Google Analytics Certified Partner Case Study

Success rate of online ordering process doubled through the use of Web Analytics Warmteservice.nl is an online retail store where visitors can order a wide range of boilers, radiators, bathroom fixtures, roofing materials, installation materials and other related items. Warmteservice wanted to improve conversion on their site and looked to Google Analytics Certified Partners, Traffic4U, for their guidance and experience. Improving the online ordering process

“A Web Analytics tool provides you with a large amount of data, the trick is to take the right numbers and turn them into insights and actions that will lead to improvements.”

During Traffic4u’s analysis of the Warmteservice.nl Analytics data, it was discovered that a large number of visitors were leaving the ordering process at the second step: Step one is viewing the shopping cart and step 2 is the actual start of the purchasing process. The analytics data showed that just 38% of visitors continued to step 3. Traffic4u consultants hypothesised that this may have been due to the mandatory login/registration necessary to complete an order and the fact that the ‘Order’ button was below the fold. Before:

André Scholten, Traffic4u

After:

Success rate of the online ordering process doubled Traffic4u consultants recommended that Warmteservice.nl make several changes to the shopping cart page: 1. Login/registration should no longer be required to complete an order. 2. The ‘Print’, ‘Estimate’ and ‘Order’ buttons should be moved closer to the top of the page, above the fold. 3. The ‘Remove’ and ‘Recalculate’ buttons should be added to the product lines. These changes were made and executed online. After a period of 30 days the consultants examined the Analytics data and found that the success rate of the online ordering process had more than doubled in comparison to the old version of the shopping cart. Logical ordering process and no mandatory login double conversion rate With the old version of the ordering process, only 3.07% visitors who viewed their shopping cart completed an order. The new version saw that number more than double to 6.7% completed orders. By simplifying the purchase funnel and removing the requirement to login, the ordering process has become less imposing and more user friendly. Visitors are now less likely to become frustrated by the Warmteservice.nl ordering process and can quickly complete their transaction. This test shows the importance of a user friendly shopping cart that contains as many functions as possible in a user friendly setup. This allows potential buyers to effortlessly navigate their way through the ordering process and in turn makes them more likely to complete a transaction.

Google Analytics Certified are a network of conversion experts that can help you grow your business through implementing conversion best practices.

google.com/analytics/partners

© Copyright 2010. Google is a trademark of Google Inc. All other company and product names may be trademarks of the respective companies with which they are associated.