After months of SEO campaigns, you now finally have all the traffics you need on your online store. But chances are, you are not seeing the same increase in the conversions, i.e. paying customers. And what's the use with the traffics if the visitors are not converting?
In this article, I am going to share 4 tools that will help you increase and optimize the conversion rate of your e-commerce store.
Crazy Egg - Heat Map & Scroll Map
Have you ever wondered what are the hot spots of a single web page on your side? Perhaps you also want to know if they've ever clicked on your call-to-action button? And how many of them are scrolling to and clicking on a particular area?
Introducing Crazy Egg - a tool that allows you to know more about your visitor's behaviour such as scrolling and clicking.
Crazy Egg allows you to create snapshots of your website's pages, and show you hotspots of your that particular page. By looking at the heat map and scroll map, you get an idea of how users are interacting with your websites. On a deeper level, you also get to know if users are paying attention to the important areas, such as call-to-action buttons, sales banners and etc.
Why are these important? Because the way you designed and laid out your web page might not be driving attention of your visitors. Let say you have put up a new sales banner, and you want to know if people are actually seeing it or clicking it.
Crazy Egg provides heat map that tells you the percentage of people clicking your banner. It also provides scroll map to show you how people are scrolling around your web page. If you see a hot spot around the sales banner, you are mostly certain that the sales banner is getting attention; otherwise, you know something must be wrong. And with this kind of quantitative measurements, you can then adjust your web page accordingly.
Another important feature of Crazy Egg is the Confetti Tool. Think of this feature as a light-weight version of Google Analytics, but with precise information about who (and how) are interacting with your page. For example, you can filter the result by 'referrer', and Confetti Tool shows you a list of referring websites, and how visitors from each type of referral source are clicking within your page. There is a list of categories that you can use segment your visitors, such as search terms, search engine, country, device type and etc.
TIPS: Make good use of Confetti tool. When running multiple campaigns simultaneously (newsletter, CPC, retargetting), make sure you tag the URLS of each different source by using Google's URL Builder. You can then filter the traffic by campaign source, and get immedidate information about the effectiveness of each campaign.
Optimizely - A/B Testing
With Crazy Egg, you probably have found some areas on your page that is worth optimizing. But what is optimization without proper measurement? Blindly optimizing without actually measuring the effectiveness can actually worsen the results.
Enter Optimizely, an easy-to-use tool that helps you create A/B tests without writing codes.
If you have not known about A/B testing already, it's a kind of tests that you run on a particular subject with 2 slightly different test sets. One example of an A/B test is to measure which of the 2 call-to-action buttons - "Add to Cart" or "Buy Now" - are getting more clicks. Parts of the visitors are shown one of the variants, and the rest will be shown another variant. By tracking the number of clicks of each call-to-action button, you then use one of the buttons with the confidence that it'll drive more clicks than the other.
Of course, A/B tests are not limited to wordings, it can be variations in placement, layout, color and etc. And you are not limited to two sets of variant, you can add more than two if you need to.
Optimizely offers a user-friendly, WYSIWYG interface that allows you to create A/B tests in a few easy steps. The screenshot below shows how Optimizely allows you to select a particular element / section on your webpage, and change its text, placement, color, and etc.
TIPS: To increase the accuracy of the A/B test, only vary one element / section at a time. Make sure you do not have more than one variable to test on. For example, do not test on page title and call-to-action button in a single test.
Rejoiner - Shopping Cart Recovery
If you are frequent online shoppers, you probably knows that visitors often abandon their cart after adding items. And the thing with abandoned carts is that a high percentage of these visitors are actually highly potential to be converted into paying customers. Afterall, adding items to cart means that they are pretty serious about buying the items.
There are quite a few Shopping Cart Recovery providers on the market. I am writing about Rejoiner in this particular post simply because it's easier (zero cost) to start with - you get a 14-day free trial and the trial only starts after you've converted the first customer.
The concept of Rejoiner is pretty straightforward: you capture the information (most importantly e-mail) of visitors abandonining their cart, and send them e-mails reminding them of their abandoned cart.
Rejoiner allows you to setup multiple e-mails, and configure the number of days after the date of abandonment that the e-mails should be sent. The picture below shows the e-mail editing interface - yes, you can fully customize the HTML e-mails that are sent.
Rejoiner supports most of the popular e-commerce platforms. By downloading the plugins, you can integrate Rejoiner on your online store with ease. It also come with a detailed developer documentation in case your shopping cart software is not supported by their official plugins.
Rejoiner also offers a comprehensive dashboard that shows you various statistics, such as abandon rate, abandoned carts, cart details, e-mail open rate and etc. With these data, you can then measure the effectiveness of your campaign, and adjust accordingly.
TIPS: Try offering a small discount for abandoned carts. This might increase the conversion rate of cart recovery.
Yotpo - Social Reviews
Reviews and testimonials could easily be the most important factor that affects the convertion rate. Naturally, products with a lot of (positive) reviews suggests that it's a good product to buy. Similarly, testimonials of an online shop can greatly increase the confidence of the visitors with that particular merchant.
Yotpo offers a great suite of tools that deal with both product reviews and site testimonials, and it does so socially!
The core feature of Yotpo is to send e-mails to customers X days (configurable) after their purchase, asking them to review the products they have purchased. It also allows you to send a follow up e-mail to all reviewers, offering them a discount for their sincere reviews.
On the website integration aspect, Yotpo offers a number of widgets that you can put on your website to display reviews on your e-commerce store. For example, the following picture shows the product reviews widget that you can include in your product page to show the current reviews.
Other than collecting reviews, Yotpo also offers integrations with Twitter and Facebook, allowing you to post the reviews across these social networks. If configured, the reviews can even be automatically posted on social networks (and you can set rules to limit posting of positive reviews only).
Another very useful feature offered by Yotpo is Zendesk integration. If you have not done so already, you should try using Zendesk as your support ticketing system. With the Zendesk integration, Yotpo automatically sends out e-mails to the customers after tickets are solved, asking them of their experience with the support received. This can be a good and organic way to generate site reviews.
Of course, Yotpo comes with a dashboard that shows you the performance of your campaign. You can easily get an idea of various important metrics to confirm that the review system is working as planned.
TIPS: Make sure you send mutliple e-mails asking for product reviews from paying customers. You can set the intervals for each e-mail sent, for example sending the first e-mail 4 days after purchase, and the second e-mail a week after. Setting up discount can also increase the chance that your customers writing reviews for you.
Remember, conversion rate optimization (CRO) is as important as traffic building. The key with CRO is testing. Repeatedly testing the effectiveness of each CRO is essential in finding the best setup that'll get people to buy from your website.