Personalizing the shopping cart with a headline “Your Shopping Cart”, and adding reassuring copy right below the header in the shopping cart, increased the conversion rate of those who successfully completed transactions online by 3.59%. This lift may seem small, but because our client, DealsDirect, gets a lot of traffic, even this small increase in macro conversion translated into really big bucks!
In monday’s post, Marijayne Bushey wrote about different types of Conversion Rate Optimization Companies and their different techniques for improving conversion. At FutureNow, we take an interdisciplinary approach to solving our clients’ conversion challenges and helping them make their websites better. We don’t just provide a technology like an analytics or testing tool, even though we certainly use both with our clients, and a key part of our OnTarget subscriptions is our OnTarget recommendation management tool. And we don’t just provide expertise, even though our recommendations wouldn’t be nearly as insightful without our patented Persuasion Architecture methodology, and the combined experience of our analyst team in applying those principles to data and website analysis. Our process for uncovering problems on a site is rooted in analysis of analytics data. Our recommendations for solutions are based on what we see in the data, on the site, and what Persuasion Architecture tells us about a particular client’s visitor personas. And the actual changes we endorse are based on tests conducted on a live website, with visitors who are on the site with real life intent and don’t know they are a part of a test, using a testing platform.
When it comes to DealsDirect, we created personas for them before testing ever began. This helped us to understand their customers at a much deeper level before we even dove into their data. When we saw pieces of data that told us there were challenges that needed to be overcome, we were able to look at specific areas of their marketing materials and see those challenges through the eyes of their personas. One of the challenges we found in their data was in their shopping cart and checkout. Their two emotional buyers frequently return to their site to look for new products, new clearance items, etc. So we went through their funnel from the perspective of their personas. We quickly realized there was very little emotional copy to help these personas feel confident. This analysis was the basis for the test we proposed. We personalized the cart by changing “View Cart” to “Your Shopping Cart”. We knew that appealing to more emotional decision makers meant not stopping there: we also traded out the bland instructions beneath the page title for copy referencing a specific bank and security features, including payment methods, with links to the return policy and online safety.
The beautiful thing about having personas is that we can track click paths (scenarios) on the site based on behaviors and goals individual personas would actually have. Then we not only can analyze where these click paths are broken, but we also can formulate much more customer-centric hypotheses and recommendations, and work to continuously improve the conversion rate for each persona, in each stage of their buying process. Ultimately, it leads to a much more customer-centric site and marketing efforts.
Could working with an interdisciplinary digital marketing optimization company like FutureNow mean creating personas. That’s very likely. What about creating a landing page to improve conversion? It could. Is it analytics? You must have analytics. Is it testing? Certainly. Could it mean making some changes to PPC campaigns? It could. What about adding video or live chat? Maybe. Are changes to the shopping cart within the scope of recommendations? Yes. Creating new content for the site? It’s possible. Bottom line: we take a holistic approach to improving conversion on your site and marketing efforts. Every aspect of your marketing is on the table: color, layout, wording, buttons, keywords, links, graphics, placement… anything.
If you want to learn a bit about creating your own personas, take a look at our persona white paper. They can take your custom segmentation and behavioral testing to a whole other level. We know: our clients are seeing tremendous results because of this. If all of it still seems too complicated to you, or you just want more hand holding, let us help.