How Xtremez Paintball is hitting higher conversion rates
By taking steps like inserting an “add to cart” feature inside product image enlargements, Xtremez Paintball Online has increased its web site visitor-to-sales conversion rate by 24%, says president Adam Stites.
“We’ve had difficulty getting people on a product page to add items to their shopping cart,” Stites tells InternetRetailer.com. But by using the Atlas True Usability web site analytics tool from Atlas NetConversions, Xtremez Paintball has learned how to change page designs and shopping features to draw visitors into completing the checkout process, he says.
The Atlas tool tracked more than 38,000 visitor sessions over the course of eight days this spring, monitoring how visitors clicked and scrolled through the pages on PaintballOnline.com.
Xtremez found, for instance, that many visitors viewed multiple product pages but dropped off the site at a 93% rate when moving from a product page to a shopping cart. It noted that 22% of product page visitors did not scroll down the page far enough to view the add-to-cart button.
It also found that many visitors clicked on product-enlargement windows, so it further leveraged that feature by inserting additional product information as well as an add-to-cart button inside the same windows, driving up conversions, Stites says.
Xtremez also made other improvements suggested by the Atlas analysis, such as better organizing cross-selling information into separate categories.
Total orders have gone up 21% while traffic has remained steady, rising 1.2%, Stites says.
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