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Follow on Google News | SeeWhy: Death Watch for Conventional Wisdom on Website Conversion?• Top 10 see average conversion rates of 23 percent — roughly 10 times more than typical websites — without free shipping and other standard conversion optimizing practices
By: SeeWhy Team “Most websites convert 2 or 3 percent of their visitors to purchase in the same session,” said Charles Nicholls, founder and chief strategy officer of SeeWhy. “The top 10 converting websites range between 18 and 42 percent. What do the top 10 do differently? Countering Conventional Wisdom In February 2010, SeeWhy polled 663 ecommerce marketers and asked what they thought the top 10 converting websites would do to optimize their conversion rates. The marketers’ answers below reflect commonly assumed best practices for website conversion. (Note each participant was allowed multiple answers, so percentages total more than 100.) • Free shipping – 60 percent • Guest checkout (no forced account creation) – 52 percent • Simple, intuitive process – 46 percent • Short checkout – 40 percent • Other – 4 percent As detailed in the forthcoming eBook, the top 10 converting websites have an average conversion rate of 23 percent. In light of the above best practices, however, the top 10 put little value on conventional wisdom. For instance, the top 10 favor: • Paid shipping – Only one of the top 10 offers free shipping, but only on a few categories. • No guest checkout (forced account creation) – Four of the top five — and six of the top 10 — require users to create a full account before they can make their first purchase. • Complicated process – Some of the top 10 websites are far from intuitive and lack clear calls to action. • Lengthy checkout – Some of the top 10 have lengthy shopping cart processes that can run up to six pages with 36 different options and fields to enter. For information on SeeWhy, visit www.seewhy.com. For additional perspectives, please visit and subscribe to the SeeWhy RSS blog feed at http://www.seewhy.com/ About SeeWhy SeeWhy is the industry’s only real-time shopping cart recovery service to follow up in real time via email and social networks. SeeWhy’s services (SaaS) deliver the highest ROI in ecommerce by responding immediately to shopping cart and web form abandonment with behaviorally triggered 1-to-1, real-time messages. Powered by a unique “in-memory” SeeWhy is a Red Herring Top 100 Company, was selected by AlwaysOn as an OnMedia 100 company in 2010 and was highlighted as a cool company by Gartner, Inc. SeeWhy has also been featured in publications such as The New York Times; Inc. Magazine; and TechCrunch. SeeWhy was incorporated in 2003 and is headquartered in Andover, MA. More information can be found at http://www.seewhy.com/ End
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