As part of our ongoing efforts to improve our website, we recently asked ourselves: which pages on our site are most influential to our customers’ purchase decisions? For example, if someone visits ourtestimonials page, does that make them more likely to make a purchase? How about watching the videos on our leather page, visiting our gallery, or arriving on our small shoes or wedding shoes landing pages? We knew the answers to these questions would help us maximise the number of purchases from our website.
- Pages that people visited (Page column)
- The number of views each page received (Pageviews column)
- How many sales (ie goal completions) were generated in that same visit session after visiting one or more of those pages (Total Goal Completions column)
- We’re in the process of redesigning our shopping cart, and we’ll look at ways to incorporate this information within each step to reduce drop off and increase conversion rates. For example, we’ll provide information about our returns policy and deliveries within the shopping cart pages itself. This will reduce the need to click away to our FAQ page.
- We’ll also consider making some of this information, especially our customer testimonials, more readily accessible on our home page and custom shoe designer.
- We’ll include some of this information on key search engine marketing landing pages such as our gift certificate page. For example, we’ll incorporate customer testimonials in order to assure those purchasing our gift certificates that they are providing a gift that will be appreciated.
- This will be good information to incorporate into discussions on our Facebook fan page and in videos on our YouTube channel.