How to optimize the cart and product page in e-commerce? The “Z buta w marketing” podcast
We were guests on the latest episode of Oskar Lipiński’s podcast “Z buta w marketing”! It was a special episode in workshop format, where over an hour we shared our best case studies and practical e-commerce optimization methods.
As usual we didn’t stick to theory – we showed real Analytics screenshots, discussed real A/B test results, and walked through the mistakes we see clients make every day.
About us: Michał Czaykowski i Adrian Jaskulski
We’re the co-founders of Digispot – the only agency in Poland specializing in conversion rate optimization (CRO). Day to day we help e-commerce businesses grow sales through a systematic approach to optimization. We work with brands like Wittchen, MyBed and RAW Decor. Instead of relying on intuition or copying solutions from competitors, we use data, user research and proven methodologies to diagnose the real problems in online stores.
From the “Z buta w marketing” podcast you’ll learn, among other things:
The most common mistakes in e-commerce optimization
- why copying solutions from competitors can hurt your online store
- what the real effects of radical redesigns are and why most of them end in failure
- why looking for “tricks” and shortcuts in conversion optimization is doomed to fail
How to effectively reduce cart abandonment in an online store
- why 67% of customers abandon their cart and how you can change that
- how to analyze the purchase path granularly instead of only looking at overall statistics
- a practical case study where a 23% abandonment rate was identified at the third checkout step (against a 15% benchmark)
- how seemingly minor things, like button copy or how delivery methods are presented, affect whether the transaction gets completed
Optimizing the e-commerce purchase process
- how to simplify a complicated order process
- why registration can be a barrier for customers, and when to promote guest checkout
- a case study of optimizing the login step, where giving the “buy without registering” option better prominence significantly lifted the conversion rate
Practical methods for researching online store users
- how to run interviews with customer support to identify communication problems
- a fascinating case involving a greenhouse store, where customers didn’t understand the message “delivered by the manufacturer” and didn’t know about free material samples
- how to use heatmaps to analyze user behavior on the product page
- the “first clicks” and “last clicks” method for analyzing product galleries and configurators
Product page optimization in e-commerce
- how to analyze user behavior in a bed store with an advanced configurator
- practical use of tools like Clarity (free) or Hotjar to study the user experience
- why it’s worth researching not only customers who bought, but also those who abandoned the process
- how to avoid “survivorship bias” when analyzing user behavior
A systematic approach to CRO
- an analytical framework for growing e-commerce sales
- how to prepare a research plan for your online store
- when it’s worth running A/B tests, and when other research methods are better
- why most e-commerce businesses need research, not just A/B tests
Why is this podcast worth watching?
This was the first episode in our workshop series – but we’ve already told Oskar there’s more to come! In the next parts we’ll cover product listing optimization, value communication and category tree optimization.
But to make sure you don’t miss it, you’ll need to watch this episode first.
Watch here: https://www.youtube.com/watch?v=kxYTOE0HtDA
The podcast runs over an hour and, honestly, it’s worth the time. This isn’t consultant theory, it’s first-hand knowledge from people who work with data every day and see what actually works in e-commerce.
And if you have questions after watching, or want to share your own optimization experience, feel free to write in. We’re always glad to talk about CRO!
