Design

CRO 101: How to improve the conversion rate of…

We’re delighted to welcome a guest author today to discuss some simple ways that you can improve the conversion rates of your ecommerce store. Seb runs Nottingham Website Design Agency Imaginaire Digital.

It is with absolute certainty that most e-commerce store owners and managers are always worried due to the small number of customers purchasing their products compared to the number of people visiting their e-commerce stores online.

If you are among these e-commerce owners and managers, then you should put your worries aside as the following aspects will be of great help for you as they will improve the conversion rates of your e-commerce store by convincing your customers and attracting even more.

1. Eliminate Clutter from the side bars of your business e-commerce pages

The side bars on your business e-commerce pages should only have primary navigational options and filters in addition to a minimum of one promotional time and a maximum of two. Banners can also be used as promotional items.

Unnecessary clutter should be eliminated as it causes confusion to the customers and hence this might drive them away.

Improving the way products are filtered can pay dividends, as this article by Inc found.

2. Plug in a live chat tool

A live chat tool is put at the bottom right corner of your e-commerce pages together with an attractive offer. The importance of this chat tool is that it enables those visiting your e-commerce platform to quickly access answers without even without calling you.

This tool is also vital as those visiting your site can leave their comments pertaining their view about your site and the improvements that should be undertaken to better it.

Kissmetrics found that having live chat on an ecommerce website vastly improved conversion rates as it made it easy for customers to ask questions.

3. Add some short bullet points that explain your unique value proposition on your homepage just above the fold

These bullets points should also consist the benefits of why various customers should make their purchases from you. You also have to really convince consumers to shop with you and not your business rivals.

Also, to take into account that your homepage can only convince your customers for a maximum of seven seconds. This shows you that you have to make good the seven seconds by using high convincing power.

4. Mention some good risk reducers in your website header

In the current business world, consumers are always eager to find firms that offer good risk reducers which such as, free shipping, low prices, and even free returns. Making these risk reducers can highly attract more customers on your side.

5. Add a short tagline that summarises and explains your unique value proposition under your logo

A tagline of between three and five words is preferred. Putting the summary and explanations near logo allows any visitor to your website to see them clearly regardless of the page they are visiting. This is because your e-commerce logo is always present on each page.

This becomes even more advantageous if the product you are selling does not relate to your business name.

6. Add some personality to the `about us page.’

Customers always tend to make purchases from businesses that have a great personality and story. So why don`t you make your business a preferred business by putting a story on the history of its creation, photos of the products you offer and even some fun facts about the staff or even the pioneers of the business?

BigCommerce found that having a good about us page led to a much higher conversion rate.

7. Turn off your header navigation on the checkout pages

Doing this eliminates a high number of distractions thus enabling visitors to get through your checkout pages easily. This later translates to an increase in your e-commerce conversion rates.

8. Add trust logos to your website footer and checkout flow.

Adding trust logos such as the BBB logo and the Association logo to your site footer enables it to be seen in all the site`s pages. The trust logos also eliminate the fears of the customers as this implies that the site is legitimate and hence can be trusted.

9. Add words `100% safe and secure` to your shopping cart and checkout flow

Adding these words together with a secure logo on the billing page will certainly reduce the worries of the customers as this is where they make their final objections.

10. Get rid of your `Coupon Code` box on your checkout page

The existence of the Coupon Code box on your checkout page, if you do not offer Coupons always leads to a significant loss of conversion as the Coupon box, makes the visitors leave your page and they would rarely come back.

It is, therefore, advisable to illustrate ways on which the visitors can acquire the Coupons if you don’t have them.

Conclusion

As an e-commerce owner or manager applying each of the above aspects will ultimately make you realise a vast improvement in the conversion rates.

You can also bolster your ecommerce sales by driving more traffic to the website. Imaginaire Digital offer a range of digital marketing services to ecommerce businesses.

Software

Netflix: A Business Case Study

What is Netflix?

Netflix is an app, as well as an internet TV company that provides movie streaming and even has its own popular series. It was founded by Reed Hasting and Marc Randolph in 1997, and its main headquarters is in Los Gatos, California.

Why Was Netflix Created?

Hastings came up with the idea of starting the company Netflix after he was told that he had to pay overdue fees of $40 for not returning the movie Apollo 13 on time. It was originally a website that just rented DVDs in the mail, and customers would pay per rental.

Netflix has done exactly what its founders wanted, it’s completely disrupted the DVD rental market — see this article about the death of Blockbuster.

When Did Netflix Switch to Mainly Internet Streaming?

Netflix launched the well-known subscription and selling service in 1999, two years after it was founded. However, they did not begin streaming movies until the year 2007, which was the beginning of Netflix as we now know it.

Netflix’s Company Finances

The company’s stock is currently being sold for $143.83 and in the year 2013 the company made $4.3 billion in revenues with 48 million worldwide subscribers. By the year 2016 the company had $13.5 billion in assets alone, which an increase of almost $10 billion.

Netflix’s Business Advantages

Netflix is now a brand name that is known worldwide, they created a service that people loved and then they perfected it to create an even bigger customer base. They are the market leaders when it comes to online streaming services for movies and television shows.

Netflix not only carries hundreds of fantastic movies and television shows that satisfy viewers on a daily basis, but they have also come out with their own original shows that viewers can only watch on their service.

They provide the feature of remembering what you were watching and allowing you to pick up where you left off, while also creating recommendations based on what you have already viewed in the past.

Viewers can discover new movies on Netflix easier because Netflix actually makes an effort to know what its viewers like watching. They provide excellent viewer service by paying attention to the movies that their viewers enjoy and basing their recommendations off of them.

Netflix’s Business Disadvantages

Though Netflix has several business perks, things such as price can be one of their business disadvantages. It is now possible for people to stream movies online without ever paying anything.

If a viewer can see the same movie for free somewhere else than they will choose to do that, rather than paying to stream the movie. Of course, there is nothing that Netflix can do about this other than make sure their brand and movie quality is more desirable to viewers.

Hollywood, however, has also used Netflix to its advantage by raising movie prices which in turn decreases the profitability of Netflix. Even though Netflix creates its own series as well, those productions are also very costly.

Productions done by Netflix have to be just as high quality as the popular shows that are commonly seen on television, otherwise, no one will be willing to watch them. Productions like those though, cost a lot of revenue.

Startups

Marketing Your Startup: Helpful Strategies

There are tons of approaches various startup companies can go about their digital marketing strategies. Each year, specific marketing strategies become more effective while others become less effective. Be keen on the current strategies so as to get the most out of your financial budget.

Marketing is a vital aspect when it comes to business growth, especially if you are dealing with a new business and you are yet to break even. Your intelligence is put to the test once you start spending your marketing budget considering you do not have a lot to spend.

Every upcoming entrepreneur has to learn economical spending in instances like these. The following are a few strategies that will assist you on how to market your startup.

1. Couple Digital & Offline Marketing

Online marketing may have an upper hand when it comes to business, but never be unmindful of the success that offline marketing can bring to your company. You can benefit a lot by simply Distributing business cards and generating leads at regional networking gatherings.

Find yourself a good print supplier and you’ll have access to a range of marketing materials. Even something as simple as a business card can provide a physical reminder of who you are and what you do. Bobby suggests also having a range of leaflets printed that can be sent to new customers to pass on to their contacts — providing a good way to growth hack your way to success.

Building your presence locally can be the most rewarding way to get a few of your first customers. While you’re at this, don’t put off your digital marketing strategies; find a way to equally incorporate the two so as to get the best of both worlds.

2. Engagement Should Be More Important Than Selling

‘Sell more, grow more’:This is what most aspiring entrepreneurs are taught right before they venture into the real thing. Making a great show of your products is not entirely wrong, but it also pays to make your company gain relevance by taking part in non-business discussions. Thank God for social media. This is the best platform you can use to engage your target audience without necessarily advertising.

Some companies leave positive comments on people’s posts while others share or retweet an individual’s achievement. Basically, show support to your audience and your audience will return the same. Scratch their back, and they’ll scratch yours.

3. Exposure is key

Be aware of places your target audience convenes on a regular basis, be it online or offline. Strategize how you can make your site known into their region. Your content is the best way to engage your audiences, so give them a lot to talk about.

If your company deals with children’s literature, your presence should be centered mostly around schools or parent-teacher functions. The idea is to give a clear outline on what you’re about, your mode of operation and most importantly, what your audience stands to gain by having a close association with you.

4. Put More Emphasis on Distinctiveness Rather Than Expenditure

There’s no point in having all the money in the world when your service is not solving problems in an efficient manner. Having a better product that effectively caters for your customers’ needs supersedes costly market spending that eventually becomes a burden on your part.

The key to effective market penetration is having a high quality product/service that literally sells itself and that offers a unique value proposition.

Don’t rush your company’s success. Take time to come up with a product that appeals to more than your target audience. You will notice that you will spend less once your product becomes of high standard as opposed to offering poor quality.

Once you incorporate these methods into your digital marketing, you’re not only assured of success, but also a satisfied lot of customers who will play a huge role in your business’s growth.