Conversion rate is the ratio between users who purchase, and number of users who visit your website, this is a key metric for measuring the success of any D2C brand because it acts as a measure of trust in your brand and your website's ease of use. The average conversion rate falls between 2.5 to 3%, and anything below that is a worrying sign. To improve your conversion rate, it is important to first understand the reason behind poor conversion rates.
Testing techniques can help you identify such issues. Here are five proven testing techniques to improve conversion rate for your D2C website.
1. A/B Testing
A/B testing or split testing is a method of comparing two different versions of a landing page to determine which one performs better. This technique allows you to make data-driven decisions about your website design, product communication, and promotional strategies. For instance, you can create two versions of a product page, with one version (version A) featuring a video of the product in use and the other version (version B) featuring customer reviews. By comparing the conversion rate of each version, you can determine which type of content is more effective at driving conversions. If a significant amount of traffic is sent to both versions, then A/B testing can yield more effective results.
Google Optimize and Optimizely are two of the best tools to use to perform A/B testing.
2. Heatmap Analysis
Heatmap allows you to record and understand the way users interact with your website. Through heatmap analysis, you can analyze user behavior as they engage with your product. Visibly, you can see parts of the page users clicked, the parts they ignored, parts where users stopped scrolling and where they exited your website. By understanding visitor behavior, you can then modify the content and design of the landing page to better meet the needs of the target audience.
Simply put, heatmap analysis can be used to optimize your web pages and direct users' attention to where you want them to be.
3. User Feedback
There is no better alternative to understand user needs and preferences than from the users themselves. Through various surveys, user interviews, customer service interactions, and most importantly user reviews, you can gather user feedback and make necessary changes required to guide users in their purchase journey.
In 2018, 97% reported that they consulted reviews before purchasing, and 89% considered reviews to be essential in making that decision. Now, those numbers became 99.9% and 98% respectively, showing the importance of reviews. Not only that, according to a study, if a user interacts with reviews on a product page, it lifts their conversion rate by 120.3%. Products pages with 11 to 30 reviews, see 2x higher conversion rates than pages with 0 reviews. If a product has more than 10 reviews, then conversion rates can see an increase of 250%. This proves the need to get user feedback and integrate it into the product or landing pages.1 Video-forward landing pages, as developed by Gander, can be leveraged for driving conversion rates on product pages. Gander makes it as simple as can be to create and embed video UGC -- without slowing down your site.
4. Landing Page Optimization
Landing pages are the first point or in most cases the only point of contact for many users. The primary reason for their existence is to convert visitors into customers. So optimizing your landing pages for conversion is crucial. Landing page optimization is the process of analyzing user interaction with the page and making required changes after understanding the reasons for drop-offs through various methods such as A/B testing, Heatmap analysis, User feedback and site speed optimization.
Personalization is a technique that allows your brand to tailor your website and marketing efforts to the specific preferences of your target audience. According to a report, 94% of companies that personalized their websites saw an increase in conversion rate.2 Landing pages that aren't personalized can lead to a higher bounce-off rate. Using the data from customer profiles and site behavior, you can create a customized landing page with customized recommendations or offers to see a higher conversion rate.
In conclusion, conversion rate optimization is an ongoing process that requires a continuous testing and measurement of the user experience. By using these proven techniques, D2C brands can improve their conversion rates and increase revenue. However, it's important to remember that these techniques are not a one-time solution, but an ongoing effort to improve the customer journey and increase customer loyalty.