Use our free automotive conversion rate optimization tool
After extensive research and analysis we built a free automotive conversion rate optimization tool you can use to measure or predict your own conversion rate. We took automotive parts website data and conversion rate stats covering four years—over one hundred thousand transactions—and worked with our Google Analytics team to create this tool for you to use.
Here’s where to get your site speed from Google Analytics
The conversion rate tool above is designed specifically for auto parts and accessories eCommerce sites, and a major component is site speed as measured in Google Analytics. It may not work to calculate conversions for non-automotive websites.
Here’s how you find your site speed for the tool.
First, in the Google Analytics menu, navigate to Behavior > Site Speed > Overview as shown in the screen shot on the left.
This page in Analytics will show you a lot of metrics on site speed including average redirection time, average domain lookup time, and others. But, the important metric for this automotive Conversion Rate Optimization Tool is “Avg. Page Load Time (sec)” as shown in the screen shot on the right.
Next, select a couple of months as the time frame, at a minimum. If you look at a longer time span you’ll be able to see changes to your site speed over time. This may help you see if there’s been a significant increase or decrease in site speed.
Don’t select hourly, day or week, because that won’t give you a high level viewpoint. It will be too granular for the Conversion Rate Optimization Tool. Just select the number closest to what you see for “Avg. Page Load Time (sec)” in the Tool. Round up if there isn’t an exact match for your site speed.
Email marketing and conversion rate for auto parts sites
Whether you do email marketing on a regular basis or not has a function in our Conversion Rate Optimization Tool. That’s because when you do regular email marketing, you bring engaged customers, who know your brand, back to your site. You also help prevent them from browsing on competitor auto parts and accessories websites. It won’t eliminate customers from looking elsewhere but it certainly helps.
Heat maps as a conversion rate optimization tool
Heat map analysis is a great way to optimize your automotive parts site’s conversion rate. A heat map shows where visitors click on your website pages. This is useful because you can see if customers click on the wrong things.
Heat mapping also helps conversion rate optimization because it shows how far down visitors tend to scroll on a page. That can be useful, in case your call to action (like a buy now button) is too far down on the page.
We’ve used heat mapping software to optimize menu navigation, improve layouts of product pages, and improve content and layout of auto parts category and sub-category pages. These improvements help with the user experience (UX) and in turn, improve the conversion rate.
Other conversion rate optimization tools
Google offers some free tools to help with your conversion rate. PageSpeed Insights is a good one to use to measure your site speed and get hints from Google on how to improve. The default result is for a mobile page but you can also select the desktop version of a page in the upper left. The PageSpeed Insights tool will give you a score from 1 to 100.
Don’t overlook the importance of mobile speed, however. Today, 60% to 70% of your site traffic can come from mobile devices. As our Google rep put it the other day, “if a client is trying to choose between a good-looking mobile site or a fast mobile site, pick fast!” Today’s shopper demands fast-loading mobile sites over sites with a lot of graphics.
WebPageTest.org is another tool for site speed. It gives you a lot of detail on what elements load on a webpage. The default setting for location is Dulles, VA and the default browser is Chrome. You can change these to other settings, but it’s important to remain consistent if you use WebPageTest.org over time. The actual settings aren’t as important as is using the same ones every time.
Here’s a free tip for testing your site speed: If your website uses https:// (which it should), do not enter http:// for the URL. When the webpage redirects from http:// to https:// it will increase the amount of time it takes for a page to load and give you inaccurate results.
There are many other conversion rate tools that look at site speed.
Google Optimize as an optimization tool
When setting up an experiment Optimize starts with a hypothesis. An example hypothesis that Google gives is “Changing the color of the ‘Add to cart’ button from blue to green will increase revenue by 10 percent.” After setting up your hypothesis, Optimize guides you through the next steps.
The most common optimization tool: Google Analytics
Do you look at Google Analytics for your auto parts and accessories website on a regular basis? There are a lot of ways to use Google Analytics as an automotive conversion rate optimization tool.
We like to look at important metrics related to UX in Google Analytics, such as bounce rate, pages with a high exit rate, and page value. It’s easy to prioritize and spot problems with your conversion.
Other optimization tools to use
There are literally dozens of conversion rate optimization tools you can use, ranging from free to expensive. A comprehensive list would be too long for this article!
But, let us know in the comments below what some of your favorite ways to optimize conversion rate are.
If you have any questions on conversion rate optimization (CRO) give us a call, we specialize in improving conversion rates for automotive parts and accessories websites.
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