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Report reveals secrets to better website conversion

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22nd Oct 2010
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The single most important factor in improving website customer conversion rates is adopting a structured rather than piecemeal approach to the problem, according to experts.

A survey undertaken among 700 digital marketers by digital marketing and ecommerce advisors Econsultancy and behavioural email specialists RedEye revealed that 89% of those that had adopted such an approach saw their conversion rates increase over the last 12 months.

Nonetheless, no respondents said they were ‘very satisfied’ with their conversion rates to date, while just over a quarter were even ‘quite satisfied’. This was despite the fact that seven out of 10 attested to seeing improvements over the last year.

But Linus Gregoriadis, Econsultancy’s research director, said that boosting conversion rates was about "adopting a variety of best practices, techniques and technologies within an ongoing framework of testing, measurement and optimisation".

The most effective techniques included A/B (split) and multivariate testing, customer journey and cart abandonment analysis, user testing, online surveys and customer feedback.

The most commonly used approaches, however, were customer journey analysis (54%) and copy optimisation (53%), while the two most common forms of customer segmentation were demographic (58%) and geographic (50%).

Of those marketers that experienced the largest improvement in conversion rates, they employed almost one and a half times more such techniques and undertook three times more website tests than those who had experienced no uplift.

In technology terms, the single most effective tool, meanwhile, was web analytics cited by 83% of those questioned. The offerings considered to generate the most negative impact, however, were ecommerce platforms (31%) and content management systems (29%).

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