If you haven’t done any testing then there’s a very high likelihood your conversion rate could be better – Interview with Marie Polli, ConversionXL

Posted on 16/05/201616/05/2016 by Andrei Radu

We’re very very close to an outstanding edition of The Most Important E-Commerce Event in Central and Eastern Europe: GPeC Summit May 25-26-27. We’ve got amazing speakers in store, highly practical workshops, awesome times to come and 3 great premium e-commerce content days. One of the wonderful speakers which we can hardly wait to welcome in Bucharest in a few days is Marie Polli, Senior Optimization Strategist at Conversion XL.

You’re going to meet Marie both on the 25th for her keynote speech “What to do if you don’t have enough traffic for testing. How to optimize low traffic websites” during the e-commerce conference and on the 26th for her workshop “How to build a winning optimization program“. Prior to her joining GPeC Summit, we’ve asked Marie a few questions about conversion rate optimization, you can read it all in the interview below:

GPeC: Which media tools for communicating with your customer on the web is more important – text, graphics, moving images or sound?

Marie: I recently participated in an un-conference type of discussion session about this topic and the main conclusion was that it really depends on the industry, but it can’t be just one or the other as people like to consume information differently – some read, some look for explanatory infographics and some like to see a video. For example people read more when it’s a financial product than a fashion item.

GPeC: What is a good conversion rate for an e-commerce website?

Marie: It could be anywhere between 0.01% to 50%. Nowadays it’s possible to buy everything from food to a house, yacht or an airplane online. There’s no such thing as an optimal conversion rate for e-commerce. If you haven’t done any testing then there’s a very high likelyhood your conversion rate could be better.

GPeC: Where do you start if you have a low conversion rate on your website?

Marie: You have to ask yourself 2 questions:

1. Can I optimize without testing?

2. How can I come up with a powerful hypothesis that results in an uplift that I can actually measure?

The answer to the first one is yes you can and to the second is that by conducting research and testing only high potential data driven hypothesis. We’ve, at ConversionXL Agency, developed a model for tackling low traffic sites. I’ll talk more about it on stage during the first day of GPec 2016.

GPeC: Should we focus on good design or on valuable information?

Marie: Both. Good design contains valuable information and supports the key KPI’s of a website.

If you wish to hear more on the ConversionXL model for optimizing low traffic websites then we say you should’t miss GPeC Summit May 25-26-27. The event agenda can be checked on our website and registrations for GPeC Summit are done by filling in the online formmhere: http://www.gpec.ro/en/registration-gpec-summit-may/

_________________________

GPeC 2016, the 11th annual edition, is an event powered by FAN Courier – the leader of the Romanian courier market

Event sponsored by: Allpacka.ro, ALTEX, AVON, Competence Call Center, ContentSpeed, DPD, DWF, Frisbo, Garanti Bank, Mediapost Hit Mail, Microsoft, New Black, NewsMAN, Online-Online.ro by Credius, Orange, PayU, SALESmanago, Simartis, Retargeting.biz, Visa, Zitec