Conversion Optimization On And Offline Old Wine In New Skins
Management Summary
Imagine you are looking for a new smartphone and enter an electronics store. The store’s appearance doesn’t inspire confidence, you won’t find any signage, the furnishings and islands don’t help with orientation, and there’s little or no information about the devices on offer. Before you get frustrated, desperate and tired trying to buy a charging cable, they force you to leave your contact and credit card details for future promotions before you can hand the cashier the money. Am I correct in assuming that you don’t want to shop here again and will discourage your friends from setting foot in this store?
Even though this story sounds outrageous, we come across versions of it on the Internet every day. Such horror scenarios can be easily avoided.
You can find out in the four steps to conversion optimization what role conversion optimization plays in guiding the user in a targeted manner, encouraging them in their selection and being remembered positively. We highlight the similarities between everyday conversions in physical retail and the equivalent in the online sector.
1. Conversion step – Be found and arouse interest
Everyday
Imagine that you are looking for a new smartphone. On the way home you pass an electronics store that has smartphones on display. You particularly like a device and enter the store.
On-line
The Internet offers us many different ways to find exactly what we are looking for. The search results from a search engine or advertisements and banners act as a shop window, encourage us to click and ensure that we enter the “store” or online shop.
2. Conversion step – guidance and information
Everyday
Once in the store, an initial orientation is necessary. In the best case, large signs with the relevant category show us where we have to go. Once we have found the island, we want to find the device that particularly appeals to us. A division into brands, as well as signs with the respective product name and color highlighting make it easier for us to find them. In addition to the technical information, quality and test winner seals inspire trust and convince us that the device stands out from the crowd.
On-line
Similar to a real store, online shops should have a clear structure and use elements such as shopping carts that users have learned to associate with various actions over years of web use. Navigation should not hinder us, special promotions should be actively advertised, the paths to advertised products should be as short as possible and elements important for the conversion rate such as graphics, call-to-actions and trust enhancers should be close to each other. A point that should not be underestimated is the description and presentation of products: the use of attractive images and detailed product text optimized for user benefit are standard practice.
3. Conversion step – purchase and gaining regular customers
Everyday
The purchase of the device can be completed with little effort and without bureaucracy. Various payment methods leave room for every budget and financing models give you the opportunity to own a more expensive product even if you have a small monthly budget. You can’t refuse a particularly friendly and nice cashier when you ask whether you would be interested in a regular customer card and willingly fills out the necessary information.
On-line
Payment or completion of the purchase is the most important optimization step. Anyone who spends hours comparing products only to be confronted with a complicated checkout process is more likely to trade a full shopping cart for a new and easier-to-use online shop. At least payments should be possible without prior registration. This creates trust and users are more willing to share their data.
A successful ordering process or a successful conversion does not only end with the user purchasing a product, but also with acquiring a new customer for his newsletter. Newsletters are comparable to customer letters – but they are much easier to test.
4. Conversion Step – Test, test, test
Everyday
A managing director or market manager who aims to increase sales of a particular product will position and advertise the corresponding product more prominently. Specially marked will attract significantly more attention and potentially appeal to more buyers.
On-line
While in everyday life it is only possible to change the product range, in the online area the door is open to various tests. From A/B tests to multivariate tests, this is where the really exciting area of conversion optimization begins.
It is precisely in this exciting and very challenging area that we have the expertise to support you: We analyze possible weak points on your website, find optimal starting points for conversion tests and thus increase your online sales!
