This famous phrase was uttered by the astronaut Jack Swigert on 13 April 1970 aboard Apollo 13 and is repeated to us by some of our clients when they fail to achieve the expected results in their online project, and trust in our team to take care of it.
For us, Jack Swigert is the client, Apollo 13 is his project or web page and the familiar phrase is “Lifting, we have a problem”. When the emergency light flashes we launch our entire team to rapidly detect the source of the problem and propose the most effective solutions.
The emergency light can be switched on for multiple reasons – capturing traffic, online reputation, competition and so on. But one of the most common relates to conversion.
This is especially critical since it has a direct impact on revenues. The rule is simple, if you manage to double the conversion percentage, you also double revenues (maintaining traffic and quality, obviously).
Here we’ll show you some examples of the main conversion problems as well as the most common conversion difficulties that we’ve found. These problems have been detected through CRO studies (conversion rate optimization) and we’ve been able to resolve them thanks to different solutions raised, depending on the needs of each client.
CONVERSION PROBLEMS IN THE BUYING PROCESS
It has been detected using web analytics and funnels, that less than half of users accessing the first step of the checkout, finalized the purchase.
Solution: Redesign of the purchase process through the one step checkout process (only a single step).
Result: Increased conversion rate in the form of checkouts and consequently in the number of sales and income.
CONVERSION PROBLEM DUE TO THE RELEVANCE OF THE USP (UNIQUE SELLING PROPOSITIONS)
A qualitative survey found that the most valued aspects for bikini users are design, fastenings, quality, comfort, color and price. However, we note that those which best help create conversions are confidence in the brand and the shipping and return conditions.
Solution: Strengthen some of these values in the home and main pages during the buying process, with the aim of reinforcing the confidence of users.
Result: Significant reduction in the rate of rebound on the main page.
CONVERSION PROBLEMS DUE TO USABILITY ISSUES
Using heatmaps and session recording it was found that the video playing automatically on the main page usually did not interest users, since they closed it without seeing all of it. We also found it necessary to make the menu more relevant and improve page navigation.
Solution: Remove the video and improve the CTR in the shop categories for the home page traffic. This project is currently in the process of improvement.
Result: Reduction of the rate of rebound in the home page, increasing pages per session and duration of the visit.
CONVERSION PROBLEMS DUE TO SEARCH ENGINE USABILITY
It was discovered by web analytics and session recordings that when a user did a search, and the system returned results that were not easily understood, that they had to modify the search criteria.
Solution: Implement a new page with a contact form when results are not found, to facilitate users continuing to browse or getting in touch with the company through this form.
Result: Reduction in abandonment rate, increased time spent on page and increase in reserves outside of the website.
These are some of the examples and solutions that we have applied for our customers and which have yielded very positive results, always linked to growth. If you think that you may have a conversion problem in your online project, we can help you.
Do not hesitate to get in touch with Lifting Group.
