Shopper Survey Trends, Europe
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In this presentation with Optimizely Solutions Partner RedEye, you will learn: - Key findings from the report including the biggest challenges facing European eCommerce businesses today. - How leading eCommerce companies such as Penhaligon’s and SuperBreak are addressing these challenges through testing and optimization. - Steps you can take to create the online experience your consumers expect.
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Shopper Survey Trends, Europe
- 1. Online Shopping Trends 2016 Europe http://shoppersurvey2016.com/report
- 2. Add image behind €250 billion
- 3. Online Shopping Research • Online shopping habits • Challenges when shopping online • Trends in shopper preference
- 4. After the Webinar Deeper understanding of your visitors Starting point for optimising your U/X 4
- 5. Jerry Rietveld Digital Marketing Manager EMEA Since January 2014 Why Optimizely? Power & Ease of Use
- 6. Experience Optimization Platform Experimentation & Personalisation Recommendations Experiment Everywhere The world’s #1 Experience Optimization Platform
- 7. Charles Goodall Conversion Rate Optimisation Specialist Since April 2014 Why RedEye? People & Technology
- 8. Customer Experience A/B Testing & Personalisation Data & Analytics Founded in 1997 with over 5 years experience in Conversion Rate Optimisation and Personalisation Optimizely Solutions and Technology Partner
- 10. • Attract visitors • Keep their attention/spark interest • Complete checkout • Return & Repeat Core Challenges
- 11. • Surveyed 3500 consumers • In 11 European countries • Focus on online shopping Full report: http://shoppersurvey2016.com/report The Survey
- 12. User Experience
- 13. 85% A simple checkout flow
- 15. 82% Being able to find the product I want quickly
- 16. 76% Offers that fit my interests
- 17. Best Loved about their favourite website
- 18. 73% Easy to use / navigate
- 19. 65% Fast
- 21. Cart Abandonment
- 24. 40% Looked on other website and found cheaper option
- 25. 38% Favorite payment method was not offered
- 26. Frustrations
- 27. 43% Hard to identify the quality / size
- 30. Tackling these challenges The brands addressing these challenges through testing and optimisation
- 31. The Objectives Get to know the Penhaligon’s customer to create relevant communications 65.85% Increase in Engagement 29.4% Uplift in Revenue 61.7% Uplift in Conversion Make it easier for browsers to find what they are looking for Keep the users attention focused on the areas of interest The Objectives Reduce clutter on their Theatre Breaks product page
- 32. Control
- 33. Variation 1
- 34. Variation 2
- 35. Variation 1 WINNER 65.85% ENGAGEMENT 29.4% REVENUE • 2 column layout • Less distraction • Improves engagement with specific breaks and categories
- 36. The Objectives Get to know the Penhaligon’s customer to create relevant communications Hold bag add-on increased by 17% 60% Overall excess weight up-sell Display add-ons in a way that encourages engagement Prevent cart abandonment with surprise extras The Objectives Increase up-sell and revenue generated by hold bags
- 37. Control
- 38. Variation 1
- 39. Variation 2
- 40. Variation 3
- 41. Variation 4
- 42. Which Test Won? Variation 2Variation 1 Variation 3 Variation 4
- 43. Variation 2 WINNER • Use of visual icon of bag in place of a drop-down selection for weights • Displays instructions and feedback on hold bag selections – easier and more engaging to add baggage 17.45% UPLIFT IN BAGS BOOKED
- 44. The Objectives Get to know the Penhaligon’s customer to create relevant communications 16% Uplift in Revenue Through Website Optimisation 46% Uplift in Revenue Through Website Personalisation 27% Uplift in Conversion Generate new ideas to optimise their website through conversion rate optimisation Enhance the customer journey through personalisation
- 45. Variation 1
- 46. Variation 2
- 48. WINNER Variation 2 • Changing the layout of product page makes product information clearer to users and increases engagement 16% Uplift in Revenue
- 49. 1st time Purchasers Reducing barriers to purchase In this case the price was lower to make the all- important 1st purchase more accessible
- 51. 51 Conclusion A good User Experience is essential • Simple flow, no surprises • Information is relevant • Fast website • Instil confidence • TEST EVERYTHING!
Hinweis der Redaktion
- Ecommerce in Europe is expected to grow to €250bn (~£225bn) in 2017 according to the Center for Retail Research.
- RedEye – 1997 with over 5 years experience in CRO and perso
- Brick and mortar > face to face > adapt pitch What’s the experience you’re giving to your visitors? Does it create trust? Does it take away any hesitations they might have? Let’s have a look at the factors that consumers value the highest in our research.
- Nearly 85% of the people we interviewed mentioned the importance of a simple checkout flow. This sounds straight forward, but it becomes complicated when you’re trying to increase your average order value. You will want to add upsells, but you need to find out how to do this in such a way that it doesn’t frustrate or confuse people and risk losing that visitor all together.
- 82% values Relevant Information. This one is a bit of a no-brainer, but it is a good question to ask yourself when producing your product pages. Some statistics say that 50% of the online purchases are not completed due to insufficient information. Just, when creating your product pages, ask yourself: What would somebody in the market for this product want to know and are those questions answered?
- Good site structure Breadcrums Navigation Categorization Search No keyword data – google Site search analysis
- 76.2% expects offers that fit their interests. Here we’re stepping into personalization. Charles’ interests aren’t necessarily the same as mine, so here you need to look at the data. Find patterns in shopping behavior or test some of your assumptions. For a clothing site the first distinction will be based on gender: neither of us is likely interested in skirts. But if I’ve been looking at shorts it’s not very likely that I will be jumping on a hand gloves offer.
- We just spoke about what consumers consciously think are the most important U/X factors of an online shop. We then moved on to ask them what they value the most about their favourite online shops. Why do they love shopping at those shops so much? Now the answers moved to a more emotional level…
- 73% highlighted that they really like the ease of using that website. Making it easy to navigate your site came up before and this plays an important factor to your visitor’s experience. Clear well structured navigation, filtering options and a search functionality that works play a huge part in this.
- Speed has not come up yet, but is crucial to providing a positive user experience. Investing in a proper infrastructure is costly but generally certainly worth the investment. There’s a clear correlation between load time and bounce rate so not only does it make your visitors happier about your site, they’re also less likely to drop off.
- 32% say that they really like the design of their favourite online shop. This is a hard one and the question is if this is really about the design, or actually related to the photography on the site. Sites are becoming more image heavy and
- Here is one of the most frustrating parts in ecommerce: Cart Abandonment Why do people go through all the effort of finding products and adding them to their shopping cart – to eventually leave your site all together and never make the purchase? What moves people to do this? What scared them? Or worried them? Or changed their mind? We asked the 3500 people in our research if they ever abandoned a shopping cart, and why…
- According to our research, at least 83% has done so in the past. When I see a graph like this my immediate thought is: So 17% is lying? Maybe some people really have a track record of never having walked away from their shopping cart, but when I’m in the market for a new gaming console (as I currently am) I’m faced by numerous shops, selling various packages and at various prices. On a couple of occasions I have added them to my basket and my finger has hovered that “Pay” button. But I didn’t… Here’s why people decide not to complete their purchase:
- If shipping isn’t free, than be open about this! Don’t surprise people at the end.
- Price comparison, this has never been easier than it is today. The web is perfect for it. If you can’t beat the competion on price, beat them on service or confidence!
- This is a huge one that I’m passionate about myself as well. We have iDeal here in the Netherlands and I “believe” that it is the safest way to pay online. If it’s not there, I am likely to look at other shops..
- This is the challenge for online. Most shops therefore offer zoom functionality to better inspect the product. Always ask yourself what quality requirements people might have for a certain product and if you’re doing everything you can to ensure it is of that quality. Adding customer reviews or an FAQ can help massively as well.
- Favourite Option not available. Netherlands has iDeal – generally not available on foreign sites. – Dutch people not comfortable with Credit Cards Keep this into account when expanding international
- This is one to be super clear about. Especially when people can be insure about the quality. If you have an easy return process and you’re super open about this – it will directly remove a huge barrier for your customers.
- CRO in action, our approach is customized according to your needs and we do our level best to understand your business inside out so that we can look at life from your perspective as well as our own when tackling your challenges.
- Penhaligon’s wanted to enhance the all-important customer journey RedEye helped to enrich their data and create a Single Customer View Through data insight we were able to understand who the Penhaligon’s customer is and how they behave RedEye carried out expert UX reviews and user testing on the ‘typical’ Penhaligon’s customer Through this combination – we were able to optimise the Penhaligon’s webite and implement personalisation
- - Theatre only search - 2 column layout - New carousel design (numbered slides) - Popular Hotel + Theatre Breaks content removed separate video/reviews links - Inspire Me changed to Browse Theatre break Categories with more/London items - Addition o
- V1 with All Product search instead of Theatre Only search
- Redesigning the Theatre category landing page to apply the refined 2-column layout with less distraction, will improve engagement with specific breaks and categories content below. This will improve the perception and discovery of breaks offered, leading
- Penhaligon’s wanted to enhance the all-important customer journey RedEye helped to enrich their data and create a Single Customer View Through data insight we were able to understand who the Penhaligon’s customer is and how they behave RedEye carried out expert UX reviews and user testing on the ‘typical’ Penhaligon’s customer Through this combination – we were able to optimise the Penhaligon’s webite and implement personalisation
- Penhaligon’s wanted to enhance the all-important customer journey RedEye helped to enrich their data and create a Single Customer View Through data insight we were able to understand who the Penhaligon’s customer is and how they behave RedEye carried out expert UX reviews and user testing on the ‘typical’ Penhaligon’s customer Through this combination – we were able to optimise the Penhaligon’s webite and implement personalisation
- • Blasted bloom perfume logo removed • Title & product type left aligned • head/heart/base notes moved below pricing information and QTY/Add to bag info • Ratings/Reviews moved below description • Description left aligned • social media icons moved directly below the product image • Pricing left aligned, directly beside product image • 100ml/50ml option turned into a dropdown functionality • Add to bag button changed from hot pink to burgundy/dark red