1. Analysis of the online store
The contractor needs to conduct a deep analysis of the current functioning of the online store to understand what problems hinder the increase in conversion.
Main tasks:
Setting up and analyzing Google Analytics (or other web analytics):
- Check the correctness of the setup of goals (conversions) and events.
- Study traffic metrics, sources of traffic, percentage of new visitors, and returning users.
- Analyze user journeys to determine where the main traffic losses occur (with a high bounce or exit rate).
Audit of the conversion funnel:
- Examine the stages that a user goes through from entering the site to completing a purchase.
- Identify problem areas (on which pages or steps users most often leave the site).
- Analyze the cart page and the checkout process: whether the interface is understandable, how many steps need to be completed, at which stages the most refusals occur.
UX/UI audit:
- Evaluate the usability of the site (ease of access to products, effectiveness of filters, search, categorization).
- Check the loading speed of pages and their adaptability to different devices (mobile, tablets).
- Assess the effectiveness of call-to-action (CTA) buttons: their visibility, placement, and impact on conversion.
Competitive analysis:
- Compare the online store with competitors in the same niche to identify what works better for competitors (page design, discount policies, delivery options, etc.).
- Conduct an audit of user acquisition strategies of competitors.
2. Development of hypotheses for improving conversion
Based on the data obtained after the analysis, the contractor needs to develop several hypotheses to increase conversion. The hypotheses should be testable and based on specific conclusions.
Main tasks:
- Formulating hypotheses:
- For example, "If the number of steps in the checkout process is reduced, this will decrease the bounce rate."
- "Changing the placement or style of CTA buttons will increase the number of clicks on them."
- "Adding reviews or ratings on the product page will increase user trust and encourage purchases."
- Prioritizing hypotheses:
- Evaluate each hypothesis based on criteria of impact on conversion, effort required for implementation, and likelihood of success.
- Identify the most effective and easily implementable hypotheses for initial testing.
3. Implementation and testing
After formulating hypotheses, the contractor must implement changes on the site, test them, and evaluate the results.
Main tasks:
A/B testing:
- Set up A/B tests to check the effectiveness of each hypothesis. For example, changing the design of CTA buttons or shortening the checkout process.
- Measure the results of each test (impact on conversion, average time on page, bounce rate, etc.).
Optimization of product pages:
- Update the design and structure of pages (adding more product information, photos, videos, social proof – reviews or ratings).
- Make changes to the cart and checkout process (for example, simplifying the form or adding features like "quick purchase").
Improving usability (UX/UI):
- Enhance site navigation, for example, by implementing advanced search or better product filters.
- Improve responsiveness for mobile devices, as mobile traffic can be significant and affect overall conversion.
4. Monitoring results and adjustments
After implementation, the contractor must continuously monitor results to assess the effectiveness of changes and make further adjustments.
Main tasks:
Monitoring key performance indicators (KPI):
- Measure changes in conversion, average order value, bounce rate, and other key metrics.
- Study the impact of changes on the total number of completed transactions.
Analysis of test results:
- If a certain hypothesis did not yield the expected results, it needs to be reviewed and a new approach developed.
- Make adjustments based on the results of A/B testing.
