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eCommerce Marketing Blog

Comprehensive Guide To Conversion Optimization For E-commerce

Posted by Vaida Pakulyte on Aug 23, 2016 1:55:17 PM

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It doesn’t matter whether you sell soccer goods or Greek yogurt, all e-commerce retailers have one target: sell more.

Conversion rates are the primary metric for e-commerce websites. The more conversions you get, the higher your revenue and wider the reach. When it comes to conversion optimization on this platform, small changes can give you significant results.

We've devised a list of some e-commerce conversion optimization strategies that can reconstruct your e-commerce website into a leader from a mediocre performer. Let's take a look.

 Optimize The Home Page

A huge chunk of visitors will land on the homepage of your website. Here, you have an opportunity to turn your home page into an incredible marketing asset. Add special offers, hot categories, and best-selling products to your home page. This way, you can guide the visitors to navigate through the website in a particular pattern rather than swiftly going to the search bar. This also gives you a chance to have greater control of the overall user experience.

Jet.com is an excellent example of this strategy. As soon as a visitor arrives on the Jet.com home page, he/she is made aware of the new offers, popular products and the items that qualify for a speedy delivery. On the right side, users can log in or sign up and to the left is a drop down button which lists the categories thus optimizing and leading the users through a particular path of sale.

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If you don’t use a particular path of sale, it is possible that you might be missing out on a chance to design the whole experience and revenue optimization per user. The simplest way to profit is to elevate the top selling product. It's more like a sure shot. If you have a great product that is selling like hot cakes, and that is of interest to a wide range of audience at the same time, then why shouldn’t it feature on your home page?

Simplify Product Listings

Do you know that only around 14% of visitors use the search tool to begin their shopping? That is a minuscule amount. So what about the remaining 86% of users? They find their desired products by browsing through e-commerce websites. So if they are not searching, make it simple for them by formulating logical and user-friendly product categories.

Let's dig a little deeper into the nature of the two principal types of visitors your website will encounter.

Searchers: They know what they want! A particular product or model is what they are looking for, or they want to choose within a set of selections.

Browsers: They are not completely conscious of the product they are seeking to get. Category browsing is important in catering to this audience.

If you are operating in a market like apparel, the outlook is critical. Categories should be laid out in a rational manner that guarantees easy navigation through your website. Take a look at Showpo’s product categorization.

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Improve Product Copies

Do you want to improve conversion rates drastically? Making great product copy helps you do just that. If you are using the copies or product descriptions given by the merchant or the brand, you can make a shift to more efficient and personalized ones.

While making copies and descriptions, try to focus on the benefits of using these products rather than the features. Take a look at the customer reviews and incorporate valid points from them as well. Do not forget to emphasize how buying from your store will benefit the client.

The perfect copy will help you paint a lasting visual image in the minds of the customers. Here is a good example of a product copy - iPhone 6 by Apple.

 

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In this case, the website carefully lists the benefits rather than listing the features of the product. Another important thing to note while devising a product copy for an e-commerce company is that you need to lay out return/refund policies clearly.

Videos For Engagement

Product videos excel in capturing the function, feel and the outlook of the product when compared to images. Adding a sample video could help in improving conversion rates. Scale and size of the product can be effectively conveyed through a video. A lot of uncertainties are removed this way and also it's more descriptive than text.

Studies show that videos have had a significant positive impact on the conversion rates of many e-commerce companies. Make sure that the video shows the product operating if it has a particular function. The product should be showcased with and without the package. This way users know what to anticipate.

Address concerns and suggestions of the customers in product videos. Check customer reviews and opinions regarding your product. Uploading videos on YouTube and then linking it back to your e-commerce website might help you generate more traffic. If you want to further widen your reach, add social media buttons which will enable the users to share it to their favorite social media websites. Take a look at Idigic social media for business infographic to determine which social media will benefit your business the most and choose accordingly.

Provide Customers All The Info They Need

One of the quickest ways to enhance your online store’s conversion rate is by giving the all the info they need to the customer before they pay and logout.

To relieve concerns about delivery, show your clients how much time will be required for each product to be delivered. Try not to add hidden charges or shipping charges at the last minute. If an item not in stock, don’t forget to mention it on the product web page.

An email notification system can be employed where the customers will receive a notification if the product comes back in stock again. Customers do not object to receiving details which are precise. So even if it's unimportant or trivial pass the information to the client.

Help The Customers Place Their Orders Quickly

Increasing cart abandonment rateis directly proportional to the heartbeat rate of every e-commerce retailer. So, make your checkout process fast and easy. 

A persistent cart to add items and pre-filling the checkout form if the user is already registered can help in streamlining the checkout process. Don’t force your clients to register. Studies have indicated that your sales could increase by 45% if the customers are not forced to sign up. It might not be entirely possible to eliminate abandonment of carts. But, these ways can minimize the damage.

Offer Various Ways To Check Out

The majority of the customers might be happy to pay using a credit card on your online store. But, some might prefer other methods, especially people belonging to an older niche market or people who are not accustomed to e-commerce. Offer a variety of ways to widen your reach.

Adding PayPal might be useful if your target customers are from Europe or North America. If you are targeting South Asian or Latin American countries, then cash on delivery would be worth considering as internet penetration is comparatively low in these countries. Offering alternative payment costs little and add more ways through which customers can shop through your online store.

Most e-commerce websites have their own weaknesses, from vaguely listed categories to a complicated checkout process. But, the tips listed above can help in fixing your ecommerce website’s faults from top to bottom. You'll notice a measurable and significant increase in the conversion rates.

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Written by Susan Smith

Susan Smith is a writer at iDigic who mostly handles content related to social media marketing and using the social media platform to leverage brand awareness

 

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Topics: Ecommerce Marketing, Product Recommendation Tips, Personalization, ecommerce trends, ecommerce segmentation, conversion, conversion optimization

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