by Constantin Xenakis
One tiny button = $ 380’000 extra monthly revenue
I have been offering consulting services to a well established E-commerce in Switzerland. I have convinced the people in charge to carry out a small change on many pages.
For many reasons, the UX and the onsite SEO of this e-commerce couldn’t be optimized. Technically, this e-commerce has many small issues such as lack of tags, numerous 404, lack original texts… Besides, it has dynamic instead of static URLs. On the other hand, this e-commerce does have a couple of advantages: it belongs to a large and famous company, is old, has powerful backlinks and its brand is very strong.
Now, how can a call to action / button can generate an extra revenue of $ 380’000 each month? The answer is very simple:
WITH A CALL TO ACTION ON THE NUMEROUS 404 ERROR PAGES IN ORDER TO KEEP POTENTIAL BUYERS/USERS AND PREVENT THEM FROM LEAVING YOUR E-COMMERCE.
Here are some stats from Google Analytics, before and after May 8th, when this call to action has been placed on many 404 pages:
January 1st –> May 7th 2016 VS same period 2015 (157 days):https://snag.gy/oI7A5j.jpg
- Revenue: – 7.60 % (Minus 675’000 US dollars) compared to previous year
- E-Commerce Conversion Rate: + 14.23 % compared to previous year
- Transactions: -6.40 % (Minus 3’795 transactions) compared to previous year
May 9th –> July 12th 2016 VS same period 2015 (63 days):https://snag.gy/Hx6ZsT.jpg
- Revenue: + 11.34 % (Extra revenue 416’000 US dollars) compared to previous year
- E-Commerce Conversion Rate: + 31.61 % (used to be 6.08%, now is 8%)
- Transactions: + 16.10 % (extra 4’027 Transactions) compared to previous year
Bear in mind that the traffic and the average order value have been decreasing compared to the previous year. What would have happened if some SEO had been done and the traffic had moved up ? 🙂
Should this e-commerce keep up the pace, it will have generated until the end of the year approx 2,5 million dollars EXTRA revenue.
Unfortunately, there is some kind of bad news: I have no commission on these extra sales. Not even a dime… 🙂
Should you be willing to know more about this case study or see how this tiny but efficient call to action looks like, don’t hesitate to get in touch with me.
Cheers
You can read the post on Linkedin here: https://www.linkedin.com/pulse/how-one-tiny-button-generates-380000-extra-monthly-revenue-xenakis
