eBook Guide

Mastering
conversion rate
recovery:
A 10-step practical
guide

This eBook guide equips you

with actionable strategies to
revive and maximise your
ecommerce conversion rates.
Digivante Your compass in the storm of
digital success.
 Digivante

Mastering conversion rate recovery:

A 10-step practical guide

In the realm of ecommerce, your conversion rate is the lifeline of digital success.
When this crucial metric takes a dip, it's time to act. This practical 10-step guide is
your compass through the storm, offering actionable strategies to not only revive
but also maximise your conversion rates.

Short term actions to help fix conversion rate drops

In the fast-paced world of ecommerce and

mcommerce, time is of the essence. Addressing
CRO issues immediately is crucial because every
moment of inaction translates to potential lost
revenue. By swiftly identifying and resolving
issues affecting your conversion rates, you can
stem the bleeding and stabilise your ecommerce
ship. Timely action not only minimises the
impact of a declining conversion rate but also
demonstrates your commitment to providing a
seamless shopping experience for your
customers, earning their trust and loyalty.

Analyse data and metrics

1
Start by analysing your website or sales funnel data to pinpoint the
exact point where the conversion rate declined. Identify which pages
or steps in the process are experiencing lower conversion rates than
before.

You may not have enough data to help pinpoint the exact point of
conversion rate decline, so a general exploratory test can be used to
identify potential issues.

eBook: Mastering conversion rate recovery: A 10-step practical guide

 Digivante

Sometimes you may not be able to identify a specific conversion

issue that’s causing the problem. It may be that functional or
cosmetic issues that in isolation may same minor but when clustered
together mean the customer experience is poor. Looking at the bigger
picture allows you to see these clusters and trends and group the
deployment of fixes together to provide the biggest impact.

Identify potential causes

2
Look for potential reasons behind the dip. Some common causes
include:
Changes in user behaviour
Seasonal shifts
Economic factors
Technological advancements
Conversion blocking defect
Payment method failures
Products not adding to basket/ cart
Price mismatches
Delivery lookup failures
Changes to the website or product
Popular products aren’t as accessible
Website performance has decreased
Website navigation isn’t as user friendly
Distracting or intrusive pop-ups
Shifts in the market
Is the product need reduced?
Has a new product gone to market that is taking market share?

At Digivante we work we many clients across industries gaining key business

insights to understand user behaviour and market shifts better and can help
identify these potential causes.

Our usability testing and functional exploratory testing can surface issues related
directly to your software and changes you may have implemented that are having
a negative impact on conversion rates.

eBook: Mastering conversion rate recovery: A 10-step practical guide

 Digivante

Address software defects and technical issues

3
Check for any technical glitches or errors that might be hindering
the conversion process. This includes:

Broken links/redirections
Page errors on load
Page crashes
Redirecting to test pages
Redirecting to incorrect products
Checkout issues
3rd party integration failure
Discounts not applied correctly
Incorrect product stock levels
Pricing discrepancies
Incorrect postage charges
Form errors
Fields not accepting certain characters
Lack of field level validation
Unclear error handling

Identified issues should be prioritised based on business impact assessment.

Once changes or fixes have been deployed, carry out retesting and usability
testing to ensure the changes are working as expected.

Assess these changes to ensure the conversion dip has been resolved. The length
of the assessment relates to the change e.g. fixing a payment method should have
an immediate impact whereas a change to a user journey may takes longer to
understand it’s impact.

eBook: Mastering conversion rate recovery: A 10-step practical guide

 Digivante

CRO actions you can take in the medium term

Analyse data and metrics

4
Gather feedback from your customers through surveys, feedback
forms, or interviews. When planning gathering feedback it is
important to follow these steps:

Set clear objectives

Choose the right feedback method
Craft effective questions
Timing and placement
Incentivise participation
Analyse and interpret data
Act on the feedback
Continuous feedback loop
Track progress

Usability studies can target

your unique demographics
and provide detailed
reports with actionable
outcomes.

A/B testing
5
Implement A/B tests to experiment with different variations of your
website or sales funnel. Test changes to headlines, calls-to-action,
layouts, forms, or any other elements that could influence
conversion.

eBook: Mastering conversion rate recovery: A 10-step practical guide

 Digivante

Gathering data from different user groups using different variations

of your website can give invaluable insight into creating the ideal
user journeys to give the best possible conversion rates.

Optimise landing pages

6
Your landing pages are the gateways to conversions, and their
effectiveness hinges on several key factors. Start by conducting a
thorough analysis of each landing page, considering factors such as
relevance, clarity, and persuasiveness.

Examples:

Relevance: If you're running a promotional campaign for a

specific product, ensure that the landing page directly
corresponds to the advertised offer. For instance, if you're
offering a discount on running shoes, the landing page should
prominently feature those products.
Clarity: Simplify your landing page design and messaging. Avoid
clutter and distractions, guiding visitors seamlessly toward the
desired action. For instance, a clean layout with a clear call-to-
action (CTA) for a limited-time offer can significantly improve
user engagement.
Persuasiveness: Craft compelling copy that highlights the
unique selling points of your product or service. Use persuasive
language and visuals to convey value. For example,
incorporating customer testimonials or before-and-after
images can build trust and influence purchase decisions.

By addressing these aspects, you can create landing pages that

not only capture attention but also guide visitors toward
conversions. Regularly test different elements, such as headlines,
imagery, and CTAs, through A/B testing to continually refine and
enhance your landing page performance.

eBook: Mastering conversion rate recovery: A 10-step practical guide

 Digivante

Optimise User Experience (UX)

7
Ensuring a seamless and intuitive user experience is paramount for
boosting conversion rates. A holistic approach to optimising UX
involves enhancing various elements of your website or app to
create a positive and effortless journey for users.

Examples:

Navigation: Streamline navigation by organising content

logically and ensuring that users can easily find what they're
looking for. Implement intuitive menu structures and provide
clear pathways to key sections. For instance, an online clothing
store can categorise products by type, allowing users to
quickly locate specific items like shirts or dresses.
Page load times: Improve page load times to prevent user
frustration. Optimise images, leverage browser caching, and
consider content delivery networks to ensure swift loading
across devices. In the competitive landscape, users expect
websites to load quickly, especially when accessing them on
mobile devices.
Mobile responsiveness: With the increasing use of mobile
devices, it's crucial to prioritise mobile responsiveness. Ensure
that your website or app adapts seamlessly to various screen
sizes, providing users with a consistent and enjoyable
experience. For example, an online travel agency should
optimise its mobile interface for easy booking and navigation.
Overall design: Evaluate the overall design aesthetics, focusing
on a clean and visually appealing layout. Consistent branding, a
balanced colour scheme, and well-chosen typography
contribute to a professional and trustworthy appearance. An e-
learning platform, for instance, should feature a design that
reflects a modern and reliable educational environment.

Regularly conduct usability testing to gain insights into user

interactions and preferences. Analyse user feedback and behaviour
to make informed adjustments and employ A/B testing to
experiment with different design elements.

eBook: Mastering conversion rate recovery: A 10-step practical guide

 Digivante

Usability studies provide a great way to assess your software. The

key to any UX optimisation is identifying your real customer
demographics and behaviours and ensuring your product meets
their requirements and expectations. The goal is to create an
environment where users can effortlessly engage with your
content, leading to higher satisfaction and increased conversion
6 rates.

Competitor analysis
8

To stay ahead in the dynamic

landscape of ecommerce, a thorough
examination of your competitors is
essential. Basic competitor analysis
involves identifying changes in
strategies or offerings that might
impact your conversion rate.

Basic competitor analysis:

Price comparison: Regularly check the pricing of your products

or services against competitors. If your prices are significantly
higher, consider adding value through additional features or
services. Conversely, if your prices are lower, ensure that the
quality and value proposition are clear to potential customers.
Promotions and discounts: Monitor the promotional activities
and discounts offered by competitors. Adjust your own
promotions accordingly to stay competitive. For example, if a
competitor is running a flash sale, you might consider launching
a similar time-limited offer to capture consumer attention.

eBook: Mastering conversion rate recovery: A 10-step practical guide

 Digivante

Product assortment: Analyse the range of products or services

offered by competitors. Identify any gaps or areas where you can
differentiate your offerings. If a competitor introduces a new
product that gains popularity, assess whether your product lineup
needs expansion or adjustment.

6 Advanced competitor analysis using Usability Studies:

Usability benchmarking: Conduct usability studies not only on

your own platform but also on your competitors' websites or
apps. Compare the user experiences, navigation, and overall
usability. This advanced analysis can uncover insights into
areas where your competitors excel or fall short.
Feature comparison: Evaluate specific features or
functionalities offered by competitors and compare them with
your own. Usability studies can provide in-depth insights into
how users interact with these features and help you prioritise
enhancements or innovations.
User preference analysis: Through usability studies, delve into
user preferences regarding your competitors' platforms.
Understand what aspects users appreciate or find challenging.
Use this information to tailor your own user experience,
ensuring that it aligns with customer expectations and
preferences.

By combining basic competitor analysis with advanced usability

studies, you gain a comprehensive understanding of the
competitive landscape. This strategic approach enables you to not
only react to immediate market changes but also proactively
position your ecommerce venture for long-term success.

Reassess pricing and offers

9
Periodically reviewing your pricing strategy is crucial to maintaining
a competitive edge. Gathering feedback directly from users
provides valuable insights into their perceptions of your pricing and
your overall value proposition.

eBook: Mastering conversion rate recovery: A 10-step practical guide

 Digivante

Methods to gather user feedback on pricing:

Surveys and feedback forms: Create targeted surveys or

feedback forms specifically focused on pricing. Include
questions that inquire about perceived value, willingness to pay,
and comparisons with competitors. For instance, ask users to
rate the affordability of your products or whether they believe
the pricing aligns with the quality offered.
Email campaigns: Engage with your customer base through
email campaigns that highlight your commitment to improving
the user experience. Encourage customers to share their
thoughts on pricing by providing links to dedicated feedback
forms. Offering incentives, such as exclusive discounts or early
access to promotions, can boost participation.
Social media polls: Leverage your social media channels to
conduct polls related to pricing preferences. Pose questions
about different pricing models, discount structures, or bundled
offerings. Social media platforms provide a quick and
interactive way to gather opinions from a diverse audience.
In-app feedback: If applicable, integrate a feedback mechanism
directly within your mobile app. Prompt users to provide
feedback on pricing during or after their interaction with your
app. This real-time feedback can offer insights into their
immediate reactions.
Usability Studies with pricing focus: Incorporate pricing-related
scenarios into usability studies. Observe how users navigate
through your pricing pages, identify any confusion points, and
gather feedback on their expectations. This hands-on approach
allows for a nuanced understanding of user reactions.

By employing a combination of these methods, you

can gather diverse perspectives on your pricing
strategy. The goal is to refine your approach based on
user preferences, ensuring that your pricing aligns with
perceived value and remains competitive in the
market.

eBook: Mastering conversion rate recovery: A 10-step practical guide

 Digivante

Longer term CRO strategy

Personalisation
10
Implementing personalised content and product recommendations
based on user behaviour and preferences is a powerful strategy for
enhancing engagement and driving conversions. Leveraging
machine learning and AI, you can create data-driven activities that
tailor the user experience to individual preferences.

Examples:

User behaviour analysis: Utilise advanced analytics tools to

analyse user behaviour on your platform. Track which products
users view, how much time they spend on specific pages, and
their past purchase history. With this data, you can create
personalised recommendations that align with each user's
unique preferences and browsing patterns.
Dynamic content: Implement dynamic content modules that
adapt in real-time based on user interactions. For instance, if a
user frequently explores electronics, the homepage can
dynamically showcase the latest tech gadgets or related
promotions. This ensures that users are presented with content
that resonates with their interests during each visit.
Machine learning algorithms: Leverage machine learning
algorithms to predict user preferences and behaviours. By
analysing large datasets, these algorithms can identify patterns
and make real-time recommendations. For example, an online
fashion retailer can use machine learning to suggest clothing
items that align with a user's style based on past interactions.
Segmentation and targeting: Divide your audience into
segments based on demographics, purchase history, or other
relevant criteria. Tailor your website content and promotions to
each segment's preferences.

eBook: Mastering conversion rate recovery: A 10-step practical guide

 Digivante

Preference centres: Allow users to customise their experience

through preference centres. Provide options for users to
indicate their preferences, such as gender, favourite product
categories, preferred communication channels, or specific
types of promotions. Use this information to deliver a more
personalised and enjoyable experience.
6 AI-driven recommendations: Implement artificial intelligence
(AI) solutions that continuously learn and adapt to user
behaviour. AI-driven recommendation engines can assess
evolving preferences and deliver personalised suggestions.

By embracing these personalised approaches, you not only cater

to the individual preferences of your users but also create a more
engaging and satisfying experience. The result is increased user
retention, higher conversion rates, and a strengthened connection
between your brand and your customers.

Conclusion

As we wrap up this journey, remember that your role as an ecommerce leader is

never-ending. Continuously monitor the impact of the changes you’ve
implemented. Track your conversion rate, bounce rate, and other relevant metrics.
Patience and iteration are your allies in the quest for sustained success.

In the realm of ecommerce, where conversion rates reign supreme, the role of the
head of ecommerce is both challenging and rewarding. The 10 strategies outlined
in this guide serve as a blueprint for navigating the turbulent waters of declining
conversion rates. Your responsibility is to not only react swiftly to immediate
issues but also to strategically plan for long-term success. Remember, as the
captain of your ecommerce ship, patience, data-driven insights, and a
commitment to excellence will be your guiding stars on this journey to conversion
rate recovery. With these tools in hand, you’re well-equipped to steer your
ecommerce vessel towards calmer and more profitable seas.

eBook: Mastering conversion rate recovery: A 10-step practical guide

 Digivante

$ 1.234,56

About Digivante

At Digivante, we specialise in providing comprehensive user acceptance testing

solutions to optimise digital experiences. Our global crowd of testers enables
rapid and thorough testing, ensuring your ecommerce venture remains resilient.
From usability testing to exploratory testing, we uncover issues affecting your
software, empowering you to make informed decisions.

Ready to elevate your ecommerce game? Contact Digivante today for tailored
testing solutions and strategic insights.

eBook: Mastering conversion rate recovery: A 10-step practical guide