5 E Commerce Behaviors That Shocked The Experts Pdf
5 eCommerce behaviorsthat SHOCKED the expertsBased on over 500,000 visitor browsing sessions 5 4 3 2 1
1IntroAfter observing over 500,000 visitor browsing sessions over the past six years, ClickTaleCustomer Experience Consultants have gotten to know a wide range of shoppers that landon the world’s busiest websites, including Groupon, CBS, Lenovo and Booking.com, just toname a few. From the impatient to the hesitant, the comparison shopper to the deal finder,they know what to expect from all kinds of visitors. And yet, here they still managed to findsome eCommerce behaviors that had their jaws dropping.Count down and find out these 5 lessons the experts had to share: 5. The shopping cart is actually a glorified wish list 4. Bounced visitors are often being forced to bounce 3. Detailed images can make or break your sale 2. Calls to action can do more harm than good 1. Product size and quantity options cause visitor abandonmentEnjoy!The ClickTale Team
2The Countdown5 The shopping cart is actually a glorified wish listOnline shoppers today use shopping carts/bags almost as a virtual notepad, a place to storeproducts that are on their minds. It is not a declaration of a shopper’s intent to purchase.Therefore, the conversion of this virtual “wish list” of items to actual sales is not an indicationof website performance. It is, however, a great indication of what grabs your users’ interest,what tickles their online taste buds, so to speak.Caption: The shopping cart/bag is not a declaration of a shopper’s intent to purchase. Use their selections to find out moreabout which products generate customer interest.Look at a shopping cart as each users individual Pinterest wall. Youll find out moreabout their product interests there than anywhere else.4 Bounced visitors are often being forced to bounceYour bounced visitors are more interested in your product than you think. They are notintentionally bouncing away from your website. They are distracted by alternative web pagesto which they are being sent. The main culprit seems to always be diverting links found onproduct pages and shopping carts, such as sale banners linking to other products or offerson the site.Customers are enticed to click on these links to find out more product information beforemaking a purchase. However, when doing so, visitors get pulled out of their current session,and thrown onto a brand-new page, derailing them off the conversion path, rather thanpushing them forward.
3Insert tabs, rather than links to reassure your customers that they’ll stay on thecurrent page, and still have access to the information they need. For this reason, youcan see nearly three times as many hovers and clicks over ecommerce website tabs thanlinks on product pages.3 Detailed images can make or break your saleProduct pages with images constantly outclass those without. They break up content, givecustomers a sense of security knowing they can see the product they are about to purchase,and offer them a small glimpse into how the product feels, not to mention that they add a bitof color to your web pages.However, the types of images you display have a huge effect on a customer’s likeliness tomove on with the conversion process. If you have enough detailed images that gaincustomers’ trust and confidence, the better their chances of conversion will be.On Lenovos website, after analyzing aggregate Mouse Move and Mouse Click Heatmaps, itwas understood that, when showing an image of a laptop, customers always tried to look atthe keyboard and the back of the screen before making a purchase. Changing the mainlanding page image to show a laptop with its back and keyboard clearly visible increasedconversion rates by an unbelievable 240%!Caption: The types of images you display have a huge effect on acustomer’s likeliness to buy. Use images that will gain customers’ trustand motivate them to move forward with the purchase process.Give your customers as many details as possible using the images themselves ratherthan text. Customers will be more likely to make a purchase.
42 Calls to action can do more harm than goodProduct pages are meant to give customers information on the products they need. This issuch an incredibly simple rule and, yet, so often overlooked. Many eCommerce sites todaysee their product pages as a place to push “add to cart”, “buy now” and “place an order”buttons, usually ignoring the purpose of the customer’s visit.Product pages should undersell your call to action buttons, and let the products themselvesmotivate your customers to move forward with the conversion process.This does not mean hide your CTAs. On the contrary, put your CTAs where the customerwould first look for the call to action on page, not where he would search for productinformation. This is usually in the middle of the right-hand sidebar, but it is recommended tohave two calls to action, one to the top right of the product descript and one at the enddescription itself.If customers get the information that they need from the product pages, customers will clickon the call to action on their own without the banner blindness in action.1 Product size and quantity options cause visitor abandonmentAny product that comes in various sizes, colors, strengths, power or quantity invariably asksyour customer to make a choice at one point before adding an item to your shopping cart. Itis common knowledge that sticking in an additional page of decision making is likely to havea negative effect on conversion. Consequently, more and more online shops today ask thecustomer to select these variables on the product page itself.While there is nothing wrong with asking for customer preferences on a product page, thebiggest mistake you can make is assuming that customers read what is asked beforeselecting an option. What often happens is customers get to the checkout page andrealize they have eight pairs of shoes stacked up in their basket rather than one pair of asize eight. They panic and immediately abandon the page.Caption: A clear product page that has customers make one decision at a time over the span of multiple slides is a great way tokeep visitors on the path to conversion.
5Too many options on product pages, when not read correctly, often have a negative effecton the next page of the funnel. Therefore, the checkout page may be performing just fine,but it is the preceding product pages that need a bit of attention.Watch what your customers naturally do, and organize your product page preferencefields according to their actual online behavior.