For eCommerce merchants, the freshness of their web store plays an important role in attracting customers and getting them to buy. However, customer likes and dislikes are unpredictable, and it becomes essential to keep your web store in tune with the customers’ tastes. This requires a regular assessment of your web store, the product display, look and feel, etc. to ensure that you are making the most of each visit in terms of conversions into sales.
Tracking how shoppers respond to the various elements on your web store is a good marketing practice and can help you plan your product, advertisement placement, etc. to derive maximum benefits.
Ignify eCommerce web stores easily give themselves to such testing, while the Manager Panel provides convenient tools to help you conduct these tests.
Tip #1: Experiment with your web store designs
A variety of HTML templates are provided for the home page of your web store as seen in the screenshots below. You can select from either of these as per your business requirements, or create multiple home pages with different designs and test them using the A/B testing method. (With the A/B testing method you need to create two different web pages and divide the traffic evenly between them. The test data can be collected using Google Analytics, which is also supported by Ignify eCommerce.)
Ignify eCommerce provides different web page templates, offering merchants a variety of designs to choose from.
Similarly, various category page templates, product listing templates, and product display page templates are also provided, and you can choose from any of them as per your requirements. It is possible to use these templates in a variety of permutations as necessary. To help you better understand the customer’s pulse, you can test each of the templates as explained earlier, before finalizing on the ultimate look and feel of your web store.
Tip #2: Add value with user friendly widgets
A host of self-configurable widgets are available via the Manager Panel and can help the merchant add significant value to his web store. With more than 100 widgets ready to be configured as desired, the merchant can manage various UI features on his web pages and provide the customer a user friendly experience to make his shopping simpler.
For example, based upon his business requirements or market feedback, the merchant can introduce a rewards program and use the Reward Balance widget to display the reward balance on the web store as seen below.
A Reward Balance widget is helpful in displaying a customer’s reward balance when they visit a web store.
Similarly, for merchants with multiple store locations spread across a large geographical area, the Store Locator widget can be easily implemented to help the customer search the store nearest to him.
A Store Locator widget enables customers to view the merchant’s various store locations, allowing them to more quickly reach the nearest store.
Certain other widgets help the merchant experiment with catalog navigation and zero down on the one that his customers prefer after checking for customer preference using A/B testing or multivariate testing. (While you test different versions of an entire page with A/B testing, multivariate testing lets you test customer responses to individual elements on a web page. Analyzing the impact of the navigation widget or the rewards balance widget would thus be better using multivariate testing.)
Navigation widgets help make web searches fast, efficient, and intuitive.
A detailed template and widgets guide is provided to the merchant when he chooses the Ignify eCommerce solution.
Tip #3: Customize web page elements using content blocks
Displaying promotional content, advertisements, etc. on your web pages can be easily managed using the content blocks provided in the Manager Panel. The Store Manager can create a variety of content blocks and display them at different locations across the web store. These content blocks contain images and text, which can be displayed as banners and promotional stickers as seen in the screenshots below. When testing for customer preferences about content display, a merchant could create varied content blocks and test using multivariate testing.
Content blocks on web pages can be used as banners or promotional stickers, drawing customer attention to promotional offers and advertisements.
Google Analytics Content Experiments
Along with providing the means to customize your web pages that can then be conveniently used to conduct A/B or multivariate testing, Ignify eCommerce also supports Google Analytics Content Experiments. The Content Experiments combine the benefits of both A/B testing and multivariate testing by allowing you to test multiple versions of a single page. Using the various methods mentioned earlier, the Store Manager can create multiple pages with the desired test elements. The experiment code provided by Google Analytics should then be added to the Manager Panel and the testing can begin.
Ignify eCommerce thus helps you innovate and customize your web store to match your customer expectations and needs based upon statistical test data derived though dedicated web store testing efforts. For more information, please email us at eCommerce@ignify.com.
Manasi Kulkarni is a Product Marketer at Ignify. Ignify is a technology provider of ERP, CRM, eCommerce, and Point of Sale software solutions to organizations. Ignify is winner/finalist of the worldwide Microsoft Partner of the Year Award in 2014, 2013, 2012 and 2011. Ignify has been included as the fastest growing businesses in North America for seven years in a row by Deloitte, Inc Magazine and Entrepreneur Magazine from 2007 to 2013.