1-800 CONTACTS Minds the Fold
The customer journey for a B-to-C e-commerce company is significantly shorter than that of a B-to-B company. Nevertheless, it is often tricky to find effective ways to identify (and engage with) potential customers browsing your site and leaving without a trace. Remarketing works, but it is often expensive and doesn’t necessarily target the people with the most burning intent to buy.
Online contact lens seller 1-800 CONTACTS found an ideal way to meet this challenge, focusing on patterns of user behavior on their website, so as to maximize opt-ins for ongoing relationship building. When traditional Web analytics couldn’t help them, they perused session replays, scroll-reach heat maps, mouse-move heat maps and attention heat maps powered by Clicktale to understand the problem.
One heat map report revealed that a key landing page of theirs, which was under-performing and had a high abandonment rate, was suffering from a serious design flaw that caused many visitors to overlook a primary conversion mechanism. The page’s prescription information call-to-action (CTA) button fell under the fold on smaller screens or lower resolutions, so unless visitors scrolled down, they didn’t even see it.
Clicktale helped the 1-800 Contacts team to quantify the frequency and impact of this issue, which quickly drove the company to rectify the situation.
In another instance, 1-800 Contacts were able to enhance user experience simply by increasing the font size of the word “or.” There were several such instances which helped the company capture more leads and increase their mobile conversion rate by 4.3 percent and annual ROI to 115 percent — within just two months of beginning the conversion optimization program.
The crux of the matter is that for an e-commerce company, your website is the first and the most important place to mine for business intelligence. Once you optimize it to learn how your user thinks and behaves, it is just a matter of time until you start nurturing more effectively and closing more leads.
Crate & Barrel Engages Across Channels
Virtually all retail giants, including by Walmart, Macy’s and Target, have implemented big data to maximize their in-store, online and seasonal sales. Houseware retail behemoth Crate & Barrel (C&B) is no stranger to leveraging data intelligence from brick-and-mortar retail (where they have been around for more than 50 years) and applying findings to their e-commerce site.
Rohan Ayyar is the regional marketing manager for India at SEMrush. His blog, The Marketing Mashup, covers digital marketing from the perspective of B2B, B2C, lead generation, mobile marketing, SEO, social media, content marketing, database marketing including predictive analytics, and conversion rate optimization. In addition, he'll look at emerging marketing technology and how marketers can use it. Reach Ayyar at firstname.lastname@example.org.