What store owners should focus on to keep their WooCommerce store successful

Transcript

1. What store owners should focus on to keep their WooCommerce store successful
2. Define Success
3. A loyal customer base, who are willing to continue hiring your product or service for a job
4. What is CRO? Conversion Rate Optimization helps to increase conversions and revenue on your site by using analytics and user feedback.
5. What is a good conversion rate, though?
6. “The only true answer to ‘what’s a good conversion rate?’ is this: a good conversion rate is better than what you had last month” Peep Laja, ConversionXL conversionxl.com
7. How do I work out my conversion rate? If your store gets 2,000 visitors and 20 conversions over a set time period, your store’s conversion rate will be 1%.
8. How do I work out my conversion rate? Conversions divided by total site visitors = conversion rate
9. “The first step to making anything better is understanding it” Bryce Adams, Metorik metorik.com
10. Why is CRO so important, anyway? • High conversion rate means a better return on your investment (ROI) • Much more cost-effective to convert your existing customers than to attract more visitors
11. Optimization is about getting more of the right kind of customers
12. You’re looking for actionable data Don’t just collect data for data’s sake.
13. Use effective headlines Don’t just collect data for data’s sake.
14. Strategic CTAs Instruct your visitors to act in a particular manner.
15. Strategic CTAs • Lead generation - email subscribers • Contact details • Sales
16. Strategic CTAs • Anchor text • Popup windows • Buttons
17. Strategic CTAs • Anchor text • Popup windows • Buttons (including colour)
19. Strategic CTAs SAP found that the color orange boosted their conversion rate by over 32.5%. Performable found that the color red boosted their conversion rate by 21%.
20. Strategic CTAs Unbounce changed the word “you” to “my” in their CTA button copy. After running the test for three weeks, CTR increased by 90%.
21. Page load speed Yslow (open source, hooray!)
22. Optimize your site for mobile
23. Let customers know your store is safe • Enable SSL • Display McAfee, GeoTrust, VeriSign or other security badges • Show images of customer-trust payment options (PayFast) • Social proof to enhance on-site trust (includes product reviews)
24. Heat maps Visual analytics - a graphical representation of data where the individual values represented as colors.
25. “Visual analytics shed light on WHY visitors leak off of your website.” Sharan Suresh, VWO vwo.com
26. Heat maps • Mouse movement • Clicks • Scroll
27. Heat maps • Mouse movement • Clicks • Scroll Reveals patterns behind how users read and navigate the page - almost like an eye test.
28. Heat maps • Mouse movement • Clicks • Scroll
29. Heat maps • Mouse movement • Clicks • Scroll Eliminate unwanted distractions on a page to streamline user experience
30. Heat maps • Mouse movement • Clicks • Scroll
31. Heat maps • Mouse movement • Clicks • Scroll Scroll maps help you to understand up to what point of a page users scroll to, and where they abandon the page.
32. A/B Testing
33. A/B Testing • Two versions of an element (A and B) and a metric that defines success. • To determine which version is better, you subject both versions to experimentation simultaneously. • In the end, you measure which version was more successful and then select that version for real-world use.
34. A/B Testing • Your choice of what to test depends on your goals. Always test both versions simultaneously. • Don’t conclude your test too early.
35. A/B Testing Get Out Of The Building • User Testing UserTesting.com • HotJar
36. A/B Testing Google says DON’T put Google Ads in the left sidebar of a site… but Carbuyer.co.uk still did.
37. A/B Testing Dennis Publishing ran a test on 8000 visitors where it increased click through rate (CTR) by 74.5% After making this test live site-wide, CTR has increased by 44% and RPM (revenue per 1000 ad impressions) increased by 48%
38. A/B Testing Too much distraction, not enough conversion.
39. A/B Testing Too much distraction, not enough conversion.
40. A/B Testing • Hiding “Download for Free” text above the button • Hiding navigation menu • Hiding social sharing icons • Having larger “Download for Free” text (counter theory)
41. A/B Testing • Hiding “Download for Free” text above the button 10% increase in conversions • Hiding navigation menu 12% increase in conversions • Hiding social sharing icons 34% decrease in conversions • Having larger “Download for Free” text (counter theory) 42% decrease in conversions
42. A/B Testing The end result? 25% increase in conversions.
43. Google Analytics Help! What am I looking for?!
44. Where do my customers come from?
45. Where do my customers come from? Acquisition > All Traffic > Source / Medium
46. Where do my customers come from? Acquisition > All Traffic > Source / Medium You may find that sources that drive a lot of traffic may not be the best source of customers. With this, you can start to adjust and optimize how you spend your time driving traffic.
47. What are my best selling products?
48. What are my best selling products? Go to Conversions> Ecommerce > Product Performance
49. What are my best selling products? Go to Conversions> Ecommerce > Product Performance This will show you your most popular products by quantity, and total revenue.
50. What pages convert the best?
51. What pages convert the best? Behavior > Site Content > Landing Page
52. What pages convert the best? Behavior > Site Content > Landing Page When people land on your site it’s important to optimize and make the most of that user’s visit.
53. Interact with your Customer Get Out Of The Building • User Testing UserTesting.com • HotJar
54. Interact with your Customer Helpdesk • Social • Get Out Of The Building Zendesk • Olark • MailChimp • CoSchedule • Buffer
55. Interact with your Customer Pre-purchase and post-purchase Facebook Ads • MailChimp • Google Adwords
56. wcm.rs/2GmmvKx
57. Act as your Customer Purchase from your own store…often.
58. Act as your Customer Purchase from your own store…often. Test and tweak your checkout experience - a great place for A/B testing
59. Interact with your Customer Broader Communication with your Customer Base MailChimp • Google Adwords • Facebook Ads
60. Monitor Your Store What is Measured is Managed. Know the impact your actions have.
61. Monitor Your Store What is Measured is Managed. Know the impact your actions have.
62. Monitor Your Store What is Measured is Managed. Know the impact your actions have. Google Analytics • KissMetrics/MixPanel • MailChimp eCommerce
63. The Secret Recipe
64. Open Discussion