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How to start with the Conversion Optimization for your online shop
30.07.20, Haydar Yüce

By increasing the conversion rate, online merchants want to improve the performance of a desired action on the website by a visitor. Therefore, the focus of comprehensive conversion optimization is on improved usability. A lot of factors on the site itself contribute to this. Starting with the layout, through the content, to the purchasing process and check-out, there is generally a lot of optimization potential for increasing the conversion rate.

In principle, all elements can be optimized. With such a variety of options, the question naturally arises as to what is really useful for your own conversion optimization. So how do you start with a successful conversion optimization?

  • Analysis

  • Solutions

  • Creation of variants

  • Variant testing

  • Evaluation

  • Further solutions

Before starting the Conversion Optimization

Before you start a strategic conversion optimization, you should clarify two questions in advance:

  • What actions should visitors do?
  • What is the goal of this action?

 

The actions that website visitors should do more often with the optimization can include:

  • Purchase of a product
  • Booking a service
  • Registration on the website
  • Watch a video/listen to a podcast
  • Subscribe to the newsletter
  • Starting a download
  • Contact the company
  • Participation in a Webinar
  • Visit of subpages
  • Leave a comment or rating

 

The goals of the action can be:

  • Sale of products and services
  • Generating Leads
  • Customer acquisition
  • Increase of customer loyalty and acquisition of loyal customers
  • Increase of brand awareness

 

Defining Macro Conversions

To ensure that the conversion optimization is effective, the so-called macro conversions should be defined first. In online shops, it is also worth working with intermediate goals, the micro conversions, which cover the entire customer journey process. In this way, even partial steps on the way to the purchase can be analyzed in the best possible way and used for conversion optimization.

 

Analyzing the target group

In order to continuously align the website to customer requirements, it is also important to know your target group. This is the only way to ensure that optimization measures by changing website elements such as headings, content and visuals, but also form, search and filter functions, length of the purchasing process, services and remarketing, will be effective.

 

Understanding Conversion Optimization as a Process

It is important to understand conversion optimization as an ongoing process, as recent years have shown that the market and customer expectations are constantly changing. The Corona crisis shows just how quickly this can happen. Companies should therefore understand the process as a cycle that must be firmly integrated into their strategy. This is the only way to ensure long-term usability at all times.

 

 

Step 1 of the Conversion Optimization: The Analysis

First of all, it is important to find out why the desired action is not carried out by visitors and which pages, elements, etc. are important for this. Possible reasons for a bad conversion rate can be:

 

  • The buying process is too complicated.
  • The trust is lacking.
  • There is no data security.
  • Products are cheaper elsewhere.
  • The design is confusing.
  • Incorrectly placed teasers and banners are distracting.
  • The site is not optimized for mobile usability.

 

For an analysis, data is collected using quantitative and qualitative methods.

Quantitative Methods

The quantitative methods show, among other things, from where the users reach the website and how they move around the website. The key indicator of the quantitative methods is the “How?”. How does the behavior on the individual pages look like? How does the behavior change when elements change? What is the perfect process for the customer? Analytics tools, standardized surveys, A/B testing or user & usability tests are used for this purpose.

Qualitative Methods

Qualitative methods are about understanding why users, visitors and customers show a certain behavior. This is where the question of “Why?” arises. Why is the buying process not optimal from the customer’s point of view? Why is an action not executed? Why is the purchase abandoned shortly before the order is placed? Here, it is specifically about asking the customers for feedback. Suitable methods are open surveys, interviews, focus group discussions or eye-tracking. The collection of qualitative data is more time-consuming, but also brings the most added value for conversion optimization, since the experience comes directly from the target group.

The collected data is then analyzed and a status quo is established. Thus, the potentials become visible now, to which the measures of conversion optimization can later be aligned. A first and quick overview can be provided with web analytics tools. With the help of the conversion funnel, the first construction sites can be found quickly and at the same time it becomes directly visible what the conversion optimization brings with it in terms of added value regarding increase and turnover.

 

A simple example from e-commerce: The analysis has shown that a high percentage of customers abandon the purchase process when they have to select a payment method. The survey also revealed that the target group cannot find their preferred payment method and would like to have more choice. The element “payment method” is considered to be improvable. The decision on where to prioritize the element should be based on the web analytics tools and the ranking of the survey.

WHY DO YOU HAVE SO MANY CART ABANDONERS? | FREE E-BOOK

ABANDONMENT REASONS – COMPLEX BUT PREDICTABLE

 

 

Step 2 of Conversion Optimization: Solutions

The next step is to collect ideas based on the analysis data. The respective elements are then considered. For this purpose, the appropriate solutions are compiled and theses are drawn up.

 

To continue with the example of the payment method: If “purchase on account” is introduced for the payment methods, more customers will decide to buy because this payment method is preferred by the target group.

 

Tried and tested methods that support the brainstorming process are competition analysis and special employee workshops within a project. This ensures that all departments are involved in the process of conversion optimization and that a different perspective can be integrated due to the technical competence.

It is important that the solution is measurable and that all ideas collected are prioritized, otherwise you will quickly get lost in too many possibilities. Prioritization can be carried out internally or directly by the customers using online survey systems. Onsite and panel surveys are available for this purpose. Onsite surveys are established directly on the website. In panel surveys, suitable users are selected from the database and are interviewed repeatedly.

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ANNOYANCE FACTORS IN E-COMMERCE

 

 

Step 3 of the Conversion Optimization: Creation of Variants

When it is clear which elements and which measures are to be used in conversion optimization, it is time to create a wireframe and a test landscape. All persons involved, such as web developers, copywriters and marketing staff, work in an interdisciplinary manner and ideally in project groups.

 

In our example, this means that the company creates and implements the “purchase on account” for payment methods via an external provider in order to minimize the risk of abandonment and strategically embeds the new element.

 

 

Step 4 of the Conversion Optimization: Testing the Variants

Once the variants have been created, the “hot phase” begins. Now you start to compare the new version with the old version. An A/B or multivariate test is useful for this. The users of the website are shown side A or side B at random. The conversion rate is always recorded. At the end of the test phase all relevant data is collected. Such a test will continue until a statistically significant amount of data is shown.

 

In our example, some users are presented with the old payment methods, while other users can now also make purchases on account.

 

 

Step 5 of Conversion Optimization: The Evaluation

After the A/B testing a winner will be found. If the new variant is well received, the element will be established on the page. Now it is recommended to document the further process and to use accurate performance indicators.

 

If the payment method “purchase on account” increases the conversion, the new method will be placed permanently on the page.

 

 

More solutions for Conversion Optimization

In addition to the comprehensive strategy of conversion optimization, there are also smart tools that can be quickly implemented on the website and thus increase your conversion rate by up to 30%:

 

conversion rate exit intent popup

Individual Exit Intent Popups help undecided customers with their purchase decision. The intelligent software from uptain recognizes the reasons for the abandonment and thus automatically adapts to the situation. The tool can also be used on mobile devices.

conversion rate kaufabbrecher mails

Online merchants often think if a customer cancels the purchase, he is lost. But this does not have to be the reality. With situation-specific e-mail retargeting, individually adapted to the reason for abandonment, interested customers can be won back. With uptain, shopping cart abandoners automatically become customers.

conversion rate newsletter formular

Newsletter subscribers can also be sustainably increased with the help of uptain. This ensures the long-term development of customer relationships and turns unknown users into paying customers and new customers into loyal customers. The greatest success is achieved by personalized newsletter popups that are suited to the situation.These convert e-mail leads directly from prospective customers, regardless of whether they are from the desktop or mobile devices. With uptain these are 100% GDPR-compliant.

THIS IS HOW 11FREUNDE SHOP RECOVERS 35% OF THE CART ABANDONERS |
FREE CASE STUDY

11FREUNDE SHOP X UPTAIN

 

 

Conversion optimization should start and end with a good strategy. This is the only way to increase the conversion rate in the long term. Conversion optimization should be understood as a cycle and process that must be firmly implemented in the corporate strategy. With smart tools, conversion optimization can be implemented more quickly and supplemented in a practical way.

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FREE CASE STUDY |
WITH MANY PRACTICE TIPS

MYROBOTCENTER X UPTAIN

 

Thus myRoborcenter increases the conversion rate by 21% with the help of uptain.

 

Further interesting posts:
Peak-End Rule in online shops: Creating positive moments
11FREUNDE – Success Story for the 2018 World Cup
How online shops successfully generate newsletter subscribers