What’s the ultimate goal of an e-commerce marketing team? Some might think improving website traffic is the most crucial task, but online marketers would know that converting that traffic is half the battle won.
E-commerce conversions in the retail business constitute one of the most important metrics that determine its revenue. Even if you think you’re doing great, there is still a lot of room for improving your margins. And in e-commerce optimizations and enhancements are a never-ending story. That’s why we’ve prepared this ultimate guide to increase your conversion rates and bring light along your journey for making better sales.
What is a conversion rate
A conversion rate in general terms is the percentage of visitors on your website that takes the desired action. In our case, the desired action is a purchase.
Online retail conversion rates average at %1.8. Without an elaborate design, a website is most likely to remain much below the average.
The fundamental concern while designing an e-commerce website is rectifying customers’ purchasing journey. To do so, you must find out what obstacles they came across that resulted in an abandoned cart.
More precisely, at which point they left the path to purchase.
With the help of free analytics software, SMBs can measure;
- On which specific page a buyer decides to leave,
- How much time users spend on the website,
- The number of visitors converted,
- Where the traffic comes from (Google research, direct visits, referral websites),
- The paid traffic,
- Number of new users,
- The device they use
So, as a first step, pinpoint your website’s problems. After finding out particularly where your website struggles, you can apply these general tactics to increase your conversions:
19 Hacks to Improve Your Conversion Rate
1. Use high-quality visuals
90% of shoppers say visuals are the most important factor in a buying decision. Visuals are of vital importance to you. Since online buyers can’t touch, taste, or smell your products, they have to count on what they see. Needless to say, your product images must be high-quality. But that might not be good enough. Many retailers, particularly clothing stores, display videos of their products to offer a better description.
Video content can improve organic traffic by up to 157%.
Even if you have high-quality visuals, you must present a detailed description of all types of products. After applying these steps, your returns will drop significantly.
2. Use pricing as a weapon
There is a simple reason why competitive prices convert more customers.
When shopping for a product sold on more than one store, you go for the best price. Customers do so too. You must continuously adjust prices against competitors and see which price brings more customers.
3. Offer free shipping
The top reason why U.S. shoppers abandon a cart is the extra costs. Not only giants like Amazon but also most of the SMBs offer free shipping, and you must do so too. If you can’t afford the shipping costs entirely, reflect some of it on prices. The psychological effect of free shipping on customers will outshine the price increase.
4. Allow customers to review your products
Customers want the opinions of others, just as you do when you shop online. In addition to that, you can learn the pearls and pitfalls of your products directly from customer reviews. Since reviews are beneficial to both you and your customers, insert a review section if you don’t already have one.
5. Clearly define your Unique Selling Proposition(USP)
Give customers a reason why they should shop from you. It might be your prices, the quality of your products, or your customer service. Highlight what differentiates you from your competitors.
6. Improve your SEO ranking
Search Engine Optimization is the process of optimizing the organic traffic of a website. Be sure to optimize your ranking by implementing SEO optimization techniques.
7. Send follow-up e-mails
When a customer abandons the cart after giving an e-mail address, that means she/he followed through the last stage of the sales funnel. That person is one step away from a purchase and deserves your attention. Send follow-up e-mails and offer personal discounts to finalize the conversion.
If you don’t have the time to do it yourself, use cart abandonment software to automate this process.
8. Provide a wide range of payment options
You don’t want to lose customers that came all the way to the end of the sales funnel because of a payment problem. If a customer leaves just because she/he can’t find her preferred payment method, this is a huge problem. Offer as many options as you can.
9. Make use of product recommendation
Recommending related products will help you persuade indecisive shoppers and increase shopping carts in size. Recommend truly related products rather than randomly presenting several products.
10. Be accessible
51% of shoppers state that they trust the company if it’s easy to contact someone. Customers value being able to contact people behind the online store. Even if you don’t disclose contact information on the product pages, create an ‘About Us’ or ‘Contact Us’ page that will help you gain customers’ trust.
11. Provide chat support
Since customers can’t have a face to face conversation, you need to be able to answer their questions online. There are two things you can do.
You can use a chatbot, a computer program working without human intervention. Or you can use live chat software that enables the sales and services team to respond to customer questions in real-time.
There are ups and downs for both, and it’s your task to find out the one which best fits your business.
12. Allow guest check-out
23% of shoppers won’t purchase if creating an account is required. If you want to turn them into frequent users, allow them to check-out as guests. Rather than forcing them to create an account, you can build brand loyalty once they get used to buying from your store.
13. Ease the check-out process
Any type of users must be able to shop from your store, therefore, you must clear the check-out page of any complicated or confusing task. Make it as clear as possible. Don’t ask for any information more than what you exactly need, even if it means ending up with very little.
14. Design a straightforward website structure
Finding a product category must be effortless on your website. Design your website in a way that every step of the purchase funnel is easy to complete for all types of customers.
From finding a product to finishing the purchase, make sure every step is easy and clear.
15. Speed up your website
57% of consumers click off if the loading time for a webpage takes more than 3 seconds. There are numerous techniques to speed up your website and reduce the page load time. Although we won’t be able to address them in this post, a slow website is a problem that can increase cart abandonment by up to 75%. Apply speed-up techniques to avoid losing customers.
16. Make sure customers know your website is safe
Nowadays, consumer privacy is a major concern globally. More and more governments force big tech companies to be more careful about accountability and transparency.
17. Increase mobile usage
Mobile transactions account for 40% of all e-commerce transactions. Needless to say, businesses must synchronize their mobile and web. Catch up with the latest technology and design to draw customers to your mobile platform.
Don’t forget this may bring up additional costs.
18. Make sure your return policy is apparent
63% of U.S. shoppers say that they won’t purchase if they can’t find the return policy.
On top of that, consumers expect a seamless return policy. To get ahead of competitors, offer them free return shipping. Remember that consumer-friendly policies might be a little costly in the short-run but will pay off in the long-run.
19. Offer money-back guarantee
Standardize a money-back guarantee for all your products. Although it may seem costly, it will build brand loyalty in the long-run.
As an online retailer, your main goal is to convert more customers. Not only the products you sell but also how you sell them matters. The design, technical features, content, security, and practicality of your website have a substantial impact on conversion rates.
In this post, we’ve covered 19 hacks, and implementing all of them will significantly increase your conversion rate. Since almost all of these tactics are free & applicable to all sizes of businesses, it’s time to get going.