Ecommerce Conversion Rate Optimization Success Story
If you have an online store, it’s likely that one of your main goals is to increase your conversion rate. That’s why I’m here to show you my ecommerce Conversion Rate Optimization success story so you can also experience optimal results.
Throughout this post, I will explain step by step my own strategy to increase my online store conversion rate above 1%. I will share real graphics with you and give you useful tips to implement to your own store.
What is Conversion Rate Optimization
In the ecommerce environment, the Conversion Rate is the percentage of users who complete a purchase on an online store.
In websites different from ecommerce, a conversion can be any other business goal. Common goals include: phone calls, captured leads, purchases, content downloads or anything else that’s part of the overall business objective.
You can use Google Analytics to track your ecommerce Conversion Rate. Google Analytics calculates the conversion rate as the number of goal conversions divided by the number of sessions, multiplied by 100.
Conversion rate % =
(number of conversions / number of Analytics sessions) x 100
Ecommerce Conversion Rate Optimization, involves continuous and incremental improvements in your online store to ensure that visitors can complete their purchase in the most efficient way.
What is a good ecommerce Conversion Rate?
Broadly speaking, acceptable ecommerce conversion rates are between 1% and 2%. But this ratio may suffer variations depending on the industry. This is because the customer purchase decision process is different for each sector.
Some industries have longer customer purchase decision processes than others due to a variety of reasons, such as:
- Some sectors are more saturated than others and the diversity of offers may make the customer’s decision difficult.
- In some industries, customers are more likely to convert than in other industries due to urgent need.
- In other sectors, customers are less likely to convert due to the high cost of their products.
- Some industries must provide more information and guarantees to their clients to get a sale.
SIN, an Ecommerce Conversion Rate Optimization success story
SIN is an online store that sells wireless headphones and speakers. As you can guess, the competition in this particular industry is huge. With a lot of competitors selling their products at the cheapest price, optimizing the conversion rate is not an option but a must to survive. The key to this ecommerce success story was combining two strategies to raise the conversion rate above 1%.
Google Shopping campaigns
The first action on the road to increasing their conversion rate was to launch Google Shopping campaigns. Google Shopping shows products with image, price and more interesting information for users, which is included within the Google Ads platform.
How Shopping Ads can increase your conversion rate?
Shopping ads show users a photo of your product with a title, price, store name, and more. These ads include very useful and attractive information that makes your potential customer more tempted to click on the ad.
With Google Shopping campaigns you can increase the quality of your visitors by featuring product information directly in your ads to help shoppers make informed purchase decisions. This makes shoppers more likely to complete a purchase on your site increasing your ecommerce Conversion Rate.
How to create Shopping campaigns?
To create quality Shopping campaigns, I installed Clever ecommerce. This tool integrates with leading ecommerce platforms and is designed to:
- Create and optimize your Google Shopping Feed
- Upload your products on Google Merchant Center
- Create your Smart Shopping campaigns in different languages for the chosen products
- Optimize your campaigns to get the best results
To complement your Shopping campaigns, you can also get Search campaigns from Clever ecommerce. This way you can increase the sales possibilities by being present in both the Google Shopping product carousel and the top positions of the Google search engine.
Optimize for Mobile-First experiences
The second step was to optimize the mobile shopping experience thanks to the implementation of AMP. Accelerated Mobile Pages (AMP) is a project developed by Google and other partners with the aim of improving the loading speed of websites on smartphones.
How AMP can increase your conversion rate?
Accelerated mobile pages make your store consistently fast, reliable, and high-performing on mobile devices. With faster load times, customers can complete the purchase process quickly and without interruption, increasing their conversion rate.
How to set up AMP?
Implementing AMP on your own would imply having high programming and responsive knowledge and skills, or having a developer on your payroll doing it for you.
Having neither, I decided to install AmpifyMe. With this tool, you can acquire and convert your visitors into customers with an amazing mobile-first shopping experience powered by AMP and WPA (Wi-Fi Protected Access). It also has a lot of integrations with ecommerce platforms like Shopify, among others.
The metrics of success
The combination of both actions; launching highly optimized Google Shopping campaigns with good performance in addition to adapting the store to AMP, had the expected results. You can see the improvements by comparing the metrics from the previous 10 weeks with the 10 weeks after the strategy implementation. Looking at these metrics further you can see:
Page speed improvement
Comparing the average page load times in Google Analytics you can see that the page speed of AMP pages increased from 6.99 seconds to 5.39 seconds.
Average page load time before:
Average page load time after:
This optimization in loading speed represents a significant increase in the Google score. This allows the ads to appear better positioned and reduces the cost per click.
CPC and CPA optimization
By checking Google Ads metrics, you can see better site performance after the new strategies have been implemented. The average cost per click decreased by 1.19% and the cost per acquisition fell almost 12%.
Conversion Rate optimization
If you look at the table chart above, you can also see an 11.99% increase in the business conversion rate. Therefore the conversion rate is set above 1% after the launch of shopping campaigns targeting AMP pages.
As a final result, the return on advertising spend increased by 45%. By improving the conversion rate, the store gets more sales with the same amount of traffic which increases the profitability of my marketing budget.
As you can see, the launch of Google Shopping campaigns and the implementation of AMP on SIN landing pages turned out to be an excellent combination to increase the ecommerce conversion rate above 1%.
Thanks for reading about the SIN success story, and I hope it inspired you. I also hope that it was helpful reading about these easy-to-use tools to increase conversion rate. Follow this link for more tips about how to increase your ecommerce conversion rate.