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Jewellers Inc.
by Marco Piras
The current conversion funnel
• Out of the 2000 people who visited the
website, only 66, or 3%, went on and
purchased a product.
• The best conversion rate is on the page
where people land after searching for a
relevant keyword: 80%
• The biggest drop offs are on the add to
cart page (90%) and the product category
page (59%). While the performance of the
product category page is okay compared
to industry standards, the checkout needs
to be optimised. Typically, only half of
visitors with an add to basket leave the
site without completing the order.*
3
Products purchased
66
2000
1591 (80%)
1591
658 (41%)
658
66 (10%)
409
933
592
Website visits
2000
Product Category Page
1591
Add to cart page
658
* Source: http://www.smartinsights.com/ecommerce/ecommerce-analytics/ecommerce-conversion-rates/
Device usage by region and mobile CR
• The UX on mobile is
particularly important
because 60% of the traffic
is coming from mobile
devices.
• This large amount of mobile
sessions is driven by
regions like Brazil and
India, where the majority of
visitors are on mobile.
Mobile visitors from Brazil
and India make up together
34% of the total visitors.
• The website seems to be
already optimised for mobile
visitors since the conversion
rate for tablets and mobile
devices is much above the
industry average: +2% for
mobile and +2,5% for tablets.*
* Source: http://www.smartinsights.com/ecommerce/ecommerce-analytics/ecommerce-conversion-rates/
Time spent on product page and conversion
rate (from product page to checkout)
• Spending more time on the product page doesn’t always mean higher
chances to make a purchase.
• It seems to be true for earrings and necklaces but not for rings and watches.
0
0,01
0,02
0,03
0,04
0,05
0,06
0,07
0
10
20
30
40
50
60
70
80
90
100
Earrings Necklaces Rings Watches
Avg	Time	Spent CR
Payment patterns and GDP growth
• Where GDP growth rate is
high, payment plans aren’t
popular. People don’t have
the need to pay in
instalments and offering
them may be negatively
impacting brand (and to a
smaller extent cash flow).
• High r-squared value (0.8):
payment patterns are
determined, to a significant
extent, by the GDP growth.
-0,3
-0,25
-0,2
-0,15
-0,1
-0,05
0
0,05
0,1
0,15
0
2
4
6
8
10
12
14
16
18
Brazil Canada European	Union India United	States
Full Monthly	installment GDP	growth	rate	2014-2015
Recommendations
• Remove payment plans where there’s positive GDP growth and ppl are not using
them: Canada, India, US.
• Improve payment plans offering in countries experiencing negative growth. Explore
partnership with credit card providers, for example.
• Test increasing time spent on product pages for other categories to see if it
increases conversions. Focus should be on watches, where small improvements in
time spent can bring higher conversions, compared to the other categories.
• Test simplifying product pages for rings with the goal of decreasing time spent on
the product page. Test whether it increases conversion rates for these products.
• Try to bring conversion rate on mobile on pair with tablets by streamlining the
checkout flow.
• Streamline the checkout flow on Desktop, where conversion rates seem to be
abnormally lower than mobile.

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Jewellers Inc.

  • 2. The current conversion funnel • Out of the 2000 people who visited the website, only 66, or 3%, went on and purchased a product. • The best conversion rate is on the page where people land after searching for a relevant keyword: 80% • The biggest drop offs are on the add to cart page (90%) and the product category page (59%). While the performance of the product category page is okay compared to industry standards, the checkout needs to be optimised. Typically, only half of visitors with an add to basket leave the site without completing the order.* 3 Products purchased 66 2000 1591 (80%) 1591 658 (41%) 658 66 (10%) 409 933 592 Website visits 2000 Product Category Page 1591 Add to cart page 658 * Source: http://www.smartinsights.com/ecommerce/ecommerce-analytics/ecommerce-conversion-rates/
  • 3. Device usage by region and mobile CR • The UX on mobile is particularly important because 60% of the traffic is coming from mobile devices. • This large amount of mobile sessions is driven by regions like Brazil and India, where the majority of visitors are on mobile. Mobile visitors from Brazil and India make up together 34% of the total visitors. • The website seems to be already optimised for mobile visitors since the conversion rate for tablets and mobile devices is much above the industry average: +2% for mobile and +2,5% for tablets.* * Source: http://www.smartinsights.com/ecommerce/ecommerce-analytics/ecommerce-conversion-rates/
  • 4. Time spent on product page and conversion rate (from product page to checkout) • Spending more time on the product page doesn’t always mean higher chances to make a purchase. • It seems to be true for earrings and necklaces but not for rings and watches. 0 0,01 0,02 0,03 0,04 0,05 0,06 0,07 0 10 20 30 40 50 60 70 80 90 100 Earrings Necklaces Rings Watches Avg Time Spent CR
  • 5. Payment patterns and GDP growth • Where GDP growth rate is high, payment plans aren’t popular. People don’t have the need to pay in instalments and offering them may be negatively impacting brand (and to a smaller extent cash flow). • High r-squared value (0.8): payment patterns are determined, to a significant extent, by the GDP growth. -0,3 -0,25 -0,2 -0,15 -0,1 -0,05 0 0,05 0,1 0,15 0 2 4 6 8 10 12 14 16 18 Brazil Canada European Union India United States Full Monthly installment GDP growth rate 2014-2015
  • 6. Recommendations • Remove payment plans where there’s positive GDP growth and ppl are not using them: Canada, India, US. • Improve payment plans offering in countries experiencing negative growth. Explore partnership with credit card providers, for example. • Test increasing time spent on product pages for other categories to see if it increases conversions. Focus should be on watches, where small improvements in time spent can bring higher conversions, compared to the other categories. • Test simplifying product pages for rings with the goal of decreasing time spent on the product page. Test whether it increases conversion rates for these products. • Try to bring conversion rate on mobile on pair with tablets by streamlining the checkout flow. • Streamline the checkout flow on Desktop, where conversion rates seem to be abnormally lower than mobile.