15 Proven Ways To improve E commerce Conversion for Your Business, When it comes to market intelligence, an eCommerce website’s conversion rate is considered one of the most greatly desired. Obtaining a reasonable conversion rate requires optimizing your website or landing page in various ways in order to save costs, and make your business more profitable.
Every eCommerce website should know its conversion rate, and do everything possible to improve it…
Here are the Carefully and tested list to help you Maximize conversion on your website.
How Does Conversion Rate Optimization Work?
In a nutshell, CRO is a process that – if continuously executed – gives you more bang for your buck, i.e., gets you better results for the same amount of effort and money that you’re already investing into selling your product or service through an online store.
An eCommerce company looking to improve conversion rates, for instance, may want to optimize the average click-through rate of its target audience from seeing an ad on Google to clicking on the ad to buying the product.
1. Apply persuasive design and copy
While most of this article will be focused on the more “down-and-dirty” tactics for increasing your conversion rate, we want to begin by discussing the more overarching topic of site design in general.
If your site isn’t designed in a manner that keeps your visitors on the page — and moving forward with their transaction — none of the other tactics we’re about to discuss are going to make much of a difference.
That said, your site needs to be:
- Visually appealing
- Visually persuasive
The “appealing” part is pretty straightforward. Needless to say, the modern consumer is more likely to engage further with this site:
(DSW clean design | Source)
Than with this site:
(Ladybug Shoes could use a bit more oomph | Source)
While we could certainly take a deeper dive into why the first example is just that much more appealing, let’s just say it has a certain je ne sais quoi that the latter clearly does not.
Visual persuasiveness, on the other hand, is a little more nuanced. Essentially, the goal is to pull your visitors’ eyes to a certain part of the page — typically the part which will allow them to move a step closer toward converting.
Take a look at Away’s homepage:
(Away’s homepage is clean, simple, and compelling | Source)
Typically, the visitor’s attention will be drawn to the following elements almost immediately — in the following order:
- The main image
- The inlaid text
- The call-to-action button below the inlaid text
While this homepage does provide a number of clickable options, it’s crystal clear what new visitors are “supposed” to do right from the get-go. Now that’s persuasive design.
The goal of persuasive copy is quite similar:
Keep your visitors engaged and moving forward with a transaction.
Now, when we say “persuasive,” here, we don’t mean that your copy needs to be salesy or anything like that. Rather, it all comes down to ensuring your brand’s “voice” shines through every single word on your website.
Take a look at the following example from ThinkGeek:
(ThinkGeek product page’s copy would please Harry Potter fans | Source)
There’s no doubt about it: The copy on this product page was written by a Harry Potter fan, for a Harry Potter fan. It basically screams, “Hey! We’re just like you, and we love this product — so we know you will too!”
2. Optimize wording to increase conversions
When you first create your tech start-up, it can be difficult to know what wording works best for your customers and ultimately your conversions.
Headings, slogans, and pitches on your site impact how your customers take in certain messaging. Changing one word in a sentence can flip the switch from positive to negative or even from purchase to an abandoned cart.
That’s why it’s a good idea to create multiple landing pages and see how they perform. Utilizing software such as Hotjar or Google Analytics can simplify this process for you while providing valuable insights.
Once you understand what is working, build on that wording, and use similar phrasing on other pages. If you identify a strong CTA (call to action) that leads the customer to the next part of your sales funnel, adopt it elsewhere. Instead of persuading them with everything else on the page or an additional step, make it easy for them and stick with what works.
On that note, be sure to refine your wording regularly to identify anything that’s just not working. And be sure to keep up to speed with the latest SEO techniques too.
3. Improve your page speed
You may remember the days of accessing the internet via dial-up. This involved waiting 10+ seconds for images to load. These days waiting anything longer than 3 seconds will annoy customers who will quickly move onto another site.
How to improve your website speed
If your page load time is slow, expect your bounce rate, the number of visitors that view your page, and immediately leave, to soar. If that sounds familiar it’s time to speed things up. Here are the best ways to go about doing that.
Move servers to the country where most of your users are based. This means switching to a CDN (content delivery network). The less distance the data has to travel, the quicker it will load for your customer.
Your websites caching can dramatically speed up how fast a user can access your content. Think of it as storing a virtual roadmap of a city, so that the next time you visit you already know where you are going without having to start from scratch. Only, your computer is the one storing the files and what it’s memorizing is your website. That’s the essence of caching, and it’s worth brushing up on if you haven’t already.
Run diagnostics to see if anything obvious is causing the issues. While you’re there, ensure there isn’t anything that is slowing your page down. Large images or even videos can eat into your page load time, so try to limit these as much as possible.
4. Make navigation simple and easy
If you walked into a brick-and-mortar retail store that had its products strewn about haphazardly, you almost certainly would turn right around and walk out.
Well…the same goes for your eCommerce store:
If your visitors aren’t able to find what they’re looking for quite literally at the click of a button, they’re going to navigate away to a competitor’s site almost immediately.
Of course, the more products you offer, the more important this is. Take a look at this example from IKEA:
(IKEA’s navigation menu is like a rabbit hole, in a good way | Source)
Using the navigation bar at the top of the screen, visitors are easily able to venture to the intermediary product category page they’re looking for. From there, they’ll be able to dig deeper into the specific products offered within each individual category.
Now, this is all well and good for those who are merely browsing your site for products they may like. For those who know exactly what they’re looking for, you need to provide a robust search solution.
While there are a number of factors to consider when optimizing your site’s search functionality, your main concern is, of course, in ensuring your visitors are presented with the most relevant products relating to their search term. As we’ll discuss in a bit, this is why your product pages need to be well-put together, complete with vital information presented in a way that matches your customers’ search queries.
5. Allow shopping via social media platforms
Your brand almost certainly has at least some type of presence on the various social media platforms out there, right?
While simply advertising and/or creating an organic presence on channels such as Facebook and Instagram aren’t exactly anything new, more and more eCommerce companies are turning to these channels to actually sell their products directly to their followers.
This is an especially lucrative venture if the products you offer fall in line with the type of content that’s typically shared on Instagram. That is, if you’re in the clothing, fashion, or culinary industries — or really any industry that relies heavily on visual presentation — you should be looking to make your Instagram profile shoppable.
(Make sure your Instagram feed is shoppable | Source)
As we mentioned earlier, a major overarching way to increase your conversion rate is to make the journey from visitor to customer as seamless as possible. By providing your followers with the option to make a purchase as they’re scrolling through their social media feed (which, let’s be honest, is a pretty normal occurrence), you almost make it difficult for them not to leap toward a conversion.
6. Avoid using annoying pop-ups and ads
Everyone finds it annoying when you’re navigating through a site and a pop-up appears. Usually, you close it without batting an eyelid. But sometimes, pop-ups can be particularly irksome especially if they appear on multiple pages or are difficult to exit away from.
While there might be reasons your site includes pop-ups, it ultimately diminishes the customer experience. You want your customers to feel good about using your site, because the better they feel, the more likely they are to convert. And if a half-page ad continues to disrupt their session, you can bet they’ll be quickly looking for an exit.
Consider removing nonessential pop-ups. If you really must have pop-ups, ensure their appearance and wording enhances the user experience. Typically this means that any pop-ups or slide-ins relate to the content on the page, only appear at a certain time and are easy to dismiss if uninterested.
Similar to pop-ups, a site filled with an extensive amount of banner and rail ads can be equally unappealing. Sure, sometimes ads are essential for your website’s revenue but that doesn’t mean they should disrupt the user. If you utilize ads, at least consider the sizing and placement to ensure they are as unobtrusive as possible. You’ll likely want to utilize user testing for this to verify that nothing negatively impacts the user journey.
7. Be as informative as possible
This is another overarching tip that you should apply to your overall operations across the board:
If you want your prospective customers to feel comfortable doing business with you, you need to keep them “in the know” in many regards.
As we said earlier, robust product descriptions are a must. Since your potential customers aren’t able to physically handle your products before they purchase them, it’s your job to use your product descriptions to bring them to life.
Not only that, but sometimes — such as in the example below — it’s necessary to provide a robust description, anyway:
(Comprehensive product page description | Source)
Have I ever used beard wash, beard oil, or “magic beard balm” before? No. Do I know what to expect should I decide to? Well…now I do.
Pro tip: You know best what features are most important to your own products. Make sure you communicate this to your customers well.)
Another tactic to consider is providing an in-depth Frequently Asked Questions page, or including answers to FAQ on specific product or category pages as appropriate.
(Revzilla’s category and product page SEO strategy | Source)
Here, RevZilla provides a ton of information about its products based around questions and comments the company has collected from its customers. As we said, your customers need to know as much as possible about your products before they consider buying them — so make sure you give it to them.
In addition to in-depth product descriptions and information, you also want to be upfront and informative when it comes to logistical information, such as payment options, delivery times, and shipping and other fees.
(Reasons for abandonments during checkout | Source)
As you can see, extra (read: “hidden”) costs are by far the number one reason consumers abandon their shopping carts. Also on the list: an inability to view the total cost of an order upfront, and uncertainty with regard to payment options.
We’ll address these issues a bit later on, but for now it’s important to understand that choosing to hide these fees and other such info until the last moment simply won’t do you any favors; if anything, it will only cause your potential customers to put less trust in your ability to provide for their needs.
8. Payment options
These days, there are numerous payment portals available to websites, such as Paypal, Square, and Google Pay to name a few.
These portals make the lives of customers easier as it avoids the need for them to find their bank details and laboriously enter their 16 digit card number. Customers will have a wide variety of preferences for how to pay online and will expect eCommerce sites to fit their needs.
Adding multiple payment portals will require more integration, but, that will be offset by your ability to cater to a wider audience. Now, this doesn’t mean you should offer fifteen different payment options. Instead, do your research, see what your competitors offer and what your target market tends to utilize.
If your business is subscription-based, you also need to consider if you should be locking in your customers to recurring monthly or annual payments. By locking in payments over a certain period, you improve your chances of retaining customers and receiving a steady stream of income.
However, a proportion of your customers may be looking for flexibility in how long or often they have to pay. So you may want to consider monthly rolling options for your subscriptions alongside any annual or quarterly options. While you won’t have payments locked in, you are serving your customers’ needs and can offer slight price cuts for longer payment terms.
9. Provide multiple discount options
Perhaps the only better than a discount, in the eyes of the consumer, is the ability to customize the discount they’re about to receive.
On the other hand, it’s quite disappointing for a consumer when they receive a coupon or offer in their email, load up their virtual shopping cart…and then realize the offer doesn’t apply to their purchases.
That said, it can be beneficial to provide your customers with at least a bit of control over when and how they use a specific discount offer. Not only does this add a bit of personalization to their experience (as we discussed earlier), but it also incentivizes them to “experiment” — potentially leading them to make additional purchases they hadn’t originally anticipated.
Target provides a prime example of this on the company’s main site:
(Target offers different deals | Source)
Here, Target provides five different ways for its customers to save. The most intriguing, for our purposes, are the sections on REDcard exclusives and Cartwheel deals; in these sections, the loyal Target customer is presented with deals that only those with a membership are privy to.
Another prime example, which we’ve discussed before, comes from office supply retailer Quill. Basically, Quill allows its customers to collect electronic coupons in a virtual “clipboard,” and experiment with different ways to apply them in order to save cash.
(Quill’s coupon clipboard strategy | Source)
Not only does this put the customer in the driver’s seat in terms of discovering the optimal combination of coupon usage, but it also adds transparency to the process: through its Coupon Clipboard, Quill makes it very easy to tell which coupons can be applied at a given time, so that customers are never caught off-guard and left disappointed.
10. Provide a persistent shopping cart
A 2017 study found that roughly 33% of eCommerce customers use at least two devices throughout their journey to conversion.
With that in mind, it’s clear that you need to provide a persistent shopping cart for your customers in order to streamline the process for them. As we just alluded to in the previous section, you want your customers to be able to pick up right where they left off in a specific shopping session — whether it be a couple hours, days, or even weeks later.
(Note: You do, however, want to limit the length of time your customers’ carts stay active, as this will eventually bog down your network. Additionally, you want to be sure your customers know how long their carts will stay active; in fact, this will provide a sense of urgency.)
11. Offer free trial periods
Suitable for online services and subscription businesses, free trials are a great way to attract new customers. You simply set a period that allows the user to experience the benefits of your services without having to pay.
A critical component of free trials is setting customer accounts to auto-enroll. This means once the free trial ends, the customer will begin to be charged automatically. Of course, you need to be upfront and clear with customers that this will happen, and prepare your customer service team for an influx of customers that forgot to cancel.
You will likely see a large percentage of individuals simply cancel after the free trial, but that doesn’t mean they won’t come back. Follow-up with a sales recovery email drip campaign or targeted messaging that reminds them of what they’re missing, possibly even offering a discount on their first month after a few attempts.
If a free trial doesn’t make sense for your business, you can always implement a money-back guarantee instead. Same concept, but the customer is paying up-front with the knowledge that if they aren’t satisfied, they aren’t at risk of losing money.
12. Show your visitor’s progress
Let’s go back to the graph we presented earlier:
The number three reason consumers abandon their virtual shopping carts:
The checkout process took too long, or was too complicated.
Now, we’ll address how to shorten or otherwise streamline the checkout process in a moment. For now, let’s assume your checkout process is quite streamlined — it’s just that your customers perceive that it’s taking too long.
This can be alleviated simply by setting your customer’s expectations before they even begin the checkout process. Remember: Being upfront with them is always preferable to hitting them with unpleasant surprises.
(Everlane checkout process | Source)
The basic premise is this:
If your customers have no frame of reference for how long the checkout process will take, they’ll probably feel like it took “forever.” If you provide a frame of reference from the get-go, they’ll have a decent idea of how long it should take — and will probably be pleasantly surprised with how quickly they went through it.
13. Approve for guest checkout
Scroll back up for a moment and review that chart once more.
Back? Did you notice the number two reason consumers abandon their carts?
You guessed it: The site in question required that they register an account with the company.
While, ideally, every single individual who makes a purchase from your site will want to continue doing business with your company in the future, it’s simply not going to happen. Some might simply want to make a single purchase and be on their way; others may be purchasing a gift for their friend, and have no interest in your products themselves; still others just won’t want to receive yet another newsletter in their inbox on a weekly basis.
Whatever the case may be, it’s in your best interest to allow those who wish to check out as a guest to simply do so.
However, you certainly can — and should — provide multiple chances for them to register with your company, both before and after they’ve made a purchase. When providing these chances, make sure you’re clear about what’s in it for them.
Here, Sears promises a faster checkout process and a number of benefits for members of the company’s loyalty program:
(Sears guest checkout | Source)
Once again: You want to shift the focus away from the reasons you want them to register, and allow them to focus on what they stand to gain by doing so.
14. Make SEO and CRO your friends
Keyword optimization does so much more than drive traffic to your page.
When you use SEO and CRO together, you can increase both traffic and conversions.
This is ideal for an e-commerce site. And you don’t have to sacrifice one for the other.
SEO (search engine optimization) optimizes content for search engines to get your site ranked higher.
CRO (conversion rate optimization) optimizes content for users and customers with the goal of driving them to complete the call-to-action.
But marrying the two isn’t always easy.
I’m sure you’ve seen some content that’s nearly unreadable due to SEO attempts. The sole purpose of sites like this is to drive traffic, forget user experience.
To optimize for both SEO and CRO you really only need to change three things that impact Google’s ranking algorithm – keywords and on-page SEO, content quality, and user and usage data.
15. Go visual
Yes, I realize that I just told you to improve your copy, but I also said that the Internet is a visual place.
Include several high-quality images of your products. These images will provide perspective to visitors and so include shots of your product solo and in use.
If you really want to make an impact on potential customers, include video.
Conclusion: Trust me pal, you can be the best in the (E commerce) Market, It’s simple Just follow these steps and keep them in mind, or you could bookmark this particular page and come back whenever you want, Trust me a drop of water makes an ocean, you must not have all the SEO or CRO knowledge to be the best in the market. A step First, It always your Pal, Timothy and the Editorial Team of Wisdom