Tag: eCommerce

ECOMMERCE CONVERSION RATE OPTIMIZATION IN A MOBILE ERA

Ecommerce Conversion Rate Optimization in a Mobile Era

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Mobile eCommerce (“mCommerce”) has been increasingly accelerating in its prevalence across the Retail Landscape. In 2020 over 79% of U.S. smartphone users (that’s roughly 182 million people) have made recent purchases using their mobile devices. Additionally, over 80% of Shoppers use their mobile devices while shopping at physical store locations to supplement their retail experiences. Mobile shopping isn’t going anywhere and will likely soon be a primary method of shopping for most consumers. These trends are exactly why focusing on your retail website’s mobile-first conversion rate optimization approach is now paramount to any eCommerce success. Here are a few Concepts to get you started:

I. Consider how users interact with mobile websites.

Unlike using a desktop browser, the mobile experience is in portrait mode. This difference means that more attention and thought need to be given to the various elements of your website like button and link placement, image resolutions, layouts, loading times, pop-ups, and more from a visual and functionality perspective. User experience needs to be comfortable and not frustrate your eCommerce website visitors less they click away. A comfortable browsing experience it doesn’t frustrate website visitors yields more engagement and repeat customers. This kind of approach also prepares your website for the upcoming Google SEO update, dubbed page experience.

II. It’s time to lean into a mobile-first approach When developing your pages.

There is a shift happening and has been happening for a while and how the public-at-large approaches the internet. They’re still an ample amount of desktop users, especially during work hours. Overwhelmingly, however, mobile internet use is tipping the scales. In 2016, For the first time, desktop devices accounted for less than half of all internet traffic! The 2020 Global events have accelerated the transition to mobile, especially with activities like shopping. Internet user behavior is changing, and that means website managers need to catch up. If you haven’t done a rebuild or an update in a while, now is the time – but consider doing it backward. Start with a mobile version of your website, and then we work it into a desktop version as its complementary component. This approach will help figure out which order to load your elements in, avoid unnecessary scripts, and improve the overall efficiency, all of which affect your website visitor experience and your conversion effectiveness.

III. Lean into technical tricks that help you optimize

First, consider using one of the many already optimized website layouts available for free and for purchase across the different website building platforms. However, if that’s not your flavor, don’t sidestep some of the more critical practices in the mobile era. Pay attention to and use of applications like lazy loading big assets, setting up screen resolution breaking points, integrating popular and secure autofill check at options, and giving higher priority to optimizing your product pages over your main landing website. Your goal should be to enable people to find what they are looking for quickly, load your website seamlessly and without headache, and finalize customer purchasing without unnecessary extra steps. This approach makes your customers, the Google search algorithm, and your bottom line happy, a win-win all around.

Lastly, be strategic about where you focus your efforts. While mobile eCommerce also includes the use of tablets, pay attention to your website’s analytics, and you will likely discover that this type of device use is not as popular and doesn’t garner as much of a demand from website visitors. At the same time, emerging platforms like crypto DeFi payment options are picking up traction, so they might make sense to consider in the future.


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Case Study: Automated Dynamic E-Commerce Homepage for National Cycle Sports Retailer

Case Study: Automated Dynamic E-Commerce Homepage for National Cycle Sports Retailer

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In this case study, we go over the results of an extensive homepage and product page update for Texas Cycle Sport.

The static homepage presented an issue with both merchandising and generating search traffic. Updating it included many frontend and backend improvements allowing the site to dynamically update its layout based on which products were featured or on sale.

The user experience improvements on the product pages were also intended to reduce issues for users on mobile devices and to improve the overall look and feel of customizing products before adding them to the cart. 

The results of the work internally were that the workflow for the client was greatly improved saving them hours of work each day, amounting to hundreds of hours each year recovered for regular business operation. 

Externally, the results as shown in the case study were a massive increase in search traffic, converting at a higher rate than ever, nearly double sales year over year. 

Bottom line: This client is making more money with their website and spending less time managing it.

Results Preview

  • Increase in sales

    80%

  • Increase in average order value

    25%

See the full case study

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Results like the ones Texas Cycle Sport got after they decided to focus on conversion rate optimization are not uncommon. Like we proved here, it doesn’t take build a whole new website to double your online sales either.

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Preparing your eCommerce Website for the Summer 2021 Shopping Season

Preparing your eCommerce Website for the Summer 2021 Shopping Season

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While eCommerce was already on the rise, 2020 was the year it took off. With more people stuck at home, especially during the summer vacation months, eCommerce websites experienced a surge of new customers and order volumes. With the director of the Centers for Disease Control and Prevention, Dr. Rochelle Walensky, still grimacing at the possibility of a ‘back-to-normal’ 2021 summer season, it is likely we are headed for a repeated state of affairs for eCommerce websites during the upcoming summer months. 

But where do consumers shop? – There are many options as new websites continue to pop up in the online retail ecosystem. The ones that take advantage of Customer Conversion Optimization best practices, are the ones that ultimately benefit from stay-at-home shoppers. 

Here are 4 ways to instantly boost your chances of retail success and elevate your eCommerce venture: 

Be wary of big eCommerce platforms

This is not to say that there is no benefit from doing business on big retail websites like Amazon, eBay, Etsy, or others. However, it is essential to understand how optimization and customer conversion on those websites work, which hurdles you face, and which strategies exist to overcome the obstacles you face. Shoppers on those websites are significantly more likely to purchase products listed atop their search queries. These products are typically there because they either are a part of Amazon Basic’s brand or belong to retailers who were first adopters in that space. Therefore, trying to place your products at the top of those search queries is an arduous task since you will be competing against Amazon itself and retailers who have already proven themselves through existing volumes of sales and customer engagements. Unless you are the first comer in your niche, you may instead want to focus on a different tactic: referred sales, aka “advocacy campaigns.” Adjusting your marketing efforts to work with influencers who can funnel their loyal followers to do business with you can yield much better results. The benefits are that you will not be fighting against big platform search engines and their AI-based optimization, and you will be outsourcing your conversion activities to a person who already has built up trust among the target group.

Moreover, affiliates create content that help with that other thing you should be doing: Content.

Yes, content is still the king.

However, it is also often misused in favor of quantity over quality. Consider what your shoppers are looking for. Yes, your products are “it,” but there are other pieces in what your customers are looking for in their conversion journey, and that is a combination of reviews, how-to’s, ideas, and other content that depends on what you’re selling. If you’re selling toothpaste, it may not be obvious. Still, an article on how else the product can be used (i.e., cleaning that engagement ring or removing soap scum) can lead to increased sales, especially with well-placed product links in the body. Content can also be repurposed to drive new website visitors from other platforms, including social media and other blogs. Content creates a hook for the consumer to become your customer and builds a relationship by turning your website visitors into repeat customers.

Evaluate what drives your summer sales and optimize it

There is a notable difference in what drives shopping behaviors across the different seasons. Fall has more back-to-school shopping activities, and winter takes the lead on buying big-ticket wish list items for the holidays. Summer is a different beast where shoppers are a lot more likely to be spontaneous, picking things up on the go as they traverse their more lackadaisical days. These purchases tend to be less in monetary value but happening more frequently and often with a sense of urgency. During this time, customers appreciate expedient fulfillment.

There are also many more chances to grow customer loyalty during the summer months than the winter ones. Even though customers may be buying a lot cheaper items, smaller items mean that they are a lot more likely to return to your eCommerce website if they had a great experience. So make sure that the checking out process is as flawless and straightforward as possible. If you see lots of cart abandonment, this is a telltale sign that you should revisit that portion of your website and soon! There is always room for improvement.

Consider how your existing products fit into social causes

Are your products ‘Made in America’? – Great! You should absolutely advertise that. What about products you sell that are made conscientiously? – You probably have some in your inventory, too. This might seem like a minor thing among the greater scope of marketing activities, but consumers are fond of certain social causes, and if you’re already doing good, why not also do well by promoting your products in these less-than-obvious ways. You might not care, but your customers do, and very often, they are more likely to purchase a product that aligns with their values than the product of a less savory competitor. Shoppers prefer to support small businesses, locally made products, ethically managed manufacturing processes, and various other social causes, so it makes sense to lean into what they value. This type of marketing builds trust, loyalty, and advocacy, promoting long-term success.

Whichever niche your eCommerce website belongs to, summer is a great time to elevate your success and improve your marketing flows. More people during this time explore new products, take on new hobbies, and are looking for easy solutions. Catering to these shopping interests will help you improve your sales, customer retention, and ultimately, customer loyalty.


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