7 Best eCommerce Conversion Rate Optimization Tactics
Getting a lot of followers on social media doesn’t necessarily mean that your conversion rate is going to increase accordingly. Usually, it’s not enough to attract more and more visitors to your website. You need to find a way to grab their attention and convince them to browse more on your site. While they hang around, you have more time to promote your products or services and it will lead to more conversion.
Today it is easier than ever to get an online store up and running. You have all the one-click installers, website builders, user friendly control panels that offer all the tools required for creating the website you want. The problems start to arise when businesses realize that the website design and the traffic has very little to do with revenue generation.
They need to focus on another aspect, which is conversion rate optimization. Let us show you how conversion rate works on eCommerce websites and what can you do to improve it.
Conversion Rate on eCommerce Websites
The conversion rate of your website is the percentage of the total number of people that landed on your site and actually purchased your product or service. With the conversion rate of your online shop, you can calculate the various Key Performance Indicators (KPI) of your business. These are values that can show you how successful your business is in achieving its main objectives.
For example, when it comes to conversion rates, the valuable KPI are the number of email signups, product sales, users putting products into their shopping cart, people that shared your site on Facebook, Twitter, and more. The point is that people are constantly interacting with your website and it can be monitored. If you can improve the user experience for them, it can increase the conversion rate as well.
This is the main thing you should focus on after creating your eCommerce website: conversion rate optimization, or CRO.
Improving Conversion Rates on eCommerce Websites
You can find many useful tools online, and people develop new ones each day. There is no shortage of software that can help you analyze the conversion rate of your online shops. In the next 7 steps, we will show you the main things you should focus on in order to make your conversion rate better. These are proven techniques right now that can be applied to any webshop.
Improve the Shopping Experience
When people buy stuff online, they can’t put the shirt on or sit in the gaming chair you sell to try out whether it’s comfortable enough for their taste. No matter what you want to sell, you need to provide enough details that help the customer decide whether to buy your product or not.
A few images or a nice video of each product is great. Of course, it needs to be high-quality because it’s a big turn off if the customer wants to zoom in and the image becomes pixelated. When people buy online, they usually want to take a close look at the details.
But there is one thing that customers consider as the most valuable information: the reviews of your previous customers. Always include the customer reviews below the product, even if some of the reviews are negative.
On the other hand, every product needs an informative and easy to digest description besides the video and imagery. Showing only images and video about your product with little to no textual details may seem unprofessional for your customers.
Free Shipping is Essential
Offering free shipping is a bonus that became essential in the past few years. First of all, people got used to it and once they see an online shop that doesn’t offer free shipping, most of them instantly abandon their shopping cart and start looking for another website. Secondly, no one likes to see those shipping fees, taxes and other costs that are just a pain in the neck and destroy the whole shopping experience.
A sure-fire way to guarantee your website a better conversion rate is if you start to offer free shipping. Potential customers will be more willing to buy from your eCommerce site and it also guarantees a seamless shopping process. If you take into account that Amazon, the biggest online shop on the World offers free shipping and your visitors can shop there instead and buy literally any product in a few seconds, it becomes clear that there is really no reason not to offer free shipping on your website.
Keep in mind that you don’t have to offer free shipping and keep the prices of your products as low as possible in the same time. It might only lead to a significant loss of revenue. It is still better to keep the prices a bit higher and still offer free shipping than to keep the low prices and make people pay for it. People value free shipping more than slightly lower prices.
Be Creative with the Coupons
The easiest one is to offer a discount on certain products, but you can also come up with special offers or coupons. Since people love coupons and special offers, this is a powerful method that will surely increase the conversion rate of your online shop. If you offer a certain percentage discount, it also needs to have an expiry date that will encourage your customers to take advantage of it right away.
Special offers can be used in plenty of different ways. Statistics show that offers that last between one week and a month are useful for generating sales, thus increasing your revenue. You can also offer discounts on products that are not yet in stock, but can be preordered. This can raise people’s interest about the new product that is about to come out in your shop and also leads to an increase in traffic.
Holidays provide you the greatest opportunities for discounts, coupons and special offers that can all be offered in the same time. Everyone is checking the shops and looking for the perfect present for their loved ones a few days before Christmas, Valentine’s Day and Black Friday. All you need to do is to offer a deal they can’t resist and your conversion will reach its peak.
Optimize Your Checkout Process
The average cart abandonment rate is somewhere between 60-70% and shipping fees are not the only reason people leave their carts. Customers usually leave their carts when they get to the last step. The main reasons behind that are the following: slow page loading times, account creation, unexpected costs, limited payment options and lots of information that is either boring or hard to understand.
Overall, the checkout page of your eCommerce website needs to be as simple as possible. One way to streamline the checkout process is to include every step in the same page and make sure there are as few steps as possible. Research says that every next step only causes stress and the customer eventually leaves the cart. For example, you can simplify things by giving your customers the option to mark their billing address as their shipping address, which are two steps at a time.
Registering to an eCommerce website requires some personal information and, of course, the customer needs to devote some time to it. Often times, people will be not interested to register, so there should be always an option to check out as a guest. Asking them to register before they check out might just make them leave their cart.
However, there are some fast and clever methods available. Visitors can simply create an account with one click, using the information from their Google or Facebook accounts. Additionally, you can offer discounts for those who register or use their checkout information so they can pay and register at the same time.
There are plenty of standards out there offered by hosted eCommerce providers, ensuring a checkout page for your website that works for many businesses. That’s fine, but you might still need to make changes according to your customer base.
Don’t Leave the Shopping Carts Abandoned
There are lots of people that pack their cart with products but eventually change their minds and abandon it as it is. You can never know what the reason behind their decision is, but it’s always a good idea to send them an email 24 hours later and let them know that their cart is still waiting. These abandon emails can help you bring back potential customers and you can also consider including a special discount in the email.
With the email, you should send a video or a few images about the product or products they left there. If they didn’t respond, wait for a few days and send the email again so it won’t be a spam. There are no strict rules, you can create various different reminder emails and then use an A/B testing tool to determine which one works best for your customers.
Secure Your Website and Make It Clear
Most people are aware that the Web is full of unsecure websites, so they are really careful when it comes to providing private information. Buying stuff online requires sensitive information from your customers and they will only provide it if you convince them that your eCommerce site is secure.
Once visitors arrive at your landing page, most of them will immediately check whether you have a security badge or not. These security badges are provided by well-known Certificate Authorities (CA) and ensure your customers that they information is safe. There are three main types SSL of certificates available: DV, OV and EV.
DV is the most common one and it stands for Domain Validated Certification. These certificates use solely the domain name for verification. It basically confirms that the domain is owned by a reliable company. OV certificates are Organization Validated, they require more validation, yet they are also more trustworthy.
An OV certificate verifies the business itself rather than just the domain name. With an OV, you can make sure that your eCommerce site and your business are both reliable. If you want to maximize the trust of your customers, you should choose an Extended Validation (EV) certificate. It has some strict requirements to get one of course, but it’s definitely worth it.
Similarly to the OV, the EV certificate also displays the name of your company. But that’s not all, it will also show the business name in the address bar of the browser and it will become green. By seeing this, customers immediately know that you have made the necessary steps to make the site as secure as possible. Most large businesses use the Extended Validation to instantly earn the trust of their customers.
Fast-Loading Web Pages
There is an abundance of eCommerce sites on the Web that have an average page load time of 4 to 8 seconds, which is crazy. You can lose a significant number of potential customers even if your pages load in more than 2 seconds. If your website is packed with high-quality photos and videos, it is always a good idea to invest in a faster and better web hosting provider.
However, in order to make more people stay on your website, your main goal should be to reduce your page load speed to less than 1 second. Other than that, search engines also prioritize websites with faster loading speeds. If your pages are big, they need to be compressed in zip files, which also reduce the bandwidth and the HTTP response.
Using JPEG images is the best option if you want to optimize the imagery on your eCommerce website. Effective practices include cropping, resizing, removing image comments and reducing color depth of the images. These methods ensure faster loading speeds by making unnecessarily big and dense images smaller.
There might be plugins on your website you don’t even need. Although plugins can help a lot by simplifying various different tasks, too many or too demanding plugins can lead to slower web pages or even crashes. You can turn off or uninstall certain plugins to find out which ones slow down your website the most.
These are the strategies that you should implement on your eCommerce website for a huge increase in conversion rate. Each of them solves a different part of the problem so it’s recommended to go through them one-by-one to make sure everything is set for a great customer experience.
The main idea behind each method is that the customer is always right. Every potential customer should have a great and seamless experience while browsing through your website. To achieve that, sometimes you need to test it out and use proper tools to build up statistics.
With an eCommerce website that meets these requirements, you will surely have the potential to convert visitors into people that actually buy and enjoy your products.
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