Prawda o podnoszeniu konwersji
W poniższym materiale chcę pokazać praktyczne sposoby podnoszenia konwersji. Nie będzie tutaj magii w stylu marketingowych intuicji. Rozważania opieram na dwóch źródłach: badaniu przeprowadzonym przez Ideacto na dwóch średniej wielkości sklepach polskich (eyetracking i user testy, pisaliśmy o nim m.in. tutaj) i raporcie firmy Elastic Path – The Ecommerce Checkout Report. A Quantitative Look at the Tactics of the Top 100 Retailers.
Badanie przeprowadzone przez Ideacto potwierdza, że w procesie zakupowym użytkownicy są mocno skupieni na zawartości koszyka. Podczas badań eyetrackingowych okazało się, że widoczna podczas kolejnych kroków zawartość koszyka była przedmiotem dużego zainteresowania badanych.
Użytkownicy nie zwracali uwagi na inne elementy koszyka. Większość nie czytała opisów tekstowych, nawet gdy zawierały istotne informacje – jak czas realizacji zamówienia. Także prezentacja w koszyku produktów powiązanych spotykała się z małym zainteresowaniem. Przy zakupach produktów o niższej wartości wyświetlanie produktów powiązanych w koszyku powodowało wręcz spadek konwersji.
Kupony zniżkowe powodują zwiększenie konwersji (przekonują wahających się użytkowników), ale musimy znaleźć sposób na wcześniejsze ich dostarczenie. W sklepach z elektroniką i komputerami, gdzie pojawiają się kupony promocyjne, konwersja jest o 40% wyższa niż tam, gdzie ich brak. Niemniej kupony pozostają nadal dość kontrowersyjną metodą wsparcia konwersji – głównie ze względu na wyłom w polityce cenowej, jaki może spowodować zbyt mocne ich promowanie.
Umieszczenie w koszyku opcji zamawiania dodatkowego ozdobnego opakowania, również może mieć negatywny wpływ na konwersję. Wydawać by się mogło, że wszelkie formy odciągania użytkownika od widoku jego koszyka są ryzykowne i teza ta potwierdza się przy zakupach o niskiej wartości. Przy zakupach droższych użytkownicy chętniej korzystają z nawigacji (np. menu) i wyszukiwania, wychodząc z procesu zakupowego.
Droższe zakupy są zwykle mocniej umotywowane na płaszczyźnie racjonalnej, dlatego też takie chwilowe wyjście z procesu nie zwiększa współczynnika porzuceń koszyka. Dla przykładu – przy zakupach tańszych dwuprocentowy wzrost konwersji następował, gdy użytkownik nie był „odciągany” od procesu zakupowego i zmuszany do tworzenia konta lub logowania się. Przy zakupach droższych konieczność rejestracji nie miała wpływu na konwersję.
Obalono mit konieczności zmniejszania ilości kroków w procesie. Liczba kroków nie ma większego wpływu na konwersję. Najważniejsza jest płynność w realizacji zakupu, optymalizacja pól formularza, ale nie liczba kroków.
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