Increase conversion rate to buy

[J-S]

I am trying to understand why my women fashion site has a very low conversion, basically zero apart from some occasional sales (last one a few months ago)

There is a lack of organic traffic the to shop subdomain, but what worries me is that (email/social media) campaigns to existing clients who happily buy repeatedly from our brick and mortar store do not generate results, despite using promotion codes etc.

Before investing heavily in PPC campaigns etc, I'd like to improve conversion.  Any advice on what can be improved ?

PD: link can be found in my profile.

[Tangent]

Great tips. Optimizely is particularly strong at the testing stage.

It depends what depth/level of insight is required when it comes to behavioral insight (CX) tools for CRO. We have researched the market quite a lot

Crazy Egg, LuckyOrange, ClickDensity & Hotjar - focused towards SME's

SessionCam, ClickTale, IBM Tealeaf and Decibel Insight (our tool) - enterprise/corporate level (huge sites)

Be wary that many tools offer pre-generated reports and don't allow for a great deal of customization or segmentation. Also, they were built before responsive designs were a concept, so struggle with load times for tablet or mobile views when viewing heatmaps and session replays for example.

[MoosaHemani]

I think Patrick pretty much nailed it. My best advice is not to make changes on the website without testing them use tools like optimizely or Unbounce.

If you have a budget, my advice is to get recommendations from any CRO expert.

Hope this helps…

[PatrickDelehanty]

Hi there

Moz offers a great resource that can help you see how the conversion rate optimization process works and should be approached, from discovery to review.

You're going to want to collect your data, take an unbiased look at your website, make hypothesis on where the bottlenecks/pain points are in your website, and create a plan of potential tests you want to run to test those assumptions. Hotjar is a great tool for this.

Do not just start making changes to your website - test them. This is easily done with different tools, including:
Visual Website Optimizer
Optimizely

If you are weary about this process or don't have the time and resources to do so yourself, you should look into a professional that has experience doing so. You really should talk to a professional to begin with, as you want to be making the right decisions based on the right data, and sometimes this can get overwhelming. Moz has a great list of companies you can reach out to for the process.

Hope this helps! Good luck!