A few days ago we featured the post-purchase customer experience of sports equipment sites. Today, we’ll be exploring five online shoe ecommerce sites that were included in the Online Shoe Checkout Usability Report.
Let’s dive in!
Equally important to the customer experience during the purchase process is the post-purchase experience. A research on decoding customer lifetime value shows that the fastest growing ecommerce businesses are differentiating themselves from the competition through both acquisition and retention. According to another study, repeat customers spend 67% more than a new customer. Additionally, 61% of small businesses generate more than 51% of their annual revenue from repeat customers rather than new customers.
This is the second Checkout Usability Report from FIRST. The research looks at the conversion strategies and elements which New Zealand online shoe retailers are using for their checkout pages. This report explores how these retailers are using different critical conversion elements which are valuable for providing good customer checkout experience and improving conversion rates. It also covers a review of the checkout process of each online retailer and identifies techniques which are most valuable for ensuring a seamless checkout flow that leads to more completed purchases.
Additionally, FIRST used its bespoke Conversion Experience Scoring (CXS) methodology, to evaluate and score each ecommerce site based on the conversion best practices on its checkout pages. They were then ranked against each other to find out who’s leading in the online shoe retailer industry.
Below are some of the findings from the report.
With 69% of online shoppers abandoning their shopping carts, there is a need to optimise the online experience of the checkout pages and process for usability to effectively increase conversions, encourage repeat purchases and gain competitive advantage.
FIRST’s Sports Equipment Checkout Usability Report, explores the increasing focus on customer experience among ecommerce businesses in the sports equipment industry as it highlights the checkout pages and process that customers go through when purchasing online.
Using FIRST’s bespoke Conversion Experience Scoring (CXS) methodology, each ecommerce site was evaluated and scored based on the conversion best practices on its checkout pages. They were then ranked against each other to find out who’s leading in the sports equipment industry.
Furthermore, FIRST went through the entire checkout process of each site to find out how easy or hard it is to complete the purchase. Comments and screenshots of each step of the checkout process are included in this report.
According to an article from Contently, when it comes to website visits and the ‘look-to-book’ ratio, the travel industry’s average conversion rate is at about 0.3%. This is compared to an average 3% conversion rate for ecommerce and retail websites reported in 2013.
This means that most people who land on travel websites, searching for flights, airfare, travel deals and possibly accommodation, leave without completing the booking process. Given that, what can travel websites do to increase online bookings?
Creating a website and specific landing pages that are relevant and useful for your visitors is only half the battle in creating a successful online marketing strategy. The next part is optimising your website pages for conversions.
In order to help you optimise your website pages, particularly, the main entry points of your visitors -your homepage and category page, we’ve created the fifth conversion rate optimisation (CRO) industry report on the toys online retail industry.
Find out which camping online retailers are taking the lead in having the critical conversion elements in their homepages and category pages to maximise online conversions.
Find out which homeware online retailers are taking the lead in having the core conversion elements in their homepages and category pages to maximise online conversions.
The homepages and category pages are the gateways that lead to increased conversions and revenue for any eCommerce business. Optimised pages play a significant role in moving customers along the buyer’s journey and assisting online purchases. Thus, there is a need for investing time and effort into making your homepages and category pages more appealing and persuasive to your target customers.
So, where do you begin?
Find out which home appliance providers are taking the lead in homepage online conversion and how they’re doing it.
FIRST has investigated the homepage element score rankings for NZ home appliance providers, utilising FIRST’s Conversion Experience Scoring (CXS) analysis framework. In addition, FIRST applied its Category Element Scoring methodology to identify which category element is most present across the analysed home appliance sites.