How To Improve My Online Orders / Conversions
 

Hi All,

We are sign shop, and we have recently redeveloped our website, with the aim of increasing online orders. We spent a fair bit of time researching, planning and making sure the site and order process was as easy for the customer as follows. We are quite happy with the design and it is a big improvement on our previous website in terms of look and usability, and we have been getting some good feedback from our customers, friends and family, however we just arn't quite getting the orders / conversions we were hoping to get.

I was hoping that some of you with more experience, might be able to take a look at the site and the ordering process, to see if we are doing something wrong, or if there is something we could do to help increase orders.

After spending a bit of time and money on the redevelopment, I am hoping that the advice won't require major redevelopment changes, however I am open to all suggestion.

The website is Plastic Printing | Corflute Signs - Banners - A-Frames - Stickers

Cheers

Jake

Re: How To Improve My Online Orders / Conversions
 

Well lets start with this... by enlarge what type of name is mostly associated to an order? a guys name or a girls name? I have probably more than a hunch that Men are buying more from you.. and you have an image of some dang long haired dude...

The site is pretty don't get me wrong... but where is the call to action on the main page like "Get Started here"? At the VERY LEAST the "Fast Process > 1 Select Product > 2 Upload Artwork....." make that "Select Product" Orange and actionable make it go to a page where they select the product they want.

in the "upload artwork process" make the next needed action Orange so the "Upload Artwork Files" would be orange.

The overall call to action doesn't fit... "Buy Now" I don't want to buy now... I want to "get started". the "Add To Cart" you are implying "Paying" but you want them to "upload artwork" next.

Again Keep the actionables consistent in color. let the Orange guide them through the process.

I would bet that if you really started looking at your user data they are bailing on the "add to cart" or pricing page.

I want 200 Pull up banners.. I can only buy 10 at a time? you and I both know you can scroll a bit more and see "Price Calculator" but is it really a "Price Calculator" or a "Custom Quantity Pricing Tool?"

The question here is would you place the Insert quantity option on top and then have the preset "quick options" underneath?

The one other thing I noticed.. the progress bar is way on the bottom of the page. you might want to move that up top. with each step a customer is going to wonder how many steps are there... this is taking forever... you are not visually reassuring them that Hey.. 3 steps left, your almost there!

All in all some of this may need some testing... but creating a clear path of action is needed.

Re: How To Improve My Online Orders / Conversions
 

I am afraid, I have to agree with all what savidge4 said.
You will have to have a lot more work done on your site to make it work.

A few more things:

• Don't rely on feedback from friends & family, they don't know any better or won't tell you the truth, for fear hurting your feelings.
• Your Home page is way too busy, it also lacks clarity, you have not expressed your value proposition, and the elements look like they have just been thrown together randomly.
• Please rethink the whole buying process, at the moment, it is not coherent. For example asking people to upload Artwork when they are already at the checkout stage? A checkout should just check people out as fast as possible.
• I also think that you need 1 more layer of information - individual product pages - at the moment you bundled several products together like Corflute Signs, some of which are quite highly priced on a single page. How do people make a choice?
• Make the whole process as visual as possible. I would like to see what my final product might look like, at the moment it is not possible.

Good luck
Peekay

Re: How To Improve My Online Orders / Conversions
 

afraid? ha ha wow

Re: How To Improve My Online Orders / Conversions
 

Yes because in his own words "I am hoping that the advice won't require major redevelopment changes, however I am open to all suggestion."

Re: How To Improve My Online Orders / Conversions
 

The thing that struck me was the "buy now" buttons. Try changing them with "more info" or something.

When they click it, have some options that they can select to there liking, and then the final step should be "calculate price" which should be done automatically. They should then click that, and the info they entered should then be reflected in the final purchase button.

Re: How To Improve My Online Orders / Conversions
 

Hi Everyone, thanks for all the interest and advice.

What you have all said makes sense, and whilst I couldnt see the problems before, I can now.

I am currently working on making some changes, and will keep the thread updated with the progress and results.

Cheers

Jake

Re: How To Improve My Online Orders / Conversions
 

Hi James - just thought I would try something different :) Rather than you just getting some help from members on here, I thought you might want some help from an expert too. It will typically get you better results. But fair enough, I admit it was a bit bold and different. Hope it didn't offend you...

So, here are a few things you need to work on:

- You need to emphasize your unique value proposition better on your homepage and in the header - you currently don't clearly explain why someone should use you instead of other common providers, and the main benefits of your site/offering.

- Your product overview pages need more details to explain the benefits of each one (rather than just showing a few thumbnails and immediately go into pricing - the description shouldn't be in the side bar either). You need to really introduce and show your products better, and explain different aspects that your visitors probably won't understand (like eyelets). Get them excited and interested to order! You should also offer a discount for first time visitors, in exchange for their email address (for remarketing purposes).

- You also lack any security and trust seals in the footer - these are essential to help people trust from purchasing from you (as many first time visitors won't know who you are).

Hope that helps... and sorry again!

Rich

Re: How To Improve My Online Orders / Conversions
 

Hi Richpage,

Well redeemed :) and thanks for your feedback, although last time I paid someone $2 per minute, she was a bit more female than you :)

I am working through all the feedback, and will hopefully have some results to show you in the next week or so.

Cheers

Jake

Re: How To Improve My Online Orders / Conversions
 

OK. First of all, a few things:

1. No one in this thread is in your target market. So their opinion matters little.
2. Have your conversions increased at all? That's the main goal. Reults not opinions.
3. How much traffic have you sent to the new design?
4. That said. there are some valid points in the thread. The home page is never, and should never be (in most circumstances) the place to send traffic and the place to try to convert traffic. It is merely a gatekeeper/traffic cop to send traffic to other places on your website. Your customer wants one product, and then maybe cross sells. They don't want everything you have to offer. And they don't want to go looking to see if you offer what they want. You need to direct traffic to the pages. Does the average sticker customer have the same needs that the average van sign customer has? Then why are you trying to deliver the same sales message to them both?
5. Your copy sucks. That site can be prettier than Mile Kunis, but with that copy, you're not turning anyone on.
6. I don't know who thought it would be a good idea to have an angry long haired guy with dark sunglasses yelling at you to buy his crap as the first thing people see on the website. Would you trust that guy and want to buy from him? I wouldnt.

Re: How To Improve My Online Orders / Conversions
 

Ye i think the call to action needs to be clearer, think about getting an independent usability test on the site to give you a better review of your site, dont pay attention to friends and family, they often hold back.

Fiverr offer this service - Fiverr / Search results for 'test website'

Re: How To Improve My Online Orders / Conversions
 

Hi Everyone,

Firstly, thank you everyone for your help and advice. It really opened my eyes up to the issues with my website.

The new website is now live, and it would be great if I could get your feedback on the improved design. The harsher the better.

The website is Plastic Printing | Corflute Signs - Banners - A-Frames - Stickers

I will go into more detail about the changes that were made shortly, but I wanted to get your thoughts first, before I bring your attention to the changes I made.

Cheers

Jake

Re: How To Improve My Online Orders / Conversions
 

Hi Jake,

I found your product page layout to be both too busy and confusing. Placing product details in an aside makes it nearly invisible to shoppers. Splitting up the product page content with what looks like banner ads for shipping interrupts the conversion process.

Also found the inclusion of 2 separate products on what would normally be a single product page a bit confusing as well. I bet that hurts conversions. A-Frames, Corflute A-Frames, Metal A-Frames | Plastic Printing ? Signs

It will take users several moments to study the page to figure out which information relates to the product they are shopping for, and which is generic information, or related to a different product. Why make your users work so hard to understand what the page is about? That page layout breaks many of best practices for high converting page layout designs.

Having said all of that, what you need to do is start measuring the results that each page design change gives. Use A/B split testing to determine how much difference each change makes compared to the previous design. You are not really performing CRO by simply asking for opinions. CRO is based on data, not opinions.

If you really insist on doing this process without data then he's a video to get you started on the right track:


:D

Re: How To Improve My Online Orders / Conversions
 

It is always best to keep things simple. Make one pagers and track the conversions of an offer there by checking to see how many visitors come to the site and take the intended action, download, register, etc. Sounds simple. It is common knowledge, but still highly overlooked. Sometimes, we try to do too much too fast, and do nothing all at once.

Determine what your main objective is for that page, and get visitors to do that. Track how often each visitor does that intended action. Give yourself one month at least of tracking or maybe you want to go to 100 orders / conversions before you make changes. Data will help you make important changes ahead of the curve.