Easiest ways to improve conversion

One of the most important metrics which is tracked for any online product is the conversion.Conversion is different for different kind of product.It depends on the goal of the online platforms.In case of online selling platform it may be the number of customer who did transaction on the platform to the number of user who visited the site.In case of lead based model  it can be the responses to the user.

                             There are ways in which the drop in conversion can be fixed however in this blog  will discuss on the easiest ways in which the conversion of the site can be improved.

1.Order of the information

The order in which the information is shown to the user can help in improving the conversion.Identify the importance of the information to the user and place them in the right order.In the flow one can also try to cross sell other products which are related to the currently product which user is viewing.

2.Text of call to action button

The text which is displayed on the call to action button impact the CTR of the button and hence the conversion of the site.The text should be chosen such that it should be the most important action that user wants to perform on the page.When there are multiple CTA buttons the needs of the user should be prioritized and the the position of the CTA button should be decided.

3.New action buttons

There are lot of actions which a user may want to perform on the page.It is first necessary to identify the list of action which user want to perform.Then prioritize them and integrate them on the page.This which help in improving the macro or micro conversion

4.Reduce the macro steps 

There are chance that there lot of steps which user has to go through before performing the final action.It is necessary to reduce the number of steps or make it more simpler to the user so that there it is easy for user to transact.The best UX practices should be followed in order to provide good user experience

5.Optimize page load time

High Page load time can negatively impact the user experience.As the page load time increases, drop off from the page also increases.It is therefore necessary to optimize the page load time.Lower the page load time better is the conversion as the drop off decreases.When new page is launched it is necessary to optimize the page load time.

6.Identify the device to concentrate on

When user searches on mobile he can be landed either to the mobile web or APP through deep linking. One should first analyze the performance of APP and web before doing deep linking. One can look at various metrics before deep linking.In case mobile APP is performing better than that conversion can be easily improved by deep linking.

7.Listing logic

Optimizing the listing logic can help in improving the conversion.There are lot of listing algorithms available which can be used to improve the listing logic.

Challenges before commerce companies

In online field there are basically two kind of companies: E-commerce companies which directly monetize the users who comes to their platforms and commerce companies which does not directly monetize users which means that just share the user to the vendors who are associated with the platforms.Thus commerce platform faces various challenges in terms of user needs ,vendor satisfaction etc.There are common challenges that online platform faces.In this blog will discuss on the various challenges which commerce companies faces and how they can overcome.

1.User need fulfillment tracking

The user who comes to the commerce platform meet their need through the vendors associated with the platform.In such scenario it is very difficult to track how many users are able to meet their needs using the platform.When such companies want to measure the effectiveness of their platform in meeting user needs,it becomes very difficult .This can be addressed by getting feedback from the user ,calling user to check their need fulfillment

2.Value delivered to the client

For commerce platform, it is very difficult to know how valuable has been the users who are shared to the client for need fulfillment because the transaction happens offline.In such scenarios,in order to monitor the value delivered to the client it is necessary to integrate UVN (Uuniversal virtual numbers) and BVN (Business virtual numbers) which helps in tracking the conversation between vendors and users and hence helps in understanding the conversation between them

3.Cost per lead

In commerce portals,where most of  the transactions are offline it is very difficult to know the value which vendors get from a user.Thus it become very difficult to fix the cost per lead which one should charge from the vendor for delivering the lead.This leads to underselling of the leads to the vendors.

Importance of Site Navigation

A site generally consist of many pages of different category types.Each page type has is own objective.The objective varies based on the content of the page.Navigation plays a important role in ensuring that user finds the information easily and also overall site objective is met.
                                                                            In this blog will discuss on site navigation strategy and how it should be formulated.

1.Clearly identify the goal of each page

First is is necessary to clearly jot down what are the benefits of each page to user.Based on stage of user purchase the pages should be grouped.The grouping can be as below

1. Knowledge enrichment/Research page
2. Information search
3.Product detail
4.Response page/Payment page

Now it necessary to move user to the right set of page based on user purchase stage.When the user is information seeking phase move him to knowledge enrichment pages.When user has decided on his requirement it is necessary to move user to information search page.In case user has decided on which product to buy it is better to move him to similar product pages.

2.Check the conversion of each page

When there are lot of pages which have similar objective then it is necessary to check the conversion of each of the page to identify where to push the traffic.The traffic should be push to pages where there is high conversion.
                 The conversion can be calculated based on the goal of the page.It is necessary to provide more visibility to the page which has higher conversion.

In short

Group the pages based on goals->Group the users based on need->Map the user to the page->Move to the pages which has good conversion