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The E-commerce marketplace is competitive. Increasing your conversion rates is absolutely crucial. Here are 9 ways of perfecting your E-commerce UX in order to boost your conversions!
Internet connection speeds are on the rise globally. According to reports from Akamai, world’s leading cloud service provider, global average internet speed increased by 15% year on year to 7.2 Mbps1. South Korea continues to have the highest average internet speed 28.6Mbps, followed by Norway and Sweden. A major shift in internet ecosystem is also observed in Indian markets with 4G revolution recently.
We have observed a tremendous change in the way content delivery happens due to the availability of better internet speed. This has also paved a path for user interaction happening in a more in-depth manner than ever before.
According to studies1, the digital video audience is expected to grow at 8.2% in 2017. User experience has improved dramatically for the new age apps. The inherent restrictions caused by slow internet speeds is no more a roadblock. Businesses need to update their content (website/app) to match to the latest technology trends since the market has moved on from static websites to instant personalized content to users based on their past behavior.
With better infrastructure, fast internet and increasing user base, diverse markets like India have a huge potential for telecom companies. While making the changes, we also need to keep in mind that 40% of mobile internet subscribers are still using 2G network. Though the number of 2G internet users is declining in the country, we have to make sure content is accessible on 2G network as well.
To make the decisions based on users network types, it is imperative to track internet speed for every user we have.
Internet Speed Tracking solution developed by Tatvic team is pretty handy here.
It helps us understand the following:
These reports will be available in Google Analytics for every individual user along with acquisition and behavior data. One can create reports like Correlation between Internet connection speeds and content consumption rates by geography, network type across time.
Content Optimization:
If we observe that most of the users (let’s say more than 60%) are coming from 4G network, we can focus on better designs, adding animations to improve user experience. To increase the user engagement, we can also consider adding more video content as well. But on the other hand, if more users are from slower connections like 2G, the focus would naturally be on content optimization. Less content and fewer user interactions would be key to drive more conversions in such a scenario. In such cases, it’s better to store content on users devices and thus achieve faster content delivery, for which, Progressive Web Apps is the perfect solution.
Personalization:
In today’s dynamic world, ‘one size fits all’ doesn’t work anymore. We cannot have same strategy/design for both slow connection and fast connection users. Personalization tools enable us to serve different user experience to different segments. In above analysis, if we are having users coming from different network types and correlation in conversion rates and app designs by network type is higher, we should consider personalizing content by network type.
If you are looking to personalize user experience based on network type being used, Google Optimize can be helpful. Its one of the best tools for running AB tests and personalization solutions. It natively integrates with Analytics. So we can use integrations with other Google products like AdWords, BigQuery, DoubleClick For Publishers, etc. to deeply analyze the metrics. Tatvic has posted an informative webinar on Personalization using Google Optimize.
We hope the blog was insightful for you and helped you in understanding the benefits, as well as the use cases of tracking internet speed and network types for your website/app. If you have any doubts or are looking for clarifications, please drop in comments and we shall be sure to get back to you.
Most businesses nowadays are leveraging technology to make it easier for their customers to interact with them. Technological strides such as the launch of Mobile Apps, Accelerated Mobile Pages, and Progressive Web Apps have been key in facilitating a stronger connection between these 2 entities.
There are over 2.8 Million apps in the Play Store and 2.2 Million apps in the App Store, it is highly likely that a customer is using mobile apps from competing businesses. So, can there be ways to drive customers to use your app over others, once the customer has been acquired? How do you change the status of a user from an active user to a daily or weekly active user?
The answer lies in the glorious solution of Push Notifications. I am sure you are already aware of what a push notification is. As a refresher, let’s go through the definition once again.
A push notification is a pop-up message that looks like an SMS text message or a mobile alert. The app publishers can send push notifications to the user once the user has installed the app. The user need not have the app open to receive the notifications.
An app publisher can send notifications to users at different times. Below are a few examples of when you can send notifications to drive engagements:
There can be many such similar use cases where you can leverage push notifications to drive more engagement from the users.
While push notifications can help increase user engagement, tracking the performance of different types of notifications helps in determining how your users are reacting or interacting with your push notifications.
For gaining insights from push notifications, it is recommended to track the following events:
“Push Received” event should be fired whenever a user receives a push notification. But, this event does not indicate that the user has interacted with the notification
The “Push Clicked” event should be fired whenever the push notification has been clicked by the user. This indicates that the user has interacted with the notification and is interested in the information provided
The “Push Discarded” event should be fired whenever the user discards the notification sent. This indicates that the user has interacted with the notification. However, the information provided under the notification has not been useful to the user.
The occurrence of events - Push Received and Push Discarded does not indicate that the app has been opened by the user. These two events should be configured as non-interactive events in Google Analytics. The event Push Clicked should be marked as an interactive event as it indicates that the user has shown interest in the information sent.
The events would be displayed as shown below in Google Analytics reports -
Image 1: Push Notification Tracking Events Report
You can build a mechanism to understand the behavior of your returning visitors. You could also use it to ascertain the app’s usability. A high ratio of Push Discarded to Push Clicked events for all types of push notifications sent could indicate problems in App’s usability.
Tracking the aforementioned 3 events for all types of Push Notifications will give you insights as to which notification types perform better.
If users receive too many notifications from an app, they are more likely to uninstall that app. An indication of the same would be a high number of Push Discarded events. In such a scenario, you can cite the high number of push notifications as a probable reason for the uninstall.
Push notifications can help you create an audience for remarketing. Users with a higher number of Push Clicked events tend to engage more with the app. They also have a higher probability of transacting. With this data, you can create segments for this cohort of users and re-market effectively.
We all accept that push notifications can drive greater user engagement. But tracking these engagements actually helps businesses to allot resources towards the right type of push notifications. It also gives us an optimal frequency at which notifications are to be sent. Following this practice keeps any negative impact on your user experience at bay.
Have more insights for push notification tracking? Tell us about it in the comment section below and also feel free to leave your feedback for us. We would love to hear from you.
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