The CMO club recently asked its members “What do you see as your biggest opportunity for revenue generation in early 2013?” What’s exciting is that 42.6 percent said “Improve Conversion” and 26.5 percent said “Improve Customer Experience.”
After 15 years of evangelizing the benefits of conversion optimization, it seems that the C-Suite is finally ready to embrace the idea. Even if they don’t have the structure yet, the motivation will get them there.
eConsultancy just released their first “E-commerce Best Practice Compendium” with over 170 tips to improve conversion rates. The report is broken out into three parts:
- Site search and navigation.
- Product pages.
- The checkout process.
There is no sense standing around the table with a committee arguing blindly over how things should change, brainstroming ideas etc. What the Compendium does so well is that it explains the customer experience and issues behind what some sites are currently doing in each area addressed, showing you example after example with clear screenshots (many are UK only but the design patterns are universally applied), they walk you through the pros and cons of each option and how you could approach it while continuing to show examples and then provide tips for improving the customer experience and conversions.
What Kind of Tips are They Sharing?
Let’s say you have been considering investments in product videos for your product pages (and yes you should invest in it). The report will tell you that:
- Videos on the simplypiste.com product pages increased conversion rates by 25 percent, as well as leading to a reduction in the number of returns.
It uses videos to show how its products work, and the features which aren’t so easy to show through standard product images:
They’ll also provide you other stats that will help you decide if you should invest the resources to get this tip done. As in the case of why your product pages need video they share:
- Using video demos of items on product pages increased sales for Zappos by between 6 percent and 30 percent.
- Shoppers who viewed video on Stacks and Stacks product pages were 144 percent more likely to add to cart than other shoppers.
- On Ice.com, the conversion rate for shoppers viewing video on product pages increased by 400 percent, while return rates dropped from 12 percent to 9 percent.
- Shoeline.com improved the conversion rate by 44 percent for product pages containing videos.
The report has additional tips on how to optimize the videos for SEO, what type of content will work best in your video, they best ways to incorporate them onto your product pages and even if and when you should use Customer Reviews in your videos.
eConsultancy’s blog also shares some of their other tips from their E-Commerce Best Practice Compendium as well. All in all, this is a solid guide to help you work through the main issues regarding your front end issues of your ecommerce experience.
You can download a free sample of the report and review the table of contents before you decide if you want to invest in the full report.
This post originally appeared on ‘Search Engine Watch‘
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