As Black Friday and Cyber Monday (BFCM) loom on the horizon, retailers worldwide are gearing up for the biggest sales events of the year. Strategies are being refined, marketing campaigns launched, and inventories stocked up. But amidst this flurry of activity, there's a crucial element that often goes overlooked: the digital shopping experience.
The Problem at Hand
Experience undoubtedly drives conversion rates. However, a significant challenge eCommerce Managers face is understanding what customers actually do on their website and how that experience translates to conversion rates. The ultimate goal? Creating a seamless experience from start to finish. This means helping customers discover your fantastic products, supporting their research journey, getting them excited to buy and ensuring a smooth and hassle-free checkout process. Simply put, a better experience equals more conversions.
To emphasise the importance of the digital experience, consider these stats:
- 42% of shoppers abandon an online purchase due to limited product information (useabilitygeek).
- 1 in 3 shoppers will stop doing business with a brand they love after just one bad experience (yotpo).
- 14% abandon their cart due to website errors or bugs during their checkout experience (Baymard).
- Proper page design optimisation can lead to a 35% increase in conversions (Baymard).
The Power of Insights
Campaigns like BFCM and the festive sales period offer a golden opportunity for online retailers to learn what works and what doesn’t. There are two primary types of insights: Friction and Behavioural. While Friction Insights delve into technical aspects like bugs, errors and confusion, Behavioural Insights answer pivotal questions about user interactions and preferences.
To truly harness the power of these insights, you need a robust foundation built on the data you’re already collecting. This is where platforms like Insightech come into play.
Tools which can help with Friction & Behavioural Insights
Insightech helps eCommerce Managers gain visibility over customer interactions on their website. With its suite of tools, you can:
- Identify and recreate customer issues (even the issues you weren’t previously aware of!)
- Optimise page designs to enhance conversions.
- Measure the success of website relaunches or re-platforming projects.
- Monitor sudden changes in conversion rates and understand their revenue impact.
The Role of A/B Testing
A/B Testing is a potent tool to gain behavioural insights during a campaign. Whether you're testing offers, creatives, or page experiences, A/B Testing provides invaluable data to refine your strategies.
When testing offers, measure conversion rate and revenue.
For instance, when testing offers, it's essential to measure conversion rate and revenue, but not to experiment with actual pricing. Similarly, when testing creatives, the focus should be on click-through rates.
Errors and bugs on your website can also severely hamper the digital experience. Especially during peak sales periods, these issues can lead to significant revenue loss.
Insightech's Session Replays are a game-changer in this regard. They provide unsampled recordings of user interactions, allowing you to pinpoint areas of friction and address them promptly.
Key Takeaways for eCommerce Managers
As we approach the peak sales season, here are some pivotal points to remember:
- Don't miss out on capturing valuable insights. Ensure your analytics tools are in place and ready.
- Address friction points immediately. The sooner they're fixed, the better.
- To gather behavioural insights, engage in A/B testing across various elements like offers, creatives, and page designs.
The Comprehensive Guide to Perfecting Your Digital Storefront
We've got you covered. Our comprehensive Digital Experience Checklist for Online Retailers is a treasure trove of expert recommendations. With over 50+ tips and best practices, this checklist covers everything from product pages, homepage design and product search functionality, to the intricacies of checkout processes, loyalty programs and account & profile management.
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Other articles you might find useful
- A Beginner's Guide to Session Replay: The Secret Tool Behind Better Website Experiences
- Understanding Rage Clicks: The Silent Scream of User Frustration
- Why eCommerce Managers Need More Than Just Data To Sell More
- Maximising Black Friday Sales: Why shoppers abandon your funnel (and how to fix it)