Low conversion rate, high ticket item... but not THAT high
-
Oh great mozzers, I fall at your feet... I feel like I'm going insane...
My client, 35 Degrees (http://35DegreesSteaks.com) is quite the mystery. I handle SEO and paid search for them, and we're doing great in those areas... however, we're just not seeing the conversions once I deliver these folks to the site.
The people are targeted, the keywords are sound, and from what I can see, the checkout process isn't a mess... but they are just not getting the sales.
We're currently starting to test some price points with some newer, lower cost "intro packages", so we'll see if that's one of the pain points. I'm also in the process of convincing them to include a Verisign or some other logo in the checkout process.
However, I was hoping the great minds here could take a quick look and see if I'm missing anything else.
Thanks in advance!
Jeff
-
Thanks for the advice... I have considered suggesting a different form layout, but since I've seen so many similar ways out in the wild, it's hard to tell (we tested a one pager while I was at Napster and it flopped, yet had success other places, so you never know).
What's a high bounce rate for a cart these days?
-
Aside from what Ryan pointed out, I made it to the checkout page and felt very overwhelmed with all the information being asked. For the novice web user, they may also be confused as to some steps appear side by side, while others take up both columns. Maybe do some split testing on this page. For example, maybe use Ajax to hide all the required data for each step, and it simply gets expanded when clicked on? Would make the user feel less overwhelmed and at the same time able to easily see how many steps are needed to complete the checkout process?
Also, do you have a rather high bounce rate for the checkout page (/cart/basket/)?
-
Thanks, Ryan!
- Totally agree on the trust seals... I'm trying to move those up and into the checkout process as well (plus doing a test with Verisign).
- I wish it was a small price to pay... I'm fighting this one right now, but let's just say that $20 for shipping within CA is a right bargain compared to reality.
- There may be something to this... we've tested different copy on the home page recently, but to no avail. Will just keep trying on this front.
- On the containers, now that's an interesting insight... have to discuss this further with the client.
Thanks again!
Jeff
-
Hi Jeff.
A few thoughts after looking at your site.
-
your trust seals are in the footer, very small and almost impossible to see as the color matches the background. Knowing information like your site is a member of the BBB and you have "Certified Angus Beef" can only benefit your conversion rate. The primary reason I advise clients to add trust symbols to their sites is for conversion rates. Double their site and use colors. An example I like is www.vzw.com.
-
Consider adding a special offer or some incentive for customers to order? "Free shipping on your first order". I realize shipping is a large expense for the company, but if you are offering an exceptional product and service, then it's a small price to pay for earning a customer who could potentially re-order on an ongoing basis.
-
Perhaps a bit of salemanship on your front page. I don't specialize in marketing but I feel your home page lacks any clear incentive to order. Why should a consumer pay a minimum of $185 and fill their freezer with a lot of meat when they can purchase fresh meat from the grocery store every week? I am sure you have a good answer but perhaps you should let potential consumers know on the home page.
-
I read the shipping information and learned you have special containers which somehow keeps the meats cold for 48 hours. I feel some form of education on this topic may be needed upfront. As a consumer, I am not educated on your product and I don't understand how you can keep meat properly chilled as it ships for 48 hours. I am sure you can educate me but it's important you educate potential customers upfront and not make them dig for the information.
I very much agree with Jason on the A/B testing and CrazyEgg.
-
-
At this point, they haven't tried any conversion optimization methods because we can't even see what would be holding anybody back.
Not that I would ever think that they're perfect, but at first blush, I can't see anything that would stop me from checking out.
I guess that's the real crux of this question... where should I even start? What do you folks see as possible show stoppers for the checkout.
The tracking tool is secondary (I've made GA and a bunch of others work on this task)... I really just need to know the pain points.
-
What have you tried in terms of conversion optimization? I would strongly suggest using a tracking tool (like crazyegg - i'm in no way associated with the company) and/or A/B testing to determine what it is that people like and do not like..
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
UX and/or Conversion Help for Ecommerce
Good Morning, We recently revamped and relaunched our ecommerce website and we believe we have built a great site that is easy to navigate, find what you're looking for, get all details, and purchase. We were hoping to get some of the Moz community to take a look at the site and let us know if you have any suggestions on usability or conversion techniques that we could implement to improve user experience and amount of orders placed. You can view our site here Looking forward to your feedback. Thanks in advance
Conversion Rate Optimization | | Prime850 -
Conversion Rate Benchmarking and Optimization
Hey everyone! I run the marketing for an ecommerce marketplace and we're doing good on the SEO front of things, with 60%+ of our traffic coming in via search and we're ranking for some competitive keywords. I'm really curious about the conversion rate though. Despite intensive googling, I've not been able to find a rough benchmark for conversion rates. Our conversion rate is about 1.2%, increasing as we continue to do more optimization work with regards to the site's usability. While we track other forms of conversions, the 1.2% conversion rate is for bookings through the site, which is our main source of revenue. Does anyone have a reference guide for conversion rates, particularly for ecommerce marketplaces? I'd like to know if we're doing ok or really bad, and also to take reference from other similar sites to improve our conversion. Thanks!!
Conversion Rate Optimization | | NgEF0 -
Adwords Remarketing Advice - Low Traffic Pages
Moz, I am just looking for a little advice if anyone has any experience with Google Adwords and remarketing in particular, I am currently looking through the Adwords help pages to gain a better understanding of how Adwords remarketing works, from what i gather this can be a really useful resource to use in certain industries and i have a lot of ideas and scenarios where i think this could work really well, I am just trying to get a good understanding of the how remarketing lists are built up, Using Rule based targeting for visitors that have visited a specific page that gains roughly 1200 unique visits every 60 days, so i have set the membership duration to 60 days, So if i use the visit of this page as a rule for my list, then in a little less than 60 days time then my custom ads should start appearing to these previous visitors ? My Question Am a right in thinking the remarketing list is like a funnel, once 1000 visitors are added to this list/funnel then my ads will start showing, but then as those visitors in the funnel have reached the 61st Day they will be removed, and replaced with the new visitors being added to the list for that day ? Aslong as my list remains above 1000 visitors it will continue to show, but if i were to drop below 1000 visits within that 60 days my ads would not be visible ? so i would need to potentially extend the membership period if this happens ? Apologies as i really struggled to explain this question as best as i can 🙂 Hope someone can drop me a quick comment and straighten this out to ensure that i am on the right track and i am understanding this correctly 🙂 Thanks a lot James
Conversion Rate Optimization | | Antony_Towle0 -
What is the B2B Benchmark for PPC Landing Page Conversions
I work for a B2B software company and have recently begun implementing PPC via Adwords. I was wondering what you guys use as a standard benchmark for a successful landing page, specifically conversion rate? Conversion rate being defined as someone clicking to the landing page, then clicking on a link or filling out a form on the landing page.
Conversion Rate Optimization | | Manseo0 -
Google Product Ads - Improving our Cost Per Conversion?
Hi all, We have been running Google Product Ads (paid for) ever since it began in the UK. We are still struggling to get to grips with the best way to make it worthwhile for us. Our data for the last 14 days:
Conversion Rate Optimization | | complete_outdoors
Clicks: 1827
Impressions: 65789
CTR: 2.78%
Average CPC: £0.22
Cost Per Conversion: £15.13 We've added some auto targets for our most popular brands, with a higher CPC than "all products". We've also added negative keywords so we only come up with relevant searches. Basically, what we'd like to know is: how we can best set-up our product ads to reduce our Cost Per Conversion (I guess everyone would like to do that!), as it is barely worth us using it currently. If you require any further data to help answer my question, please ask. Any help would be much appreciated. Thanks.0 -
How to find average organic traffic growth rate for ecommerce startup?
Happy Friday Everyone, I have a quick question: I am in the process of crunching some numbers to try and figure out an organic traffic forecast for a client. One of the crucial metrics I can't seem to figure out is traffic rate of growth over the next year or so. The reason this is complicated for me is that I have only ever done this sort of thing for an established business before, and had plenty of past organic traffic data to work with. What I am looking for is a source that could give me a reasonable idea of what kind of growth rates I might expect for a startup with practically no data; I would be perfectly happy with a national average for online retail startups. Any help would be greatly appreciated. Thanks!
Conversion Rate Optimization | | G2W0 -
E-commerce Customer Reviews/Ratings Solutions?
Hi all, Was wondering if based on your experience you could recommend E-commerce customer reviews/ratings solutions? Or if you prefer to use in-house built solutions. I currently have proposals from bazaarvoice, Shopzilla and Reevoo. Cheers
Conversion Rate Optimization | | Carlos-R0 -
Finally getting decent traffic but low conversions
Thanks to SEOMOZ Ive managed to get half decent organic numbers, although the numbers look good on my ecom. site conversion rates are low. Can anyone offer any help as far as converting visitors into buyers? Thank you!
Conversion Rate Optimization | | TP_Marketing0