If you sell online you need to know that there are some fundamental data to analyze , including some specific metrics and industry benchmarks to increase the performance of your eCommerce and its sales. In this article I will explain which are the most important data to analyze and the factors to pay attention to to turbocharge your eCommerce. And I will do so by analyzing the case study of the Vinicola Perazzeta company , a business with which I have been collaborating for over a year and which is obtaining extremely positive results. But…Let’s proceed in order.
What is one of the most important metrics to consider to find out if your eCommerce is working?
The Conversion Rate
Conversion rate is a metric that indicates the percentage of visitors to your site who complete a desired action. In other words, it measures how effectively your site is converting visitors into customers. To calculate it, divide the number of conversions by the total number of visitors and multiply by 100 to get a percentage.
Industry Benchmark
Knowing industry benchmarks for conversion rates helps you position your eCommerce in a broader context. Different industries have different benchmarks, so understanding where your site stands in relation to these standards becomes absolutely crucial. For example, Vinicola Perazzeta is aiming to exceed the average conversion rate for the wine industry , a goal that guides our optimization strategy.
Ecommerce Conversions: Where to Start to Increase Them?
If you also really want to increase the conversion rate of your eCommerce, start by analyzing the user experience and optimizing it. The user experience (UX) represents all the perceptions and reactions of your visitors while they navigate your site. And, of course, a great user experience not only retains visitors, but also pushes them to complete the purchase.
Let’s think together… What’s the first thing you would do if an eCommerce site you were planning to buy from was difficult to navigate , loaded pages slowly , or, even worse, had problems with checkout? We both know the answer: you would abandon it immediately .
So, put yourself in the user’s shoes: navigation must be simple and intuitive , with quick pages, clear information and an intuitive design . In addition, it is essential to create well-structured product pages with high-quality images and detailed descriptions with clearly visible reviews.
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ECommerce Perazzeta: How Did I Act To Improve Conversions?
Let’s see how I applied these gryzzly: a win-win tool principles I’m talking about to improve the user experience more and more, bring new customers and retain them at the Perazzeta winery:mproved Navigation and Custom DesignFor Perazzeta I bx leads rethought the entire purchasing experience, starting from the landing page, going through the menus and arriving at the individual product pages. Specifically, for a certain category of products that falls within the sales strategy created ad hoc (namely, Bag In Box Wines ), I developed each individual product page to measure . Thus, these pages became real landing pages, standing out from the standard product pages and showing: in-depth descriptions, high-quality images and videos, positive reviews and an intuitive preview of the cart in order to facilitate the purchasing decision-making process .
Furthermore, in agreement with the client, we decided to “show our face”: the company owner, Gianluca, appears on various pages of the site to convey trust and stimulate empathy in users .
Home Page and Contacts
I optimized Perazzeta’s home page to make it more attractive and functional. I improved contact acquisition by implementing strategic pop-ups that capture visitors’ attention without being intrusive. In addition, I inserted clear and visible calls to action and integrated a chat on the site to promptly respond to customer questions, offering immediate and personalized support. The result? A clear reduction in response times and an increase in user satisfaction, which translates into greater conversions.
Checkout Process Obstacle Analysis
Another factor to take into consideration, and which you should analyze together with an eCommerce Specialist , is the analysis of obstacles , especially in the checkout process.
The most common and insidious are: slow loading times, complex forms to fill out, hidden costs that are not immediately apparent and, above all, limited payment methods.
Below I show you how I improved the checkout process for the Perazzeta online shop.
Optimized Checkout
The checkout process has been made quick and easy. I implemented a clean, distraction-free design for the checkout page, minimizing the number of steps required to complete the purchase, and adding major payment gateways.
Additionally, I added upsell options during checkout that offer complementary products, increasing the average order value . This approach made it easier to complete purchases, dramatically decreasing cart abandonment rates, and increasing profit per transaction.
Higher Ecommerce Conversions?
Create an Offer Strategy, Helpful Content, and Use Email Marketing AutomationFor Perazzeta I studied and created specific offer and discount strategies , highlighting promotions on the site and encouraging the customer to save by stocking up on products or signing up for a subscription.
As for content strategies, instead, I acted on several fronts. First of all, I developed a substantial and rich FAQ page that promptly and comprehensively answers all the most frequently asked questions from customers. Furthermore, in collaboration with a professional copywriter , we created a constantly updated Blog Section to attract more and more organic incoming traffic to the site , exploiting SEO on the one hand and, on the other, persuasive content.
And to acquire new leads?
I created a specific email marketing automation strategy , which is based on spontaneous subscription of users to the newsletter, in order to obtain a 10% discount . This allows us to constantly exploit automated campaigns for abandoned carts , information campaigns , lead nurturing campaigns and promotional campaigns . The result? Customers who make informed purchases, who become loyal over time and an overall increase in general conversions.
Cross Selling and Up Selling
To increase conversions I also decided to exploit the power of Up Selling and Cross Selling. How? In the first case, by recommending a greater quantity of product in the decision-making phase and in the checkout phase, via a pop-up with the message “The more you stock up, the more you save” , thus increasing the average value of orders and further improving sales results.
As for Cross Selling , instead, we created a category “ Guest Wines ”, capable of attracting people interested in different types of famous wines, such as Chianti. In this way, the user stays on the site, increasing the average time spent. Furthermore, they are encouraged to make purchases and discover, at the same time, the wines produced by the company . This approach has expanded the offer and attracted a wider clientele, thus promoting sales growth.
