The average conversion rate for an e-commerce website is 1%-3%. This means that for every 100 visitors, only a few people actually make a purchase. Yet, the number of online buyers is growing every year.
This means the potential to sell more products is there. Online stores just need to improve their conversion rates.
In this article, we will share five effective strategies that will help your eCommerce website do exactly that.
Let’s get started.
Improve Your Product Pages
The most effective way to get people to buy more products is to make your product pages as value-packed as possible. The more information your prospects can extract from your product pages, the greater the chance they will buy something.
To make your product pages more useful, you can:
- Write better product descriptions. People don’t like fancy, hard to read language. Instead, they prefer writing that is easily understandable and quickly conveys the benefits, features, and specifications of the product.
- Use more pictures. If you use more pictures in your product pages, it will be easier to convince potential customers to buy the products.
- Create videos of your products. According to Google, 50% of people look at videos of a product before purchasing it. Moreover, having video on your site increases the chances of customers buying your product by 144%.
Another important thing to note is that it doesn’t matter how beautiful your eCommerce website is.
Take Amazon as an example. Their product pages, arguably, aren’t that beautiful. But they sure display a lot of visual content and combine it with clear, easy-to-read product descriptions.
It’s these kinds of product pages that helped Amazon become the fastest-growing retailer in the world!
Borrow from Amazon’s playbook—you can improve your online store’s conversion rate by making your product pages extremely straightforward and packed with useful product details.
Reduce Cart Abandonment
In 2019, nearly 70% of digital shopping carts were abandoned. To increase your conversion rate, you’ll first need to apply strategies to reduce your cart abandonment rate.
Let’s look at the three most common reasons why people abandon their carts and examine how you can reduce cart abandonment on your website.
1. Mobile Optimization
Nearly half of the traffic on the internet comes from mobile phones. This means there’s a good chance your online store is being browsed from phones. But there’s a problem: mobile phone users abandon their carts more than users browsing from any other type of device.
This means you should optimize your eCommerce website for mobile phones. To do that, you can:
- Make your website load faster. By compressing the images and videos on your website and reducing graphical elements, you can make your website faster to browse on mobile phones.
- Improve your website’s navigation structure. On phones, it’s a bit harder to browse through the many categories of products that an online store may have. That’s why you should make the menus on your site work well on mobile devices so that every product page and category is easily browsable.
- Reduce friction to the checkout page. Start by reducing the size of the checkout form on your website. Next, offer multiple payment options. And finally, give users the ability to login via Google and become a member for faster checkout next time.
This advice, while geared toward improving the mobile phone user’s experience, will have an equally positive effect for users of other devices.
2. Offer Free Shipping
According to Stitch Labs, 44% of people who abandon carts do so because of unexpected shipping costs. On the other hand, stores that offer free shipping see a 10% boost in revenue. Offering something at no cost is a powerful incentive—Copyblogger calls the word “free” one of the most influential words in the English language.
3. Don’t Give Customers a Choice Overload
Sheena Iyengar did an experiment. In one booth, she put 6 different flavors of jams and 24 flavors in another. She found that, while the booth with 24 jam flavors attracted a bigger audience, the booth with 6 jam flavors was likely to sell more jam.
This is because customers found it much harder to choose from 24 jam flavors than from 6.
It’s a phenomenon known as analysis paralysis, a term coined by Barry Schwartz, the author of The Paradox of Choice. What this means is that the more choices you offer customers, the less likely they will be to make a final purchasing decision.
So, try to balance your store and provide customers with choice but not too much.
These three tips will help you reduce your cart abandonment rate and, as a result, increase the conversion rate of your eCommerce store.
Increase Perceived Value
The best way to engage your customers is to offer them rewards and incentives. In fact, in a report published by Bond, it was stated that 73% of customers are more likely to talk to, recommend, and do business with brands that have good loyalty programs.
In addition, according to HelloWorld, the best way to entice customers into doing business with you is by providing surprise gifts and rewards.
With that in mind, here are a few ways your online store can use attractive offers to increase customers’ perception of your product’s value, which will lead to a higher conversion rate:
- Offer discounts. RetailMeNot found out that 44% of shoppers made a purchasing decision much faster because there was a discount. This isn’t a surprise considering today’s shoppers are more price-sensitive than ever before. If you offer your customers and visitors discounts, you’ll see them become regular shoppers of your online store.
- Create attractive bundles. Shoppers like discounted prices, but what they like even more is paying the normal amount and getting extra stuff. Providing that incentive means creating a bundle that costs less than the individual items in the bundle. BOGO (buy one get one free) offers are a popular form of bundle and a great way to increase customer engagement.
- Award coupons. It’s scientifically proven that coupons increase happiness levels and make customers more relaxed. So, offer one to existing or new customers and watch your online sales increase.
When you provide attractive offers, customers will buy more from your store. It creates a perception that your store gives the best value to its customers. Moreover, as promotions and deals make purchasing decisions much easier, you’ll find that your store’s overall conversion rate will increase as well.
Today’s customers don’t trust companies very much, a fact that especially applies to eCommerce stores. To convince customers to purchase from your online store, you’ll have to apply trust-building strategies so that they won’t abandon their cart due to mistrust.
According to Motista, if a company is able to develop an emotional connection with customers, first, by being recommended by a friend and then by offering excellent products or services, they can expect to earn 306% more from that customer than from one who has no connection with the company at all.
To put it simply, if you build trust, your customers will buy more.
With this in mind, here are three strategies you can use to build trust with your customers.
1. Craft an Attractive Return and Exchange Policy
Before making a purchase, 66% of shoppers look at the return/exchange policy of the online store. Publishing a policy that’s attractive and easy-to-understand can go a long way in building trust.
Here are a few techniques you can use:
- Specify your policies clearly. Do you only accept return items if they are defective? Do your customers have to pay a return shipping fee? Is there a deadline for returning items based on the purchase date? State all such details in your policy clearly so customers don’t get any unwelcome surprises when attempting to return an item to your store.
- Use simple language. Your customers will appreciate it if you use easy-to-understand language. That means simple words, short paragraphs, and bullet points.
- Go the extra mile. Companies like Zappos offer refunds within a 365 day period. Plus, they even pay the shipping charges for returned items. While your store doesn’t have to go that far, creating an attractive return/exchange policy will help increase customers’ confidence in your store.
2. Have a No-Questions-Asked Return Policy on Defective Items
For Neil Patel, adding a money-back guarantee improved sales by more than 6%. When you promise customers that you’ll provide a refund on defective items, they’ll be more likely to give your online store a chance. And if you don’t, there’s a good possibility that they’ll move to a competitor that does offer a money-back guarantee.
You should also try adding trust symbols to your site. These can be icons for ISO certifications that you’ve earned and security badges from companies like Norton and McAfee. Display them on your checkout page and SSL certification on top of your web browser.
A money-back guarantee and trust symbols combined can help elevate your company’s image and make customers more confident about doing business with your online store.
3. Add a Review Section
A report by the Spiegel Research Center states that customer reviews can boost conversion rates by 270%. That makes sense, customer reviews are one of the most influential factors that come into play when someone decides to purchase a product or service. In fact, Brightlocal states that “91% of 18-34-year-olds trust online reviews as much as personal recommendations.”
With this in mind, it’s a good idea to add a review section to the product pages of your online store, as this will surely help drive more sales.
The easiest way to add an online review section is by using a plugin. All major eCommerce platforms support review plugins that you can quickly add to your online store.
Provide Awesome Customer Support
By providing high-quality customer service, you can increase your online store’s sales, and thus, your conversions. According to TrustPilot, here’s why:
“Improved consumer experiences have become one of the main key success factors for retailers to win and retain shoppers. Indeed, today, a totally satisfied customer contributes 2.6 times as much revenue as a somewhat satisfied customer, and 14 times as much revenue as a somewhat dissatisfied customer.”
Here are three strategies you can use to provide world-class customer support:
1. Add Live Chat to Your Website
Today’s customers want quick customer support. To provide that, companies can add a live chat tool to their website.
Not only is live chat more preferable to customers than phone or email contact, it can also provide basic customer support when your team is offline.
This is thanks to AI technology in today’s live chat apps, which allows them to interact with customers and respond with predetermined answers to basic queries.
Here are a few amazing live chat apps you can choose from:
- Beacon by HelpScout
The reason why your store should have live chat is that it has the highest satisfaction rates among all support channels, even email.
2. Offer Stellar After-Sales Support
“Today’s consumers do not buy products or services—more and more, their purchase decisions revolve around buying into an idea and an experience.” – McKinsey.
This quote captures an important truth about the current consumer population: the experience they have on your eCommerce site will dictate whether they come back or not. You have to forge a relationship from the very beginning.
When customers do business with you the first time, that’s when you should really show that you care about them. The best way to increase your sales is to retain existing customers. And to do that, you have to be ready to provide after-sales service.
The best way to provide great after-sales service involves:
- Having an effective return/refund policy,
- Employing trained customer support agents who can explain and guide customers to use the products they’ve bought from your store,
- Creating a comprehensive FAQ or knowledge base to help customers solve problems themselves.
By doing these things, you’ll be able to increase customer retention and thus, increase the sales your online store gets. In fact, 17% of customers say they will spend more with a business that offers high-quality customer service.
3. Run a Blog to Educate Customers
Many potential customers want to know why your product or service is worth buying and whether or not it will help them solve their problem.
To convince customers of your product’s usefulness, you can create content that shows it in action. Nothing convinces like photos and video; those are the ideal media for demonstrating that your product will help customers achieve their goal or solve their problem.
For example, Twinings, an English tea company, has a recipe section on its website. Here, both potential and existing customers can find delicious recipes that can be made with Twinning’s products. By having such content on their website, it’s likely that Twinings is getting a better conversion rate.
You can create such content too. Showcase how your customers can use the products in your online store and you’ll convince more people to make a purchase.
A Clear Path to Higher Conversion Rates
For anyone who runs an online store, we’ve covered some very actionable topics in this article. You now have five proven strategies for increasing your conversion rate.
If you publish straight-forward product pages, do all you can to reduce cart abandonment, and effectively convey your product’s value on your site, you’ll be off to a great start.
What kind of techniques are you using on your eCommerce website?