This really shouldn’t be a surprise, but improving conversion (visitors becoming customers or leads) is the single most important ecommerce strategy available for increasing your online revenue. And, sales is really the only reason to have a NetSuite eCommerce website. Now that’s not the secret, but it sets the stage.
It’s logical, right? You incrementally nudge that conversion rate upward, and you get big movement on the top line. For example, if you have a conversion rate below 1% – then, you’re not even closing one in every hundred visitors. That’s typical by the way. Now, if you move it up to 5% – you’re getting one in every twenty visitors to become a customer or lead. To make the point even more clear, let’s add some dollars to the equation. So, what if it cost you a buck a click to get someone to your website via AdWords. If your conversion rate is less that 1%, that’s over a hundred dollars per lead or customer acquisition. But at 5%, it drops to $20. Nice, right?
Well if it’s so nice, why the hell do so few focus on it. I mean it’s great for my business, but I have difficulty understanding why more time and effort isn’t spent on conversion rate optimization.
Now, I hear people talk about site conversion all the time, but this is typically an awareness of overall conversion – their website’s close rate in the aggregate. Well, how do you attack that? Where to start is the root of the problem. An eCommerce site can be huge. Are you ready for the secret? How do you eat an elephant? One bite at a time. That’s how we attack the aggregate conversion rate.
Here are a couple strategies you can follow (before you start, you’ll need to install a split testing application, I recommend Visual Website Optimizer. If you need guidance setting this up within NetSuite – look over to the right – at the top of the column. I’ve prepared a guide for getting this done. It’s not that hard, but if you want step-by-step instructions – it will save you time.):
Top Down (best for websites with less than 1,000 unique visitors per month)
This is like smoothing a wrinkle out of a rug. You start with the pages getting the most traffic – these will typically be your home page and key category pages. The idea behind this approach is to adjust the natural flow from your home page to your product pages. It’s important if your natural traffic flows toward your least profitable SKUs. This let’s you run experiments, redirecting attention to more profitable SKUs or categories. Try testing new versions of a page with more visual emphasis on one section of the page over another, renaming a components of the page – especially the references to profitable categories, changing the location links to your most profitable categories, etc.
Top Product Pages (best for websites with greater than 1,000 uniques visitors per month)
Identify the most highly trafficked product pages on your site. This is where it all happens anyway – from a sales perspective. The first thing to attack is product presentation layout. Ask yourself if there are unnecessary distractions that could be eliminated. Where is your buy now button located – could moving it change visibility? What about the button itself? Does it draw your attention? (Most NetSuite websites camouflage their buy now buttons – so the sites colors are red and blue – and the button is blue. I generally recommend a very muted palette with all focus on the buy now button in a brighter color. But that’s just experience talking, you really do need to test your buttons for yourself.
No.1 Conversion Secret for NetSuite Ecommerce Companies by John-Scott Dixon is licensed under a Creative Commons Attribution-NonCommercial-NoDerivs 3.0 Unported License.