We analyzed the entire funnel but here we only present the cultural optimization results
Product page and shopping cart are quite different between groups
These results make clear that Dutch and German customers react differently to the exact same funnel. Overall, the text and images create a lot of confusion and the text specifically causes skepticism. The Dutch seem familiar with webshops. They scan quickly and get to the next step, inconsistency doesn’t bother them as much as Germans. The Germans get stuck trying to read all the text. If something small is not in order, they get confused and try to read more or they leave the website.
The good news is that these things are all easy to fix. All that is required to increase the Conversion Rate in this funnel for the Germans is to:
- consistently use the same product image
- update the text to fit the product and reduce skepticism