This is how we increased an Ecommerce Store Sales by 63.64% in 7 days — CRO Case Study
Here’s a strategy you can use to increase conversions FAST in your eCommerce store. Better conversions? More sales without increasing your marketing spend.
Doing this brings results QUICKLY.
There’s a caveat, you need your store to have traffic and sales already.
In this case study, we worked with one product (more on why later) and measured in a 7 days increment - but we’ll be comparing it in a 14 and 30-day time frame, as well.
Have you ever bought a house or a car?
If so, what are the steps you went through before buying?
In June 2016, I bought a house and, soon after that, a car.
The most important part of both purchasing processes had something to do with the experience and visual aspects of it.
For the house, it was to visit the neighbor, check the front yard and backyard, get into the house, check the rooms… you get it.
And, for the car, it was the test drive.
Both of these experiences have something in common and you can apply them to e-commerce sites.
While you can’t teleport someone inside of the screen they’re looking at or have a 3D and sensory experience (VR will get there at some point), you can make people get closer to that experience by adding more visual and passive interactive experiences.
Do you know what is the second largest search engine?
YouTube…
And what is YouTube all about?
Videos….
That’s it!
The secret is out!
If you check eCommerce stores, not a lot have videos on their products.
Some are getting there, but adding video is going to be big!!
If the second biggest search engine is video, people are consuming videos like crazy…
… but other than watching music videos, people eating, makeup videos, or any of the trending videos online, why is video a good move for your e-commerce store or your website in general?
Because, if done right, it’ll increase conversions.
But, why, though?
The reason is simple. It’s a closer experience to being “there”: touch it, smell it…
… it gives more bits of information to our senses than an image.
You can see a person wearing it — if it’s clothing, a person using it — if it’s a tool, you can feel the “personality” of a brand, see how “you” will look like wearing it — association, etc.
In addition to that, you can add a voiceover with a well-crafted message explaining the benefits, and why most people use/wear/buy it…
And, if you want to go the extra step, you’ll actually have a real person talking to the camera like a lot of the products that we see on YouTube by “Influencers”, Youtubers, brands, and unboxings…. Have you heard of QVC?..
Side note: If your “thing” is to send products to influencers so they can make a video and share it with their audience but your product is too big to send it, invite them to your showroom/store/place to have them review it on-site :).
Here’s the “template” (not even optimal but it works) we implemented.
Are there any extra benefits to using video?
Yes!!!
If you know something about YouTube optimization and you get your videos optimized, guess what?… more traffic to your website!
And, it doesn’t stop there…
You can adapt your videos for Instagram, Facebook ads, remarketing, and a bunch of other things!
Hey, Jesus, what if I have thousands of products? How do I prioritize?
Glad you asked!
Here’s what I’d recommend doing:
Start with your best-selling product (or a product that sells quite a bit).
Create a video, add it to the product, and gather information about how your audience responds.
It’s very important that you have already mapped out your audience: age, gender, what they like, what they don’t, their personality, etc., in order to know what’s “hot” for them…
So, no, it’s not the same to sell to females that like Harley Davidson than to a teenager that likes bubble gum…
You can even create a couple of them and do an A/B test to discover what style fits them the best.
After you’ve found which video increases conversions the most, double down on the rest with that style and message.
Why do it with your best-selling product?
Usually, it’s the one that receives more traffic and purchases. This means you can gather information fast.
Now, to do this, I also recommend pausing any other changes you may be planning to execute for that product. This could be website copy, changes in your traffic generation efforts, or anything that could vary your customer's behavior (as much as you can).
It’ll make your data gathering more accurate.
You will also need to take into consideration other things like seasonality, peak seasons, and the like, but you can always cross-check with previous years instead of the last week, 15, or 30 days if your product is seasonal.
I’ve seen this in all kinds of verticals. Check this one out as an example:
Are you ready to get your videos up and running?
Let me know in the comments!
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