Your marketing strategy has brought a ton of traffic to your site, but now you face the challenge of converting your traffic into sales. Your ecommerce conversion rate is going to change every day, but you should always strive to beat your average, after all, that is how you make more money right?
As a business owner, you will be doing a lot of research in the market, deciding which products you can successfully sell, watching for trends and looking for quality suppliers for your product or the materials to make your product. Once your website is up and running, it can be easy to forget about it and hope it just runs itself. Your website design and how much engagement you have with your customers is going to greatly influence your conversion rate.
It can seem daunting at first to shift your focus from driving traffic to driving conversion, but creating brand loyalty will increase your traffic exponentially. Luckily there are a few simple hacks that you can use to boost your conversion and keep up on increasing your profitability while you are at it!
It is common knowledge that consumerism is lead visually, however, customers can be much better enticed verbally. A picture looks nice and may get the initial engagement, but the content on your website is what is going to convince them to make a purchase.
Your content should deliver a message in a creative and persuasive way while still remaining professional. SEO content will be incorporated into most of your content but you have to be sure not to let the keywords make the writing seem autonomous or dry. Just as if you are selling the product in person, you must sell it in writing just as well.
Your product descriptions should always reference the benefits and highlights of the product or service and entice the shopper to want to own or use it. Make sure you add call to action phrases that ask for the sale such as “limited edition, shop now!” or “Only a few left in stock, add to your basket now!” these create a sense of urgency around your product.
The content on your homepage or landing pages is the most important content as this is the first impression your customer gets while shopping. The next area you should focus on is your product details and descriptions. If they have clicked on the picture, they are engaged and interested, this is your chance to call them to action to purchase the product.
Your about us pages and other subsequent content should allow the customer to get to know you and what you stand for. You can use these sections to talk about why your business outshines the competition. The last thing to worry about as far as content goes is your action pages where shoppers must create accounts and make their purchases. This section should be straight to the point and not draw their attention elsewhere.
Using the Right Images
Using the right image is important for getting that initial engagement. If the customer is scrolling past your product without hesitating to check it out, you’re probably using the wrong image. Make sure that all of your images are high resolution and professionally taken. Using pictures that you take from your cell phone is probably not the best option unless you plan on using editing software to adjust the light, contrast, crop and other aspects of the photo.
Images, just like product description, should be able to point out the features and benefits of the product. It is not always necessary to have the cover image be the full product if there is a better picture that points out or zooms in on a feature. You can also add pictures that can be scrolled through after the shopper clicks on the image so that they can see the product from different angles and even examples of usage.
You can determine what buyers like best about your product or service by paying attention to the reviews. Many times, buyers will point out a specific feature that they loved or were especially pleased with. If you can narrow down why your customers buy your item, you can use images that point that benefit out to your advantage.
You also need to dive into the video world as well. YouTube is the second largest search engine with more than 4 billion views per day. Videos are a great way for engaging your consumer base without having them wade through long content pages. In fact, if you choose to use video marketing in your email campaign, just using the word “video” in the subject line boosts open rates by almost 20%. Studies have shown that using video content on your website can increase your conversion by 174% Wow!
Make Shopping Easy and Friendly
There are several reasons why guests abandon their shopping carts, but one of the biggest is because the checkout process is so long. Guests that have to fill out lots of forms or give out too much personal information are very likely to abandon their carts. Making checkout seamless and efficient will save your customer time and make you money!
The checkout should also have clear recognition of being a secure process and you should allow multiple payment options including all major credit cards, electronic check, and Paypal.
Some retailers require their customers create accounts to be able to make purchases. Although this may help you collect email data for marketing and it does undoubtedly increase repeat traffic, many customers do not want email marketing and are leery of giving out their address and phone number online. Having a guest checkout option will convert more traffic for you.
Another big reason for customers to not complete the checkout process was because they could not reach customer support. They had a question about an item and did not want to have to call a number or send an email to customer support and wait. Having an online live chat option for your ecommerce site will not only raise your conversion but also get you more positive feedback in reviews.
The most mentioned reason for cart abandonment however is high shipping costs. If someone wants to order a shirt off your website for $20, but you are going to charge them half of what the shirt is worth in shipping, you will be seeing a lot of abandonment issues happening. Try to keep your shipping costs realistic for your consumer, make sure that you are upfront about shipping costs before they get to their final steps of checkout and try offering some promotional deals for free shipping once in a while. There are also some shopping carts that will allow for the customer to estimate their shipping cost as they add items to their cart. These tips will help guests feel more comfortable with the money they are spending.
If you find yourself using these hacks to increase your conversion on your website but you are still seeing cart abandonment issues or people not filling their carts at all, there are some strategies that you can employ to get them to shop or come back.
One is through email marketing. Send out an email to your customer who abandons their cart reminding them that it is still there. You could offer a shipping or monetary discount if they come back and complete their purchase.
Have sign in with Facebook, Google, Twitter, Instagram accounts so that you link to their social media. This way advertisements for your website will appear in their various newsfeeds.
Use tools such as Google analytics to experiment with how different tweaks to your website affects traffic and conversion. There are behavior applications through google analytics that will allow you to set parameters for different landing pages, homepages etc for split testing purposes. This will definitely help you with determining exactly what your customer base is looking for and make sure that you are converting as many as possible every day.