Why does optimization matter in e-commerce?<\/h2>\n\n\n
We wanted to get a good picture of people\u2019s online shopping habits, so we asked 100 consumers how much time they spend on the homepage<\/a> of a website before they buy.<\/p>\n\n\n\n Only 27% said they prefer to get in and out quickly. <\/p>\n\n\n\n The majority \u2014 63% \u2014 spend a fair amount of time browsing, whether to look for a sale or simply get comfortable.<\/p>\n\n\n Here\u2019s some of what respondents said: <\/p>\n\n\n\n The word “trust” <\/em>might’ve stuck out to you. We\u2019ll talk about building trust with your e-commerce site in a bit.<\/p>\n\n\n\n For now, let\u2019s keep going with how shoppers behave online. <\/p>\n\n\n\n We asked another 100 consumers to rank on a 1-5 scale how often they leave a website while shopping<\/a>.<\/p>\n\n\n More than one-third (35%) of respondents are in the middle, meaning they report sometimes<\/em> leaving a website, while nearly 40% do it even more frequently. <\/p>\n\n\n\n What\u2019s driving this? Respondents\u2019 comments reveal a few themes, namely distraction, indecision, and a desire to compare prices.<\/p>\n\n\n You can\u2019t do much about distracted window shoppers. <\/p>\n\n\n\n But not all hope is lost for online retailers. Far from it. There are several things e-commerce businesses can do to tackle an exceptionally high cart abandonment rate.<\/p>\n\n\n\n We ran another 100-person poll to find out what, specifically, makes shoppers leave a website<\/a>: issues with the site loading, a lack of information, unappealing site design or navigation, or a complicated checkout process.<\/p>\n\n\n For 55% of respondents, a slow-loading site is enough to make them leave. 26% would bounce if a website didn\u2019t have enough information about the products or brand.<\/p>\n\n\n\n In truth, all of the above are red flags, as several people pointed out:<\/p>\n\n\n\n There\u2019s that word again: trust. Shoppers want to feel they can trust your website before they\u2019ll buy. <\/p>\n\n\n\n So what is the mark of an effective website, one that gains a consumer\u2019s trust? We ran a fourth, final poll to find out.<\/p>\n\n\n\n 77% of respondents agreed that while looks are important, the best e-commerce websites are easy to navigate<\/a>.<\/p>\n\n\n\n \u201cI think ease of navigation is the most important part of a good e-commerce website. Without it, all the most beautiful designs and photos would not save the site.”<\/p><\/blockquote><\/figure>\n\n\n\n “People need to quickly and easily get around the site. I think having an eye-catching homepage is fine but navigation takes top priority compared to all of these choices,” said one person. <\/p>\n\n\n\n “Definitely my first two ranked options [A and B] are most important to me and gives me a sense of trust that the site is legit,” another person said.<\/p>\n\n\n\n Bottom line:<\/p>\n\n\n\n People are busy. They\u2019re multitasking. When they come to your online store, they might leave as quickly as they came. <\/p>\n\n\n\n But that doesn\u2019t mean they\u2019re not paying attention. <\/p>\n\n\n\n Consumers are willing to spend time on your website. If it\u2019s easy to use and they know they can trust it, they\u2019ll spend money, too. <\/p>\n\n\n\n That\u2019s where e-commerce optimization comes in.<\/p>\n\n\n Optimization is all about making gradual changes to improve your online store.<\/p>\n\n\n\n The changes can be straightforward: say, swapping out a headline or hero image on your homepage. Optimizing product pages<\/a> is part of it, too.<\/p>\n\n\n\n They can also be less straightforward, under-the-hood changes as they relate to your site\u2019s functionality. <\/p>\n\n\n\n Split testing<\/a>, a.k.a. A\/B testing, is how you compare and track the impact of these changes on your traffic and conversion rate.<\/p>\n\n\n\n There are two approaches to testing: <\/p>\n\n\n\n You run live tests via a software platform, an Amazon A\/B testing tool<\/a>, or the Amazon marketplace itself. Typically, you\u2019re testing two options against each other. <\/p>\n\n\n\n The experiments happen in real-time with your actual customers, so you\u2019re able to see changes in traffic and conversions. It takes weeks to accrue enough data to determine a \u201cwinning\u201d option.<\/p>\n\n\n\n Testing with PickFu<\/a> involves a lookalike audience of consumers, so there\u2019s no impact on your sales. The platform lets you test up to eight options in ranked or head-to-head formats. You get results, including written feedback, in hours or less.<\/p>\n\n\n\n Both testing methods can guide you in conversion optimization, which is the ultimate goal for 60% of companies<\/a> who A\/B test and, I\u2019m guessing, for you too.<\/p>\n\n\n\n With that, here are five areas to focus on when optimizing your e-commerce store.<\/p>\n\n\n As you\u2019ll recall from our polls, people are willing to spend some<\/em> if not a lot of <\/em>time on your homepage.<\/p>\n\n\n\n But they really only need 50 milliseconds<\/a> to do a gut check and form an opinion of your site.<\/p>\n\n\n\n A simple, user-friendly structure not only makes a strong first impression, but research shows it also increases usability<\/a>.<\/p>\n\n\n\n Here are 5 ways to improve your navigation and layout:<\/p>\n\n\n\n \ud83d\udcce Simplify the menu<\/strong>: A long dropdown menu can be overwhelming. Get rid of unnecessary categories or options. Use a footer menu to condense further.<\/p>\n\n\n\n The header menu for Grovemade<\/a>, a desk accessories company, is as streamlined as it gets:<\/p>\n\n\n \ud83d\udc40 Focus on the top<\/strong>: Put your most important information on the upper half. Website users notice and memorize<\/a> what they see at the top, center, and right of a page, researchers found.<\/p>\n\n\n\n Check out Shinola\u2019s<\/a> homepage, which puts the emphasis on a soon-to-expire Mother\u2019s Day offer:<\/p>\n\n\n For even more examples, check out Sleeknote\u2019s comprehensive list of above-the-fold techniques at their best<\/a>.<\/p>\n\n\n\n \ud83c\udf5e Leave breadcrumbs<\/strong>: Breadcrumbs are useful if you have a lot of products and pages. They help shoppers remember where they are on your site as they search and move between pages.<\/p>\n\n\n\n Here\u2019s an example from Target\u2019s<\/a> website:<\/p>\n\n\n \ud83d\udea6 Use visible and obvious buttons and symbols: <\/strong>These should stand out but also be intuitive for a user. <\/p>\n\n\n\n Here\u2019s an example from the On<\/a> shoes website. The symbols in the upper-right corner don\u2019t need much explanation, and with little color on the page itself, the white call-to-action buttons pop:<\/p>\n\n\n \ud83d\udcf1 Think mobile-first<\/strong>: Our mobile devices account for nearly 60% of all web traffic<\/a>. Make sure your site looks and works as well (or better) for mobile users as for desktop users. Two-thirds of online shoppers say too-small links or pages<\/a> are a major headache.<\/p>\n\n\n\n Optimizing your site navigation is all about putting yourself in a potential customer\u2019s shoes to create a more seamless user experience. <\/p>\n\n\n\n Heatmaps or click tests<\/a> will show you how users interact with the changes, so you know if you\u2019re on the right track.<\/p>\n\n\n\n Beyond that, focus on being fast. Really <\/em>fast.<\/p>\n\n\n The faster your site, the better. <\/p>\n\n\n\n Consumers want to save time, which is why 76% use their phones to shop<\/a>. When they come across a slow site, it\u2019s a \u201cdeal-breaker,\u201d as a respondent in our third poll<\/a> put it.<\/p>\n\n\n\n Every second truly counts. If a page takes up to 10 seconds to load, the likelihood that a user will bounce goes up 123%<\/a>, Google data shows.<\/p>\n\n\n\n Customer experience isn\u2019t the only thing at stake. Site speed also impacts SEO. A slow site is less relevant to search engines, so it\u2019s likely to get lost in the rankings. <\/p>\n\n\n\n And if the content on your site isn\u2019t search-engine-friendly, that bumps you further down the ranks. (Check out these SEO tips for writing product descriptions<\/a> that are<\/em> relevant.)<\/p>\n\n\n\n Various factors can affect site speed and performance, including the hosting platform you use and the number and size of product images on your site. <\/p>\n\n\n\n Google\u2019s PageSpeed Insights<\/a> tool is a good (and free) starting point to figure out and start fixing your site\u2019s speed bumps.<\/p>\n\n\n\n Plug your URL into the PageSpeed Insights site. You\u2019ll get a score and diagnosis of your site\u2019s performance on mobile and desktop, plus suggestions for where and what to improve.<\/p>\n\n\n The good news is even a small increase in site speed can have a huge impact on your business.<\/p>\n\n\n\n One report found that a tenth of a second increase in site speed<\/a> for retail sites led to an 8% jump in the conversion rate and a 9% increase in shoppers\u2019 average spend.<\/p>\n\n\n\n That\u2019s powerful. Something else with major conversion power is your CTA. Let me explain.<\/p>\n\n\n An effective call-to-action, or CTA, does just that \u2014 it gets a user to take action. <\/p>\n\n\n\n Common actions include:<\/p>\n\n\n\n You\u2019ve seen them all and probably clicked on your share, too. E-commerce has the fourth-highest average click-through rate for CTAs<\/a> among 19 industries \u2014 8.16% compared with 4.23% overall.<\/p>\n\n\n\n But if you\u2019ve dug into your site metrics using Google Analytics or other tools, you know there\u2019s always room for improvement. <\/p>\n\n\n\n Here are 5 key areas of your CTA to optimize:<\/p>\n\n\n\n Text<\/strong>: Use specific, active language to let a user know where their click will take them \u2014 \u201cClaim your free copy\u201d instead of \u201cLearn more\u201d.<\/p>\n\n\n\n On the shoe company Rothy\u2019s<\/a> website, the blue \u201cVerify Eligibility\u201d CTA is a clear starting point for customers to see if they\u2019re eligible for a discount:<\/p>\n\n\n Color<\/strong>: Vivid colors attract the eye<\/a>. Certain CTA button colors may even lead to higher conversions<\/a>. But don\u2019t go overboard. Focus more on the color contrast between your CTA and the page.<\/p>\n\n\n\n Size<\/strong>: CTAs should be easy to spot. As with color, aim for prominent but not overwhelming.<\/p>\n\n\n\n Here\u2019s a fun example from the PlanetBox<\/a> homepage. The \u201cShop Lunchboxes\u201d CTA is colorful, easy to spot, and uses white space to its advantage:<\/p>\n\n\n Quantity<\/strong>: Ever heard of Hick\u2019s Law<\/a>? The more options or, in this case, CTAs you give a user, the harder it is and longer it takes them to decide. They might end up choosing nothing. Stick to one (but feel free to repeat it).<\/p>\n\n\n\n Placement<\/strong>: It\u2019s common to put your main CTA first or high. But you could make a case for placing CTAs<\/a> at the center or bottom of a page, so long as you have a consistent goal and style.<\/p>\n\n\n\n Check out this product page from Native Union<\/a>. The \u201cAdd to cart\u201d button is the star; the rest of the CTAs take a subtle backseat as text links:<\/p>\n\n\n Some shoppers don\u2019t need much prompting to click \u201cAdd to cart\u201d. Others prefer a more personalized experience, which brings us to this next tip.<\/p>\n\n\n Content that\u2019s tailored to individual users, whether it\u2019s a landing page or a special offer, shows that you\u2019re paying attention to customer needs<\/a>.<\/p>\n\n\n\n When brands use personalization, consumers are more likely to:<\/p>\n\n\n\n People don\u2019t just like personalization. They expect it<\/a>.<\/p>\n\n\n You can personalize based on data such as a customer\u2019s location, purchases, and browsing history.<\/p>\n\n\n\n Here are a few ways to optimize your product listing<\/a> and site through personalization:<\/p>\n\n\n\n Below, you can see how an eyeglasses website greeted me on my last visit: with a reminder about a pair of reading glasses I\u2019m considering (cute, right?) and a few recommendations.<\/p>\n\n\n Whatever personalization methods you use as part of your overall e-commerce marketing strategies<\/a>, experts recommend targeting your most loyal customers first for the highest ROI<\/a>.<\/p>\n\n\n\n Let\u2019s say a customer has reached the checkout page. If you think your work is done and the sale is in the bag, think again \u2014 and read on for one last, crucial tip. <\/p>\n\n\n A user came to your site, found what they were looking for, added it to their shopping cart, and then, poof, they left.<\/p>\n\n\n\n Unfortunately, 70% of online transactions<\/a> end this way. It\u2019s arguably why conversion rate optimization came to be. <\/p>\n\n\n\n The reasons can vary. As we know from one of our earlier polls<\/a>, a complicated checkout process can turn people off.<\/p>\n\n\n\n Other top reasons for shopping cart abandonment<\/a> include having to create an account, feeling uneasy about sharing credit card information, and not being able to see or calculate a total cost upfront.<\/p>\n\n\n So what can you do to improve checkout so that customers will make good on their purchasing decisions?<\/p>\n\n\n\n \ud83d\uded2 Offer guest checkout<\/strong>. One in 4 consumers will bail if they have to create an account. Guest checkout, on the other hand, could convince a one-time buyer to return. You\u2019ll have to balance your business need to use email marketing or drive conversions, but it\u2019ll probably be the latter.<\/p>\n\n\n\n \ud83c\udff7 Keep checkout brief<\/strong>. Cut down the number of steps a customer has to take to check out. Even better, reduce the number of form fields<\/a> to be filled out. Your checkout page shouldn\u2019t feel like homework.<\/p>\n\n\n\n![\"Screenshot](\"https:\/\/blog.pickfu.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-22-at-4.44.23-PM.png\")
<\/a><\/figure><\/div>\n\n\n\n
![\"Screenshot](\"https:\/\/blog.pickfu.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-22-at-4.50.14-PM.png\")
<\/a><\/figure><\/div>\n\n![\"Screenshot](\"https:\/\/blog.pickfu.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-22-at-4.50.56-PM.png\")
<\/a><\/figure><\/div>\n\n\n![\"Sampling](\"https:\/\/blog.pickfu.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-22-at-4.53.18-PM-970x460.png\")
<\/a><\/figure><\/div>\n\n\n![\"Screenshot](\"https:\/\/blog.pickfu.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-22-at-4.55.10-PM.png\")
<\/a><\/figure><\/div>\n\n\n\n
![\"\"](\"https:\/\/blog.pickfu.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-22-at-4.59.25-PM-970x314.png\")
<\/a><\/figure>\n\n\n\nTesting methods for e-commerce optimization<\/h2>\n\n\n
\n
![\"PickFu](\"https:\/\/blog.pickfu.com\/wp-content\/uploads\/2022\/08\/InfoGraphSplitTesting.png\")
<\/a><\/figure><\/div>\n\n\n5 e-commerce conversion rate optimization tips to improve your website<\/h2>\n\n
#1 Streamline homepage navigation<\/h3>\n\n\n
![\"Homepage](\"https:\/\/blog.pickfu.com\/wp-content\/uploads\/2022\/08\/EcomOptGrovehome1.png\")
<\/a><\/figure><\/div>\n\n\n![\"Homepage](\"https:\/\/blog.pickfu.com\/wp-content\/uploads\/2022\/08\/EcomOptShinolahome.png\")
<\/a><\/figure><\/div>\n\n\n![\"Screenshot](\"https:\/\/blog.pickfu.com\/wp-content\/uploads\/2022\/08\/EcomOptTargetbreadcrumbs.png\")
<\/a><\/figure><\/div>\n\n\n![\"On](\"https:\/\/blog.pickfu.com\/wp-content\/uploads\/2022\/08\/EcomOptOnShoehomepage.png\")
<\/a><\/figure><\/div>\n\n\n#2 Increase site speed<\/h3>\n\n\n
![\"\"](\"https:\/\/blog.pickfu.com\/wp-content\/uploads\/2022\/08\/InfoGraphspeed-970x647.png\")
<\/a><\/figure>\n\n\n\n![\"Screenshot](\"https:\/\/blog.pickfu.com\/wp-content\/uploads\/2022\/08\/EcomOptPageSpeedblank.png\")
<\/a><\/figure><\/div>\n\n\n#3 Make your CTA hard to ignore <\/h3>\n\n\n
\n
![\"Example](\"https:\/\/blog.pickfu.com\/wp-content\/uploads\/2022\/08\/EcomRothy.png\")
<\/a><\/figure><\/div>\n\n\n![\"Example](\"https:\/\/blog.pickfu.com\/wp-content\/uploads\/2022\/08\/EcomPlanetBox.png\")
<\/a><\/figure><\/div>\n\n\n![\"Example](\"https:\/\/blog.pickfu.com\/wp-content\/uploads\/2022\/08\/EcomNativeUnionpage.png\")
<\/a><\/figure><\/div>\n\n\n#4 Personalize your website content<\/h3>\n\n\n
\n
![\"PickFu](\"https:\/\/blog.pickfu.com\/wp-content\/uploads\/2022\/08\/InfoGraphpersonalize.png\")
<\/a><\/figure><\/div>\n\n\n\n
![\"Example](\"https:\/\/blog.pickfu.com\/wp-content\/uploads\/2022\/08\/EcomEyeBuy.png\")
<\/a><\/figure><\/div>\n\n\n#5 Simplify checkout <\/h3>\n\n\n
![\"PickFu](\"https:\/\/blog.pickfu.com\/wp-content\/uploads\/2022\/08\/InfoGraphcartabandon.png\")
<\/a><\/figure><\/div>\n\n\n