Web developers, information architects and UX designers (you know, the people who actually build the customer experiences that lead to recurring revenue) all share a common challenge when it comes to improving business outcomes: How do you innovate efficiently?
You have two options really:
You can guess and hope for the best.
You can test variables in your user interfaces (UIs) and make data-driven business decisions.
Obviously, one of those choices is better than the other (if you’re not sure which is which, we have bigger problems to discuss). The problem is that many well-meaning and ambitious organizations are hampered by in-house or third-party solutions that don’t allow them to test their UIs for maximum performance. Even if your current payment and billing solutions have some testing capabilities, those solutions aren’t very efficient, and they don’t let you make changes on the fly.
It would be nice if you could tell a machine, “Hey Robot! Optimize this UI for maximum performance,” and the machine would just automate the process of testing and updating your webpages while you sit back and watch your revenue grow.
But that’s not the reality we live in quite yet. Testing your billing and payment UIs requires proactive decision making. And optimizing your UIs based on your data analysis requires a lot of manual effort. It’s not a set-it-and-forget-it process.
That doesn’t mean there aren’t solutions available for making data-driven optimizations more efficient than what you’re doing today.
[If you want to learn more about how cleverbridge can support you in optimizing your conversion rates in the most effective and efficient way, send us a question.]
You need a flexible solution
If you want to optimize your UIs to improve your conversion rates and grow recurring revenue, you need to have these three capabilities:
- The ability to test many different variables
- The ability to make changes quickly and easily based on data analysis
- The ability to efficiently create consistent user experiences
Okay, so practically speaking, what UI elements do you have to focus on?
If you want to maximize conversion rates and average order values, it’s important to focus on common elements you’ll find in billing and payment UIs, like product and shopping cart pages. That include things like:
- Variable design elements
- Branding and messaging
Pricing and Payments
What if you could increase orders by pre-selecting relevant payment methods for different regions? Or conduct user tests to discover the optimal price of your product in the Japanese market?
Raising revenue through these kinds of tests depends on your ability to make consistent changes to your various UIs efficiently and effectively.
Offering a seasonal promotion takes a lot of coordinating between different UIs. If you want to offer a Black Friday promotion, for example, you will have to update your homepage, various landing pages, and other marketing material to create a consistent experience. And then when the promotion ends, you’ll need to revert those pages to their original content.
If you’re investing a ton of manual effort into displaying these promotions, it can cost you time and money.
Does using a breadcrumb navigation in your checkout process leads to higher conversion rates?
Maybe you want to split test your shopping cart page to see if a blue buy button converts more visitors than a red button.
The easier it is to swap out these elements in your UI, the more quickly you can make lucrative business decisions.
Consistent Branding and Messaging
When your checkout process UI is not consistent with the rest of your brand, it interrupts your customer and increases cart abandonment.
If your ecommerce solution only offers a generic looking third-party UI for your end-user that is not consistent with the rest of your brand, you are leaving money on the table.
Let me reiterate: you need a flexible solution.
If you’re hosting your checkout pages in-house or cobbling several ecommerce and payment point solutions together, the user experience may not be seamless. Or you won’t have the flexibility to maximize your business opportunities.
The success of your business depends on your ability to provide the best possible customer experience. That means not just knowing what to do, but being able to execute quickly.
To optimize business performance, you need a flexible solution that lets you test important UI variables to see what converts best. However, pursuing data-driven optimizations creates a challenge in maintaining all your different pages. Make sure that your payment and billing infrastructure is flexible enough to optimize user experiences effectively and efficiently.