Businesses can test different call-to-action placements to optimise ecommerce conversion rates

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 25, 2019, 5:11 PM UTC

Marketers should add additional payment options to meet consumers’ preferences.

This piece recommends marketers should test different CTA placements, options and wording on their ecommerce product pages. The article further stated studies have found that though the majority of CTA tests don’t produce statistically significant results, the ones that do create “enormous impact”, with on-page conversion lifts averaging 49%.

Crafting out detailed product descriptions and specifications along with explainer videos can help brands persuade potential consumers to make a purchase. Companies should also provide chat options to clear out consumer queries and provide additional information.

The author suggests that providing consumers with multiple payment options can further enhance user experience and encourage consumers to make a purchase. A cited Merchant Payments Ecosystem study revealed that half of the consumers will end a transaction if their preferred payment method isn’t available.

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