Creating a website and specific landing pages that are relevant and useful for your visitors is only half the battle in creating a successful online marketing strategy. The next part is optimising your website pages for conversions. Put yourself in the shoes of your visitors and think about how many times you’ve abandoned a page because it was hard to navigate, it took ages to load or because it wasn’t optimised for your device. With more and more retailers wanting to build a brand presence online, if your website pages are visually unappealing or simply difficult to use, your visitors will leave your site and seek out what they need elsewhere. In order to help you optimise your website pages, particularly, the main entry points of your visitors -your homepage and category page, we’ve created the fifth conversion rate optimisation (CRO) industry report on the toys online retail industry. This report covers best practices for conversion elements on the homepage and category page as well as examples of toys online retail websites using these best practices. The aim is to provide you with a framework to help you invest your time and resources as effectively as possible by assessing which conversion elements are most likely to yield results. KEY FINDINGS FROM THIS REPORT: - Currently, Farmers takes the lead in having the online conversion elements in its homepage. It is followed by Toyco and Toyworld. In the category page, Mighty Ape holds the first place with Toyco and The Warehouse following in the second and third places, respectively. Toyco was consistently in the second position in the CXS rankings for both the homepage and category page. - Most sites have the elements under the Navigation group present but lack the elements under the Customer Service group for the homepages and the Features group for the category pages. - Majority of the analysed toys online retail sites have CXS scores below 70%. There is significant opportunity for these retailers to improve their CXS or online conversions by having the core elements present to effectively convert visitors into paying customers. ONLINE RETAILERS INCLUDED IN THIS INDUSTRY REPORT: - Farmers - Mighty Ape - The Warehouse - Toy Planet - Toyco - Toyworld - Whitcoulls Want to learn how to drive business growth in a competitive industry? Visit www.firstdigital.co.nz to learn more.

12. •
•

17. •
•
•

18. 

×
×



×

19. 



×



×

20. 

×
×



×
×

21. 

×
×



×
×

22. 

×
×



×
×

23. 

×
×
×


×
×

24. 

×
×


×
×
×