Always be testing should be the mantra of every ecommerce store. Incremental improvements on your homepage, product page, or click-through-rates have a snowball effect on your bottom line. Today’s guest post is from, Sean Ellis, CEO of Qualaroo and founder of GrowthHackers.com. Sean has held marketing leadership roles with companies including Dropbox, LogMeIn, Uproar, and Eventbrite. He literally wrote the guide to conversion rate optimization. Read on to hear what Sean has to teach you about optimizing conversion rates to find sustainable ecommerce growth.
Growing an ecommerce business is hard. But what if I told you that the answer to your growth challenges is right in front of you? Conversion rate optimization is critical for any business, but none more so than in ecommerce—where each conversion improvement results in immediate improvement in sales.
But CRO can also be a frustrating, fruitless practice, leading many ecommerce managers to abandon it in search of other opportunities for acquiring new visitors. In my experience, CRO is the most powerful lever you have to improve your ROI and overall site performance. It has the ability to turn unprofitable traffic into profit centers, and delivers sustainable growth that compounds itself over time.
We talk about repeat purchases a lot on this blog. We talk about it so much that today we’re thrilled to have Nima Patel from Lettuce on our blog to talk about it for us. From the company that makes order management fun, here are two strategies to get more repeat customers.
By now you’ve heard that repeat customers are an incredibly valuable segment for any ecommerce business and should not be ignored. Although that’s easy to understand at a high level, getting your customer base to buy more often isn’t so simple to implement. Monetary and points based rewards programs are standard, but what if we told you today that there were ways to earn deep customer loyalty without having to resort to generic financial incentives?
It’s definitely possible.
Today’s guest blog is brought to you by UserTesting, a fast and easy usability testing platform. UserTesting has watched thousands of videos documenting the frustration customers go through while navigating online stores, a unique perspective that has given them an enormous amount of insight on some of the most common reasons for shopping cart abandonment. Even better, they’ve learned a few things about what ecommerce retailers can do to prevent it.
If you’re like most e-commerce merchants, you’ve suffered the heartbreak of watching a customer fill their cart with items, start to check out, and then… nothing. While it can be disheartening to think about all of those lost sales, you might be comforted to know that you’re not alone in your predicament. Baymard Institute cites 24 studies from 2006 to 2013 in determining that 67.89% is the average documented online shopping cart abandonment rate. That means the average store owner has better odds of correctly guessing a coin flip than converting a customer. What’s more, this statistic holds true for e-commerce giants as well as smaller online merchants.