As part of our “How to…” series, we’re looking at the key objectives you may want to gain from your eCommerce platform, how to obtain them and the overall benefits. Previous articles included, How to…increase your average order values and How to…build revenue by bringing more traffic to your site, but this week we’ll be looking at Click through rates; a key, instantly profitable, measurable and highly beneficial element most eCommerce vendors will be looking to increase. So how do we do it? Read on to find out!
Click through Rates
As part of the full Locayta Freestyle Merchandising® service, increasing Click through Rates is one of Locayta‘s key areas of epertise and there are a number of different packages, software solutions and visual merchandising options that can help acheive the objectives you’re looking for.
Firstly, what are we talking about here? Click through Rate, commonly known as CTR, is “a way of measuring the success of online placements for a particular website. The clickthrough rate of an placement is defined as the number of clicks on the placement divided by the number of times it is shown (impressions), expressed as a percentage”.
Increasing Click through Rates – how?
Let’s look at a few of the options Locayta have on offer when it comes to increasing your click through rates…
Locayta Intelligent Site Search and Navigation provides sites with a “Guided Navigation” framework which displays relevant refinement options allowing your users to drill-down using various options. This ease of usability and effectiveness of site search significantly increases your customers likeliness to click through to product pages, and in turn click through to purchase. Locayta Search connects customers to the right products, quickly and accurately, increasing customer satisfaction and site click- through rates.
Locayta Product recommendations generate highly relevant and personalised product suggestions alongside other purchase options on screen to your customers. The recommendations are based upon the individual user’s behaviour on site, as well as previous users’ behaviour in real time. The ability to dynamically generate personalised products to your customers, sustains a much increased click through rate and is currently active in the market place with clients such as Tesco and boohoo.com.
Locayta Visual Merchandising works to manipulate the display of products on your site to increase clicks through to product pages and to purchase. Both in search results and on category pages, the technology determines the sequencing of products displayed using the unique Locayta Balance Factor® technology, whether it be by popularity and profit margin, newness to site, highest rated, stock availability or sale velocity, to enhance the number of sales you are making. The ability to sequence your products at different times of the day and according to your own variables has seen sales increase by between 19% – 30% for the likes of Superdry.com and Paperchase.
What they say?
Locayta client, Mark Wakeley, change manager at Tesco Clothing says; “The ability to control product and accessory recommendations makes sure that customers have fast, convenient access to the products they are looking for, ultimately increasing conversion rates and order values. We’re now moving to the full Locayta system”.
Amongst the many services available from Locayta, Locayta Product recommendations , Locayta Visual Merchandising and Locayta Intelligent Site Search and Navigation all come fully integrated into the Locayta Freestyle Merchandising® platform. To see them in action and find out more on Locayta Freestyle Merchandising® services as a whole, visit www.locayta.com today.