December 07, 2020 RSS Free Newsletters
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SUMMARY: Your
checkout flow. The categories on your blog. The template for your website. As
you’ll read in this article, the marketers that don’t take these website
elements for granted, that strive to find the best way to execute these
elements of their website, can garner significant results. Read
on for examples from software, auto parts, and apparel companies. |
by Daniel Burstein, Senior Director, Content & Marketing,
MarketingSherpa and MECLABS Institute
This article was originally published in the MarketingSherpa
email newsletter.
Quick Case Study #1: 54% increase in
conversion for auto parts website from rethinking checkout flow
Steel Seal was looking to revamp its website and
hired MECLABS Institute to re-envision the web design. The team identified the
website’s checkout flow as an area of opportunity. The total checkout flow
contained six steps.
Creative Sample #1: Checkout flow for original (control)
automotive parts website
After evaluating what information was necessary to both
communicate to and collect from the customer, the team was able to condense the
checkout flow into only two steps in a redesigned version of the website.
Creative Sample #2: Checkout flow for new (treatment) automotive
parts website
The team set up an experiment to determine which website and
checkout flow would be more effective. The treatment – the two-step flow –
generated a 54% relative increase in conversion.
You can learn more about this experiment, and see other web design
experiments, in The End of Web Design:
Don’t design for the web, design for the mind from MarketingExperiments
(MarketingSherpa’s sister publication).
Quick Case Study #2: Blog homepage redesign
nets more clickthrough for software company
The team at Wistia redesigned the video-software
company’s blog homepage.
The team wanted to simplify the design and make it easier for
visitors to navigate through and find new content. They also wanted to provide
a more curated content experience with room to promote content they
hand-selected versus just having a feed of recent posts. Finally, they wanted
to shine more of a light on video content to keep visitors engaged with
different mediums.
Creative Sample #3: Original blog homepage for software
company
To accomplish these goals, the category tags were moved to the top
of the page, allowing visitors to easily navigate to a specific content
category.
Creative Sample #4: Category tags on new blog homepage for
software company
A dedicated “Editor’s picks” was added to the carousel with
content that frequently changes based on what’s trending.
Creative Sample #5: “Editor’s picks” on new blog homepage for
software company
A dedicated video area was added to highlight and showcase video
content; video posts are indicated with a video icon and the video is previewed
in the thumbnail with a mouse hover.
Creative Sample #6: Top videos section on blog homepage for
software company
Creative Sample #7: Full new blog homepage for software company
Prioritizing the category tags increased traffic to those pages.
The marketing (23% increase in traffic), Wistia culture (22% increase), and
production (17% increase) categories have experienced the greatest lift.
Additionally, the team noticed a lift in both traffic to featured
posts and views for featured videos when evaluating the data for one month
before and one month after the new blog homepage’s fall launch. The percentages
varied per post, ranging from a 2% lift to a 256% lift:
·
The Best Way to Shoot a
Video by Yourself (2,404 views to 2,441 views +2%)
·
How to Build a
Multi-Camera Live Streaming Setup (2,338 views to 2,625 views +12%)
·
How to Set Yourself up
for Live Streaming Success (134 visits to 252 visits +88%)
·
7 Quick Tips for
Creating a Video Series on a Budget (43 visits to 95 visits +120%)
·
6 Things to Consider
Before You Launch a Podcast (65 visits to 228 visits +256%)
“My advice to other marketers is to clearly identify your goals in
advance and work collaboratively with other experts on your team to reach those
objectives. Talking through what we really wanted to accomplish through a
refresh helped guide the design team on the decisions they made with specific
design elements. Working collaboratively ultimately resulted in a much better
end product than if one team or the other took the lead,” said Meisha
Bochicchio, Content Marketing Manager, Wistia.
Quick Case Study #3: Apparel company increases
average order value $13 with website redesign
The previous website design for Black n Bianco was created with a generic pre-made template. “It lacked
relevance to our brand. We wanted to create a design that would showcase our brand
personality and style,” said Lisa Chu, Business Owner, Black n Bianco.
The templated design had a completely different layout structure
when viewed on tablets and smartphones.
Creative Sample #8: Previous website design for apparel company
The team wanted to move away from the generic template and create
a website design that matched the apparel company’s products. Everything on the
website was completely overhauled – the fonts, layouts, colors, banners and
product detail pages. “We chose a modern approach to our fonts and banner
styles. It's clean, simple and easy to view with a hint of playfulness that
represents our brand,” Chu said.
They also created an eye-catching section dedicated to the brand’s
Instagram posts. New customers could easily view the brand’s social media posts
while satisfied customers could share their experience.
In addition, the website structure was changed so it would have a
seamless transition from desktop to tablets and smartphones.
Creative Sample #9: New website design for apparel company
“Researching my industry allowed me to spot a pattern. All
successful websites shared a common trait. They all had an original style that
represented their brand. They may share similar layouts but the colors, fonts,
banners and designs were consistent with their products and brand,” Chu said.
After launching the website redesign, the team gathered data for a
few months. “Comparing our sales data and customer engagement we saw a pretty
huge spike. Customers were not only looking at more pages, but they were buying
more products,” Chu said.
Average order value increased from $55 to $68 and conversion rate
increased from 2.8% on average to 3.2%.
“Every industry is unique so research will be essential to create
a website design that is effective and relevant,” Chu advised.
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