In 2003, the average attention span was 12 seconds. Today, it’s just 8 seconds.
As someone who owns an ecommerce store, it’s getting harder and harder to get – and keep – your visitors attention.
But there’s a solution. A solution that big brands like Nike, Amazon, and Apple have used to increase sales and revenues by billions of dollars.
What is this magic solution?
Data-driven design. By making your design decisions based on data, you can keep your visitors engaged long enough to make a purchase.
In this post, I’m going to show you how you can use data-driven design to take your ecommerce business to the next level. Let’s get started!
What is Data-Driven Design?
At its core, data-driven design is the process of making design decisions based on data rather than personal preference or “gut feel”.
For example, imagine that you want to increase conversions on your product pages.
You could go with one of two approaches:
Include a coupon code in the header of the page (but this takes away from the aesthetic of your page)
Keep the header clean and instead put a coupon code in the footer (this doesn’t have an impact on conversions)
So which approach should you take? The answer is…it depends on your data.
In some cases, a coupon code in the header might increase conversions while in others it might not have an impact at all (or even decrease conversions).
The only way to find out is by running an A/B test where half of your visitors see version “A” with the coupon code in the header and half see version “B” without it.
Then let the data tell you what works best for YOUR audience..
How Data Driven Design Can Help Your Ecommerce Business?
Now that we know what data driven design is, let’s look at some specific ways it can help your ecommerce business grow:
1. It Helps You Create Better Products
The first way data driven design can help your ecommerce business is by helping you create better products.
When you have data to back up your claims, it’s easier to create products that people actually want to buy. And when your products are in demand, it’s only a matter of time before your sales go through the roof.
2. It Helps You Optimize Your Website for Conversions
The second way data driven design can help your ecommerce business is by helping you optimize your website for conversions.
As we mentioned earlier, one of the benefits of data driven design is that it allows you to make decisions based on facts instead of assumptions.
This comes in handy when you want to optimize your website because it allows you pinpoint which areas need improvement and then make the necessary changes.
3. It Helps You Make Better Marketing Decisions
The third way data driven design can help grow your ecommerce business is by helping you make better marketing decisions.
Again, when you have data to support your claims, it’s much easier to invest in marketing initiatives that will actually produce results.
And when your marketing efforts are effective, it won’t be long before people are talking about your brand and singing your praises from the rooftops.
How to Use Data Driven Design
Now that we’ve gone over what data driven design is and why it’s important, let’s take a look at how you can use it to improve your ecommerce website.
1) Use Heat Maps to See Where Users Are Clicking
One of the best ways to get an idea of how users are interacting with your website is to use heat maps. Heat maps track where users are clicking on your website and give you an idea of which elements are getting the most attention. There are a number of different heat map tools available, but our personal favorite is Hotjar.
2) Conduct User Testing
Another great way to gather data about how users interact with your site is by conducting user testing sessions. User testing involves having real people use your website and then giving you feedback about their experience. This feedback can be invaluable in helping you identify areas where your site could be improved.
3) Analyze Your Google Analytics Data
Last but not least, don’t forget to take a close look at your Google Analytics data. Google Analytics can tell you everything from which pages users are spending the most time on to which countries they’re visiting from. Best of all, it’s free! All you need to do is create a free account and add the tracking code to your website pages.
4) Include Multiple Call-to-Actions
Most ecommerce stores include just one call-to-action per page (for example, “Add To Cart”). But if you want to increase conversions, you need to give visitors multiple options. For example, instead of just having an “Add To Cart” button on your product page, also include a “Buy Now” button as well as links to other related products that they might be interested in purchasing.
5) Use Images and Video
Including images and videos on your product pages can help increase conversions by up to 80%. However, it’s important that these videos are relevant and add value for the visitor. For example, showing a video demonstration of how your product works can be more effective than using generic photos or videos from stock photo websites.
6) Add Customer Reviews
Including customer reviews can have a big impact on conversion rates since they provide social proof that others have purchased from you and been happy with their experience. In fact, one study found that displaying customer reviews increased conversion rates by 34%. If you don’t have any customer reviews yet, consider offering a discount or other incentive for customers who leave a review after their purchase.
Conclusion:
Data-driven design is essential if you want to take your ecommerce business to the next level. By basing your design decisions on data rather than personal preference or “gut feel”, you can improve conversions, revenue, and profits. There are many different aspects of data-driven design but some of the most important include including multiple call-to-actions, using images and video, and adding customer reviews. Implement these strategies today and watch your business reach new heights!