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

30th Jan 2019

5 min

Image Credit @MartinBalle

In this #4 of Rick Birtles series of five blogs, we share more tips ‘n’ tricks how to increase conversion once your audience is engaged on your site:

Strengthen Engagement

Be exhaustive when detailing the product characteristics

Once engaged with the product page, the potential buyer’s priority is to locate information important, recognising  the product corresponds with what they are looking for.

Be exhaustive when detailing the product characteristics (size, volume, colour, material or fabric, etc.) taking care to ensure a good balance between sufficiently comprehensive information, that isn’t repetitive. If the product page contains several sections [whether spread across different tabs or on the same page], it’s crucial to measure how your customers are interacting with the information.

Many product description elements are important (hierarchy, technical details, tutorials, etc.). Be sure to also offer content that is indexed and well-ranked by search engines and which will therefore be easier for your visitors to find. With SEO-friendly product descriptions, you’ll generate more traffic to your pages and grow the volume of potential purchases.

This kind of conversion rate optimisation requires work on the site’s tree structure, the tags used (title, headings), internal linking, and being included in Google’s mobile-first index.


UX and Usability:

If a product’s conversion rate is too low, despite a comprehensive description, it could be a sign of usability and UX issues with your product page. Have you placed all important information (like price, the “add to cart” button, product name, description, promo details, and other reassuring elements) above the fold? Remember, using a floating block or a sticky menu can help keep this information permanently in front of your prospects’ eyes.


Customer Reviews

74% of Internet users have changed their minds about buying a product due to negative comments

If your price fits into the customer’s budget, the only thing left to do is convince him or her that the purchase will be reliable and up to par with expectations. Visitors can be wary (and often, rightly so) preferring to get more information from previous buyers about the product’s quality and how well it matches the description.

Customer reviews are true reassuring elements, and they have the power to either seal a deal… or break it.

74% of Internet users have changed their minds about buying a product due to negative comments, and 41% have made a spontaneous purchase after reading positive reviews.


How important is brand credibility to your customers?

Get your reviews section tagged and start gauging if your users even care. Add in a segment in and start comparing your conversion rate of users that have engaged with your reviews compared to your norm


Similar or complementary products (Cross-sell and Upsell)

The product page is also where an implicit negotiation takes place between two parties. If a visitor consults the product page of a 2-seater fabric sofa, costing £750, you can also suggest similar products from a higher-end range or which give you a greater margin. Upselling!

This is also the right time to think about complementary purchases.

This is also the right time to think about complementary purchases. In the case of a sofa, certain accessories may also interest your customer: cushions, fabric protector etc. (cross-selling).

All related products highlighted on the product page should be subject to a deeper analysis. Look at which associated items perform well: Measure the displays of these products, clicks through to their product pages, and their contribution to conversion. These insights will help you better manage your highlighted complementary products.

Analyse your turnover

When you see variations in turnover, one (or several) of these 3 indicators is usually responsible.

 The turnover generated is basically the result of:

  • Visits (Traffic driven to your site)
  • Conversion rate (Propensity for a visit to convert into a transaction),
  • Average order value (Average amount spent per order)

When you see variations in turnover, one (or several) of these 3 indicators is usually responsible.

A few ideas of what to investigate with your analysis:

Turnover drops despite an increase in visits: Verify that your conversion rate is stable. If it isn’t, it means these additional visits are not as high-quality as your typical visits. Examine your traffic sources, referrer sites, and marketing campaigns that have driven this low-quality traffic.

Turnover drops and conversion rate drops: While visit volumes remain unchanged: This could be due to a technical or UX change to your site. Verify the performance of your key pages (product pages, cart, funnel, payment pages, etc.) on different devices and browsers.

Turnover drops and average cart value drops: While session volumes and conversion rate remain stable: Review your promotional offers. Perhaps they are not sufficiently publicised, meaning you’re generating very little (or no) additional orders, with an average cart value that is lower than usual.


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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