Looking for some feedback to improve conversion optimisation
 

Guys

I'm hoping you might be able to help me, we're running an adwords campaign for the following webistes:

homelightingsuperstore.com and paperlanternmarket.com

sales are happening on both sites which is good, especially the paper lanter site as its quite consistent with conversion rate above 5% in many cases. Now the homelighting superstore which is based on the same structure is not performing as well, conversion rates are around 1%. We've made a number of changes to tweak and improve it for example introduced product colour swatches wherever there is a configurable product. But customers aren't quite biting.

Would you guys be able to take look at homelightingsuperstore.com website and advise on any further areas of improvement which we may have missed. Any feedback would be very much appreciated

Re: Looking for some feedback to improve conversion optimisation
 

I go to checkout, and I get stuck then leave.

This message comes up..."10inch (25cm) Spring Flower Tiffany Handmade Wall Light was added to your shopping cart."

There's no way can I pay for it.

Abandonment averages about 68% research from
many different groups.

Leaving the shopper stuck like, it did me, is your
first place to fix.

Best,
Doctor E. Vile

Re: Looking for some feedback to improve conversion optimisation
 

Thanks for that feedback, definitely something for me to go back to and look at.

Re: Looking for some feedback to improve conversion optimisation
 

I would try putting a list of your special offers on the homepage, because the page seems to be quite short. Look at the homepage of Amazon, when you go there you are immediately bombarded with different products.

Re: Looking for some feedback to improve conversion optimisation
 

I would suggest a comprehensive search option. If I'm looking for a specific type of lighting, I want to be able to just type in it and have the site find it, not slog through a bunch of categories hoping it's there.

Re: Looking for some feedback to improve conversion optimisation
 

Thanks for the feedback, there actually is a search feature on the site but perhaps it needs to be made a bit more prominent if you didn't notice it.

Re: Looking for some feedback to improve conversion optimisation
 

Hi hshah,

Conversion Rate Optimization is a process that involves creating & testing content, measuring & analyzing results for insights, and implementing those insights in the next round of tests.

Asking people to look at your website and give opinions and advice is not CRO. While it might be better than doing nothing, it falls far short of the benefits you get from the discipline of CRO.

One thing you might consider is that your lower conversion rate on the superstore might have more to do with poor targeting practices than the website design itself. The paper lantern website, being a micro niche, may have influenced your targeting methods to the point that your traffic is more precisely targeted to the micro niche. I can imagine how the superstore concept would allow for less precise targeting and lower conversion rates.

One of the most important key principles of successful marketing is a concept known as segmentation. You stated that your conversion rate on average for the superstore is around 1%, right? Well that stat alone tells us very little. You need to segment your data and compare various market segments to see which segments are performing well and which are not. One thing is almost certain and that is your various market segments will each have their own unique conversion rate and some will be better than others.

You might find segments within your data that convert at 10% while others do not convert at all. Comparing the best performing segments to the worst performers will likely provide some insight that will guide you in what to do to improve results of your marketing.

A significant portion of your conversion rate success lies within the marketing side of your business, the targeting of market segments and positioning of your products before they arrive at your website play a crucial role in winning conversions, so look there as well as the content on your website.

Using marketing data is also one of the best shortcuts to optimizing your website content. By testing specific selling points in your advertising you can learn what your targeted audience finds most compelling and can then implement content changes that communicate those most effective marketing messages.

The answers to your questions can be found in your marketing data, start there and take comments about your website design with a grain of salt, for opinions matter little compared to what hard data can reveal.

HTH,

Re: Looking for some feedback to improve conversion optimisation
 

Looking at your 2 sites homelightingsuperstore .com and paperlanternmarket .com, yes they are fundamentally the same layout. HOWEVER.. the targeting for paper lanterns, and the targeting for basically "Lighting" is a huge contrast.

As mentioned with the add to cart, you should really look into adding a proceed to checkout button / link in the "Added to Cart" notification bar, on BOTH sites. It should be some pretty simple coding to get that accomplished. ( If it were a wordpress site, it would be about 6 lines of code or so )

In terms of conversions at the homelightingsuperstore .com site... I personally would suggest developing pages that create what I call "Internal funnels". In your PPC efforts you would draw traffic to say a "Metal Shades" page, that looks and feels like your homepage... BUT is breaking down the specifically targeted category. ( basically in the same manor that your paperlanternmarket .com homepage does for paper lanterns. )



I am sure that you have read on this forum more than once you have read there is a difference between "Traffic" and "Targeted Traffic" the same goes with the page side of where the traffic is going. Is the page that is being linked in your campaigns targeting a SPECIFIC product or product line?

Re: Looking for some feedback to improve conversion optimisation
 

Thanks advice dburk i'll take your point on board