How to Incorporate Conversion Optimization Strategies to E-Commerce Companies That Don't Strategize

Posted by Danielle Schwolow on July 17, 2017
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   Whether you have been involved in your business for decades or are just starting off, there are many ways that using optimization strategies can benefit your company. By improving your customer experience, you will increase your most important metrics and ultimately your bottom line.  There are two general ways you can go about bringing an optimization strategy to your business, you can follow industry best practices or you can look at your consumer data to analyze your pains and gains.

Improving your customer experience using best practices for your industry can increase your conversion metrics. With any optimization strategy, you will want to run a test first to determine which variables your customers prefer to interact with. For example, if you are looking to decrease the drop off on your website from a landing page to a cart page, you may come across a handful of A/B optimization examples that other companies have proven decrease this drop-off rate.

To determine if these ideas will work for your business you can utilize a free or low cost tool such as Optimizely. A/B optimization is simple as there as only two variables, your original variable, and the variable you are testing it against. Plug these best practices variables in and let your customers chose what they would prefer to interact with. When a variable reveals itself as the winner you can implement it at 100% on your website or use the optimization tool to do this. 

As your products or services continue to evolve so does technology and your customers expectations. If your business is setup with a tool such a Google Analytics then you can review your customer data to determine how users are engaging with your website and the changes you are making through testing. Google has a variety of resources to help you make decisions using your data: Using this data you can formulate an optimization strategy around real insights from your customers behavior. For example if you are currently marketing via Google Adwords and your click through rate to the home page is much lower than when you send a customer directly to a landing page, then you would want to optimize your landing pages and focus more of your marketing dollars on Adwords straight to landing pages. Using this example not only are you decreasing drop off rates but you are improving your advertising spend and hopefully your revenue.

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Optimization strategies contain a mixture of best practices, data driven decision making through an analytics tool, heat map, clickmap and eye tracking solutions for example. These strategies differ from industry to industry since users react different in each industry. These strategies then further differ based on the marketing channel the users come from. A user coming from a social media platform is very different than one coming from paid advertising or adwords and further different from someone come from natural search and email too.

Constantly optimizing to improve customer interactions as well as the way your business works should be at the very top of your to do list. Learning more about how your customers engage and acting on this information will continue to increase your loyal customers and evolve your current customer base. I would recommend getting started with a few simple A/B tests that are best practices for your industry and then diving into your data to determine where your customers need you to make improvements.

Let us know if we can help by emailing us at! We’d love to provide you with some helpful tips and guidance.

Topics: Test and Optimization, Optimization Tools, User Experience, Travel Industry Optimization, Travel, Travel Industry, AB Testing, E-Commerce

Written by Danielle Schwolow