CRO Audit

Conversion Rate Optimisation Audit

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https://allcitycandy.com/

24-02-2023

Business Goals

Need help?

Menu

Business Goals

Visitor Profiles

Page Speed

Social Proofing

Revenue Per Visitor

Improve conversion rate to increase revenue

Sell more seasonal and bulk candy

Opportunities

Buyer Personas

Site Improvments

Action Points

Solution Summary

Improved conversion rate over 1% with no decrease in traffic

Capitalize on bulk candy which is their current ‘money maker’

Visitor Profiles

Need help?

Menu

Understanding your users is the key to great user experience. You cannot design a website with good user experience unless you have a deep understanding of the people using it.

Business Goals

Visitor Profiles

Organic clicks are branded terms, informational searches and candy specific terms

Users mainly come from organic

Page Speed

Social Proofing

Revenue Per Visitor

Opportunities

Buyer Personas

Site Improvments

Action Points

Users come in mainly via mobile but desktop is still a high % too

Users mainly come from the US, and Canada

Solution Summary

Page Speed: mobile

Need help?

Menu

47% of users expect a maximum of 2 seconds loading time for an average website. Page speed is an extremely important factor for conversions as well as user experience and SEO rankings.

Business Goals

Visitor Profiles

Page Speed

Social Proofing

Revenue Per Visitor

Opportunities

Buyer Personas

There is significant room for improvement to deliver a better user experience, especially when it comes to performance. This can be improved by including images in next gen image formats, reducing some resources and optimising images.

Site Improvments

Action Points

Solution Summary

1/100

Performance

The performance of your website on mobile devices is 10/100

Revenue Per Visitor

Need help?

By scrutinizing the RPV (Revenue Per Visitor) of each traffic source and analyzing product performance metrics, such as sales figures and conversion rates, businesses can pinpoint high-value segments and areas for improvement.

Menu

Business Goals

Visitor Profiles

Page Speed

Social Proofing

Revenue Per Visitor

Opportunities

Buyer Personas

Site Improvments

Action Points

Summary: The data analysis shows that CRO work is needed to enhance the efficacy of each channel. For high-traffic channels, the goal is to convert more of the existing traffic. While some channels like 'Organic Search' and 'Direct' bring in a lot of traffic, the revenue per user is on the lower end. On the other hand, channels like 'Email' and 'Paid Search' show higher revenue efficiency. 'Unassigned' requires a deeper dive to understand why its revenue per user is exceedingly high. To optimize the marketing spend and strategy, we would consider allocating more resources to the high-performing channels in terms of revenue per user while investigating and possibly improving or dropping the lower-performing ones.

Solution Summary

Social Proofing

Need help?

Social proof can increase your conversion rate. In fact, 84% of consumers trust online reviews as much as personal recommendations. This is one of the main drivers that motivate users to purchase. Reviews provide this social proof and should be visible without obstructions.

Menu

Business Goals

Are you getting reviews?

Visitor Profiles

You have 3,801 reviews and an overall rating of 4.9 stars on Google Reviews, which is amazing!

Page Speed

Social Proofing

What are people saying?

Revenue Per Visitor

Your reviews show that clients are very satisfied with your services, which helps you build trust with new users.

Opportunities

Buyer Personas

Are they shown on your site?

Site Improvments

Action Points

Reviews are not shown off in the correct places and are not prominent enough on the website.

Solution Summary

Our recommendation: A great way to include these reviews would be with a USP bar on the site, in header and also on visible areas of product pages.

Highest ROI Opportunities

Need help?

We analysed the top performing landing pages and top revenue- generating products to spot trends and correlation between page traffic and sales.

Menu

Business Goals

Top Revenue-Generating Products

High Priority Pages

Visitor Profiles

• Milk Chocolate Sponge Candy
• Ohio Mikes Waggoner Chocolate Buckeyes
• BulkMilkChocolate
• Wrigley's Gum
• Old Fashioned Vanilla Creme Drops
• Mystery Candy Bag
• Licorice Ropes
• Chocolate Charlies

• Homepage
• Category/Collection Pages
• Product Page
• Cart
• Extra optimisation of the top performing product pages

Page Speed

Social Proofing

Revenue Per Visitor

Opportunities

Top Landing Pages by Traffic

Buyer Personas

• Homepage (/): The homepage is typically where most of the traffic is aggregated, so it's expected to have the highest conversions and revenue. It's likely contributing to the sales of top products.

• Candy Types (/pages/candy-types): This page showcases various types of candies, including bestsellers. The high traffic here could influence the sales of top revenue items, especially if they are featured prominently on this page.

• Cart (/cart): High traffic on the cart page indicates that many users are adding items to their cart, which is a step towards conversion.

• Product-Specific Pages (e.g.,Hershey's Milk Chocolate): There isn’t specific pages for the top-selling products in the top landing pages data provided, suggesting that the highest revenue products may not be the most visited ones, and that most users get to these product pages via categories like 'Candy Types. This means good user journey is integral.

• Collections (e.g., sour candy, nut-free candies, giant king-size candy): There are collection pages such as sour candy, nut-free candies, and giant king-size candy in the high traffic pages. If any of the top revenue items belong to these categories, it’s possible that the traffic to these collection pages is contributing to their sales.

Site Improvments

Action Points

Solution Summary

Buyer Personas

Need help?

Buyer personas help you understand your customers (and prospective customers) better, making it easier for you to tailor your content, messaging, product development, and services to meet your target audience's specific needs, behaviors, and concerns.

Menu

Business Goals

Paid User Persona

Organic User Persona

Visitor Profiles

Daniel is a 45-year-old event planner looking for bulk candy options for a corporate event. He needs a wide selection, competitive pricing, and reliable delivery. Daniel clicked on paid ad for "bulk candy" and is in the decision stage of the buying funnel, comparing prices, shipping options, and available varieties to make a purchase decision promptly.

Jessica is a 30-year-old marketing manager with a passion for traditional candies for personal enjoyment and as gifts for her clients and team. She values quality, variety, and the story behind the products. In the buying funnel, Jessica is in the consideration stage, seeking detailed information on candy types, ingredients, and the brands' history. She found All City Candy through a search for "high-quality candy."

Page Speed

Social Proofing

Revenue Per Visitor

Opportunities

Buyer Personas

Site Improvments

Our reccomendation

Action Points

Organic User: (Jessica)

• Educational Content: Incorporate stories about the candies' origins and brand story on product pages.
• Visual Storytelling: Use quality images and videos to showcase the uniqueness and craftsmanship of the candies.

Paid User: (Daniel)

• Streamlined Navigation: Simplify navigation with clear bulk buying categories and filters.
• Transparent Bulk Pricing: Clearly display pricing and discounts to emphasize savings.
• Reliability Signals: Show testimonials or reliability badges to reassure Daniel of dependable service.

Common Strategies:

• Mobile Optimization: Ensure a seamless experience across devices.
• Fast Loading: Improve page loading speeds to keep both personas engaged.

Solution Summary

Site Improvements - Homepage

Need help?

People who browse e-commerce websites need to get a clear understanding of the options available to them, with a minimum expense of time or effort. New trends in e-commerce minimise the number of clicks and allow users to make informed selections sooner in the shopping process than in the past.

Menu

Business Goals

Over Analysis

Visitor Profiles

Clueify AI Heatmapping

The heatmap indicates that the top portion of the page, which includes a vibrant rainbow palette and images of candy, is receiving a good amount of attention. The "Bulk Candy For Easter" section is particularly hot, suggesting that it's a significant draw for visitors. The goal of this landing page appears to be to promote and perhaps sell seasonal candy for Easter.

Page Speed

Social Proofing

Revenue Per Visitor

Clarity Insights

Communication Strategies

Opportunities

Buyer Personas

Site Improvments

Homepage

Product Page

Competitor Analysis

Severe Difficuly 0-40 Moderate Difficulty 40-67 Optimal Clarity 67-90 Too Simple 90-100 Design should achieve a high Clarity Score between 67 - 90.

Navigation

Leveraging Psychological Biases

Action Points

Solution Summary

Site Improvements - Product Page

Need help?

The product page is the heart of an e-commerce website and plays a crucial role in converting website visitors into customers. It is the page where users can obtain detailed information about the product, its features, and benefits, as well as see photos or videos of the product. Therefore, a well-optimized product page is essential to improving the website's conversion rate.

Menu

Business Goals

Overall Analysis

Visitor Profiles

The heatmap shows high engagement with the product image and title.The interaction with the star ratings and reviews suggests trust factors are important for customers. The "Add to Cart" button also sees significant activity, which is a good sign for conversion.

Page Speed

Social Proofing

Communication Strategies

Revenue Per Visitor

Opportunities

Buyer Personas

Site Improvments

Homepage

Product Page

Leveraging Psychological Biases

Competitor Analysis

Navigation

Action Points

Solution Summary

Site Improvements - Competitor Analysis

Need help?

Menu

Clear Section Separation

Business Goals

The Old Time Cady heatmap suggests that each section, like the "Customers Also Viewed" and "Customer Reviews," is well defined, with space separating them, which could help in directing customer focus sequentially from one section to the next.

Visitor Profiles

Focused Engagement

Page Speed

OTC layout also focuses attention on "Customer Reviews" suggests that visitors find this section particularly valuable. The spacing around these elements may contribute to the ease of interactionv

• Consider creating a more prominent and spacious reviews section, perhaps with a feature like "Most Helpful Review" or "Featured Review" to capitalize on this engagement.

Social Proofing

Revenue Per Visitor

Opportunities

Consistency in Design Elements

Consistency in Design Elements: The Competitors use of balanced whitespace may be contributing to the clarity of each section and could be facilitating the customer’s journey down the pagev

• Use white space to create a balanced layout that neither feels overcrowded nor too sparse, ensuring the key elements like product title, image, and "Add to Cart" button are easily navigable.

Buyer Personas

Site Improvments

Homepage

Product Page

Competitor Analysis

What is the F Pattern?

Navigation

Users read/scan content in an F pattern, as seen on the diagram on the right, this would need to be applied for better usability. You’ll notice that your competitors product page is shorter. The competitor has a much more considered layout and design which enables them to use less space to convey the product and it’s offerings, in a condensed manner. This is something we’d want to achieve with more considered layout, reducing the logo size and better positioning of elements, such as the images.

Action Points

Solution Summary

Site Improvements - Navigation

Need help?

Optimizing the journey from the homepage to the product page using navigation is essential because it directly impacts the user experience and the website's conversion rates.

Menu

Business Goals

Competitors Navigation

All City Candy Navigation

Visitor Profiles

Page Speed

Social Proofing

Revenue Per Visitor

Opportunities

Buyer Personas

Site Improvments

Overall Analysis

Homepage

• Your competition is able to offer more options in a condensed manner with a mega menu. Mega menu’s don’t take up the height of the page, better utilisation of space, reducing cognitive overload for users.

• The search bar is also more prominent on OTC which is important as users who use search are much more likely to purchase, as they know what they’re looking for.

• Generally OTC offers more ways to find products, this could mean they are satisfying more users due to multiple user journeys available. However, we would first look to optimize your current journeys, by looking at which journey is most popular and reducing pain points along the way.

• OTA has a minimalist design, with a focus on featured products which may enhance the user's shopping experience.

• We would definitely want to improve the navigation using a mega menu like OTC’s where we are also able to capitalise on use of imagery (which is proving to be important for your users) and pushing certain categories, such as your bulk category.

Product Page

Competitor Analysis

Navigation

Action Points

Solution Summary

Action Points

Need help?

Here is your personilazed list of action points identified on this report. Discuss these opportunities with your account manager for a structured action plan and delivery timeline.

Menu

Business Goals

Visitor Profiles

Page Speed

Social Proofing

Revenue Per Visitor

Opportunities

Buyer Personas

Site Improvments

Action Points

Solution Summary

Solution Summary

Need help?

Menu

Business Goals

Primary + Web Dev

Recommended

Primary

$4,012

Total (+vat)

$1,200

Total (+vat)

$2,420

Total (+vat)

Visitor Profiles

Advanced

Page Speed

Social Proofing

Revenue Per Visitor

/pm for 12 Months

/pm for 12 Months

/pm for 12 Months

Opportunities

• Navigation prototype
• Product page mockup
• Home page mockup
• X1 category page mockup
• Header & footer mockup
• Pagespeed
• 6 month data/strategy review
• 1X sub category mockup
• Cart mockup
• About page mockup
• Product image ux
• Conversion copy
• Website Developemnt

• A/B testing strategy
• Monthly A/B testing
• CRO platform - Omniconvert
• Testing hypothesis
• A/B result reports
• A/B testing development
• Popup design

• Navigation prototype
• Product page mockup
• Home page mockup
• X1 category page mockup
• Header & footer mockup
• Pagespeed
• 6 month data/strategy review
• 1X sub category mockup
• Cart mockup
• About page mockup
• Product image ux
• Conversion copy
• Website Developemnt

• Navigation prototype
• Product page mockup
• Home page mockup
• X1 category page mockup
• Header & footer mockup
• Pagespeed
• 6 month data/strategy review
• 1X sub category mockup
• Cart mockup
• About page mockup
• Product image ux
• Conversion copy

Buyer Personas

Site Improvments

Action Points

Solution Summary

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This report has been made especially for Marshall’s Cosmetics Machines. If you have any questions or need further information, we will be pleased to help you.