For shop operators, the conversion rate is an essential key performance indicator (KPI). They attach great importance to optimizing them. They concentrate, for example, on facilitating navigation in the online shop, preventing cancellations of purchases or optimizing search results. But one important factor is quickly neglected: The bounce rate.
High bounce rates reduce the success of an e-commerce business and can even influence the ability to find your products on the Internet. Nevertheless, the average bounce rate is still 70% even during the check-out process! So if you manage to improve it, you will optimize your conversion rate at the same time.
Bounce rate: Gone with a click.
The bounce rate is defined as the percentage of visitors who enter a page and leave it immediately (after about 5-10 seconds or on the first page). The list of reasons for "bouncing" is long:
- if you encounter something different in the shop than expected.
- if the content is not appealing.
- if structure and design discourage.
- if the page is confusing.
- if the loading times are too long.
- if you can't find your way around.
In order to prevent shop visitors from bouncing, it is important to keep the list of possible reasons as small as possible. This project presents many shop operators with great challenges. Because to eliminate many of the aforementioned reasons or bouncing, it would be necessary to tailor the shop for each individual user. However, retailers don't know all their users and don't have any information about users, who visit the shop for the first time.
Unsatisfied customers tend to bounce quickly. Do it right and don't even give them a reason.
Bounce Rate Optimization meets Situationalization
Now one can begin as a shop operator to make some optimization measures. The To Do list is long in order to create a user-friendly, individual online shop: Offer a user-friendly design, integrate improved site navigation, use appealing content, optimize product placement or refine the structure of the shop. There must be an easier way, right?
This is where the situationalization platform of ODOSCOPE comes in. Within a miliseconds, the situational data of every shop visitor is analyzed - regardless of whether he is already known or visits as an anonymous user or first-time visitor.
The goal is to present the user with an individual shop that corresponds to his current situation and thus his current needs. Because a user, who enters the shop on a Monday morning with his smartphone via the latest newsletter of a business magazine pursues different interests and intentions than someone, who surfs on Facebook with his tablet on a rainy Saturday evening and is shown the latest collection of his favorite brand.
Situational data such as date, time, device, location, weather or referrer provide us with important information about the current needs of an online shopper. Based on this data, correlations to similar user (statistical sibblings) are found, which in turn allow conclusions to be drawn about the customers themselves. Instead of displaying what worked best for all visitors on the landing page as usual, situationalization allows you to include exactly the content that is really relevant for the current user. This way, the shop offers each individual user exactly the incentives they need to stay. By adapting the product lists and recommendations, key visuals, images, sliders, categorie lists, offers or content, the bounce rate can be significantly reduced.
Each customer is in a different situation. Offer all customers an individual shopping experience to optimize your bounce rate.
Do it like your colleagues in retail
In the shop, customers are well advised, supported and shown the products they really want to see. They feel comfortable and often spend a lot of time shopping. But what the stationary retail stores can do, online shops can do for a long time. An example: A user who is looking for a pair of shoes is redirected via Instagram to the landing page of the hip brand. The online shop is very large and has a huge product portfolio. Therefore, it is important that the relevant products are already displayed to the visitor on the first page.
This is possible with the situationalization platform of ODOSCOPE within a few milliseconds. Thus, the online shop immediately shows the visitor the shoes he is most likely to like. Characteristics such as manufacturer, price range, design and material are also taken into account and adapted to the possible interests of the user. It is therefore a similar to the sales people in retail stores: ODOSCOPE can respond to the needs of the visitor as in a user- and customer-oriented sales conversation.
The entire online shop is designed in such a way that the user has an excellent customer journey, which shines with a unique shopping experience and relevant content. And because the prospective customer then feels properly addressed, well advised and comfortable right from the start, he will stay and not bounce.
Finding the right shoes: In this way, you can provide a smooth, personalized shopping experience without your customers wasting a single thought on bouncing.
Do you want to improve your bounce rate with situationalization from ODOSCOPE? Then request your personal live demo here.