Supercharging Conversions for D2C: Managing Page Load and Improving Product Search

Supercharging Conversions for D2C: Managing Page Load and Improving Product Search

Abhishek Upadhyay
Abhishek Upadhyay

February 21, 2022

This is the second post of our 3-part series on Supercharging Conversions for D2C brands. Read Part 1 and Part 3 here.

In the previous entry we focused on driving relevant traffic to your store to supercharge conversions. There are several other factors in play that help your increase your overall conversion rate once a user lands on your site.

Reducing Page load Time

There is an assumption that if someone has clicked on a link to your website or product page, they will turn into a visitor. 

But there can be drops off as high as 40% between link clicks to landing page views due to users hitting the back button in between, clicking by mistake, internet connectivity issues and page taking too long to load. 

  • As per Unbounce report on page speed survey of over 700+ respondents, nearly 70% of consumers admit that page speed influences their likelihood to buy.

  • Almost three-quarters of the shoppers they surveyed claim they’ll wait 4 or more seconds before abandoning a page. But as per Google, most people bounce after 3 seconds.

A simple check on the Google Page Insights should be able to diagnose and suggest any actionables for your product pages or website. 

Optimising Product Search

Fixing for product search to drive more users on to the product page can dramatically increase conversion. 

According to Forrester, 43% of online shoppers go directly to the search bar when landing on an e-commerce website.

As per Nacho Analytics, Amazon rakes in an extra $800 million a month in sales by continuously improving their search results, with their conversion rate shooting up 6x when visitors do a search. Counterparts Walmart, Etsy and BestBuy witness a conversion jump from anywhere between 1.9x to 2.5x when visitors do a search.

However, as per Baymard analysis of the more than 8,400 manually set UX performance ratings reveal a whooping 61% of e-commerce websites perform below average when it comes to internal site search that directly misaligns with user’s actual search behaviour and expectations. 

For example, among 60 top grossing US and European e-commerce sites in late-2019:

  • 61% of sites require their users to search by the exact same product type jargon the site uses, 
  • 46% of sites don’t support thematic search queries such as “spring jacket” or “office chair”.
  • 32% of sites don’t support symbols and abbreviations for even the most basic units, resulting in users missing out on perfectly relevant products if searching for inch when the site has used “ or in in their product data.
  • 27% of sites won’t yield useful results if users misspell just a single character in a product title. 
  • 25% of sites don’t support non-product search queries, like “returns” or “order tracking”.

Read more: Part 1 and Part 3 of Supercharging Conversions for D2C brands series.

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