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Ecommerce advice for conversion rate lift
26/07/2010
Smart and flexible search tools are among the recommendations for better conversion rates.
Website designers and owners have been given some important tips on improving the customer experience and driving conversion rates.
In an article for eCommerce Guide, Helen Bradley details how having a smart and flexible search tool that effectively filters results is essential.
She also suggests that customers should be able to organise products as they like - by size, price or colour, for example - while care should also be taken not to have categories with only one or two products.
Finally, she explains how having a quick and easy checkout process will ensure that baskets are not abandoned.
"Customers have limited patience with sites that don't put the customer first and don't appear to understand their needs and behaviours," the author adds.
"Simple changes to your website search, navigation, product descriptions and checkout process can increase conversion rates and result in customers who love your site rather than tolerate its inadequacies or worse, shop elsewhere."
Before going ahead with changes suggested by Ms Bradley, it may be worth conducting A/B tests to make sure they have a positive effect on conversion rates.
Posted by Daniel Wiseman
In an article for eCommerce Guide, Helen Bradley details how having a smart and flexible search tool that effectively filters results is essential.
She also suggests that customers should be able to organise products as they like - by size, price or colour, for example - while care should also be taken not to have categories with only one or two products.
Finally, she explains how having a quick and easy checkout process will ensure that baskets are not abandoned.
"Customers have limited patience with sites that don't put the customer first and don't appear to understand their needs and behaviours," the author adds.
"Simple changes to your website search, navigation, product descriptions and checkout process can increase conversion rates and result in customers who love your site rather than tolerate its inadequacies or worse, shop elsewhere."
Before going ahead with changes suggested by Ms Bradley, it may be worth conducting A/B tests to make sure they have a positive effect on conversion rates.
Posted by Daniel Wiseman