THE BURNING QUESTIONS:
- Why were Car Computer Exchange conversion rates so much lower than the industry?
- How can we increase conversion rates without lowering prices?*
- How can we increase revenue without compromising customer service or the quality of the product?
*Remember that increasing conversion rates here isn’t the ultimate goal. If we dropped the price of Car Computers Exchange products to $1, we would certainly see an increase in conversion rates. But would it increase revenues overall? Probably not.
HERE'S A SNAPSHOT OF THE AVERAGE CONVERSION RATES THROUGH APPROXIMATELY 1 YEAR:
We made several changes that increased conversion
rates by 154.98% in just 1 month.
Here’s how we did it…
ANALYZE CURRENT SITE
We analysed Car Computer Exchange customers to understand what information was most important to them before purchasing.
We used video-recording and heat-mapping software to see what sections of the page people were engaging most.
We created urgency and put stronger calls to action.
We removed unnecessary distractions throughout the purchasing path and kept users on a single action we wanted them to take.
We demonstrated authority and trust throughout the website.
IMPLEMENT TEST DESIGN
We focused our efforts on the most important pages to get immediate results.
Conversion rates Increased by 154.99%
Transactions Increased by 111%
OUR WORK ISN'T FINISHED YET...
We managed to increase conversion rates only 0.60%, and while that doesn’t seem like much, it’s by turning the needle in multiple areas and making small adjustments that you achieve huge long-term in eCommerce.
By being proactive and continuously testing new assumptions, we will be able to find ways to:
– Increase sales and revenue
– Increase conversion rates
– Decrease marketing costs
– Increase customer loyalty and experience
Here’s a sample of the final design we’re going to be rolling out in the next few weeks.