5 E-Commerce Quick Wins to Higher Conversions

Written by Alex Harris

We’ve been talking all about qualitative and quantitative data, and how to use that to get bigger impacts from our tests. Because it doesn’t matter how easy testing it is – if you’re not testing the right things, then you’re not getting the best results possible.

Strategy is Perfect for E-Commerce, SaaS, Landing Pages, & WordPress
I want to take you through five quick wins to higher conversions. This strategy can be perfect for your e-commerce site, your SaaS product, your landing pages, or your blog and WordPress site. It really is perfect for any scenario.

On average, from doing this strategy, we’ve received over 50% conversion improvement from almost all the tests we run, especially in that early, quick-win process. In the last major case study that we ran, we actually received a 65% conversion improvement. This narrowed out to $2,000 more revenue per user in that conversion test.

I’ve been doing e-commerce sites and landing pages for over 13 years. I also have this podcast, “Marketing Optimization.” In 2014, I’ve really been focusing on fine-tuning my conversion optimization skills for e-commerce, SaaS companies, and subscription products. I live in South Florida with my wife and three dogs.

I have built hundreds of different e-commerce sites, thousands of different landing pages, and many, many different WordPress sites on all different platforms: Magento, HubSpot, Unbounce, Bigcommerce, NetSuite, all the different platforms out there.

Over the process, I have completed over 5,000 different A/B tests. I actually worked at a dot-com for 11 years. I tested almost every single day there.

We use many different tools now like Visual Website Optimizer, Optimizely, and Convert.com. I’ve also done thousands of different landing pages focused on lead generation, opt-ins, and building your blog.

I’ve had the chance to work with great people like Bryan Eisenberg, who gave me great testimonial. He said I was one of his secret weapons for many years. I also do a lot of work with Shopify and Bigcommerce clients. This particular client from GetUnrobed.com said I increased her conversion five times.

5 Quick Wins to Higher Conversions
Let’s jump right into five quick wins to higher conversions.

They are listed very similarly to my Master Website Conversion course. It’s getting qualitative data, getting quantitative data, creating a hypothesis, and then using that to create a unique value proposition and language for your marketing. Number five is winning quickly.

Iterating quickly and finding the right things to actually test. How do we do that?

#1 Qualitative Data
First, we start with qualitative data, understanding that why. What is actually going on in the customers’ mind? Do they like your content? How can they improve your articles? What’s the next post that you should be writing? These are all opinions that are really aggregated into an individual person.

Then we create different personas for people. We build these different personas to create the ideal click paths for each of our visitors. We want to find out their pains and problems, the desires of each of these ideal clients.

Some of the qualitative tools that we use to do this would be UserTesting.com, Qualaroo, ClickTale. Even Crazy Egg, MailChimp, Gmail, and AWeber are qualitative tools.

Talk to your customers as much as you possibly can. They will tell you secrets about your website.

One of the tools that we use a lot is UserTesting. We’ll watch people go through our websites, our clients’ websites, and the queries they’d be thinking about before they actually arrive at the site. This helps us collect data.

We also collect data using tools like SurveyMonkey, where people tell us exactly what their problems are, and if they would recommend us or not.

#2 Quantitative Data
Once we have that qualitative information, it becomes the baseline for our hypothesis. Before that, we want to align it with real-numbers data. We now need to use quantitative tools to figure out the right analytics and the right data metrics to create our goals.

The major one that most people use is Google Analytics. But you can also use other A/B testing software like Visual Website Optimizer or Optimizely to collect that data. There are also analytics tools like KISSmetrics and Clicky. You also want to use data from your e-commerce site or CRM – your popovers like OptinMonster, your data from MailChimp and AWeber. Putting all of these data together is very important to really start figuring out where to test.

Qualitative data tells us who is visiting our site. Now, we’re looking at quantitative data to see where they’re actually going on the site.

This is all broken up into the 80/20 rule. You’re going to make 80% of your traffic off of 20% of your pages. You now want to break it up into your most trafficked pages, your most trafficked pages by revenue, your pages with the highest bounce rate, and then your top AdWords by conversion rate.

Top Landing Pages by Traffic
Let’s go to the most trafficked pages. Using Google Analytics, you can simply go into the behavior section and organize your site by top trafficked landing pages.

Landing Pages by Bounce Rate
You then want to reorganize them by bounce rate. This will tell you where the most opportunity is by looking at a page that has a lot of traffic yet has a high bounce rate. Obviously, you’ll want to improve that bounce rate.

7 Top Trafficked Pages by Revenue
We now start to really narrow down the quantitative analytics, because we were looking at top trafficked pages, bounce rate, and visitors.

Now, you want to segment out even differently by revenue. If a site has a lot of visitors and a high bounce rate, and you want to potentially create a lot of revenue, all you have to do is make a couple of changes right there. Then you will have bigger wins. That is key right there – matching up the data with the qualitative aspects to eventually build our hypothesis.

Review Conversion & Goal Tracking
Aside from the trafficked data, we also want to understand the actual conversion rates and the goals you’re going to track. What the conversion rate by those individual pages? That’s because we’re now going to start to track revenue.

Revenue & Heat Maps
One of the tools I use to track revenue is Visual Website Optimizer. It allows me to track the dollar amount back to an individual page. Then I can also use Visual Website Optimizer’s heat maps to understand exactly what people are actually clicking on in those pages.

Now I have the top trafficked pages by revenue and by bounce rate. I know exactly where they’re clicking on. That’s where you start to test.

AdWords – “Search terms match type”
We also want to determine the keywords that are driving to those pages. We do that using AdWords.

Simply go into AdWords and segment by search terms, by match type. You’ll find out which terms are driving the most traffic and the most conversions. If they’re driving a lot of traffic but not converting, maybe you want to create those into negative keywords.

How Do People See Your Website?
We also want to determine how people are actually seeing the site. You want to go into your Analytics data and figure out what browsers they’re using and their different mobile/desktop experiences.

From this, we then run heat maps to figure out what they’re clicking on. Are they clicking on items above the fold? If they’re clicking on items below the fold, maybe you want to bring those items up.

Now that you know exactly what’s going on in your page, you can start testing. Is it a mobile experience? Is it Safari? Is it Internet Explorer? What browsers are they using?

How do people really see your website? You want to look at their favorite browsers. If you have a lot of people using old Internet Explorer browsers, that may mean they’re still in schools or government agencies that use this type of browser. That’s going to define your demographic. That’s a very important part when building your persona.

#3 Hypothesis
We’ve gathered qualitative and quantitative data. Now, we’re going to build our hypothesis. We’ll understand exactly what is going to be important to the stakeholders and for individual tests.

From this hypothesis, we’re going to create KPIs – key performance indicators. In this case, what our conversion goals and our success metric is. You want that final goal not only in e-commerce, you also want that for the many micro conversions leading up to that. For example, how many people clicked the “Add to cart” button?

Now we know exactly the type of people who are visiting our site. In the case of a diet and fitness website, you could have all types of people – like a family looking to run versus a bodybuilder versus a woman who wants to lose weight. So you’re going to have people from different segments visiting your site. They have different needs and pains that they want to solve.

Case Study
Let’s look at a case study quickly. Initially, when I was building a particular whey protein powder page, the user testing people told us that the page was too busy, that there was a lack of support for the claims we were mentioning, that it was unsure how many calories or servings were in each of the different jars, and what the ingredients were. They also wanted to compare these products with their competitors.

What we did was use that as a hypothesis to create a new landing page, one with a clear headline, that had support for the claims that showed the ingredients above the fold, and had clear direction on what to do next, along with all the benefits.

From this result, we actually received a 65% increase in conversion. We took the qualitative and quantitative data, figured out exactly where to test, and then created a hypothesis to actually perform that test. In the end, we received a total revenue improvement of $3,000 per person. That’s where it starts to create some magic.

We then used everything we learned to determine the next steps for all of our different tests.

#4 UVP & Language
Number four is probably one of the most important ones – creating that UVP (unique value proposition), or using the right language.

You want to understand exactly what the company does by explaining that in a clear headline or tagline, because you do not want to make people think.

An example of this is Trunk Club. If you visit TrunkClub.com, they have a very nice, clear headline that says, “Hand-selected clothing for men: premium clothes, personal stylists, zero membership fees.” That’s their unique value proposition. It’s very clear, with a button reiterating to get started.

There’s also their competitor Suitly, which says, “Custom-tailored suits and shirts for men. Go shopping.” Very clear value proposition. They’re getting people to click and do something next.

Here’s an example of a page we created that sells whey protein powder. Their unique value proposition is, “The world’s best-testing, highest-quality, all-natural meal replacement protein shakes.” People know exactly what they’re going to get when they click “Add to cart.”

This is a great example of how to use a unique value proposition, and then taking the language that you learned in qualitative research, and using that language back into your marketing material.

#5 Win Quickly
The next step involves figuring out how to scale. Winning quickly is the final step in this quick-win process.

You want to really figure out what you learned in all of your tests, and then apply that to all of the other templates on your website.

For instance, if you have a landing page that actually wins, you want to take that landing page and create other landing pages from other products, and see if you can scale those wins over time.

Try Ads & Retargeting
This is an example that you can do using Facebook. You can also run Facebook ads with everything you learned that has actually won, then create landing pages specifically that drive traffic from those Facebook ads.

An example is Dollar Shave Club. They run great Facebook ads that are either remarketing or just based on a certain demographic. Then they drive traffic to landing pages that perform at their optimal peak.

Leverage Other Channels
Lastly, leverage other channels. Once you learn the language, the UVP, and the headlines that really work, then test those ads on Facebook. Use imagery from those ads and put them in your Facebook ads. Create an unpublished post with a picture of one of those winning images, and then try to scale those wins to other channels. You could target based on your competitors as well.

You can also do the same thing with AdWords. Use headlines that you’ve heard in user testing research, and then put those in your retargeting ads or your display ads. Then you can figure out the best keywords that drive the biggest conversions, and use those keywords in your headlines as well.

Every Website Is Unique
Remember that every website out there is unique. It doesn’t matter if you’re selling sporting goods, biking equipment, apparel or vitamins. Every situation is going to be unique to you. You can’t go out there and just copy Amazon or do what your competitors are doing.

Every website out there is completely unique. That’s why I recommend going through this five-step process: understand your qualitative data, your quantitative data, create a hypothesis, establish your personas with a unique value proposition, and then winning quickly. Scale those wins to really improve your bottom line.

5-Step Formula to Master Website Conversions
This is the five-step formula that we go through to master website conversions. It’s all about that discovery process, creating a hypothesis, executing and creating tests, reviewing the analytics, and then scaling and growing over time.

If you want to learn more about me and what I do, you can visit my website AlexDesigns.com. We focus on conversion optimization to make more money from your website and generate more leads. We do landing pages, e-commerce, WordPress, and all kinds of A/B testing.

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