Summary: Learn about why it may affect your conversion rate if you promote a shipping offer more heavily than your products, and how we used this finding to increase my client’s sales.

A reasonable conversion rate (the percentage of website visitors that turn into paying customers) for an eCommerce website is in the 1% to 3% range.

I recently worked with a business whose conversion rate was lower than 1% despite having a good steady supply of organic traffic coming to their website. At the beginning of our work together the client’s conversion rate was only 0.86% and he wanted to know why. He wanted to discover ways in which he could increase his conversion rate.

There was nervous anticipation as I started the project. Anticipation of possible sales to come, but nervous because he was asking the question to himself “What if Petra doesn’t find anything? What if it’s just going to stay the same?

Well luckily I did find something, several things in fact, but one thing in particular seemed to be the biggest culprit. Since fixing this problem there has been a 26% boost in conversion rate!

So what was the problem that we discovered?

The problem was that the most popular organic landing pages on the client’s website started with large banner images introducing who the business was and what the shipping offers were. These pages did not immediately present the visitors with products they wanted to buy and had quite high abandonment rates. The result was that visitors were landing on the page, starting to scroll down the page and then leaving before seeing the product range that was available.

unable to find product on mobile This result was even more apparent when looking at the visitors who came from their mobile phones, as no products were visible on a mobile phone unless the visitor scrolled quite far down the page.

There was navigation available on these pages that said “next” but the next pages also displayed the shipping offers first.

This all led to a low conversion rate as the majority of the thousands of visitors arriving to the website just got fed up and left.

I was able to identify this problem by comparing how far down the page visitors who purchased products from the store scrolled versus visitors who did not purchase anything. These comparisons were made for each page to see if there were any differences. To do this accurately I wrote a script to find any anomalies where the two groups of people behaved differently on a page.

The data showed that all the pages that had the shipping offers before the products had differences in scrolling behaviour between purchasers and non-purchasers!

In general the people who purchased did not attempt to scroll past the shipping offers, but instead moved away from the page to a page without the shipping offers. On the other hand, non-purchasers were more likely to attempt to scroll. The pages requiring scrolling had very high abandonment rates.

The scrolling habits of both buyers and the people who left the website were quite consistent across all the other pages of the website.

Upon seeing the results from the data analysis, the client quickly moved the shipping offers towards the bottom of the landing pages and showed the most popular categories of products at the top of these pages.

Since then, the website has been averaging a conversion rate of 1.08%, a 26% boost in conversion rate!

And the improvement for mobile users is even higher, a conversion rate of 0.8%, up from just 0.43%, an 86% boost in conversion rate!

Despite the great result, there is still scope for improvement on these pages, because removing an impediment is not the same as making the page amazing.

Using data analysis enables us to find both the weakest, and the most important pages on the website. Adding great copy, branding, positioning and sales elements, along with testing these changes with A/B testing, enable the conversion rates to be increased further.

What would you do with your extra revenue if you increased your conversion rate?

Web Data Analytics uses data analysis to help businesses who sell from their website to find out where and why they are losing customers, so that their conversion rate can then be improved.

Is this something you need help with for your business? If so, then email today and let’s get right on to implementing an increase in your online sales.

How to measure how far your visitors scroll on each page

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Adam Pond testimonial for Petra Manos Web Data Analytics

Petra worked with the team at SEALadder to provide and educational overview and introduction to Google Analytics and Google Tag Manager. It was great to have someone explain the difference and why both are important. She took us through our own implementation rather than a hypothetical setup and showed us how to set everything up, ensuring that we had a video recording of our meeting so we could refer to it again in the future, which we did. I'm looking forward to having another session in the future when we have more data and taking our analytics to the next level.

Adam Pond SEALadder Strategy Session June 28, 2017

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Petra helped me set up many aspects of Google Analytics, and I now feel confident in finding the information I need. It's definitely increased my understanding of my website audience and the data that comes out of it massively!

Hannah Noble Nipenda Blog May 25, 2017

Nick Hughes

We now have greater insights into how many people visit our site and when, where they come from and the detail of our traffic sources. Glad I spent the time with Petra to cut straight to the insights in our data. Time well spent!

Nick Hughes Successfully Navigating Redundancy Strategy Session May 25, 2017

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This dashboard is sooo much easier to read than the Google Analytics one. I love that you explain what each table means underneath - super helpful. I definitely love visual rather than written info so the graphs are great - and make it much easier to see trends etc. Especially helpful to see where traffic is coming from and how it's converting so I can see where to focus my efforts.

Keneena Fanning Kablooie Store Basic Dashboard May 25, 2017

Erica Stacey Scout Digital

I recently worked with Petra to improve my understanding of Google Tag Manager.

Petra not only provided a solid overview of GTM set up and event tracking, she also provided many tips on best practice, and answered the questions that I didn't even know to ask!

Petra is patient, fun to work with, and her analytical programming mind is hell bent on finding the BEST solution to any data, analytics or tracking problem.

Erica Stacey Scout Digital Marketing Strategy Session June 21, 2017


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