One of our clients, an online apparel store, was experiencing high traffic but struggling with low conversion rates.
They had a trendy collection and competitive prices but found it difficult to convert visitors into customers.
Hence, they needed a solution to understand where potential customers were dropping off and to optimize their website for better conversion rates.
Task in Hand
Our job was to identify issues affecting conversion rates, test potential improvements, and provide insights to optimize their website.
Approach
1. E-Commerce CRO Audit
We began with a thorough assessment of the website, which included:
- User Experience Analysis: Locating any areas where the user experience is particularly challenging.
- Site Speed Assessment: Checking loading times on both desktop and mobile.
- Mobile Optimization: Making sure the site was fully optimized for mobile users.
- Product Page Review: Assessing product page layouts, descriptions, and images.
- Checkout Process Review: Go over the checkout process in order to find any steps that could be contributing to cart abandonment.
2. Funnel Analytics
We mapped out the entire customer journey, from landing on the website to completing a purchase. Using funnel analytics, we identified key drop-off points, particularly:
- Product Pages: Considering the large number of people exploring the products, few of them were adding them to their baskets.
- Checkout Pages: A sizable portion of consumers were abandoning their carts at checkout.
3. A/B Testing
Based on the audit findings and insights from funnel analytics, we developed several hypotheses for potential improvements. We then conducted A/B tests on:
- Call-to-Action (CTA) Buttons: Testing various text, color, and size combinations to figure out which ones resulted in greater conversion rates.
- Product Images: Trying out different image styles and sizes to find the most engaging ones.
- Checkout Process: Reducing cart abandonment by streamlining procedures and experimenting with various layouts.
4. Google Data Studio Reports
To provide ongoing insights and track the impact of our optimizations, we set up detailed dashboards in Google Data Studio. These reports included:
- Real-Time Data: Tracking user activity in real-time to promptly detect and resolve problems.
- Conversion Metrics: Tracking average order values, cart abandonment rates, and conversion rates.
- A/B Test Results: Presenting the A/B test data to see which modifications worked best.
Results
The company achieved:
Increased Conversion Rate
After incorporating the ideas we suggested from our end, the store's conversion rates boosted by 25% in just three months.
Reduced Drop-Offs
With funnel analytics, 20% lower drop-off rates were also noted at strategic points in the sales funnel.
Data-Driven Decisions
The team was thus able to continue optimizing the site and make informed decisions with the aid of clear, useful insights from Google Data Studio reports.