Improving Your Page’s ATC to Improve Conversion

Today I’d like to talk about how you can improve the conversion rate on your website.

Do you know what % your site is converting at?

This is a very important metric to know.

Read More: What You Need to Improve to Increase Your Conversion Rate

You can have the best creatives and a great media buying strategy.

But if you are sending traffic to a site that is not converting, it is all pointless!

A good eCommerce site should be converting at around 2-3%.

Anything under that percentage means that you are losing clients across the funnel.

Recently, we provided some suggestions for one of our clients.

The store is selling electronic gadgets, great products, and good creatives that provide a very high CTR.

However, the page conversion rate was averaging at around 1,5%.

We noticed that we were losing a lot of clients from the add-to-cart to purchase.

We analyzed the store, and we noticed that there was a lot of room for improvement within the add to cart section of the page.

Firstly, once you landed on the main product landing page, you had to scroll all the way down until you could find a CTA button that said BUY NOW.

We suggested adding more CTAs across the page, one at the start, one in the middle, and one last button at the bottom of the page.

Once you made it to the add to cart section, the button was small and underneath the product, we suggested then readjusting the product image to the left side of the page, and a big Add to Cart button on the right side.

The price is clear on top of the button and underneath there is a list of the features of the product, clean and simple.

Reviews and product images could still be found at the bottom of the page.

We recommended adding as well a pop-up that appears every time the user clicks to add the product to the cart.

On this pop-up, you can now see a list of “usually bought together” products and a 20% discount for any additional product added into the cart.

Any of the products on the list can be added into the cart without exiting the pop-up, once you are done adding products, you can click “go to checkout”.

If the user does not wish to add any additional products, there is a second button “No, thank you” that will exit you from the pop-up.

This way, very easily, the average order value increased.

Previously, in order to purchase several items together, you needed to click into each one of them on the top menu of the page, add one, move into the menu again, and a second one, etc.

By adding an “upsell” type of pop-up, we increased the number of products purchased at once, and the AOV of each purchase.

Another improvement added by the client was setting up Afterpay, offering users the possibility to pay in installments. 

Considering that some of these electronic gadgets have a high price after payday makes it easier for customers to make the decision to purchase them, helping again to improve the conversion rate.

With these very easy adjustments, the conversion rate on the store increased to 3%.

Nothing within the media buying strategy was changed, but the ROAs improved across the account.

And you? Have you analyzed your store and if you can improve anything across the funnel in order to simplify the process and improve the conversion rate?

If you have any questions about any of the above or if you’re interested in working with us to grow your eCommerce brand, find out if we’re the right fit for you!

Book a call below: https://dimniko.com/msp-apply

Additional Resources

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