Senior Marketing Manager for the Web Security Group, Sarah Grayson has over 15 years of experience in high technology ...
I recently had the opportunity to catch up with HiConversion’s Vice President of Business Development, Bob Lang, to talk about eCommerce revenue optimization best practices. Below are some key takeaways from our discussion on driving more revenue on your eCommerce site.
Who is HiConversion?
HiConversion offers a multivariate revenue optimization service that helps online businesses improve customer experience and increase sales. By measuring the impact of site features like banners, images, headers, and security badges in real-time, HiConversion can determine which assets, and in which location throughout the site, will produce the most revenues.
Since 2011, McAfee has been partnering with HiConversion to offer customers the optimization of the McAfee SECURE™ trustmark. Going beyond a simple A/B test, HiConversion runs multiple variations of the trustmark on a customer’s site in order to find the optimal placement to maximize return on investment.
Turning Browsers into Buyers
Shopping cart abandonment is a huge issue for online merchants, and there are a variety of factors that impact a consumer’s decision to either click ‘buy’ or forego the transaction altogether.
Best practices for site optimization can vary widely from site to site, because the most effective optimization solution is one that constantly adjusts for change in consumer behavior and preferences. However, there are certain aspects that can have an impact on the majority of customers, the majority of the time.
Below are some tips to improving three core areas of your site in order to keep sales from stalling.
1. Clean up your product page
Making your product pages as clean and easy to navigate as possible will increase the chances of a sale, and optimizing the features below will more often than not reduce site friction:
2. Simplify your shopping cart
Once a customer has decided to purchase an item, it is crucial to not lead them astray. Many shopping cart pages contain additional product images and other distracting elements that can cause a buyer to lose interest in their current choice. Simplicity is the key to getting shoppers to continue to the next step.
3. Streamline your checkout
The final step in sealing the deal is making sure that your payment page is as easy to use as possible. If a customer has to work to enter in their payment details, the chances of losing the sale become exponentially higher. Streamline the process by removing extraneous elements:
For all eTailers, it is important to understand how the features of your site interact with one another in the eyes of buyers. Even subtly adjusting the elements on a page can change the way consumers receive information and influence what and how much they buy. Following these basic best practices is the first step to improving sales conversions.
For more information on HiConversion’s services, visit their website here.
Additionally, share your thoughts on this topic in the comments below, and be sure to follow us on Twitter @McAfeeSECURE for the latest eCommerce news and events.