Conversion Funnels: Optimization Best Practices

Conversion Funnels: Optimization Best Practices

July 5, 2016

Every sale involves guiding a buyer through certain steps to ensure successful completion. This process is referred to as the conversion funnel. Considering each step of the process in isolation is a good way of detecting ̶ and solving ̶ potential problems.

In today’s guest post on Prisync Blog, Irene from Actinic will share how they treat the conversion funnel as a 6-stage process. At each stage, special attention needs to be paid to factors that will reinforce the conversion rate:

Basket addition

A large number of buyers use their baskets to store items that catch their interest, without any firm intention of completing a purchase: a decision which can take days.

It is therefore important to make sure the basket retains the selected items, so that when the user returns to the page (s)he does not have to start again. In order to avoid a loss of interest on the user’s part, it is also important to ensure the basket is visible on all the pages of your site, creating a sense of user-control over the order.

Order sheet

This page displays the details of the order that the user is about to complete (products, quantities, delivery costs).

At this stage, the main factor that can deter a user is the cost of delivery: according to Comscore, 55% of users lose interest mid-purchase due to the amount charged for delivery. As we have already stressed, it can sometimes play in your favour to shoulder the delivery costs in order to encourage sales. Indeed, free delivery stands out as the most effective way of securing conversions.

Delivery method selection

From dispatching the item directly to the address provided by the user to having the item sent to a collection point (such as post offices or specific pick-up locations). Providing the customer with several options makes the reception process a pleasant affair, which is not to be overlooked given that delivery can secure or spoil an order. Indeed, 66% of buyers do not go ahead with a transaction if their preferred delivery method is not available (MetaPack).

Payment method selection

Zanox and Ve Interactive recommend that eCommerce websites offer more than one payment method in order to avoid poor customer satisfaction and low conversion rates. Multiple payment options ensure that if one of the methods is not working, the user has alternatives. Furthermore, if a user is used to a specific payment method and fails to encounter it, the chances he will ditch the purchase increase.

Order confirmation

A completed order does not equate with a conversion: the customer may still cancel. In order to generate customer trust, be sure to specify the total amount of the transaction as well as a detailed account of each item/service that makes up the sum.

To this end, it is good practice to send post-order confirmation emails to customers so that they know their transactions have run smoothly.

Thank you page

Once again, this page is the opportunity to promote customer retention by combining an expression of thanks with a confirmation that the purchase has been completed.

Furthermore, it is never a mistake to seek inspiration from market leaders, such as Amazon, who use this step to deploy cross-selling and advertising strategies, displaying related items with the confirmation message and offering customers the possibility of sharing their purchase across social media platforms.

Discover Actinic’s applications aimed at optimising your conversion funnel or contact our experts to find out more about improving your conversion funnel.

Your prices also matter when it comes to conversion rates within your website.

In order to sustain competitive online pricing within your e-commerce site, track your competitor prices automatically with Prisync and adjust them much better.


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