The e-commerce
market in Japan, including Rakuten and Amazon, is experiencing remarkable development. Competition has intensified due to the increase in the number of e-commerce sites, and each company is focusing on attracting more customers with a site structure that strengthens SEO. Even in the apparel industry, which is the largest in the e-commerce market, the challenge will be to compare and analyze the content that influences CVR and gain insight into user behavior.
Therefore, “AI analysts” conducted a thorough investigation into what pages users of e-commerce sites go through, how they browse, and where CVR is increasing. We will introduce the importance of pages, which can be called blind spots that have not been seen in previous analyses.
Reference source:
Best practice research on special features pages that contribute to improving CVR in EC
Patterns and content on “featured pages”
Source:
Best practice research on special features pages that contribute to improving CVR in EC
Among the pages visited on e-commerce sites, “featured pages” are ranked as having the highest CVR. This is because, compared to product list pages such as “New Arrivals,” “Ranking,” and “Sale,” each company can intentionally list and enhance the products and information they want to introduce. Since it receives a lot of attention from users, it can be said that it is a page that can be expected to improve its CVR. Enhancement of the “feature page”, which improves the repeat rate of users with suggestions tailored to trends, may be the most efficient measure that can be easily implemented at any time.
Increase rate of CVR by pattern
The table below shows data on the different growth rates for each pattern of “featured pages”.
Source:
Best practice research on special features pages that contribute to improving CVR in EC
[How to read Chart 2]
- If the short green horizontal line exceeds 1.0, the CVR value is high for “featured pages”, and if it is below 1.0, the CVR value is high for “product list pages”.
- A long green vertical line indicates a large difference between the minimum and maximum values.
Comparing the data from each e-commerce site’s users, the CVR of the “featured page” is often higher. Although there will be differences depending on the products handled, etc., when improving your site, it is a good idea to consider your company’s appeal points and start with a pattern that is easy to work on.
Patterns with low CVR encourage people to visit from the footer
Source:
Best practice research on special features pages that contribute to improving CVR in EC
[Chart 2] Compared to the “Product List Page”, for “New Arrivals” and “Ranking” which had a lower CVR, it is effective to encourage people to visit other “Special Feature Pages” which have a higher CVR. This is a method of placing it in the footer menu of an e-commerce site and actively promoting it so that it catches the eye. This will be the best position to move to the next page when you have finished viewing the page you are looking for. Users often visit websites from the web to check how much the product they are looking for is worth, or whether the product is discounted. After checking out the product they are looking for, how they move around the site is an important point in increasing CTR.
Importance/Summary of “Feature Page” on EC Sites
It has been found that a variety of effects can be expected by enriching the “feature page” of an EC site. Its role will be wide-ranging, including increasing customer attraction, retaining existing users, and continuously improving CVR. In order to meet user needs that cannot be achieved by checking the “product list page” alone, it is important to create attractive and valuable “feature pages” and continue to approach your own site. If CVR can be improved with pages that can be responded to immediately, then there is no reason not to create a large number of pages.
Reference source:
Best practice research on special features pages that contribute to improving CVR in EC