Our Strategic Account Manager Manuel Gruhn is here to explain how you can use data analysis to optimize your website.
Optimization is a never-ending cycle, so it’s a good idea to take a closer look at your web store on a regular basis. You should focus on the conversion rate, bounce rate, and order value. Based on these KPIs, you can start to optimize your store. As a general rule, you should make changes one step at a time, not all at once. Pay close attention to the effects of even the smallest changes in design or wording on your website.
1. Create a compelling homepage
A good homepage acts as a salesperson, making suitable suggestions to visitors. With trbo, you can customize the homepage for returning visitors based on their last visit. Known and unknown users are addressed differently, e.g. with recently viewed items or special offers such as 2+1 promotions or discounts. New users are targeted with top-seller offers, discount promotions, and loyalty programs such as club memberships or newsletter sign-ups with coupon codes. The goal is to get to know users as quickly as possible and turn them into loyal customers.
2. Personalize category pages
Category pages can often be impersonal, but with dynamic product recommendations, you can show users matching products, subcategories, or even promotions right above the listing, eliminating the need to scroll and search.
3. Optimize the search results page
The search results page, like the category page, is often very generalized. There are some relatively simple ways to make it more personal for each user. For example, you can sort results by interests or show recommendations of similar items or categories that match the search term. And if no results are found for the search term, you can provide valuable guidance with recommendations, rather than leaving the user at a dead end.
4. Reduce the bounce rate
SEA entry recommendation is an effective way to reduce the bounce rate on direct entry to a product detail page. On the product detail page, you can show users recommendations for alternative products if the current item does not meet their expectations. This way, the user is more likely to stay and browse in the store instead of leaving right away.
5. Building Trust
Prominent benefit communication is another lever for building trust in your store. The thank you page is also often underestimated and under-used. Here we can reinforce the good feeling users get after their purchase by including a personal thank you, USP communication, order summaries or NPS queries.
Testing is one of the most important parts of optimization. It’s crucial to test every change on the website. There are no “bad” test results. Even if the result is not what you had hoped for, you may be able to avoid a change that would have had a negative effect on your website performance.
Before we wrap things up, I want to emphasize that there are no optimizations that are guaranteed to work. However, there are quick wins and low-hanging fruit that are successful in many cases. With that said, I recommend that you test every change to make sure that it achieves the results you want.
Would you like to learn more about trbo and how a professional website analysis can help you identify the right adjustments to make? Feel free to contact us.