Every eCommerce business wants to increase its conversion, regardless of what you are selling. After all, without conversions, nothing would happen and there’s no sense in having an online presence if it is not earning revenue for you. Click To TweetThere’d be no signups and no sales. It is time that you take a look at some of the tips on ecommerce conversion optimization to boost your online sales.
However, despite the obvious importance of conversion in the e-commerce industry, figures claim that only 53% of businesses spend less than 5% of their promotional budget on the most important part-conversion. Only 35% of online retail businesses report a conversion rate of less than 1%.
So, now you know that almost all eCommerce businesses face the issue of driving more traffic and converting them into buyers.
In this article, we’d share the pitfalls you must avoid in order to ensure higher conversion. By combining these different eCommerce conversion tricks, you can double your sales without new traffic.
Some Ecommerce Conversion Optimization Tips to Increase Sales
Optimize Email Newsletter
When you have a great subscription data, why not use it to bring more visitors to your business and convert them to buyers to make more sales with them?
Yes, Newsletters can be a great tool in increasing conversion. The email you send is not only a way to communicate industry/company news, but can also serve as a platform to sell more.
You can include interesting offers/campaigns to increase customer engagement and drive sales. You could send newsletters to your subscribers on a monthly or weekly basis. Check out some easy strategies below
Product Recommendation – As I mentioned above, a newsletter is not only just a way to communicate the industry news, but you can bring the visitors to your store by simply recommending products that the buyers may like to explore. The recommendation may be done according to the purchase history of the buyer. Also, you may create a segment of customers like who buy this, also buy that.
Remember to make personalized recommendations based on the previous purchase. For example, if the buyer has purchased a mobile, recommending back cover or screen protector will make sense to them.
According to the experts, nearly 80% of consumers like when their emails contain recommended products according to the previous purchases. Not only this helps make the emails engaging, but also helps with up-selling and cross-selling your products.
Discounts – They have just subscribed to your newsletter, so why not reward them with something? You can add discount codes in the newsletters to incentivize future purchases. More consumers are looking for discount coupons, and nearly 70% would use the coupon before the deal ends.
Send Wishlist via Emails
Nearly every eCommerce store and an app have the functionality to “add to wishlist” and shoppers can add products that they might want to buy in the future. You need to remember that some online shoppers are price sensitive and they add products to the wishlist in order to get the product at the right time at the right price.
This is a very good segment to target because they have already done the research and added the product to the wishlist. Having a clear strategy to bring back this segment of customers, who have added products to the wishlist, can go a long way in increasing conversion
Don’t: Send multiple emails to online shoppers as they may feel annoyed with the flood of emails from your store and right click on the “Unsubscribe” button. Decide the frequency of your email campaign and stick to that.
Make Special Deals, Really Special
It is important that you make sure your shoppers are not getting lost in oblivion. As an eCommerce site owner, it’s a priority to deliver outstanding customer experience by personalizing and treating them special. One way to do this is to highlight special deals and promote it aggressively through paid and free campaigns.
Here’s how to do that:
Use custom plugins – The best thing about technology is that it never ends offering new things. Whether you are using WordPress, Magento, Shopify or WooCommerce, you have options available to use plugins or modules to highlight special deals. Using a countdown timer will make it more attractive and encourage shoppers to buy the product before the deal expires. If free tools are not available, Facebook can be your friend for sure.
Alternatively, you can also launch creative campaigns through email. Check the following image and see how deals can be launched beautifully in an email and that too for free:
Use popups – Using popups is not only a great way to achieve more subscription rate, but it can also help you sell more. When designing these popups, make them stand out from your website color scheme while ensuring you don’t distract the shoppers.
Use info bar – It is another great way to promote your special deals on the website. You can display them to all your visitors, based on pre-defined behavior. Make sure to use a strategic color combination to make it look attractive and engaging for the visitors. Using bigger fonts with bold personality make the deal more appealing.
Don’t explain everything on the deal popup. Try to grab their attention with attractive punchlines and always use the maximum discount offered. For example, if you are offering from 10% to 50% on mobile devices, it is better than you use punchlines like, “Grab upto 50% discount on mobiles.” Check this amazing example of an engaging deal popup. What we like about this pop-up, is in addition to increase conversion, you also get the email address of the subscriber for further nurturing or upsell.
Nurture Cart Abandoners
Shopping cart abandonment is the most common issue that online retail stores face these days. In fact, it is costing the eCommerce industry trillions in revenue every year. It makes sense in nurturing these abandoners through cart recovery mailers. It can help you recover much of these lost carts.
Despite the fact that abandoned carts are causing great losses to the eCommerce businesses, very few retailers are using remarketing emails effectively. In most cases, marketers aren’t running their cart recovery programs at full throttle.
Of course, not every cart can be recovered successfully, but that doesn’t mean recovering these carts is off limits. Use the “Three emails” strategy as experts claim that websites that send three emails convert 26% higher than those who send one email.
Another way to bring back your visitors to complete the checkout process is to offer an unexpected bonus. It gives your buyers another reason to make payment for the product that is now available at a lower cost.
Don’t be too desperate. Consumers just hate those websites that are too desperate at converting visitors into buyers. Brainstorm & decide the frequency that is best for your customers. As an eCommerce store, you need to make sure that you are offering something unique and really valuable rather than a generic email.
Quality Product Images
If I’d have to pick a product from an online product, the first thing I would look for would be the image only. And this is the case with almost every buyer who visits your store too.
Therefore, it is important that you use high-quality photos of the product to increase conversion. The clearer, the better. You can display the product from different angles. Make it zoomable, if possible.
“Dressing Room View” is an additional benefit for online shoppers. It lets the buyers to check how the product looks on them in reality. The buyers can simply select the product and click on the ‘Try’ option, and visualize how the apparel would look in real.
Here are some important considerations that must be kept in mind when uploading product images:
- Use 640 x 640 or 800 x 800 images
- For thumbnails, use 100 x 100 or 200 x 200 images
- If you want to offer zoom capability, images width 800 x 800 and 1000 x 1000 is better
Different platforms have restrictions like 1024 x 1024 for Shopify, 1100 x 1100 for Magento
Don’t use blurry or out-of-focus images that are unable to show the real colour/style of the product. Use real models wearing your product to display image, instead of just the product. Avoid optimizing images too much.
Focus on Product Descriptions
Product description matters. In fact, it matters a lot. The role of the product description is twofold. While it is supposed to give buyers enough information of what they are going to buy, it can also help in SEO. The product description should include the relevant keywords as it helps score your product on search engines. And the description should be focused on product features and no additional information that may be irrelevant to the buyers.
There would be buyers who really want to read product descriptions to understand the features, instructions, benefits to shortlist products. The best sales copy is full, complete information as clarity trumps persuasion.
Wondering what type of product description to use on the website? The answer is both – concise version and the long version.
The shorter version of the product description may focus on who’s the product for while the longer version gives in-depth information about the product.
Don’t copy and paste the product description from any other website that is selling the same product. You might find it a great step to save your time, but it can make a negative impact on your search engine ranking as Google penalizes website with duplicate content.
Product Videos are Great
Images are good, but a video is the best thing for engaging visitors successfully. We all know that images have their limitations, but the videos are the next step before actually touching and feeling.
According to stats, more than 65% of visitors who view product videos are more likely to buy the products. The video can include the demo of all the features that are described in the description along with a 360-degree view of the product.
It might be a good idea for the video to have a standalone call-to-action that encourages shoppers to make a purchase.
Of course, product videos can be expensive and not every eCommerce business can afford them. But, you can at least create it for your most expensive, top selling products. Start using product videos for at least part of the inventory and see if it makes a difference.
Here’s how to do that: The best and the simplest way to add product videos to your website is by linking to an advert hosted on YouTube instead of uploading a video on your website. It can be easily done by the website owner. Get an embedded code from YouTube or any other website and simply use it on your website.
Don’t auto-play videos as you have seen on Facebook. Not every visitor might want to play videos as some may have limited internet data available. Instead, give them an option to click on the video to play, so that they can watch the video only when they want to.
Now that you have learned 7 strategies on eCommerce conversion optimization, make sure to implement them successfully. While not all of them may work for everyone, you have to find what for you and what is relevant for your customers.
In addition, we would like to share a brief video we have done on 5 Ways to Increase Conversion Rate. Take a look at the video below and leave your comments.