The beauty of designing better user experiences in 2019, is that we don’t have to guess wildly how our users are using a website. We have a range of seriously smart tools at our disposal. These tools enable us to analyse every move that the user makes and optimise a website to improve their experience, plus convert more sales.
Google Analytics enables you to track almost everything, but the thing we’re most interested in is helping you figure out what your e-commerce conversion funnel looks like. What is working well and where are people dropping out of the process. When we understand this, we can help optimise each level to help increase sales. These are the kinds of things we look at for each stage of the funnel:
Stage 1: Catch
At this stage, consumers become aware of your brand. They have a problem and they’re searching for a solution. If you’re not getting the industry standard in hits on your website at this stage we’ll make sure that your site is search engine optimised, your online marketing is running to its full ability and you’re showing the most interesting and important information front and centre on your site.
Stage 2: Connect
Now you’ve got the consumers attention, we have to make sure they’re hooked. We’ve managed to get their attention, so now we have to keep it. If customers are immediately dropping off your website, we need to look at how we’re either entertaining or informing the customer. Talking about product benefits rather than features is important at this level. It’s important for our UX to be intuitive and help guide the user around the website towards the products and/or content they’re looking for. We also like to always push small pieces of interesting copy, or fun animations that bring a little bit of joy to the customer and increase their brand appreciation.
Stage 3: Convert
Here’s where we close the sale. The customer has been pleasantly surprised by the process so far and they’ve got products in their cart. Everything is in place, but the average e-commerce site convinces only 3 percent of customers to follow through with the check out procedure. We believe we can do much better than that. When customers drop out at this stage the first thing we look for are unnecessary pain points in the check-out procedure. These could be long forms, surprise shipping charges or a lack of alternative payment methods.
Creating an e-commerce website doesn’t finish on the day we go live. We must always look to measure what’s working and not working, then adjust over and over again. Crazy Egg is a heat mapping service that allows us to see which parts of the page visitors are interacting with the most and which parts are being completely ignored. The main views that we find helpful are the heat map view and the scroll map view. These allow us to see where users are clicking on the page, or where they’re hovering the longest while scrolling through the page. These simple points can help us improve the UX of the site immensely. We can reposition the most important elements on a page and optimise action points to make sure you’re making the most sales or getting the most leads you can.
If you want to dig deeper, you can check out more about Crazy Egg here: https://www.crazyegg.com/
Another great tool for testing how users interact with a e-commerce site is A/B Testing. To make sure we’re making the right decisions in helping customers purchase products, we can show them two options and see which one performs better. This is a great way to learn and improve UX. If done consistently, A/B Testing can really help make incremental progress of the sales figures made through an e-commerce site. Some things to compare using A/B Testing could be:
- Different page layouts
- Menu and filter placements
- Headline and body copy
- CTA copy and design
- Different promotions
Interested in A/B testing? We can implement Optimizely for you: https://www.optimizely.com/
Facebook Pixel/Google Tag Manager
These services are codes that trigger cookies that are placed on a website. These allow us to set up goals and track customers as they interact with a website and Facebook ads. We can set up specific goals that we’re trying to achieve (for example signing up for an email or buying a specific product) and then follow the journey our customer takes. This allows us to optimise aspects of the site, but also allows us to retarget ads and optimise them for conversions.
A Good Old Whiteboard
Even with all these great pieces of technology that help us get sales trending in the right direction, we always have time for a whiteboard session. We love to put smart people with skills from different disciplines together in a room to map out solutions to a problem. Our whiteboards (and windows) are always covered in site maps, user flows and tech stacks.
So, In Conclusion
All of these tools are a fantastic help to us at Matter. Rather than trying to convert customer based on gut feel alone, they allow us to see exactly how customers are using a website. Which in turn enables us to make adjustments that help convert users into customers of your business.