This industry report evaluates eight camping online retail websites based on a bespoke Conversion Experience Scoring (CXS) analysis framework developed by FIRST. The CXS is a percentage based indication of how well an ecommerce website incorporates best practices on its website's homepage and category page.
Based on the report, the Rebel Sport leads the pack in having most of the core conversion elements present in its homepage, followed by Kathmandu and Bivouac. For the category page, EquipOutdoors holds the top position, followed by Outdoor Action and Bivouac. Bivouac was consistently part of the top three online retailers in the CXS rankings for both the homepage and category page. Additionally, all of the camping online retailers scored below 60% for all the elements under the 'Features' group and majority of the elements in the 'Customer Service' group.
Small changes can make a world of difference to your conversion optimisation strategy. It is important that you pay close attention to what your customers care about. Always ask them why and form theories about the elements that you can test on your pages.