Top Conversion Optimization Tools for B2C Ecommerce and B2B Lead Generation
In this Surge Session, we discuss ecommerce conversions. We talk about features, functionalities, and apps that you can use to help increase your conversions. We also go over which conversion optimization tools for B2C ecommerce and B2B lead generation we recommend as well as the best CRO metrics to optimize your website. Our Marketing Director, Joseph Hassun, is joined by Marketing Specialist Ohad Yarel.
Conversion Rate Optimization (CRO) for User Experience
We know that this is different as it pertains to B2B and B2C, but typically if I have a B2C e-commerce store, the first thing you have to do is install proper tracking devices on your website. That can include enhanced eCommerce tracking from Google analytics.
There are plenty of other third-party tools out there, a heatmap such as Hotjar where you can really see how users interact with your website, where they drop off, where they hesitate or where you can improve and make the whole process seamless, and that will increase your conversions.
Conversion optimization, that’s a bit broad, because there are multiple different types of optimizations that can lead to conversions. So let’s talk a little bit about one that focuses more on the user experience aspect of the site.
First you could look at something as simple as a product description. If you have a product description that really gives all the details. Having a very thorough, very easy to read product description could and will increase your conversions.
Another aspect is the more technical aspect, which is making sure that everything that you click works seamlessly, that the site is fast, that you can easily find what you’re looking for. You need to make sure the prices are clearly there, there are no surprises in the check-out with hidden fees or anything that might cause someone to go “Wait no, that’s not what I thought I was getting.”
There is also advanced search and filter. You need to make sure it’s easy for customers on your site to find what they’re looking for. So just an easy, simple tool as an advanced search and filter could potentially enhance conversions.
Another thing that our listeners should pay attention to, is what platform their website is on since that will affect what they choose to optimize. There are multiple platforms out there and every one of these platforms has their own app store. So really the first place to look is in your platform’s app store to see if they have an application that meets your needs.
Every platform is going to be relatively different, however, so there are some overlapping applications. But it’s first identifying your need and then seeing if your platform has any applications that can fulfill that. If not, you need to find a custom solution.
Conversion Rate Optimization Tools for B2C Ecommerce Businesses
One of the advantages of using a Heatmap tool is, not only can you see where the majority of people are clicking, but it also shows you scroll depth. You have the opportunity to find ways to improve a user’s ability to find a page, product, or any piece of information they are looking for on your site. If you see people are having to click multiple times to find a specific product page that has high traffic, have that product easily accessible on your homepage, so it only takes one click for users to access it.
So these are little things that could potentially make a big difference. Then again, it’s a lot of AB testing right. In order to really find out for sure and know for sure what the best path to take is, you have to run multiple tests.
Now we’re going to discuss ways that you can potentially turn lost abandoned carts into consumers. There are, again depending on your platform, some built-in tools, add-ons, and plugins you can install that work fine. If you need something very customized then that’s a different story, but that can also be achieved on almost any platform.
What these tools do is they grab, if it’s an existing user, a person that already started filling out his or her information and then dropped off, closed the window or left it open for a day. Their email is already captured in the system so the system will send an email to this person saying, “Hey, remember you added these items to cart. Why don’t you complete your order now.”
You can also add, which would be very helpful, an incentive. An incentive can be a positive incentive or a negative incentive. So you can either have something say “Complete your purchase now and get 15% off,” which is a very positive thing. Or you can go in a negative way and say “Hey this item is running out of stock, quickly,” and create a sense of urgency.
Another option is an exit intent popup on your cart page. When the person goes to exit out of the page, the pop-up comes up and says, “Hey, where are you going? Complete your order. Use this promo code to get 15% off.” Depending on your platform there are multiple applications that you can use for these pop-ups.
One thing that’s very important to take into consideration when installing popups, is to make sure or at least try as best as you can, to cater pop-ups only for people using desktops or tablets. Pop-ups on mobile are very annoying, we all know this, but it’s actually something that Google actually pays attention to as well, so if you want mobile traffic don’t have pop-ups on your mobile version.
We’ve been talking about optimization and how to optimize the user experience, but you need to understand that the user experience on mobile is going to be completely different than the user experience on desktop. So when identifying your issues and finding solutions, they can be completely different, based on the device that the user is currently using.
How to Optimize Conversion Rates for B2B Lead Generation
The last thing we want to talk about is obtaining B2B leads. In a lot of these situations, from what we’ve seen, is buyers will add a large order that exceeds thousands of dollars, sometimes tens of thousands. Typically nobody’s going to place an online order for that amount. Really what these individuals are doing is they’re just trying to get the total amount so they can print out and possibly go take it to a supervisor to get approved to then place the order.
Which leads to the e-commerce company missing out on a chance to acquire that as a lead. So you need a functionality that can be implemented so that you’re not just giving them a quote that they can use, but you’re actually going to capture their information and potentially re-target them. You have to try to get their email address and throw them into a drip campaign.
So maybe they didn’t convert right then and there, they weren’t ready to make the purchase or maybe they didn’t get the approval, but you still have that person’s information. You’re hitting them with different emails that are scheduled to go out at different times that could potentially end up converting later on down the road, which definitely increases your conversion potential.
For B2B, this is all definitely worth the investment. Even if you don’t convert someone right away, that client could still be worth a lot of money down the line.
If you have any questions about some tools or functionalities that can help increase your conversions let us know. We’re happy to give you some specific recommendations for your website and what kind of plugins will work for you.
Contact us. We’re here to help.