and who knows what else in your quest to bring customers to this precise point. They’re here, product in digital hand, ready to purchase, when all of a sudden…

OOPS! There’s been an error. Sorry.

And just like that, your finely tuned funnel implodes.

It seems like any company with an online purchasing option would make optimal shopping cart performance a top priority — especially big companies with money to burn on dedicated UX teams.

And yet, shopping cart errors are incredibly common — even on desktop — and it only gets worse on mobile.

Last August, I tried to book a day-of flight from my smartphone. I started with Delta but got that annoying Error screen when I attempted to purchase. So I switched to United… same thing. I finally booked a flight on American Airlines, simply because they had the only website able to handle my purchase.

These are billion-dollar companies, booking thousands of flights per day. If I represent just 1% of their users’ experience, that’s still MILLIONS of dollars in lost revenue every year.

Brian Massey recently wrote about experiencing errors while shopping at Frys.com & GuitarCenter.com during peak holiday season. You’d think retailers would be committed to a working checkout system during the holidays.

These are massive companies. You would think losing customers at the point of sale would be a major concern.

If you are running a checkout system on your website, make sure that regular UX testing is a priority. Small business systems tend to have easy-fix errors. The key is knowing you have an error.

Test regularly and watch for unexpected dips in your sales numbers. If you see an abnormally high number of shopping cart bounces, run a few tests to make sure your customers aren’t experiencing checkout errors.

Since there are hundreds of possible systems out there, I can’t recommend a universal diagnostic. If you are a using a modern system, however, there will most likely be free tools and dedicated support teams available to have you back up and running in no time.

The first step is realizing you have a problem.

Site-Speed Errors

jacobmcmillen.com-speed-test

Here’s what I want you to remember:

Speed is no longer a convenience issue. It’s the difference between failure and success for any online business.


“Site speed is the diff between failure and success for your biz.”
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40% of shoppers will abandon a page if it takes more than 3 seconds to load.

There’s just not much room for error anymore.

The first step to fixing speed errors is identifying them. As with everything mentioned in this article, where there are problems, there are free to tools available to identifying them:

Obviously, if you’ve managed to find a few errors, the next step is fixing them. Each of these tools include recommendations for fixing identified errors, and most of them are quick-fix type stuff.

For example, my personal website gets a fairly high speed rating, but 70% of the load time comes from my extremely large home page images. While it’s not currently a problem, as I’m well under a 2-seconds load time and want to keep the current design, optimal image sizing is easy to execute and something I’ll have my eye on as I evolve the site.

Or maybe you just aren’t using a very good hosting service. If your website is built on WordPress, you should be using a service optimized for WordPress hosting. I noticed immediate, obvious speed improvements after switching my sites from GoDaddy’s standard hosting to their new, dedicated WordPress servers.

For 9 out of 10 errors you’ll discover, the solution is quick and easy. Here’s our review of 10 ways to improve your site speed. And here’s an incredibly thorough guide from Kinsta on optimizing your website speed.

Conclusion

2015 is a big year for you. Don’t let simple errors sabotage your hard work.

At the very least, fix broken links, shopping cart errors and site speed issues. But always be watching for issues that could be causing friction for your buyers. They could be responsible for more profit loss than you know.

What usability issues are most likely to make you leave a website?

Read other Crazy Egg articles by Jacob McMillen.

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Shopping Cart Abandonment Accounts for $18 Billion in Lost Revenue Each Year

In a recent study by Surepayroll on over 19000 consumers, it was found that, on an average, 68% shoppers abandon their online shopping carts. More than 50% of the surveyed users, attributed unexpected costs at checkout as the major reason for not completing their purchase. The second most common reason was that they were just browsing and didn’t really have a purchase intent.

To find out how to reduce the alarming cart abandonment rate of your website, checkout the info-graphic below

shopping-cart-img

The post Shopping Cart Abandonment Accounts for $18 Billion in Lost Revenue Each Year appeared first on VWO Blog.

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Shopping Cart Abandonment Accounts for $18 Billion in Lost Revenue Each Year