What Can We Learn From Big Conversion Increases
After working with the company DODOcase for a year, CROMetrics gained a lot of insight into the small details that make a big difference when it comes to conversion. DODOcase is a company that specializes in accessories and cases for tablets, smartphones, and laptops. Throughout their year working with CROMetrics they increased conversion by 25% and a staggering 85% increase on Black Friday/Cyber Monday weekend.
Convert sat down with Chris Neumann – founder and CEO of CROMetrics – to discuss his views on Growth Hacking, A/B Testing and the minor tweaks and changes that led to success with this particular case study. Conversion Rate Optimization is a huge challenge that a lot of sites face. Whether they sell similar products like DODOCase or not, Neumann’s strategies can still provide solutions that could work for everyone. To start off, what can companies and consultants expect out of the services?
The Big Picture
Neumann learned a lot throughout the process of working with DODOcase, about both conversion optimization and how people like to shop for their iPhone cases, but some of the biggest strategies he took away would apply to anyone’s site. Looking back over what the site CROMetrics gained, Neumann easily cites the main navigation and the homepage as being the most important part of increasing conversion. These are the places that introduce people to the site and help them to know how to find what they’re looking for. Going back over the trials and errors that improved the Main Navigation and homepage for DODOcase, there are three questions to really take away for your own site:
- Is your information relevant?
- What is your customer looking for?
- Where is your customer looking?
Grabbing people on the home page can be really important. If someone recognizes something that is currently trending right away, they will be more inclined to go forward in the site and be engaged by what you have to offer. For DODOcase, this meant capitalizing on the storm of coverage surrounding the Apple Watch with a banner. Just as news about the forthcoming Apple Watch was starting to heat up, CROMetrics tested a banner advertising the site’s available Apple Watch stand. This instinct paid off and sales for the stand started increasing, but then also began dying down once the press moved on to the next hot topic. Getting relevant information like this to grab attention is a great way to increase conversion, but it does require keeping up on trends and having a good idea of what your customer might want.
[Tweet “Almost no one scrolls down, your promise must be above the fold.”]
What Is Your Customer Looking For?
Even though the Apple Watch addition proved successful, attempts to get too current backfired for Neumann and his team. They discovered that some users were furiously clicking through all the iPhone pages, and they couldn’t figure out why. Soon they realized that something crucial had been left off of the Main Navigation: older generations of iPhones. The newest and hottest thing is a great way to get someone’s attention, but it’s also important to remember what the majority of your customer base will be looking for. Not everyone upgrades as soon as the new phone is out, and many people might still be a couple of years behind.
This thinking also led them to their biggest breakthrough with the main navigation: organizing by device. CROMetrics figured out that many people came to the site because they wanted an accessory for something specific, like an iPad. So instead of navigating the site by different product lines, he changed it so that customers could navigate by the device they were wanting products for. It’s a simple switch, but one that made a big difference in conversion: basing the navigation around what a customer wants instead of what products you offer.
Where Are They Looking?
For the DODOcase site, Neumann and his team decided the best way to approach the main navigation was by highlighting the things that made DODOcase really special. That’s why they put the link to the company’s signature Custom Cases in red. Soon after, it turned out that this highlighting didn’t lead to any extra traffic on Custom Cases, in fact, it had the opposite effect. They discovered that way more important than color was location:
“A very small number of people scroll down. You really have to accomplish the main thing you want to accomplish, whatever the promise is or whatever thing you’re promoting is, it’s gotta be sort of above the fold.”
The fold he’s talking about is the space on a browser before anyone scrolls down. A web page might be infinite, but this is the area where you want to really make a grab for your customer’s attention. Neumann and his team also discovered that, not only is there limited space to make an impact, but carousel’s were not nearly as successful as concise information–just one of the fascinating details learned about conversion optimization from Neumann that we will continue to cover in an upcoming post. For the full presentation, you can watch the entire webinar here.