You as an eCommerce store have been in business for a while now, with lockdown still going you probably have seen some increase in your conversion rate.
But you think to yourself, why aren’t they higher? Why am I not converting more customers?
Why is it so hard to increase conversion rates for your eCommerce store and reach the optimal rate of sales, that you can barely keep up with demand?
The answer lies in ecommerce conversion rate optimization.
eCommerce conversion rate optimization is a process that eCommerce stores undergo to increase sales and improve the eCommerce conversion rates of their eStore.
eCommerce Conversion Rate Optimization is for e-commerce stores what search engine optimization is for websites. It helps with getting more people to buy.
It’s the process of taking your eCommerce store to the next level by optimizing it in a way that makes it more appealing to customers and increases sales.
How to identify improvements to experiment with?
The simplest way to find e-commerce conversion rate optimization ideas for your eCommerce store is by using Google Analytics.
Google Analytics eCommerce reports will show you in a visual summary format eCommerce metrics like; eCommerce conversion rate, eCommerce revenue, and eCommerce transactions.
A good way to improve the eCommerce store experience is to experiment with changes in the design of your products pages by performing A/B testing.
By changing small things on a product page you can greatly increase its appeal and create a better user experience for purchasers who are browsing your eStore (by adding more images or removing unnecessary content) or search engine bots that crawl through your online store looking at all the micro details of each page (remove product names from the image page titles, use a new product description template).
Always remember eCommerce conversion rate optimization is not just about improving your eCommerce store, but also about identifying improvements in ecommerce technologies that affect e-stores like ecommerce platforms and ecommerce shipping carrier integrations.
Optimizing this part of the eCommerce experience can greatly improve your conversion rates and sales.
Let’s look at some tips to increase e-store conversion rates and how to bring maximum traffic to your site through SEO.
Make sure your product descriptions are clear and concise
You should describe your eCommerce store products in a way that makes it clear to customers what benefits they will get from purchasing the product.
Also, remove any unnecessary information, make sure each eShop product page has at least 250 characters of original content (including title, description and short description).
Images are also important for eCommerce store conversion rates because they make the products more appealing.
Make sure your images also have the keyword you want ranking highly on search engines.
You can do this by using SEO-friendly image names or alt tags describing eShop products in your eStore product photos.
Ensure that your website is mobile-friendly
If your eCommerce store is running on a platform like Magento, make sure it’s compatible with mobile devices and has a mobile-friendly version of the eCommerce store.
Not only will you get more conversions if you have a mobile-friendly eShop but also drive more traffic through Google searches.
In Google searches, eCommerce stores that are mobile-friendly will appear before ones without a mobile version.
Mobile responsiveness is also critical for your website to be considered accessible.
Many people with disabilities can only use their phones to shop online, and, therefore, you need to invest in mobile responsiveness to ensure eCommerce website accessibility.
Track every movement your customers do
Make sure you use eCommerce tracking codes when linking eCommerce platforms to Google Analytics so that your revenue and eCommerce conversion rates can be correctly tracked.
You should also have e-commerce tracking codes set up on eCommerce platforms like Magento and Shopify so that e-store revenue can be tracked at the eShop level.
Make sure you understand eCommerce conversion rates by dissecting eCommerce customer data sources in Google Analytics
When analyzing customer behavior, look for common traits between customers who make purchases compared to those who don’t make them and see how many times your eStore visitors viewed a particular product before buying it.
Include reviews for each product in your eCommerce store
Adding reviews to an eCommerce store gives users another perspective about products that they are considering buying from you.
It helps them gain trust in the store and increases their willingness to buy products because they feel safe dealing with a credible website.
Adding reviews to ecommerce platforms like Magento is easy because store owners are encouraged to rate the products and the stores.
Some eCommerce platforms encourage customer reviews through special eStore features or by sending out emails asking customers their opinions on products they bought from the eCommerce store.
Use free shipping as an incentive for more sales.
It is proven that eCommerce stores with free shipping have a higher conversion rate than ones without this feature.
A study by UPS revealed that customers who had items shipped to them for no extra charge spent $25 more and ordered 13% more products than those who paid for shipping.
Often customers are willing to pay full price on a product because they know there will be zero shipping fees after purchasing the product, making it easier for eCommerce store owners to sell their products at full cost.
Ensure that you have a clear call to action on each page of your site
If your visitors don’t know what they should do, they can get frustrated and leave the eCommerce store.
Make sure your call to action is placed above the fold so that your visitors can easily see it and act on it; otherwise you will lose potential eSales just because they are not able to find it.
Create a sense of urgency
eCommerce store visitors are more likely to place an order if they feel like they are getting a deal.
Urgency can be created by running promotions such as “buy one get one free” or “20% off all products in our clearance section”.
You should also give users limited time offers such as “free shipping on all orders placed today only”, for example.
Create an account with a loyalty program
If you have an eCommerce store, investing in a loyalty program is a must.
Using Magento as your eCommerce platform or working with a merchant services provider like Payline Data gives merchants the ability to add customer loyalty programs so that customers can accumulate points for purchases and rewards.
Customer retention ultimately leads to increased eCommerce conversion rates because it encourages regular buyers who are more likely to purchase from you again when they already know what to expect from your store.
Making these changes will help improve overall customer satisfaction which will also encourage repeat business!
Add a video to your product page that explains the benefits of your product
Adding videos is a great way to educate your customers and help them better understand the product they are viewing.
It also helps with improving your conversion rates because it improves customer experience.
Adding video to product pages can make browsing through an eCommerce store fun, and ensures that you have a good understanding of how your product works before making a purchase.
This is a great way to differentiate your eCommerce site from those of your competitors!
Encourage customers to share their purchase experiences through social media
This is a great way to gain new customers by getting your eCommerce store in front of more and more people.
Allow customers to share their purchase experiences with others on social media sites like Twitter, Facebook, or even Pinterest.
This gives your eCommerce site free advertising and encourages viewers to visit your website because they have seen positive things about you from friends.
By doing this, you will improve the overall conversion rate of your online business!
Provide one-click checkout options
One-click checkout is a great feature that should be available on all eCommerce sites.
Several studies have found that providing one-click checkout options reduces shopping cart abandonment rates by up to 42%.
This means that the average order value per customer will also increase because customers are more likely to complete their purchases.
Offering a variety of payment options is like rolling out a welcome mat for your customers. Think about it; not everyone uses the same bank or prefers the same payment method.
By providing multiple payment gateways—credit cards, digital wallets, bank transfers, and even options like “Buy Now, Pay Later”—you’re essentially saying, “Hey, we’ve got you covered no matter what.” This flexibility can be the final nudge a hesitant customer needs to complete a purchase.
Live Chat Support
Imagine you’re in a physical store, and you can’t find your size, or you’re confused about a product’s features. What do you do? You’d probably look for a sales associate for help.
Live chat support serves the same purpose. It offers real-time assistance, answering queries, solving problems, and even upselling products when appropriate. The immediacy of live chat can prevent cart abandonment and turn a maybe into a definite yes.
Whether it’s Black Friday, Christmas, or even a “just because it’s spring” promotion, seasonal sales create a sense of urgency that can drive conversions through the roof.
Limited-time offers make customers feel like they’re part of something exclusive, and nobody wants to miss out on a good deal. Seasonal promotions can also be an excellent opportunity to clear out inventory and introduce new products.
Personalization is the digital equivalent of a salesperson who knows your name, remembers your last purchase, and suggests products that you’ll actually like.
When you leverage data analytics and machine learning, you can offer personalized recommendations, targeted emails, and even customized user experiences. This not only increases the likelihood of a sale but also enhances customer loyalty. After all, who doesn’t like feeling special?
An FAQ section is like a 24/7 customer service rep who never takes a break. It’s there to answer common questions, clarify doubts, and provide additional information that might not fit neatly into product descriptions or other parts of your website.
An FAQ isn’t just a static feature; it should be dynamic and evolve based on customer interactions and feedback. Regularly update it to include new questions that arise or to clarify existing answers. You can even use it as a platform to highlight features or promotions that customers might not be aware of.
Conclusion paragraph: With all these great tips, you should be able to identify some quick and easy changes that will help improve your sales.
It may take a few weeks before you see the results of anyone’s change in isolation, but with so many suggestions at hand, it’s worth experimenting with different solutions until you find something that works for you.
If none of this sounds like it applies to what you need right now, or if there are certain areas where we can provide more guidance, don’t hesitate to reach out! We’re happy to offer 14 days free access to FIgPii’s suite of CRO tools, so sign up today!”