The Ecommerce Uptick

Listen as i dive in and give free CRO audits to brands that commented on our FB ads.

want to book a call or get in touch with me? ⁠https://beacons.ai/daniel.chabert⁠

Defining - “bounce rate”

Why do you want to reduce bounce rate?

High bounce rate usually means your offer/service is weak for that reason your conversion rate is low.

Or that the medium/ad has a huge disconnect with the landing page. Ie. the visitor was expecting something else/better based on the ad.

So what are the “best practices” on fixing high bounce rate.

1. Is there a big disconnect between ad/landing page?This is a big one and if your ads shows something promising or your copy sells your services but your landing page is bad, then people will leave in a sec.You can usually tell if you place your ad side by side with your landing page and imagine what the visitor goes through…A common example of this, is when a brand launches in a new market and runs ads in the local language, but then the website remains in English. This will skyrocket bounce rate.

2. Are you using the area “Above the fold” to communicate what's important?

“Hooking” people with something they want.Images, gallery.Benefits that people care aboutAlluding to more things people care about

How to fix this:
Mirror what the best brands are doing ,but personalize it and make it fit your brand.

https://purplefire.io/dtc-landing-pages/

3. Eliminate DistractionsToo much, creates a dilemma. The feeling of being overwhelmed with choices. Not knowing where to start.  Visual hierarchy is important 

4. Increase site speed

Do your pages load in 2-3 seconds max? If your answer is “no,” This could be one of the reasons you’re experiencing a high bounce rate. In ecommerce, site speed is the name of the game. The faster your pages load, the better.

Make sure you clean up your scripts. This means they don’t all fire instantly.

Make them all run in a container in GTM.

Use lazyloading - delay content that doesnt need to load immediately.Optimize your images so they take less space without quality loss.Fix your code, get an expert to review it.Keep them on the site more than anything.

They might have clicked an ad to see your latest diamond rings, but maybe they want to buy a necklace at the end of the day.

5. Fix your UX - Bad UX is killing your “customer’s engine”I always say - think of every visitor as somebody driving a car with limited gas. Gas in this case is their patience. Once they run out, they are going to leave the website.The more you make them “work for it” to navigate through the site, the quicker you drain the last gas in the tank. Here are examples to make things easier:1. Make the search functionality easy to use and easy to find, like exposing the search bar.

2. Add image thumbnails next to your categories:

3. On collection pages, add additional relevant categories in the top of page.4. Make filters sticky - and removable by 1 click

5. Add an easy way to get back to the top of a page with a simple click.6. Make your collection pages “shoppable” by adding the ability to swipe to see more images and the ability to add to cart 

The list really goes on. But you need to have this mindset all the time and constantly go through the store.

6. Fix - bugs and friction points 

You should be looking over bugs all the time. This is easily done by watching session recordings and monitoring for what is known as “rage-clicks. This is a metric that hotjar and mouseflow collects. It basically tells you about visitors clicking on things that are not clickable or loading correctly. This is not hard to fix and on a weekly or monthly basis you should give a report to your dev with all issues found and get them fixed asap. 

Service based businesses.. Often have the same issues.. After working a lot over the last few years.. We have found some big common mistakes that can be fixed and massively improve conversion rate.

https://www.lmaclinic.com/brazilian-butt-lift

The best way to convert leads at scales and fill your chairs with patients, is by getting people to commit to an online or an in-person free consultation. This is where they get to experience your business, and explain what they actually want to fix or get done. When you are not dealing with a pain (like a tooth issue) but a cosmetic treatment, people simply don’t know exactly what they want, they just know the result.You will not be able to convert people before they have more face-time with you and this needs to be done in steps.

Here is how the funnel should look if you really want to max out your capacity:

3. Not using a proper “CRM” system to store leads. 

As soon as a visitor gives you their email or phone-number, they become a lead. A lead may decide to not book a treatment because of many different things. They are simply not ready yet.It is your job to help them on that journey and make them feel safe and happy to proceed. 

The right systems needs to be built for this which includes calling them and or emailing them.You can only do this if you have a proper way to store the leads and understand what journey they have been on so far, like pages they visited, treatments they care about.This will help you close more clients.

4. Not using a setter team to close the leads that have not booked a treatment yet.

You are leaving so much money on the table if you do not call your leads. This needs to be done and you need to get yourself a team that will dial every lead. It is also possible to outsource this to third party services.

5. Not using Live-chat to book more appointments.

6. Not using automated email flows to get more appointments.

7. Not testing new creatives and ads on social media and Google.

You need to constantly be testing to beat your competition and to lower the cost per appointment booked and per new client.

Most fail because they do not test new creatives regularly.

Even more fail to understand that measuring the cost per appointment is not enough. We need to look at the quality of the leads as well, and make sure they turn into real customers in your clinic. This is something you must never take your eyes off, and always keep testing and improving.

8. Not using client case studies and video testimonials.

Nobody is going to book without social proof. They simply don’t want to be the first people to take a chance on you. Showcase these and you will see huge improvements in bookings.Don’t forget to consistently collect both Google reviews and Trustpilot reviews. You need to set up a dedicated flow to ask for these after every appointment.

Here are all my top tips to boost conversion rate

Move product up above the fold - remember always mobile first

Stickie filters so you can tick the off with 1 click and not have to click on filters first

Infinite scroll . Many have 10-20 products per page

Showing more images per product so making it possible to swipe to the right to see more photos.

Reviews displayed on products

Finding out what filters people engage with and making it dominant and maybe shown at the top

USPs above the fold or loading as a banner between products.

2 grid system for products instead of 1. Testing both is worth it. Bigger or smaller images basically

Adding similar categories designed like instagram story thumbnails. At the top score the fold so you can easily navigate to other categories.

Stickie menu - great for if shop has many categories so people can click menu when they are far down the page

Sorting by best sellers in a short timeframe like 7-14-30 days - can use an app for this. They allows you to show what’s trending at the top. Usually brands have sorting by features or sorting by bestseller but it’s using lifetime sales data so it’s not relevant for today

Adding bestseller icons for key products and best for specific scenarios. Like best for traveling, best for exercising, best for calf pain (using compression socks as the example)  (edited) 

how to find the best free-shipping threshold for DTC Ecom Brands.
What are your business goals?

Do you want to increase your AOV?Do you want to increase your profit?

Do you want to increase your conversion rate?

Do you want to maintain your margins?

AOV:

Simple find your AOV now and start testing different thresholds.Test 10-20-30-40% above and see what it does to your conversion rate, AOV, revenue per visitor.We find that those ranges work very well but should be tested. On shopify that can be tested with shipscout https://www.shipscout.app/

Do you want to increase your profit?

Test - using “profit per visitor” as your main metric.Just keep in mind that overall conversion rate can be an important metric for profit too.This is because a high conversion rate can lead to more repeat orders over time.Track LTV after 3,6 and 12 months as well.Easiest way to increase profit per visitor is testing higher AOV thresholds. Using the same method as above.

Alternatively you can charge more for shipping and test if it increases profit per visitorDo you want to increase your conversion rate?

The general rule of thumb is that the lower your free-shipping threshold, the higher your conversion rate. This allows people to buy without paying for shipping.Today everyone offers free shipping at some threshold, it means it doesn’t work as well as it used to. 

I recommend testing benefits, gifts and other things in your cart to increase conversion rate.

Upcart - shopify

Rebuy - shopify

Do you want to maintain your margins?

Gross Profit: 40% = 0.4AOV: $75Avg. shipping & fulfillment costs: $10

In this example, with a $75 average order value, $10 average shipping cost, and 40% gross profit margin, the calculated free shipping threshold comes to $100. This means by offering free shipping on orders over $100, you would theoretically absorb the shipping cost while maintaining your profit margin on the average order.

here is the resource to test sample size:

https://www.abtasty.com/sample-size-calculator/

How long do you run an A/B test?

The discrepancy between the two versions is gradually eroded as time goes by – two weeks after the starting point there’s hardly any observable difference at all.

This phenomenon where the results converge is a typical situation: the modification made does not have a real impact on conversion.

Rules on how long to run a test:The statistical confidence level (95% or more)

The size of the sample

The representativeness of your sample

The test period and the device being tested

Your business circleSeasonality of your business.Your audience (email, repeat buyers, sales, loyalty members)

Bigger sites can get away with testing smaller things because they got more data to rely on.

Finally don’t forget that A/B testing without perfect statistical significance is still much better than implementing based on subjective opinions!

in this video i break down hidden and often overlooked conversion boosters that the top DTC brands are using for their ecommerce stores.

implement or tests these and you should see some big conversions lifts.

want to book a call or get in touch with me?⁠

https://beacons.ai/daniel.chabert⁠

One big one is neglecting diversification. Don't rely solely on your website or one ad platform. Spread your wings across social media ads, influencer marketing, SEO, and email marketing to mitigate risk and boost sales.

Data is your best friend. Understanding your target audience through website analytics, surveys, and social media engagement is key. This goldmine of information can inform product development, marketing strategies, and how you pamper your customers. Speaking of pampering, a stellar customer experience is essential. Think user-friendly website, smooth checkout, fast shipping, and top-notch customer service. Remember, happy customers are loyal customers!

Scaling also means building a strong team. Don't skimp on hiring qualified people in marketing, operations, customer service, and data analysis. The right team fuels growth.

These are just a few key points. In the video, we dive deeper into fulfillment complexity, cash flow, legal compliance, brand building, automation, and more. We'll also explore how to embrace experimentation, adapt to mobile, prioritize sustainability, cultivate a community, and avoid the dangers of complacency. So, buckle up and get ready to take your e-commerce brand to the next level!

in this episode i go over whether you should be testing multiple things at once or not...

Get all our CRO trainings for free here: https://gamma.app/docs/Here-are-all-our-Free-CRO-Resources--rgr2prhshsoa79q