Marketers have been very interested in ‘Conversion Rate Optimization’ (CRO) for quite some time. For those who are new to the term, this is a system to increase the percentage of visitors to a website that converts into a customer. Or more generally, to perform any desired action on the webpage. The average ROI on CRO tools is 223 percent. Continuing with the stories in Part 3, we will show you typical case studies to learn from it to increase Shopify sales.
Including live chat
By providing high-end customer service, you can attract audiences and encourage them to connect with your brand. Intuit, the maker of QuickBooks, did exactly this to improve their conversion rates. The company found that their customers were often disappointed after learning that the products they bought initially were not fully equipped to meet all their needs.
When they realized the need to provide customers with appropriate solutions before they were discouraged, the company introduced an earlier solution in the product purchase channel. By using testing software, Intuit noticed that “Review Your Order” and “Product Comparison Pages” have the highest purchase intention. And they can help customers make the right choice by connecting with them. Intuit includes a live chat solution from Liveperson on pages where customers will ask for help or have questions about their best choice. As a result, pages with live chat options saw an increase in conversions and a significant decrease in the number of calls from frustrated customers.
If possible, add chat apps free option directly to certain websites to allow your visitors to contact you as soon as they need help. If including live chat is not feasible, then offer options to help customers contact you easily and quickly. For example, give them a phone number to help or conduct Q&A sessions directly or irregularly on Skype or Google+. The idea is to stay connected with your customers and provide help whenever needed.
Display products in a no-messy way
Marketers think that providing more information helps customers make better purchasing decisions, but this is often not true. Too much information can distract and confuse customers. A website is an affiliate store for college textbooks. Target users are college students looking for books at low prices. The original product pages were messy with a wealth of information and buying options. For students looking for cheap books, this is too much information, confusing them.
The company then made redesigns and eliminated clutter to make the pages more focused on products. The new page is far from the usual e-commerce product page. Without product information, the ‘Buy now’ section only listed retailers offering the lowest price. Moreover, other distracting features like ‘Sell This Book’ were removed. As a result, new product pages achieved a 15.3% conversion increase.
The lesson you can take is that instead of sticking to traditional concepts and designs, it’s best to always provide what the target audience is looking for. For the above website, the focus is on providing books with the lowest prices. Take a look at your product and determine the level of marketing channels your customers belong to. Determine the amount of information to convey accordingly. Also, use Shopify free discount app to help your customers know which products are in your discount program.
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