During the last two weeks we analyzed our 2009 projects to assess the average improvements in conversion rates and increases in revenue our team helped clients achieve.  Before we get to the numbers, we wanted to reiterate that 2009 was one of the most challenging years for our clients.  Our projects for clients were focused on plugging the leaky faucet of online shoppers due to the external factors of the economic recession. Promotions, pricing structures, and free shipping became huge motivators and persuaders for the online shopper throughout the year.

And here are the results:

Invesp clients’ average increase in conversion rates is 65.98%, average increase in online revenue is 109.2%.

If you are wondering how clients achieved such a large increase in revenue compared to the increase in conversion rate, this is because increases in revenue result from a number of factors such as increases in average order value, monthly traffic, as well as average conversion rates.

Our methodology has not changed, although our aggressiveness and razor sharp focus has been enhanced due to the strenuous economic pressures. Gone are the days of making a simple change for a big result.

The release of Pii – first ecommerce conversion rate optimization software

Perhaps one of the biggest factors that helped clients last year was the release of Pii. The power the software provides is mining website analytics to determine which areas of the site should be optimized. It allows analysts to use the knowledge from hundreds of conversion optimization projects to provide focused recommendations that have been tested with other ecommerce websites. Our goal was to determine the weak areas of any website and use our experience in resolving common problems in these areas.

Rethinking the basic package

What was the rationale behind the basic package?

The purpose behind the basic package creation was to help out the little guy. Some client’s simply can’t afford other packages, and we wanted to do our part for the smaller company. But what we consistently saw was that client’s that signed up for our basic package were just not getting the bang for their buck because too little time was spent analyzing what and how to optimize throughout the site. The numbers have to make sense for both parties, and from our team, we just could not afford spending more time on their projects.

That being said, our increases in conversion rate and revenue would have been tenfold if we discounted client’s that signed up for the basic package. Which is why, as a company, we have determined that although we want to help small businesses by offering them a small package, we do not want to waste their time nor our time with a package that will essentially be ineffective. Unless they are able to commit to something a bit larger, than we cannot give them the improvements they are looking for.

What did Conversion Focus on in 2009?

It’s quite fitting that in a year where the economy was taking a turn for the worse that discounts, pricing layout, savings, etc. were the factors that impacted client’s the most. Homegallerystores.com came to us with a product page that could use some usability enhancements. But the biggest impact did not come from changing the flow and ease of usage of the page but rather by placing the discount offer right below the call to action button.

Xtreme Terrian made changes to how the price was displayed, the headline that pointed to the fact that they carry a wide range of products at the best prices, and as a result saw significant improvements in their conversion rates. Again, the  key was what would appeal to the visitor from a savings and price perspective.

Conclusion – looking forward to 2010

Every year we face different challenges with optimization, but 2009 proved to be the most difficult year for our company. Trying to help a range of clients, from the large to the very small, and maintain the same strategy and methodology for the varying companies was difficult. We learned early on that because of this range in clients, and their specific difficulties and expectations, we would have to adapt our strategy and methodology accordingly. Although the essence is always the same, the swiftness, razor sharp focus, and aggressiveness changed dramatically. Best of luck to all of our clients and colleagues, in a hopefully better 2010. How did your company do in 2009?