When looking to improve your ecommerce performance it can be hard to know where to start.
Do you need more traffic? Different traffic? Is increasing AOV enough or do you also need to improve retention?
We break down the approach to optimising conversions into the following areas:
• Optimising current traffic
• Acquiring traffic
• Improving retention
Typically, our team will start with an ecommerce audit and a stakeholder workshop and then build a roadmap of activities to help reach your strategic goals. Depending on your current set-up, development might be needed to achieve some of the activities, but our team will work with you to prioritise high-return low-effort actions.
If your site is already getting a reasonable amount of traffic, we will first look to optimise the site to convert more users into customers. This typically involves looking to increase the amount of people who purchase and how much they purchase in one go. This involves a range of techniques from upselling and cross-selling strategies to user experience optimisation and strategic messaging. We may also advise on pricing strategies, product content quality and general content structures. Our team will use tools to analyse customers behaviour such as screen recordings, heatmaps, split testing, recommendation engines and historical shopping data to identify and test different solutions.
In some instances, the traffic that you are driving to your site might not be relevant to your business. Lots of visitors are great, but visitors who are ready to purchase are better. While we always advocate having brand building activities for future potential customers, ecommerce traffic acquisition should be mostly focused on driving commercial traffic. While we don’t run any acquisition campaigns (most of our clients do this themselves already), we can work with your internal teams or agencies to help audit current approaches and suggest alternatives.
For most brands single-purchase customers are not where money is made. Acquiring customers is expensive and most companies sacrifice margin on the first sale on the expectation that the customer will make subsequent purchases. Getting this repeat purchase behaviour from customers is a fine art, that includes:
• Getting enough customer information to be able to communicate with them in the future cheaply
• Delivering on the initial promise made to them (product quality, delivery times etc.)
• Having an enticing enough proposition to make them want to come back
• Incentivising or exciting the customer to do so
• Rewarding loyalty and engagement
We work with your marketing, sales, customer service and ecommerce teams to help you improve retention across these fronts.