Truth be told, optimizing a website is a daunting task.
The same anxiety that makes writers stare at a blank page for hours or a musician futz around with their instrument for an afternoon is what makes it so hard. It’s this question that gnaws at you:
Where should we start?
There are big things: Let’s redesign the whole site! We need a new ecommerce platform!
There are little things: We need to reword this. What if we put the logos above the diagram?
And a million options in between.
Now, you can read case study after case study online (and they can often be great for inspiration and sparking creativity), but in my experience, random guesses only take you so far. Having a framework for tackling large projects like this can be transformative in turning a situation from “the loudest people’s opinions get tested first” into a systematic process for improving conversion rates and thus revenue.
This article isn’t going to lay out an entire framework for conversion optimization, but it will outline a foundational piece. (more…)
If you have a payment or checkout flow on your site, you should test asking for Zip Code first, and fill in the buyer’s City and State for them.
This should make it easier for them to fill in the form and, ideally, increase checkout rate and thus revenue. Doing this is not as hard since the brains behind it (filing in city/state from zip) has been done by other people.
Let me explain… (more…)
Note: This is part of a new series of posts I’m calling Conversion Teardowns, where I walk through how to optimize sites from various business types for conversions. I outline my process in the first one. To get updates of future ones, Click Here.
This week, we’re breaking down Dealficks, a movie ticket and concession deals site that honestly seems to be a pretty cool way to score movie tickets for cheap.
What they sell is pretty straightforward: tickets and food at a discount. But their site presents some interesting challenges and questions that would make for good test hypotheses:
- Do users want to search by location or by movie?
- They have display ads, is the revenue worth the distraction?
- Are testimonials relevant for this product?
- Are app store download CTAs important on the web version?
Conversion case studies are great. They show real results from real sites (instead of cliche top 10 lists). But one issue with them is that you only see the nice, shiny, glorious end result.
You don’t often see the thinking and strategy that led to those results. That’s what I’m going to be presenting here (and in future conversion teardowns).
I’ll take a site that I haven’t optimized, haven’t seen the analytics of, and don’t have an affiliation to, and I’ll break down how I would think about optimizing their conversion rate.
Here’s my goal: This will show you how to start thinking about your own site’s conversion strategy — from the beginning. Not just “try a red button color”, but actual processes for doing user research, learning about customers, finding good test hypotheses, and where to prioritize your efforts.
Let’s get started. (more…)
Ecommerce Marketing Case Study: How an Online Shoe Retailer Retargets Customers for Less than $0.03 per Click with Email
Today I’m going to show you an ecommerce marketing case study of how a French online shoe retailer used product bonuses to retarget visitors for one one-hundredth the cost of Google or Facebook retargeting.
Retargeting by email also gets him click through rates in the 14%+ range — a massive improvement from typical PPC retargeting click through rates.
He did this without spending hours on social media.
And he did this without fancy web design tricks.
He also didn’t have to spend tons of time creating new content — he just used what he already had.
Let’s meet him. (more…)