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
-
Ideas on multi layered conversion opportunities
I was speaking with an SEO and he brought up multilayered conversion opportunities - means of capturing a users info dependent on the point in the purchase process they are. The two examples he used were a user who just wants to download a brochure to "window shop" and a user who is ready to buy and wants to get a price. Just curious if anyone had any additional ideas for means of conversion other than the 2 above and any additional thoughts or ideas on the matter.
Conversion Rate Optimization | | jarjarjarvis0 -
Is it Easier to rank High Authority Websites?
I have been doing SEO for several years and I know LOTS of things play into factor when it comes to rankings, but what's your thoughts on ranking pages on a high authority websites vs a fairly new website? I'm thinking about buying an old domain and building links to it, rather than continuing with my fairly new domain. Do you think I have a better chance taking this route??
Conversion Rate Optimization | | aldona000 -
Adwords shows clicks but no conversions in GA
Hi Folks, I was wondering if anyone has come across a similar situation, I have setup adwords campaigns and included these in my Google Tag Manager setup and deployed the GTM snippet to a clients site. In adwords I can see clicks (2,000+) however in Google Analytics I can see only a handful ot conversions. Is there anyway I can test/track a conversion to ensure that it is being processed and report correctly? Also within AdWords Conversion Tracking I have noticed that under the "Webpages" tab that pages other than the pages that should have the conversion code on them are listed. Have I setup my Adwords camapign or GTM tags incorrectly? Any and all feedback or insight would be greatly welcomed and appreciated.
Conversion Rate Optimization | | icanseeu
Regards,
Dave0 -
What happens when i import analytics conversions into adwords if I already have conversions set up?
Hey everyone, I have a question. We already have conversion tracking set up for our landing pages, however Adwords has the option to import goals from anaytics, one of which is for the landing pages. What will happen if I do? Will it erase all the conversion data I already have? Will it mess things up? Or am I not understanding this correctly... Any help would be appreciated 🙂
Conversion Rate Optimization | | jhinchcliffe0 -
Please Settle a Bounce Rate Debate
Here's the Question: If a person clicks a PPC ad and hits the landing page, and the landing page has a form to fill out embedded in it without having to click, does that count as a bounce if the person leaves the page immediately after filling out and submitting the form or does the submission negate the bounce tally? Hope this makes sense and thanks in advance.
Conversion Rate Optimization | | jesse-landry0 -
How important is Conversion Rate Optimisation?
Silly question I know but just wanted to talk about it, more of a discussion then anything. How important is CRO to you? Anyone have any stats before and after? Cheers
Conversion Rate Optimization | | activitysuper0 -
Site Design for SEO & Conversions
This is a Real Estate Website focusing on a local market. What would you change about this site for SEO Purposes? What would you change for Conversion Purposes? What would you change for Visual Appeal and User Experience? Thank you all for your help on this one. http://www.bronxpad.com
Conversion Rate Optimization | | bronxpad0 -
Conversion optimization with Optimizely, impact on SEO
I am looking into signing up with www.optimizely.com for conversion testing. They put scripting on my site which will then redirect half of my site visitors to an alternate home page. The site I want to test on is ranking quite well with Google and I do not want to hurt my rankings. And with this set up,what Google will think is my home page is not and so I am essentially sending visitors to a different page than Google reads as my home page in source code. So, my concern is whether this will have a negative impact on my SEO rankings to redirect 50% of site visitors to a different page using this testing tool? I would use Google Web Site Optimizer, but many of my sites are in Wordpress and it seems that Wordpress and web site optimizer are not so compatible. Advice would be appreciated. Thank you, Robert
Conversion Rate Optimization | | Robertnweil11