How to Optimize Conversion for 3 Types of Users (Part 2)

In this two-part series, we’ll discuss why you should segment your customer base into three types of users (bounces, low pageviews, and high pageviews) and how you can enhance your online experience for each group.

Basing your entire site performance on conversion is problematic because it doesn’t distinguish the 3 types of visitors on your site:

  • Bouncers: users who view 1 site page 
  • Early Abandoners: users who view 2-5 site pages
  • Core Converters: users who view 6 or more site pages

Let’s start with Bouncers. Who are they? Bouncers are users who view one page and exit the site without viewing any other pages. Approximately half of all online visitors bounce regardless of the device they’re using.

Part 1 of this series discussed how to optimize your site for users who bounce, who only view a single site page and then leave. In an earlier study, we found that visitors who view more site pages are more likely to convert, so let’s target these low and high pageview users.

Early Abandoners (i.e., low pageview users) are visitors who view 2-5 pages before leaving the site. Unless the visitor has previously added items to the cart, 2-5 pages doesn’t typically allow a shopper to browse and check out in a single visit.

Overall, about 27% of all online shoppers are categorized as low pageview users:

  • 29% of total smartphone visitors
  • 21% of total tablet visitors
  • 31% of total desktop visitors

Low pageview users by device type

 

Unlike Bouncers, Early Abandoners want to be on your site but are either not finding what they want or are having a poor user experience. Target your site speed, on-site search, and site navigation to optimize the online experience.

Site Speed

Slow page load time leads to two things: fewer pages per visit and high exit rates.

On-Site Search

Approximately 16% of all online visitors who fall into the Early Abandoners category use on-site search and nearly half of those searches result in the visitor leaving the site. It’s important to optimize your on-site search results page, particularly if the search produces no search results.

Site Navigation

If users are having a difficult time finding what they want, chances are they won’t shop on your site. Focus on your homepage, product index pages, and category pages to improve site navigation since half of visitors arrive on the homepage and half of visitors leave from a product index page or category page.

Now that we’ve covered the Early Abandoners, let’s talk about your Core Converters (i.e, high pageview users). They’re the reason your site is successful.

Core Converters view 6 or more pages during their visit on the site, and nearly 1 in every 4 online visitors is considered a high pageview user:

  • 21% of total smartphone visitors
  • 24% of total tablet visitors
  • 23% of total desktop visitors

High pageview users by device type

Focus on optimizing your points of conversion, like the cart and checkout.

Cart & Checkout Pages

Users who make it to checkout are the most likely to convert, so remove any distractions and create clear calls-to-action on your cart and checkout pages, and ensure one particular step in checkout doesn't have an abnormally high drop-off rate.
 

As you optimize your site for each group, the Bouncers are likely to become Early Abandoners, and Early Abandoners are likely to become Core Converters.

Topics: Trends

This Week at Branding Brand: August 22-28

It started out as a chilly week in Pittsburgh, but we had a lot to celebrate, like National Dog Day and being named a Top Workplace in Pittsburgh.






Topics: Company

Meet Us at Shop.org 2015!

Meet Branding Brand at the Shop.org 2015 Digital Summit

Are you going to Shop.org this year? Stop by booth #1231 to talk to Branding Brand. 

Considering going responsive? Need to optimize before the holidays? Looking to build a native app? Our team will be there to field any questions you have.

Schedule a one-on-one with us today!

Request a Meeting    

Topics: Company

Branding Brand Named a 2015 Top Workplace in Pittsburgh

Branding Brand named a 2015 Top Workplace in PittsburghThe Pittsburgh Post Gazette announced today that Branding Brand landed on its list of 2015 Top Workplaces. The list recognizes 85 companies and organizations that are recommended places to work by their own employees.

In the survey, employees stated that they appreciate the company culture, team, and innovation at Branding Brand.

View the full list of Pittsburgh 2015 Top Workplaces.

Topics: Company

Test Your Optimization IQ: Product Index Display

Test Your Optimization IQ

We performed an A/B test on a sporting goods retailer's product index page:

  • Test A: products displayed in a two-column grid
  • Test B: products displayed in a one-column grid

Can you guess which test encouraged users to view more product pages?

Select a test to reveal the winner:

Test A: Two-Column GridTest B: One-Column Grid

Topics: Design Solutions

Tech Firms Chase Talent with Sharp Creative, Communication Skills (Indianapolis Business Journal)

Jeff Middlesworth, Branding Brand VP of ProductBranding Brand VP of Product Jeff Middlesworth was recently featured in an Indianapolis Business Journal article (excerpt below). Jeff joined the Branding Brand team in April 2015 and leads product marketing. A graduate of Purdue University, he was employee #5 at ExactTarget with 14 years leading technology and product and has experience at Microsoft and other startups. Stay tuned for exciting product news from Jeff and his team in the near future. 

 

It’s no secret that tech companies are on a constant hunt for software programmers.

But these firms are also clamoring to get product specialists—the rare people who have both the communication skills to discover what customers want and enough technical know-how to bring it to life.

Product managers are in shortest supply, observers said. They drive the creation of tech products that people are willing to pay for. They listen to what customers want, predict what they need, and tweak products on the market as customer feedback rolls in. Even if they aren’t proficient software coders, they’re adept at expressing their vision to coders.

“If you did a meet-up group in Indianapolis, there would only be about 15 to 20 of us,” said Jeff Middlesworth, a former Salesforce product manager who started working for Pittsburgh-based Branding Brand in April. Middlesworth is still based in Indianapolis.

Good product managers can come from any background, observers said, including technology. Middlesworth, of Branding Brand, has a career in software engineering that dates back to 1999. He said the three best product managers he knows came from engineering, marketing and user-experience design.

“There isn’t a specific background as much as there was a strong skill,” Middlesworth said. “And I think that skill is the ability to empathize with customers.”

Some industry experts said educational institutions could help cultivate the key traits of product specialists—creativity, technical familiarity and business acumen—in all kinds of degree programs.

“We need a multi-disciplined program that gets you, not super deep in any one, but one that gets you as much exposure as possible,” Middlesworth said.

Topics: Media Coverage Company

How to Optimize Conversion for 3 Types of Users (Part 1)

In this two-part series, we’ll discuss why you should segment your customer base into three types of users (bounces, low pageviews, and high pageviews) and how you can enhance your online experience for each group.

Although many agree that the key to a successful website is high conversion, the problem with judging your entire performance with this metric is that it groups all of your users together. When you're trying to optimize conversion, it's helpful when you divide your users into 3 groups:

  • Bouncers: users who view 1 site page 
  • Early Abandoners: users who view 2-5 site pages
  • Core Converters: users who view 6 or more site pages

Let’s start with Bouncers. Who are they? Bouncers are users who view one page and exit the site without viewing any other pages. Approximately half of all online visitors bounce regardless of the device they’re using.

Most best practices to optimize conversion don’t apply to the group of users who bounce, but monitoring site speed and traffic sources are the best ways to optimize your online experience for this group.

Site Speed

Page load time is an important benchmark for your online performance because users who typically bounce from a site experience nearly double the load time than those who don’t bounce.

Since site speed is usually slower on mobile devices, it’s important to analyze page load time on smartphones, tablets, and desktops separately to determine which pages are the heaviest on your site (typically the homepage and product index pages). When you’ve found those, use our best practices to minimize page load time.

Traffic Sources

It’s important that one traffic source isn’t causing a disproportionate amount of bounces compared to the others. Segment your traffic by device type first and then by traffic source to identify where most bounces are occurring.

As a benchmark, you’ll typically see the following bounce trends:

Smartphone bounces by traffic source

Smartphone bounces by traffic source:
 
  • 2% of total direct traffic
  • 36% of total organic search traffic
  • 41% of total paid search traffic
  • 42% of total email traffic
  • 50% of total social traffic
  • 45% of total referral traffic

 

Tablet bounces by traffic source

Tablet bounces by traffic source:

  • 3% of total direct traffic
  • 29% of total organic search traffic
  • 29% of total paid search traffic
  • 36% of total email traffic
  • 45% of total social traffic
  • 40% of total referral traffic

 

Desktop bounces by traffic source

Desktop bounces by traffic source

  • 4% of total direct traffic
  • 26% of total organic search traffic
  • 26% of total paid search traffic
  • 28% of total email traffic
  • 37% of total social traffic
  • 38% of total referral traffic

If you focus on optimizing your online experience for Bouncers, they're more likely to move into the next tier of visitors: the Early Abandoners.

Find out how you can improve the user experience for the Early Abandoners and Core Converters.

Topics: Trends

This Week at Branding Brand: August 15-21

We celebrated topping the list of vendors of sites and apps to the Mobile 500!


Topics: Company

Mobile to Be Big Sales Driver for Holiday Shopping 2015 (eMarketer)

Branding Brand CEO and co-founder Chris Mason discussed the role mobile devices play in shopping and how they will shape the 2015 holiday shopping season with eMarketer. Read the transcript below, which is also available on the eMarketer website

"This is the first year that desktop is on decline across the board. However, smartphone usage is through the roof."

eMarketer: How will the 2015 holiday season compare to 2014?

Chris Mason: This is the first year that desktop is on decline across the board. It used to be that desktop had fewer visits, but conversion was going up. Now, everything across the board is down. Additionally, everything with tablets is flat. However, smartphone usage is through the roof. 

Last year, one of the biggest days in shopping was Thanksgiving. Consumers didn't even wait for the day after. And the reason? Smartphones. Smartphone revenue on Thanksgiving was around $12.8 million. On Black Friday, it was $18.1 million. This year, you're going to see equal amounts of revenue on Thanksgiving Day as you'll see on Black Friday. Consumers are finding that if they have a chance to shop and get in front of the deals that the retailers are offering, they'll do it.

"Mobile has made it easy so that shopping can occur anywhere."

eMarketer: Amazon recently had its Prime Day—it didn't wait until Black Friday or Cyber Monday to offer deals to consumers. Will others follow suit?

Chris Mason: Yes. We're moving away from the idea of the physical store location being the place that you have to be at to get the deal. Mobile has made it easy so that shopping can occur anywhere.

"Those that are able to understand the interests of their consumers better are successful."

eMarketer: It does seem like shoppers are looking for year-round deals. Is online pricing pressure pushing the holiday season to start earlier?

Chris Mason: There is a group of people that went to business school about 10 years ago that for some reason started redefining the world culture. For example, if it's the day after Valentine's Day, you liquidate everything for Valentine's Day, and you're putting up the St. Patrick's Day stuff. That's been happening over the last five years or so. You could go to any store, and now, they've cleared the aisles for the next holiday right after that holiday occurs.

The pressure didn't come from the online side, but just people being smarter about the fact that you could do that. No one's going to call you out on the fact that you keep pushing up these holiday dates.

At the end of the day, everyone is fighting for the same dollar. Those that are able to understand the interests of their consumers better—their intentions and desire to purchase around the holiday—are successful.

"Mobile has a higher standard of execution because of things like one-click and Apple Pay—more so than desktop does."

eMarketer: Have consumers come to expect a first-class shopping experience with up-to-date online information and flexible fulfillment and exchanges?

Chris Mason: Yes, especially on mobile, where we're getting used to one-click. There's a reason why Amazon is successful. Mobile has a higher standard of execution because of things like one-click and Apple Pay—more so than desktop does.

Topics: Trends Media Coverage Company

2016 Mobile 500 Ranks Branding Brand as Leading Provider of Sites and Apps

Branding Brand is the choice vendor for 56 of the world’s best retail sites and apps, 22 more than the runner-up.

Branding Brand today announced it has been named the leading provider of mobile sites and apps to the Internet Retailer 2016 Mobile 500. The company is the choice vendor for 56 of the world’s best retail sites and apps, 22 more than the runner-up.

“It is an honor to be trusted by the world’s most innovative brands in mobile,” said Branding Brand CEO and co-founder Chris Mason. “It has been especially exciting to grow with our clients as they expand their strategy into apps, Apple Watch, and responsive optimization. Together, we are defining excellence in shopping.”

The 2016 Mobile 500 profiles the leading mobile commerce brands based on 10 categories, including merchant type, mobile sales, type of mobile web design, and mobile app features. In the report, Internet Retailer revealed that mobile devices generated $155 billion in sales last year, a 68 percent increase from the previous year.

Earlier this year, Branding Brand was also ranked the top mobile commerce platform of the Internet Retailer Top 500, an annual ranking of North America’s largest e-retailers.

Topics: Company

[Complimentary Report] Demand More from Your Responsive Site

"It is important that eBusiness teams have the ability to mix and match adaptive and responsive principles," Sheldon says. "Your commerce platform must be able to support server-side detection of device type, screen size, browser version, and much more."

As mobile traffic and sales continue to grow, it's crucial to provide the best user experience on every device. Although many businesses turn to responsive design to solve all of their e-commerce needs, it isn't enough.

"How Ready Is Your Commerce Platform For Responsive Web?" by Forrester Analyst Peter Sheldon explains the importance of optimizing your site by combining two popular web design techniques: responsive and adaptive.

"It is important that eBusiness teams have the ability to mix and match adaptive and responsive principles," Sheldon says. "Your commerce platform must be able to support server-side detection of device type, screen size, browser version, and much more."

Get the Forrester Report

In this report, you'll discover:

The benefits of responsive design

RWD allows businesses streamline their development processes and deliver a consistent experience across smartphones, tablets, and desktops. Sheldon recommends adding adaptive design techniques to highlight the benefits of responsive design to provide a superior user experience.

How to optimize your responsive site

Whether your e-commerce platform natively provides optimization services or supports third-party optimization, your online experience must be mobile-friendly. Sheldon specifies 8 ways adaptive techniques can improve responsive sites.

How to evaluate your e-commerce platform provider

Not all responsive templates are created equally. Sheldon explains how you should audit your provider and lists the leading platforms with RWD-enabled starter stores.

How to plan for a responsive architecture

Sheldon urges businesses to start combining adaptive and responsive techniques to deliver a unified, best-inc-class mobile experience. 

Get the Forrester Report

Topics: Trends Report

This Week at Branding Brand: August 8-14

We switched seats to mix it up in the office and donated school supplies to the Homeless Children's Education Fund.




Topics: Company

[Free Download] Webinar Recap: Optimizing Your Responsive Investment

OptimizeYourResponsiveInvestmentAt our "How to Optimize Your Responsive Investment" webinar, Forrester Principal Analyst Peter Sheldon and Branding Brand CEO Chris Mason discussed the importance of mobile and the evolution of responsive design.

Get the Webinar Recap

As mobile devices generate more and more traffic and sales, many retailers turn to responsive design (RWD) as the end-all solution to their digital strategy. While RWD conquers the issue of having to update more than one code base, responsive design isn't enough.

Most e-commerce platforms now offer starter-store "cookie cutter" templates that attempt to solve the needs of complex retailer sites, but Sheldon discussed that responsive poses big challenges for retailers looking to optimize speed and performance. The best way to tackle the setbacks of RWD is by adding server-side components: RESS, which allows you to mix and match adaptive and responsive design elements to deliver a better user experience.

To get you up-to-speed, we've put together an abridged webinar presentation with key takeaways that will help you understand the current challenges that retailers face with responsive design and the next steps you can take to plan your roadmap. 

Get the Webinar Recap   

Topics: Trends Solutions Recap Company Webinar

We Benchmark Site Performance by Page Load Time, and You Should, Too!

While analyzing the performance of our tablet sites, our tablet-optimized sites consistently loaded faster than their corresponding desktop sites on tablet devices — often, two to three times faster.

Benchmarking Mobile Performance: Page Load Time

Benchmarking Mobile Performance: Page Load Time explores what makes our tablet-optimized sites so fast and discovers the trends are similar on smartphone-optimized sites (hint: they are!).

Get Your Free Report

What did we find?
Mobile-optimized sites have significantly faster page load time than desktop sites on mobile devices.

  • 32% of smartphone-optimized sites load in less than 5 seconds, while only 15% of desktop sites on smartphones meet this benchmark.
  • Only 8% of tablets displaying desktop sites load in less than 5 seconds, compared to 46% of tablets viewing tablet-optimized sites.
     

Why does page load time matter?
Mobile site speed is a major factor in improving user experience of a site.

  • If a page doesn’t load within 5 seconds, smartphone exit rate increases 10%; tablet exit rate increases 5%.  Read Post   
     

Why should you use page load time as a benchmark?
Page load time has an inverse relationship to pages per visit, which strongly correlates with conversion.

  • Conversion increases 64% on smartphones and 55% on tablets when mobile users view 6 pages instead of 5.  Read Post
Topics: Trends

This Week at Branding Brand: August 1-7

We celebrated 5-month-old Oliver as our Dog of the Month and grabbed some coffee in the awesome kitchen area our in-house artist-in-residence designed. 





Topics: Company

[REPORT] Benchmarking Page Load Time

Benchmarking Mobile Performance: Page Load Time

Get Your Free Report  

When benchmarking your mobile performance, what metrics do you analyze? Your first thought probably isn't page load time, but it should be.

We’ve all been there. When a site isn’t loading fast enough, you leave because it’s not delivering a good experience. Maybe you try the site on a different device or maybe you try a different site altogether. Customers want information when it’s top of mind, and if you don’t manage to meet their needs, someone else will.

Page load time incorporates benchmarks that you’re already using to measure your online performance. It directly affects exit rates, bounce rates, and pageviews per visit and indirectly affects conversion. Fast sites have more pageviews, fewer bounces, and higher conversion.

The good news is that there’s a lot you can do to improve site speed. The better news is that we’ve already done the work for you.

Download our white paper, and discover the insights we’ve gained from working with over 200 of the world’s leading retailers. We've included our best practices to help you transform your mobile site into a fast, high-converting web experience.

Get Your Free Report  

Topics: Trends Report

July Mobile Commerce Index Report Is Live

Mobile devices generated 23% of all online revenue in July 2015, according to the Branding Brand Mobile Commerce Index. Smartphones experienced a 75% year-over-year market share increase, from 8% in July 2014 to 14% in July 2015. 

Branding Brand Mobile Commerce Index: July 2015

In July 2015, 54% of all online traffic arrived on smartphones and tablets, a 15% increase from July 2014. Once again, smartphones saw the largest year-over-year market share increase of 46%.

View Full Report

 

View August 2015 shopping trends.

Topics: Trends Report

New Launch: Freshpair Smartphone Site

Freshpair Smartphone Site
Congrats to Freshpair, who recently launched a new smartphone site with us. Start shopping on mobile for those "unmentionables" you've been meaning to buy.

Looking to launch or optimize something of your own? Let's talk.

Contact Us
Topics: Company Client

This Week at Branding Brand: July 25-31

Our Scotch Club celebrated its one year anniversary, and we prepared for our annual Ohiopyle rafting trip with a throwback picture.

 

 

Topics: Company