By applying the principles listed above, you should be evolving towards a customer-centric approach to e-commerce design where you better understand what customers want/need, and how to deliver this across devices.
But don’t think your work is over yet!
This is just the start. A common mistake e-commerce teams make is to launch new designs and then move on to the next project. As long as the KPIs are positive, the risk is to think it’s working well.
However, you should apply the core principle of conversion rate optimization (CRO) to all site development; the only way to optimize performance effectively is to interactively test your design to discover how you can further improve results.
You need to embed a culture of test + learn to ensure that you optimize your website to learn what works best. This includes testing:
- What brand messages to communicate
- What service elements to promote
- How to use reassurance and persuasion messaging How to promote product
- What content to use and how much of it
- How to be creative
If you don’t understand the problem, how can you fix it properly?
Example scenario:
- Client exit intent campaign suddenly drops revenue by 48% WOW
- The number of times the overlay has been triggered has fallen significantly
- Engagement rate with the overlay has dropped by 28%
- Emotional reaction = something wrong with the campaign!
But after some digging in the analytics data:
- Traffic on the website is down – so fewer sessions for exit intent
- New overlay versions were added, these aren’t performing
- Underlying performance of old overlays is stable – it’s AOV that’s hit revenue the most
- This is in-line with the overall site performance
Conclusion:
To improve big numbers, we need to look beyond the campaign; to improve small numbers, we need to optimise the new designs. http://ow.ly/PnKM30qAU7Z