A 2% conversion sounds good. But a 2% conversion rate means you lose 98% of the time. Of course, you can't convert every visitor. But you can beat the competition by staying at the top and optimizing every step that leads to that moment when a lead becomes a satisfied customer. Conversion is the ultimate goal; it's like that moment in football when the ball hits the net. Before you can successfully claim a customer, they must go through various stages in their journey. It takes a lot of teamwork; every step in the process and every role in your team must be executed perfectly. One small misstep and the opponent can steal the customer from right under your nose.
Guided by thousands of customer experiences
Optimizing your conversion requires much more than just looking at your own website data. You need to know the exact moments when customers choose a competitor instead of you, and why they make this choice. That huge 98% share of lost customers can be won back if you know how. At WUA, we're known as the experts in benchmarking the best customer experiences for every market. We're here to help you win.
The 4 steps that lead to successful conversion
You can't be complacent about your conversion rate. The competition is always trying to get ahead, and if you're not at the front, you lose. Conversion optimization is the clear path to staying in pole position. There are four clear steps to successful conversion:
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Look - visual appearance. Everything from branding to navigation.
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Feel - the emotional impact of the site.
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Offer - relevant offers that match customer needs.
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Flow - a smooth process that leads the customer to a successful outcome.
To stay at the top of your market, your conversion must be continuously optimized based on these four steps and by analyzing shifts in customer sentiment and expectations.
What's holding your customers back?
They can't help it, but your customers have a wandering eye. They shop around. This means they compare you with your competitors on every visit. To win them as customers, you need to know how you perform, especially in these important areas:
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Loading time - Does your website load faster than the competition? If not, they might switch to another tab and find a deal with a competitor.
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Expert - The customer needs to know that you're an expert in your field. Your website must show that you know what you're talking about, but without overwhelming them.
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Finding the right info - Every customer has their own specific goal. Your website must not only show your expertise, but also guide them to the right information within a few clicks. If vital details are missing, they can easily click away. That's a missed opportunity.
Getting a new perspective
At WUA, we're known for our Customer Experience Benchmarks, which rank the best website experiences for every possible market and every possible customer journey. Benchmarking is an important way to gain insight into your position in the market. You can see how your competitors measure up against you and against each other. This can yield surprising insights - your biggest competitor might not be who you think.
In the German headphone market, Mediamarkt.de loses the most potential buyers to Amazon.de
Using hundreds of real customer experiences, our platform can lift you to a higher level. With the Customer Experience Dashboard, you can dive into the details for every website. You get a new perspective on what works and what doesn't work: from your own website, but also from your competitors. We analyze these experiences for both phases of the customer journey that lead to conversion - First Impression, and Further Look. At a glance, you get an overview of current performance, based on 5 core themes:
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Appearance
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Brand
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Information and navigation
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Ordering process - checkout optimization
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Product offering
Each of these can have a huge impact on your conversion rate. Did you know, for example, that the average cart abandonment rate is about 70%? Research shows that conversion rates can be increased by 35.3%, just by improving the design of the ordering process. That's just one element to consider. Imagine what you could do with specific recommendations for all 5 of these themes.
Diving into the details
In every phase of the journey, you can examine in detail what works and what doesn't. You can view open responses from participants, and discover exactly why shopping carts are abandoned or what attracts customers to a competitor instead of you.
Dive into qualitative data: what customers like about the ordering process at Amazon.de.
The details are displayed clearly and you can filter individual responses by website, phase and sentiment. With these insights, you know where you stand today, and what's needed to win tomorrow.
Detailed insights, clear improvements
Once you have a better picture of your performance, you can start making targeted improvements. Benchmarking and the Customer Experience Dashboard can give you detailed insights and clear priorities, but these are more successful when they're part of an integrated strategy. WUA's researchers have extensive experience interpreting the results of our Benchmark studies and converting them into a solid action plan. Start your new customer experience with our expertise and knowledge. Take the next step and turn your new perspective into a coherent, winning strategy for long-term success. WUA offers a tailored consultancy service that includes an in-depth analysis of your industry benchmark, as well as well-defined tactics that will keep you at the top. Just call. Request your demo, or contact us today.
