WHICH CAMPING ONLINE RETAILERS ARE OPTIMISING THEIR ONLINE CONVERSIONS?
Find out which camping online retailers are taking the lead in having the critical conversion elements in their homepages and category pages to maximise online conversions.
A bespoke Conversion Experience Scoring (CXS) analysis framework was developed by FIRST to provide a relative measure of the onsite customer experience of selected online retailers in the camping industry. The CXS is a percentage based indication of how well an ecommerce website incorporates best practices on its website’s homepage and category page. Additionally, FIRST applied its Element Group Scoring methodology to identify which category element is most present across the analysed camping retail websites. The list of core conversion elements in the report is intended to serve as a good practice framework for you to build from depending on your unique business and audience needs.
KEY FINDINGS FROM THIS REPORT:
Currently, Rebel Sport takes the lead in having most of the core conversion elements in its homepage. It is followed by Kathmandu and Bivouac. For the category page, EquipOutdoors holds the first place with Outdoor Action and Bivouac following in the second and third place, respectively. Bivouac was consistently part of the top three online retailers in the CXS rankings for both the homepage and category page.
Most camping retail sites have the elements under the Navigation group present but lack the elements under the Features group in both their homepages and category pages.
Majority of the analysed camping online retailers have CXS scores below 60%. There is significant opportunity for these retailers to improve their CXS scores or online conversions by incorporating core conversion homepage and category page elements to keep customers focused and ready to buy.
In this competitive industry, players are urged to optimise their pages to increase relevance, reduce friction and match messages with visitors’ intents.
ONLINE RETAILERS INCLUDED IN THIS INDUSTRY REPORT:
- Hunting and Fishing
- Outdoor Action
- Rebel Sport
Want to learn how to drive business growth in a competitive industry? Visit www.firstdigital.co.nz to learn more.