When it comes to website design decisions and conversion metrics (how to turn web visitors into web customers,) I talk a lot about Bounce Rate and other engagement metrics, but that's mainly because most websites on the internet are NOT eCommerce, believe it or not. Or, if they are eCommerce, they're not converting enough to actually have relevant data to go on.
However, there is some super low-hanging fruit for how eCommerce websites can increase their conversion rate - the metric that matters most - without making wholesale changes to their website.
My team and I created the 2018 Data Download to pull out a number of useful data points for all types of businesses and what works best for digital marketing and web design depending on what vertical you're in.
One distinct thing we noticed when compiling our report - which aggregates data from more than 325 real Google Analytics accounts from real live active websites generating traffic from actual web users - is that eCommerce Conversion Rates jump by up to 25% after removing social media icons and other "non-necessities" from the main navigation.
Non-necessities mean things like "blog" "contact us" and "employment opportunities."
If your site is older and needs a refresh, consider making these simple changes first.
The data shows you'll start converting more in Week 1. Up to 25% more!
We think these baseline metrics above and reviewed in the video below are helpful for marketers to understand where opportunity lies to differentiate your particular business and acquire customers by examining your data against the industry data.
More on the Data Download – our report – which aggregates data from more than 325 real Google Analytics accounts from real live active websites generating traffic from actual web users, provides insights into what works best in a variety of verticals, as well as overall web design and digital marketing best practices. Not based on opinions, but based on data.
Thanks for reading / watching - and have a great day!
Paul Hickey has created and grown businesses via digital strategy and internet marketing for more than 10 years. His sweet spot is using analytics to design and build websites and grow the audience and revenue of businesses via SEO/Blogging, Google Adwords, Bing Ads, Facebook and Instagram Ads, Social Media Content Marketing and Email Marketing. The part that he’s most passionate about is quantifying next marketing actions based on real data.