On average, around 96% of people who visit a website will leave without generating a lead or converting. Many have no intention or desire to convert. They are probably not be in the market for what you sell or offer. Some will have arrived on your site by mistake or are simply doing research.
However, there will be an unknown proportion of visitors who are currently in the market for your product or service. These visitors could potentially be persuaded to buy if they are engaged in the right way and your value proposition is sufficiently compelling. This is where your conversion activity needs to be targeted.
A systematic approach to A/B testing will allow you to identify areas for improvement. Beyond this there are two tools that can help improve conversion for those visitors that abandon your site.
Shopping cart abandonment is a massive problem for online retailers. Taking statistics from 29 different studies, the Baymard Institute in the UK, have estimated that around 68% of online shopping carts are abandoned. Just reducing this rate by 1% could increase revenues by millions of pounds a year for major retailers.
For those visitors who don’t get to add an item to their basket there is onsite re-marketing. This uses real-time personalised onsite messaging to target form abandonment and other revenue-reducing behavioural issues (e.g. when visitors move to exit your site or become inactive). Onsite re-marketing helps to increase visitor engagement levels and should improve your conversion rate.
Listed below are 8 providers of shopping cart abandonment and onsite re-marketing tools.
1. Communicator: Provides automatic email campaigns for shopping cart abandonment. Recommends that emails are sent within 20 minutes of abandonment. On average it achieves a conversion rate of 5.2% using highly relevant and personalised communications.
2. NUDGR from Formisimo:This is a new solution to respond to abandonment of forms and checkouts. It is a machine learning based tool which uses algorithms to precisely identify patterns of behaviour that result in customers abandoning your site. This allows the tool to accurately predict customer intent and offer timely interventions to reduce site abandonment. The solution allows you to tailor offers according to your customers and campaigns.
3. Rejoiner: Offers automated email campaigns for shopping cart abandonment, and personalised behavioural email campaigns (e.g. for partial web form submission) to re-target users who exit your site. Optimizes campaigns through personalisation, segmentation and A/B testing email campaigns.
4. SaleCycle:Delivers both onsite re-marketing using targeted messages to 100% of visitors as they are about to leave your website and shopping cart or form abandonment email re-marketing. Offers A/B testing of emails as standard and claim email re-marketing increases sales between 4.5% to 6%.
5. SAP Hybris: Conversion Manager triggers real-time onsite messaging, personalised emails and re-targeted advertisements for shopping cart and form abandonment. Offers A/B testing as standard. Browser Manager triggers 1 to 1 real-time campaigns based upon visitors browsing behaviour (e.g. visitor goes to exit site).
6.ScreenPopper: Helps you convert more users through a pop-up appearing on top of a web page, with the goal of promoting a single call-to-action. The benefit is you get the visitors immediate attention, which can be used to for conversion purposes. If your goal is to get more newsletter sign ups, you can use the pop-up to offer an incentive in exchange for an email address. Free 14 day trial.
7.Upsellit: Delivers a range of solutions for cart abandonment, including live chat, personalised automated email campaigns, real-time site abandonment detection and targeted onsite re-marketing offer campaigns.
8. VeContact: Collects abandonment data to create real-time personalised emails that seek to bring lost customers back to their pre-populated basket. Claims to achieve a conversion rate of up to 60% of abandoned visitors.
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Neal has had articles published on website optimisation on Usabilla.com and as an ex-research and insight manager on the GreenBook Blog research website. If you wish to contact Neal please send an email to firstname.lastname@example.org. You can follow Neal on Twitter @northresearch, check out the Conversion Uplift Facebook page or connect on LinkedIn.
Evaluate your built-in search functionality by analysing key words used by visitors or use a third-party search tool provider.
1. Google site search: Uses the same technology that powers Google search to allow your visitors to find content on your website.
2. Freefind: Established in 1998, Freefind is a Free site search engine used by over 200,000 websites.
3. Fusion Bot: A site search engine which offers search, site map and reporting. Being fully hosted it does not require software to be installed. Also offers e-Commerce search engine with search and navigation of your site.
4. Adobe Target: Search driven merchandising includes options such as auto-complete, a did you mean function, dynamic image options, multi-media use and decision-making refinements (filters). Allows for automated merchandising rules and enables customised result display (e.g. sorting options).
15. Live chat:
Improve engagement and reduce bounce rates by offering live interaction with customers whilst they are on your website.
The use of stock images is often criticised by conversion experts because the same images are sometimes used by competing websites. They are also sometimes used inappropriately (e.g. to show a member of your customer services team when they are clearly a model).
However, when you have a limited budget, and provided you take care with selection, stock photos can be a great resource to convey relevant imagery on your website. Pictures are engaging and can instantly communicate emotions.
Here are 6 resources that provide free stock images and illustrations.
1. Flickr: The world’s largest online photo imaging and sharing application. A great website used by some of the world’s top photographers. Not all images can be used commercially so check first before you use a photo.
2. Morguefile: Contains freely contributed photographs for creative projects. Morguefile do ask you to reference the photographer where possible.
3. StocksPhotos.io: This is a community for high resolution images (over 27,000 to choose from).
4. rgbstock: Is a free resource of high quality photographs and graphics for illustrations, wallpaper and backgrounds.
5. Openphoto: An extensive library of stock photos which was established in 1998 and now has a huge selection of free images to choose from. Categories organised in thumb nails and also has a keyword search facility.
6. Freeimages: Most of the 6,000 images on file were either taken exclusively for the site or were sourced from contributing photographers and illustrators.
A word cloud is an image composed of words used in a particular text or subject, in which the size of each word indicates its frequency or importance.
You can use word clouds as a way to visualise verbatim responses of users to surveys. complaints, problems or other feedback from visitors.
1. ABCya!:A word cloud for kids that may be relevant if your website is out interest to children. Type or paste text into the box below and press the arrow button to view the word cloud generated.
2. Jason Davies: A great tool if you want to generate a word cloud from a blog or website.
3. Tagcrowd: Allows you to set specific criteria for your cloud such as language, maximum number of words and minimum frequency. Allows you to create a word cloud from a URL or upload text from a document.
4. Tagxedo: Create word clouds from a URL, Twitter ID, Del.icio.us ID, news, search, RSS feed, uploading text or enter it yourself.
5. Tagul: A word cloud generator with advanced features including words inside words, rich font choices, roll-over effects, custom shapes, colours and fonts and export in vector formats.
6. WorditOut:Advanced filters allows you to filter the text to display or remove words and change their importance. Select your own layout by choosing your own colours, fonts, and sizes or let WorditOut find a random look for you. http://worditout.com/
7. Wordle: A simple word cloud generator which allows you to set the weights of words.
1. TrustRadius:Business software reviews from users, software comparisons and insights.
2. Web Of Trust: The WOT user community has rated over 36,000,000 websites. Check out how they rate your website. I have seen mixed reviews about how accurate the ratings are on this site, so proceed with caution.
1. GoAnimate:Software to produce professional animated videos. Free trial available.
2. PowToon:Free software version available to produce your own animated videos.
3. VideoScribe: Make your own whiteboard videos fast. 7 day Free trial available.
31.Video Players (Including Hosting):
1.SPROUTVIDEO:A video hosting that allows you customise, publish and track videos online. Includes security, marketing and analytical tools. Sprout allows you to monitor the number of plays and impressions, including geographic location and the domains they are played on.
2. Vimeo Pro: A fully customisable and embeddable HTML5
player with advanced statistics, private review pages and 20GB of HD storage
each week, with no additional bandwidth limitations.
4. Wistia: Offers a Free version with Wistia branding that allows you to produce up to 25 videos a month and basic analytics. The paid for versions include HTML5 support, real-time analytics, playlists, custom skins, email embeds, popovers, video SEO, and more. Wistia’s video heatmaps show when users stop, start, skip, and re-watch your video.
About the author: Neal provides digital optimisation consultancy services and has worked for brands such as Deezer.com, Foxybingo.com, Very.co.uk and partypoker.com. He identifies areas for improvement using a combination of approaches including web analytics, heuristic analysis, customer journey mapping, usability testing, and Voice of Customer feedback.
Neal has had articles published on website optimisation on Usabilla.com and as an ex-research and insight manager on the GreenBook Blog research website. If you wish to contact Neal please send an email to email@example.com. You can follow Neal on Twitter @northresearch and view his LinkedIn profile.