Which should make this segment one of key interest for marketers. If you can your boost add-to-cart rate for new visitors, you could improve your overall ecommerce business by a pretty big margin.
And once new visitors add something to their cart, they actually convert on those sessions at a higher rate than even returning customers. That’s huge. So let’s take a look how you can optimize the ecommerce shopping experience for this super-important segment.
To optimize traffic for the new and returning visitor segment, Graham & Brown tested a greeting message to reduce a new visitor’s perceived risk of buying wallpaper online. The message, served through a lightbox, highlighted the company’s free delivery and free return policies. In other words, “don’t worry if you don’t like it.”
The change had a positive impact across the board, including a 7.1% increase in add-to-cart rates and a 14.5% increase in new visitors conversions. Read more in the EQ4 2015 report.
One of the big takeaways we learned while compiling the ecommerce benchmark data for the Q4 2015 Ecommerce Quarterly report: New visitors are half as likely as returning visitors to add an item to their cart. And it’s not just an average across channels—it’s nearly universal for all kinds of devices and referral channels.
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