The conversion funnel, also known as the conversion funnel, is the process that the user must follow on your site to reach a specific action. In the case of an e-commerce site, this is the purchase.
The simpler the conversion tunnel is, the more likely it is that users will go to the end of the tunnel and place an order on your site
At each step of the sales process, customers disengage, these are the shopping cart abandonments. It is very important to measure the behavior of the consumer when he is engaged in this action of abandoning the purchase.
This analysis can be done using statistical tools (Google Analytics for example).
The transformation rate can be calculated: the ratio between the people who enter the funnel and those who leave with a purchase.
The tool will allow you to know precisely at which level of the tunnel your visitors leave you. Is it the delivery stage? Then maybe your shipping costs are too high… The checkout stage? Maybe you have not demonstrated enough the secure payment to your visitors…
In short, it will be easy to identify at which stage there may be a problem, or a possible optimization to be done.
For an e-commerce website, the average transformation rate of a sales tunnel is around 20%, that is to say 1 cart out of 5 that turns into a sale. By starting an optimization program with PumpUp, you will be able to see the possible flaws in your steps and thus increase your sales and turnover.
Challenges
- How to improve the conversion rate ?
How to turn your visitors into customers ?
How to minimize the loss of customers ?
Goals
- Optimize and simplify the sales tunnel
- Identify failing steps to improve the conversion rate
- Reduce the bounce rate
Key numbers
- Analyze the behavior of nearly 33 million web shoppers
- On average, an e-commerce website has a bounce rate between 35 and 51%.
Optimize and simplify your conversion funnel
Step 1 - Definition of goals
The first step in applying our PumpUp usability audit methodology is to agree on the parts of the site, product pages or application that need to be analyzed. Typically these are the major elements that we focus on, for an e-commerce site this could include registration, product viewing, shopping cart and checkout. Once this is defined, we then need to understand your goals and any information that will help us in understanding them.
Step 2 - Initial and Contextual Procedure
Next, we conduct an initial review of the user paths or processes identified on the site. The goal is to orient our usability experts to the site and identify key areas of focus. We also examine the level of consistency to provide a general context for the experts’ study.
Step 3 - Assessment Criteria and Priorities
User journeys or processes are now examined against the evaluation criteria contained in our methodology. All are evaluated against more than 20 criteria divided into 4 categories and the problems identified are documented. These results will finally cover the tables that identify the frequency and severity of problems. At the end of step 3, we have a priority list of problems by category.
Step 4 - Detailed Analysis and Recommendations
With the priorities identified in step 3, our ergonomics expert is now able to perform the detailed analysis and make recommendations to correct the issues. Starting with the highest priority issues, the practitioner will work through the list and provide recommendations for as many issues as possible in the time available. All findings, recommendations, and charts are completed in the report and sent for final review.
Step 5 - Quality Control
Each deliverable goes through our quality control process before being sent to the client. The quality check is designed to correct any typographical errors, to ensure that the methodology and scoring have been followed, and to review the recommendations to ensure that they follow best practices. The report will then be provided to you in PDF format.
Home page
Its role is very important because it is the most frequent entry point of a website and therefore the page with the largest number of visits. It is therefore essential that this homepage is well optimized and ergonomic. The home page must provide concrete information such as specifying the overall content of the site, its organization…
Product Page
The product page has several objectives. It must highlight the product and encourage the user to quickly make a purchase. To be effective, the page must include a specific and clear description. This product page highlights the product and allows for a better conversion rate. The addition of quality photos is a plus for conversion. It is also necessary to put a visible call to action button to avoid compromising the order.
Conversion funnel
The conversion funnel is the process that the user must follow on your site to reach a specific action. In the case of an e-commerce site, this is the purchase. The simpler the conversion tunnel is, the more likely it is that users will go to the end of the tunnel and place an order on your site. At each step of the sales process, customers disengage, these are the cart abandonments. It is very important to measure the behavior of the consumer when he is engaged in this action of abandoning the purchase.
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