In the pursuit of sustainable and consistent ecommerce growth, we look to many places: content, SEO, Facebook, Instagram, paid acquisition, new channels, growth hacking.
But rarely do we turn the focus to our own website and ask, “how can we improve our own ecommerce user experience to drive growth?”
Elite Camp is a traffic and (mainly) conversion event held in Estonia every summer. It’s among the very best CRO events in the world, and of course in Europe.
Elite Camp 2017 had an enviable line-up of heavy hitters and rock stars. Here are top insights from every speaker of this year’s event.
Technology and consumer preferences are quickly evolving (seemingly by the hour). In this turbulent world of fast-paced change, we often forget that core tenets of sensory perception and human psychology remain the same.
One of those functions is how we view and process visual information, and in particular, visual hierarchy.
Did you know that Netflix has only 90 seconds to find a show that suits a user before she gets frustrated and quits? According to a recent academic study, “a typical Netflix member loses interest after perhaps 60 to 90 seconds of choosing, having reviewed 10 to 20 titles (perhaps 3 in detail) on one or two screens.”
How does Netflix manage to find the right show for the right user so quickly?
According to the same study, 80% of its customers’ video plays comes from its personalized recommendation engine. Netflix estimates the value brought by this personalized recommendation system at a billion dollars per year.
That’s a serious win achieved through personalization.
The lead capture form has become one of the most ubiquitous tools in a marketer’s toolbelt.
For a decade now, it has been the mechanism that makes inbound marketing and lead generation possible.
As a result, many marketers have become obsessed with optimizing forms.
It has always seemed like a given that if your conversion rate is slumping, you could fix it by making some adjustments to your forms (e.g. reducing the number of fields).
And while making incremental changes to your forms can boost conversion rates in the short-term, what happens when there’s a fundamental shift in the way people prefer to buy?
From the outside, it seems like data is impartial. It’s cold, objective, accurate.
In reality though it’s more complicated. In the hands of someone with an agenda, data can be weaponized to back up that viewpoint. Even in the hands of someone benevolent, data can be misinterpreted in dangerous ways.
“Our A/B testing tool’s visual editor allows marketers to set up tests without needing developers!”
A version of this is communicated by pretty much every testing tool out there. Their websites show off screenshots or videos of visual editors. But it’s wrong. You shouldn’t use visual editors to run your testing program.
After about two years, today is my very last day doing content and growth at CXL.
In celebration of this amazing experience, I want to share the five most important lessons I’ve learned during my time here.
Copywriting and UX go hand-in-hand.
Think about it. Design and copy add up to equal the user experience, right?
If either element falls short, so does the overall UX. So, it just makes sense that copywriters should have an understanding of UX and design basics.
That starts with wireframes.
Testing in an enterprise is truly a team sport.
If a testing program was a football team, its lead would be the QB. They can set the tone and direction, but without the support of a good offensive line, they’ll be scrambling to get any real results.
To get a good “offensive line” in your company, you’ll need to get buy-in from the right people.