Three reasons for the high conversion (up to 41,7%)

British analyst Charles Nicholls (Charles Nicholls), previously ranked the most effective online retailers in terms of conversion rates, presented a list of the 3 factors that explain the effectiveness of such conversion of visitors into buyers. When forming the rankings using data company Nielsen from June to November 2009. In order to ensure sufficient accuracy of calculations, Nicholls assessed only sites that have at least 5 million unique visitors a month, and also shows the highest conversion rate for at least 3 of the 6 analyzed months. In the final rating given monthly average conversion rates for each of these sites. Title kompaniiSegmentPokazatel conversion SchwansProdukty pitaniya41, 7% and ProFlowersTsvety podarki26, 5% for Vitacost.comTovary zdorovya24% Woman WithinKatalog / odezhda22, 4% BlairKatalog / odezhda20, 5% Lands EndKatalog / odezhda19, 5% Doctors Foster and SmithTovary home zhivotnyh18, 6% Office DepotTovary for ofisa18, 4% RoamansKatalog / odezhda18, 4% QVCYuvelirnye izdeliya18, 3% How is this possible - to convert into buyers every sixth, or even every second visitor? Especially because not all online retailers have got in the top 10, have signs of an "ideal" site: the navigation can not be called "intuitive", the ordering process is often quite complex, and at 6 sites is impossible to make a purchase without registering. According to Nicholls, the principal feature of the online stores made the list - the use of direct marketing as the main tool of communication with consumers. Nine of the 10 projects have a catalog of their clients is very easy to make repeat purchases. And when buyers come back for the order again and again, we can focus less on attracting new customers. For Russia, this approach is not perfect: the proportion of online shoppers in the country is not big enough, and the range of many online stores do not promote repeat sales. Perhaps (if you do not "Comus," not "platypus" and Otto), direct marketing will be quite good as a side direction, so we suggest to familiarize with 3 causes high conversion described Nicholls. All three factors - three key strategies, according to Nicholls - to some extent inherent in every site that has entered the rankings. Firstly, all the online stores are optimized to perform repeat purchases. Ease of placing the order for the user, who returned to the site, as well as increasing the number of visits by the traditional tools of direct marketing (catalogs and email mailings) lead to high rates of false conversion. The investigated sites are not paying enough attention to search engine optimization, but it is not surprising - the basic income bring visitors, drawn from lists and directories. Even Amazon.com, patented one-click ordering, requires the user to just 6 clicks to process re-ordered. But for long-term cooperation ease of purchase must be supported by fulfillment of the promises of quality products, efficient logistics and serious politics back orders. The second factor - an excellent site search and ease of product choices. The advantage of sites with high conversion - in merchandising. It may seem that some of the above online retailers are trying to make the buying process as pleasant as possible. Retailers understand that the bulk of orders - not planned and are actively investing in merchandising, as well as technology for easy search for products with which the visitor is already familiar to form a trade proposal, based on the bestseller list, product reviews or analytics. Some sellers make it easy to choose colors or combinations of goods (for example, Amazon has created its own search technology A9). And finally, all these companies use the remarketing, which in itself is of great significance (while, according to consulting company e-Tailing Group, remarketing deal with only 16% of the 500 online retailers). For example, Amazon - one of the leading remarketing - routinely sends its customers to offer suitable products and reminders about the need to make a purchase. As noted by Nicholls, these messages are very high open rates (because recipients often open such letters), and low failure rate of distribution.