There’s a great article Internet Retailer about conversion rates. The take away: a simplified site design boosts conversions and traffic. Here’s a quick excerpt…
Many sites boost conversion rates by adding features, such as customer reviews, but online candle retailer ScentsandSprays.com is finding success by cutting features and simplifying site design, says Kevin Richards, CEO of VenturaWebDesign.com, site owner.
In the month following the redesign, the average conversion rate at ScentsandSprays increased to 5.5% from 2.5%, Richards says. During peak response hours following newsletter promotions, conversion rates have risen to as high as 12%. The retailer began phasing in site changes in mid-June and completed the redesign in mid-July.
Following the redesign, pages per visits also are up 17.22%, average time on site is up 21.1%, overall page views are up 52.36%, unique views are up 45.26%, and site traffic up 29.97%, all with only a 3.87% increase in new visits.
The success of the redesign is due to a close review of the site using Google Analytics and Yahoo Web Analytics to determine what products were selling and why, Richards says.
Click here to read the full article on Internet Retailer.