Our conversion rate is hovering aroung 1.57%. I took over managing of the website in Dec, I have not make any changes to the site yet nor has any been made in a long time (15 months plus). Just looking for some possible fixes with regarding the CR's. www.eluxury.com
First off, 1.57% is not a bad average - not specatular, but for most of my clients they tend to see a 1-3% CVR on average. Ideally you would break this down by channel (ie: email, organic, direct, etc) and look at CVR by channel. Each channel will convert differently.
For instance, if you are running an affiliate program, that will tend to have the highest CVR, followed by email because these are people that know your brand. If you are trying to boost your CVR, you can look at your checkout flow (if setup properly in Google Analytics) to see where people are falling off.
There are so many things that can impact conversion rate including product selection (do you have product people want), inventory levels (if they want it, do you have it for them to buy), site experience (do you make it easy for them to find what they want), site speed (do they have to wait for pages to load), shipping costs, shipping times, competitor pricing, loyalty programs, etc
So, this is really a complex question to answer in a forum post - but those are places I would start investigating. Also, talk to your customers - find out why they buy from you (or what keeps them from buying again). It all comes down to experience and whether you are providing an experience that makes it easy to purchase.
Hope that helps.
As Steve said 1.5% conversion rate is actually not that bad. But you are right to want more and you definitely should always try to look for improvements.
The products you sell can be generalized in two categories. Bed/Furniture and accessories.
Accessories like sheets and quilts are design items similar to clothes. The process of purchase there is generally driven by emotions. If the visitor is in a spending mood and likes the product, he might buy it on the first visit. But if he is not in the mood he won't and there is little you can do to make him want to spend his money right at that moment.
Bed/Furniture products are more complex and expensive product. Before considering the purchase, the visitor will most likely conduct some sort of research to see what is best for him. But that means they most likely won't buy the product on the first visit.
It is actually quite common. Google has numbers that say 97% of visitors don't make a purchase on their first visit to an e-commerce store.
So you need to approach the visitors that leave the store without making a purchase and convince them to come back. The best way to do that is via retargeting ads.
Through them, you can approach the people that came to your store but didn't finish the purchase. You can try our app ROI Hunter Easy for that. It generates personalized ads with products your visitors left in the cart or have browsed.
Hope it helps.
Your home page is pretty heavy at 4.8MB (usually want to keep 2-3MB, with a goal of under 2MB). I would slim that down to decrease bounces and improve engagement.
Making your site faster overall has been proven to improve conversion rate. Check out your PageSpeed Insights as a reference point and start working through those.
A good speed optimization on at least your home, product, and collection pages should help bump your CR up.
Like other posters mentioned, a 1.57% conversion rate is certainly not bad. It could always improve, but realistically, you are hovering right around the typical CVR average. That being said, improving your conversion rate should always be at the forefront of your mind. You mentioned you have not made any changes to the site in over a year. You may want to consider updating your site to show your existing customers something new and interesting. Highlight your social media pages at the top of your site, instead of the bottom. This will allow your customers more access to your brand, thus increasing your conversions.
In my experience, when traffic fails to translate to conversions, it is often an issue with targeting. Sometimes narrowing down your demographic is easier said than done. It may take a bit of time, but once you figure it out, you will see an increase in your CVR. Remember, your ads must appeal directly to your target demographic.
How are you targeting your customer base? Are you doing so manually or through lookalike audiences? Often times, building an audience manually can be tricky and you may not be doing it correctly. I’d like to recommend one of Shopify’s awesome machine learning apps called Pollen (https://apps.shopify.com/poln) to help you boost your CVR. Pollen specializes in making sure your ads are being seen by the right people. Their app enables you to acquire customers on Facebook and across the web simply and cost effectively. Through powerful automation, Pollen offers an easy-to-use marketing platform that’s sole expertise is in driving sales.
Hopefully this helps! Best of luck on increasing your conversions!
Thanks everyone on your feedback. I actually found an issue on mobile that could have been driving it down. Fixed the issues, and within a week we were back right at 2% (after a couple of months of being under 2). Still have more split testing to do but making progress. Not sure how I missed it before.
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