Straight facts from an Online Fashion Brand
As internet marketers, our goal is to convert as many customers as possible with the lowest spend on advertising. Converting Customers in the fashion niche is one thing but understanding how to properly convert your customers varies from niche to niche. Knowing how to analyze data and find the best solutions is something that applies to every market and it is a skill on its own to be able to find the ways of increasing your overall conversions.
Look at it like this: If you were able to change your conversion rate from 1% to 2%, you could halve your advertising budget or double your results. Increasing your rate of conversion by the smallest of amounts can make a huge impact on your online business.
The ideas in this article are strategies that we use on a day-to-day basis at Top Tier Style to analyze how our customers interact on our website. The goal should always be about trying to figure out how to build the best customer experience, the sales will roll in from there…
Heatmaps are a great way of easily understanding on a behavioral level how your customers interact with your page. Heatmaps will generally track where your customers click on on a page-by-page basis, and it will show you the average distance that a customer will scroll to when visiting your pages.
This data can be useful because you can pick up and see areas in which you can improve your website. Maybe 60% of your customers are clicking on an image that doesn’t actually link to anything, you could update this and take them to a relevant place.
Or maybe only 20% of your customers are scrolling down a certain amount of your blog post page. From this, you can gather that the content, or part of the content, is low quality and needs to be updated in order to engage your customers at a higher level.
This one is kinda creepy, but absolutely gold if you are willing to spend a good deal of time looking into how your customers are interacting with your website. Recordings on most services can be tracked for all visitors or visitors that are visiting certain pages. It may be less time consuming and more valuable to spend time recording visitors on pages that are getting a low conversion rate with a high amount of traffic.
So, visitor recordings work much as it says in the name, you’ll get access to a screen recording of exactly what your customer does when they are visiting and browsing your website. You’ll get to see where they scroll, where their mouse moves, where they click and even what pages they visit.
This data is amazing because you get to put yourself, as a marketer, in your customer’s shoes and understand what it is that the customer is thinking while they are browsing your site. From this, you can understand a wide range of improvements and you can see exactly what influenced your customer to complete a certain action, or what caused them to drop off and leave your website.
A Data-Driven Approach
Once you have spent time analyzing all of this data and building a website that converts at a much higher level, you can look into implementing tracking with a service like Google Tag manager to analyze the percentage that a user completes a certain action on average within a certain time frame.
For example, you may be running a commerce store and you may want to track the percentage of people that add that product to their cart and what percentage add it to their Wishlist.
If you notice on a particular product that people are adding it to their Wishlist a lot instead of checking out straight away, then you could look into ideas such as running a promotion on that product or allowing a discount if they add it to their cart and check out today.
Summing Up – KNOW YOUR FUNNELS!
Every business has a funnel. Even if you are a local digital marketing agency, you have a funnel. Some funnels are more complex than others, here’s an example of a funnel for an average Plumbing website as compared to lets say an E-Commerce store.
A 2 Stage Funnel for a Local Plumber
Visitor Lands on Landing Page -> Visitor Gets in Touch
A 4 Stage Funnel for an E-Commerce Brand
Visitor lands on Product Page or Category Page -> Visitor Adds Product to Cart -> Visitor gets to Checkout Page -> Visitor Completes their Purchase
Either way, knowing your funnel is important because you can look at the areas in which customers begin to fall off. In the example of the plumber, it’s very simple because the plumber only has their landing page to optimize properly before they get their result, which is for someone to get in touch.
However, in the example of an E-Commerce brand – a visitor needs to follow a number of steps before completing the goal which is to purchase a product. If you are properly tracking the drop-off of your funnels, you may notice that 90% of people fall off at your cart page. By knowing this data, you can narrow in and know exactly what areas to look at the heatmaps or visitor recordings for so that you can begin to repair that section of the funnel and increase the overall conversion rate of your online business.
About the Author
Gary Wilson works as part of the marketing team for Top Tier Style, a fashion brand specializing in clothing and accessories. He works closely to market the website to new customers and analyzes customer data to increase conversions and customer experience through the website.