Rick Birtles
Senior Data Analyst
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  • Conversion Rate Optimisation
  • Data Analysis

30th Jan 2019

2 min

Image Credit @MiniPigInfo

In this final blog Rick Birtles shares how to increase conversion, once your audience is engaged on your site:

Bringing Home The Sale!

Cart page

Arriving at the shopping cart is a first key step. Your cart page must be streamlined to limit distractions and keep the visitor focused on the goal: Finalise the Transaction.


Practical case: Suggest complementary products on the cart page

Certain e-retailers like to suggest related products on the cart page. This can have varying effects:


  • Hypothesis 1 (“The Optimists View”): The visitor adds the related product directly to their cart, without taking any time to go explore that product’s page. The order value has increased without slowing down the purchase.


  • Hypothesis 2 (“The Risk Taker”): Intrigued by the suggested product, the customer is tempted to go compare with other similar products. If they remain on your site adding the product (or a similar one) to the cart, you’ve taken a risk and it was worth it.


  • Hypothesis 3 (“Should Have Seen It Coming!”): Your user goes elsewhere, finds a cheaper deal, and your whole order is lost. You must evaluate the impact of these recommended products on your conversion rate and on average cart value.


You can do this by measuring:


  • Impressions: Detects which related products work best together


  • Clicks to the product page: Verifies if visitors are interested in these recommendations


  • Clicks on “add to cart”: Measures the effectiveness of the recommendation


Rick Birtles is Senior Data Analyst at UX & CRO Experts PRWD Ltd – Recognised Google Digital Garage Trainer and Lectured at MMU 

In this series of 5 short blog posts on data insights and analytics, Rick Birtles from UX & Conversion Optimisation specialists, PRWD sets the scene why eCommerce has taken off so dramatically and what it means for digital marketeers.

Below are links to the other 4 articles in this series:

  1. How to be ‘sic’ at analytics

  2. How data keeps the audience engaged

  3. How data optimises internal search to increase the purchase experience

  4. How data optimises the purchase experience once the user is engaged

  5. How data helps your users become converts

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