First of all, let's start with the "purchase lead". Minor renovation of the customer information entry page

GMO Payment Gateway, Inc. Innovation Partners Division Marketing Department Site Improvement Team.

We are a company that provides comprehensive payment services and finance-related services that allow companies to introduce Credit card payment, CVS Payment, etc. in one go. As an "innovation partner", we develop our business every day to support the growth of our customers' businesses. Among them, we at Marketing Department handle a number of services that mainly contribute to the growth of the e-commerce business, from attracting customers to e-commerce sites to analysis and improvement, so that customers can grow together with customers and provide better services.

In this series, we will introduce the importance of "petit renovations" and specific examples in the growth support projects of e-commerce sites that we have been involved in.

What is a petit renovation of an e-commerce site? (Previous review)

In the previous article, what is a small renovation of an e-commerce site? I told you about this point and its importance.

Petit renovation refers to "e-commerce site improvement without large-scale changes, such as tweaking the cart system or renewing the design."

When performing a large-scale renovation (renewal), changes will be made to various parts of the e-commerce site at the same time, so when comparing the results before and after the renovation, such as sales and CVR (Conversion Rate), which renovation points were effective? It becomes unclear whether it was not done.

In fact, it is common for people to say that the results have deteriorated after renewal but the cause is unknown, and even though they have spent a lot of money and time on large-scale renovations, the cause cannot be identified and it may take time to improve.

On the other hand, in the case of small renovations, by reorganizing the e-commerce site in detail one by one, you can steadily improve the CVR of the e-commerce site, albeit little by little. Since it is modified one by one, it is easy to verify the effect and minimize the risk of deterioration in results.

In small renovations, detailed renovations are accumulated, so although the impact of each renovation may seem small, it can be expected to improve sales significantly in the long run.

▶ For details, please also see the first "Why you should do a small renovation before a large-scale renovation"!

Which screen should I start with? Explanation of how to start a small renovation

Before making a small renovation, first analyze the current e-commerce site. Here is a guide diagram for a general e-commerce site.

We start by making the e-commerce site a single flow from inflow to purchase, calculating the transition rate to the next screen, and identifying bottleneck points.

Let's give an example in the following figure. Here you can see some points (red arrows) that seem to be bottlenecks.

So, if there are multiple bottlenecks, where should you start renovating? Our recommendation is from the "purchase lead" displayed in blue blocks.

"Purchase Lead" is a general term for the group of pages after the cart. It often consists of "cart", "customer information input", "payment method selection", "confirmation screen", etc. In a sense, the purpose of an e-commerce site is to increase the number of users who reach this "purchase lead" and increase the rate of arriving at the "purchase completion" screen (CV screen = conversion screen). On the other hand, the closer you get to the "purchase completed" screen (CV screen), the number of users decreases.

Therefore, we believe that it is easier to start small repairs from the screen that is closer to the "purchase completed" screen (CV screen) among the "purchase guides" first.

As a place to start with a high priority among the bottlenecks of the red arrow in the figure above, our recommendation is the "Customer Information Entry" screen.

With this way of thinking, the key is to first prioritize the screens that will be renovated appropriately.

Succeeded in improvingthe number by more than 3 times What is the small renovation method of the customer information input screen?

Now, let's take a look at an example of actually renovating the "Customer Information Input" screen.

The "Enter Customer Information" screen is a screen that requires many fields such as name, address, and phone number, which is a burdensome screen for users.

And since there are many items that users enter themselves, the error rate is relatively high. Errors when purchasing products are a major obstacle for users. There is often a big difference in CVR between users who have errors and those who do not, so it is important to avoid errors as much as possible.

However, it is impossible to prevent 100 % of input errors on screens with a particularly large number of input items, such as the "Customer Information Entry" screen. Therefore, it is necessary to devise ways to ensure that the user corrects the content smoothly without putting a heavy burden on the user when an error occurs.

This article introduces the improvement of the screen display and behavior when this error occurs.

The e-commerce site we helped renovate was originally designed to simply display an error when the user did not enter the required input items or submitted inappropriate input content on the "Customer Information Entry" screen.

However, this alone is difficult to instantly grasp the location and content of the error, and users may feel stressed and leave the e-commerce site when an error occurs.

Therefore, we have changed the specification to display the error content in an easy-to-understand manner when an error occurs. At the same time, by automatically scrolling the screen to the relevant part, users can take action to correct the error in an instant.

In this renovation, the old screen (original screen) and the new screen (renovated screen) 2 In the pattern AB Conduct testing. Which screen has a higher result in purchasing? CV We conducted verification based on the number, average unit price, and transition rate. As a result, more CV Since we were able to obtain it, we decided to actually renovate the screen. After screen renovation CVR is, 0.19% (Before renovation) 0.59% (After renovation) ^※ and, 3 We were able to achieve more than double the numerical improvement.

*Excluding special periods such as sale periods, measured compared to last year

In this way, it is better to think about measures based on hypotheses, conduct proper effectiveness verification through AB tests, etc., and then make improvements after confirming that there are actual results. Next time, as in this article, we will introduce another example of small repair of the high-priority "purchase conductor". What problems did you actually face on the page, and how did you improve it? I will tell you how to actually do it and an image of how to implement it.

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*This content is a re-edited version of the article "Effective for sales growth!​

*The copyright of this content belongs to GMO Payment Gateway, Inc..