Hike CRO - Conversion Optimisation Specialists

How poor marketing affects conversion rate

Conversion rates are a vital metric for success. However, achieving high conversion rates can be challenging. Aside from on-site user experience (UX), there are many moving parts to achieving a higher, sustainable conversion rate for your online store.

Ecommerce professionals often rely on the journey between entry to checkout as the only mechanism to improve conversion rate. Whilst this is a critical function, poorly executed marketing campaigns can be equally, if not more, damaging to overall conversion rate, by increasing lower-quality, non-converting traffic.

Conversion rates vary by sector, and in particular, certain retailers perform exceptionally, with an optimised combination of back-office operations, on-site journey and effective marketing optimisation.

UK Average Conversion Rates by Sector:

  • Electronics and fashion sectors generally boast higher average conversion rates (3% to 6%).
  • Sectors like health and beauty, home furnishings, and groceries tend to have lower average conversion rates (2% to 4%).
  • Variations can be attributed to factors such as product complexity, competitive landscape, and customer behavior within each sector.
  • Nutrition and Supplements come out on top with an average 7% conversion

The Impact of Poor Marketing on Conversion Rates:

  • Inconsistent messaging and branding can erode trust and confuse potential customers.
  • Lack of personalisation fails to engage visitors on a deeper level.
  • Slow-loading websites frustrate users, leading to increased bounce rates and lower conversions.
  • Unclear or weak call-to-action elements hinder the purchase journey.
  • Ineffective product descriptions and low quality images are a red flag to customers
  • Poor 3rd party reviews is a significant barrier to conversion

The Importance of Marketing Optimisation:

  • Align messaging across different channels to maintain a consistent brand image.
  • Optimize website performance to ensure fast loading times and seamless user experiences.
  • Create compelling and relevant content that resonates with the target audience.
  • Leverage targeted advertising to reach the right customers at the right time.
  • Focus on service to improve good reviews
  • Regularly review marketing campaigns to ensure it’s reaching the correct audience

Conversion rates play a pivotal role in ecommerce success. By implementing strategic marketing initiatives, refining messaging, and adopting a customer-centric approach, businesses can increase conversion rates, enhance customer satisfaction, and thrive in the fiercely competitive UK ecommerce landscape.

HikeCRO’s holistic approach to optimisation combines operational optimisation alongside traditional on-site CRO. Streamlining and improving processes across the business can produce increased results overall, making growth in conversion sustainable and scalable.