How To Personalise an Ecommerce Site For Visitors At No Additional Cost

You will never understand if you like Japanese cuisine unless you taste it. Similar can be said in ecommerce – you will never understand what changes will return better results unless you test them.

Thanks to Google, this function is available via Website Optimize. And today, we would like to share some of the insights on how this tool can help improve your online business with minimum expense, time, and efforts.

But first, the proof

To make you believe this experiment is worth your time, I want to start with several Google Optimize best practices.
Last year, a well-known Spanish fashion retailer Mango tried to change their clickable star icon, which simply adds products to a wishlist, into a heart icon. As a result, the number of users adding items to the favourites increased by 19%. Then, they included an ‘Add’ button within their product list page to shorten the customer journey, and received 46% more users who had added items to their carts. Consequently, Mango won a 4.5% uplift in mobile conversion rate and a 3.9% rise in mobile revenue.

One more successful case Sigma Sport. Who noticed that only 2% of returning customers who came through the main page used the prominent carousel to
browse highlighted brands. They tried to show these brands on the homepage which users had interacted with during a previous visit and created different personalised banners for this. As a result, their endeavour drove a 28% rise in revenue and a 32% increase in ecommerce conversion rate.

Well, what is Google Optimize?

This Google tool allows you to perform experiments with your website interface elements without engaging UX/UI designers and developers.
There are two versions of this tool – Optimize (free) and Optimize 360 (paid). The last just provides more features like the ability to test more combinations and objectives, implementing services or Google Analytics Audience targeting. Anyway, we would recommend you to start with the free Optimize tool if you have never conducted an A/B test within Google on your ecommerce website.

There are three types of testing using Google Optimize:

  • A/B/N Testing which allows you to compare two or more variants of one page with slight changes
  • Multivariate Testing which allows you to test several combinations of element changes within one page and one experiment.
  • Redirect Tests which allows you to test global changes; in this case, all experimental pages will have their new unique URL addresses (developers are needed here)

Today, we won’t review redirect tests. We will pay attention to the options which don’t require any IT specialists, just yourself.

The most convenient feature Google Optimize has is their visual editor which looks like website builder. After you create an experiment in the account, the tool identifies the sections on your page and provides you with an opportunity to directly edit their text content, font type, size, and weight, as well as images, navigation, form, and colour of buttons and so on. This is also available to check online how the page will be displayed on different devices. You can create a few variations on one page which will be shown for a specific group of visitors and track which option delivers better.

 

Google Optimization Features

Recently, Google presented their new Personalization feature within Optimizer. On the one hand, this is the next step after your A/B test, as this allows you to deploy the winning variant to everyone who meets the targeting conditions. On the other hand, this allows you to create an absolutely new set of changes which will be shown for a specific audience. Unlike experiments, a Personalization can run forever and do not have variants.

What tests to run?

Sometimes, even tiny changes as a CTA button colour can bring excellent results. We would like to offer you a few options on how you can use these depending on available rules.

Reminder note: There is no strict recipe for what to change exactly on your website to increase conversions or meet any other goals here. Options below are just ideas which can inspire you to find fresh solutions to your business.

  • Time-limited offers for hesitant customers 

Choosing the Behavior rule in Google Optimizer, you will be able to add a pop-up with a time-limited offer to those users, who have been viewing one of your category pages for more than a particular time to stir a user into action. To set the correct time you can track the average session of users who leave your site without transactions in the Google Analytics account.

  • Ad-like Stickers

Choosing a Google Ads retargeting rule you will be able to show your tested page only for those users who have come to your website by clicking the ad. Herewith, Google allows to specify the audience, whether these are targeted users from your ad account, one ad campaign or group.
For instance, if you have a yellow ad banner with -30% discount for all black sneakers, you can try to change the colour of ‘Add to cart’ button into yellow or mark special products with sale stickers. This type of personalisation may be efficient for ads performed on social media networks, where users have an opportunity to look over your product photos, description, and price, and visit your site to purchase the item. In this case, it will be perfect to place the information about shipping conditions in the foreground to prevent leaving the product/category page.

  • Geo-focus

Identifying the location, Google optimizer offers to create experiments for users from a specific country, region or city. Thus, you can choose some of the most common towns your clients live in and create exclusive banners or text content for each. For example, you can calculate an approximate delivery date and indicate it on your main page or on the product page.

  • Benefits for unlogged users

First-party cookie targeting is one more rule you can use within Google Optimize for your experiments. Usually, this cookie targeting is used to check if a customer is logged in or not, but this can also be applied to retrieve the value of any first-party cookie you set in the user’s browser, for instance, relevant language or currency.
To benefit from this rule, you can create a unique offer for new users, for example, place a banner with bonuses for the first purchase over $30 after registration, and add a ‘Sign In’ button below. According to the VoucherCloud statistics, 57% of shoppers are motivated to use this opportunity, and 91% of these would visit your website again.

Conclusion

You can find numerous examples of successful A/B tests on the Internet. And some of them may surprise you. For instance, if we take two models and one is smiling but both are wearing your latest fashion item, this can affect your sales in different ways – the conversion rate can fluctuate from -3.38% up to +4.78%, even if the two models look similar or could even be the same person within your test.

We would recommend that you examine the behaviour of your new and loyal customers, to compare these and try to test each variant you suppose to bring positive results online. Google Optimize allows you to do so. Their visual editor provides you with the opportunity to test your ideas without deep IT knowledge. Make experimental page variants for the same or different audiences to analyse the result. To deliver better results and conduct more global experiments, try to involve developers as Google Optimize allows you to add custom JavaScript code for testings.
It can cost you nothing when the income can increase considerably. 

But if you have a lot of great ideas and do not have time to test these, be free to contact our team, who have vast experience in CRO – they will help you for sure.

 

Leave a Reply

avatar
  Subscribe  
Notify of

Recent posts

Trends Transparency: How Shopping Insights Can Improve Your Ecommerce Business

December 5, 2018

Recently, Google presented a new feature ‘Product search trends’ which can provide you with the most popular queries within a certain shopping category. It covers around 55,000 products, 45,000 brands, and almost 5,000 categories. The updated version is currently available only in the USA, however, this always means that its geography will be significantly extended Continue reading >

6 Difficulties A Marketing Team Can Face While Promoting An Ecommerce App

November 27, 2018

Against the backdrop of the growing popularity of mobile apps, most ecommerce owners aim to develop their application and promote this to their customers. In this article, we will share the experience of our Promodo team to highlight common issues they faced when marketing mobile apps through paid channels. Moreover, these insights will be useful Continue reading >

Win the Black Friday Game for eCommerce: Target Ads Profitably

November 22, 2018

Black Friday has become a global game for both retail businesses and consumers with its goals, scenario, strict rules and risks. Although the process is the most exciting part of it, everyone aims to emerge the winner. Thus today, we would like to share with you some solutions which can help you make sales through Continue reading >

Big Data And Its V’s: How To Analyse The Factors Affecting Sales Growth

November 16, 2018

As online businesses use multichannel marketing strategies, they have to invest individually in each channel. With that, marketers often struggle to identify the channels that drive the most revenue. One cannot merely limit the entire marketing system to a couple of channels with random marketing investments. Big Data helps solve this issue by providing a Continue reading >

Let's get the ball rolling

Please fill in this short form and we will be in touch with you soon

For any questions [email protected]

UK | USA

+44 (0) 20 313 766 81
+44 7852 537715

Lincoln
The Terrace AT5,
Grantham Street,
LN2 1BD

+1 347 809 34 86

Las Vegas
7848 W. Sahara Ave.
NV 89117

State Of Ecommerce 2018 (Poland)

TOP 50 Market Players & Their Traffic Analysis

enter correct name, please
enter correct e-mail, please

How To Personalise an Ecommerce Site For Visitors At No Additional Cost

0
start now

Start now