Over the past three months we have been focusing on conversion rate optimisation for Jolt. It has been a great success and so we wanted to share it.
Digital Uncut have been very thorough and knowledgeable, delivering proven results and helping our conversion rate in just a matter of weeks. Well recommended – Dennis Arkhangelski, General Manager
Firstly, an intro to Jolt. Jolt provide web hosting that is both fast and reliable, which is why our site and many of our client’s sites are hosted with them. Having previously used Hostgator, I know first hand that Jolt’s hosting is faster and cheaper. On top of that, their support is 24/7. If you are looking for new hosting, I cannot recommend them enough.
At the start of May, Jolt’s ecommerce conversion rate was 2%. By mid-July after we had made changes to the website, it reached 5%.
This is the aim of any CRO work: to increase the percentage of website visitors who buy.
The idea is to make websites easier to use and more appealing to buy from. To do this, we use data to understand where priorities are and industry best standards to make changes that are guaranteed to improve conversion rates. After that, A/B testing is done to continually improve conversion rate even further.
The process can be broken down into three steps:
1. Identify the drop off points
First, it’s essential to understand where the biggest percentage drop offs in the sales funnel are. This is where CRO efforts will make the most difference to conversion rate. If you don’t focus on these points you run the risk of your changes having little to no impact.
Using Google Analytics we established that Jolt had two key drop off points: the confirmation page and the hosting pages.
26% of users did not click the final “confirm” button to purchase their product. Though they had made it all the way to checkout, a huge 1 in 4 did not complete their transaction. This was clearly a priority.
The biggest percentage drop off was actually from each hosting page (e.g. www.jolt.co.uk/web-hosting/) to clicking “buy”. 83% of people who saw a hosting page did not click “buy”. Whilst we would expect this to be higher than drop-offs during the checkout, there was clearly room for improvement.
2. Make changes
Once we knew what the priorities were, we got to work on improving them, looking at what we could do to reduce the drop-off percentage. Here are some of the changes that we made for Jolt:
- Remove headers and footers from the checkout
- These only serve as a distraction to checking out
- Custom sticky headers for hosting pages
- To provide a clear and unique CTA whilst making navigation easier
- Embedding Facebook reviews
- Third party reviews help improve user’s trust of a brand
If you’re stuck for ideas here, research ecommerce conversion rate optimisation tips specific to your industry instead of guessing. It’s important to only make changes you know will improve your conversion rate.
3. Get testing
Google Optimize is a free tool for website A/B testing. Use it and start testing to look for those incremental improvements that will increase your conversion rate over time.
You should only ever test one variable at a time so that you can be certain of what change made the difference in results. Then, ensure your results are statistically significant before you commit to the change and start a new test.
We’re about to start this for Jolt and will update here when we have results.