First time visitors to your e-commerce store need to be looked after. You need to make it easy for them to find what they need. If they can’t find anything, they will feel frustrated and leave and probably won’t return.
The costs for acquiring a new customer are also more than for bringing an existing customer back to your store. So, if first time visitors are not purchasing, you are wasting a lot of your marketing budget.
Optimising the shopping experience for first time customers should be an important part of your optimisation strategy.
Look at your first time visitors purchase behaviour.
In one experiment I ran for my client, I could see that first time visitors were not purchasing as much as repeat visitors.
Using Google Analytics I could see that first time visitors – on average had a higher bounce rate and lower overall order value.
Why could this be? I looked at the search behaviour and noticed that purchases that began with a search showed that compared to visitors who did not use search, they;
- Looked at more pages / products
- Spent twice as long on the site
- Had a higher order value
- Had a conversion rate of three time visitors who did not search
Is was obvious that people who were searching showed more intent to purchase but could the number of people with intent be increased if we encouraged more people to search?
I decided to run this as an experiment.
I wanted to see if making the search bar more prominent, could we get more people to search and buy.
Before the test, the search feature was just a search icon, and only 4% of visitors were using it.
I added the full width search bar and waited for the results.
After 7 days I got my results.
7% of visitors were now using the search bar. This meant that 22% of revenue now came from search compared with 14.2%. And, the number of transactions from searches went from 11.48% to 20%.
The average order value also increased by 9.39%
It’s not all what it seems though
My client has run some different campaigns this week compared to last week so this does skew the data a little. This is always something to bear in mind when comparing data. One week is never exactly the same as the next.
So, how did I decide the search bar change was a winner?
I had a clear goal, and that was to increase the number of people using the search bar because these visitors became the most engaged and most likely to buy. So by increasing this group of people, naturally the number of transactions should increase and the per session value of the search traffic should increase.
I saw all of these happen so I was confident to declare the test a winner.
Over to you….
What is the search function like on your website? Do you need to make it more obvious? What is your data telling you?
Would you like me to help you interpret your data to help you decide what to do?
Contact me now for help and together we should be able to increase your average order value and total revenue!