Are you doing everything you can to increase eCommerce conversions?
Once you’ve done the hard work of driving targeted traffic to your eCommerce store, your results are only worthwhile, if you manage to convert some of that traffic.
There is no point having traffic going to your site if no one is making a purchase.
In this post, we’re going to look at some of the things you can do TODAY to increase your conversion rates.
Never underestimate the power of content for your eCommerce site. This doesn’t just include written content, but images, and even video too.
Images should be clear, and most of all original, if you want to build trust. They should be of high quality. The clearer the image, the clearer the decision for the customer. Try to get photos of the product from as many different angles as possible to give people a full understanding of what it is they’re hoping to buy.
Avoid images like the ones above that are blurry and show visible scratches on the products. If you were to see this, as a consumer, chances are, you’d look elsewhere for the product.
Instead, take photos like the ones below that show a clear image of the item, and also the item in use.
Images without proper product descriptions will lead to lower conversion rates. Customers won’t feel compelled enough to take the action to make the purchase. Maybe they had a question about the product that a description could answer.
When writing your product description, it’s important to have two versions, the short and the long version.
The short version is for the consumers who already know what they want, they just want to clarify that the item they’ve clicked on is exactly what they’re looking for.
The long version is for the consumers who might have questions about the product or might be looking for specific details about it.
When writing your descriptions, be sure to keep them detailed, but also succinct. This means you want to get as many features in as possible, without rambling. Consumers want to get the information they need in the quickest time possible, so making the descriptions easy to read would be a huge bonus for eCommerce conversions.
Consumers want the information they need in the quickest time possible, so making the descriptions easy to read would be a huge bonus for eCommerce conversions.
If you want to go a step further, then look into video as an option. Using video is a great way to increase conversion, as consumers get to see a real person handling the product they plan to buy. Things like size and shape, are often harder to see in a photo, so a video will bring your products to life and act as another layer to your conversion process.
Things like size and shape are often harder to see in a photo, so a video will bring your products to life and act as another layer to your conversion process.
Payment is important, and it’s even more important to make sure that the payment process is as seamless as you can make it.
If you want to increase conversions, then an easy step to take, would be to improve your payment process.
This could mean, taking more forms of payment, such as Paypal. Often, people will browse online and add things to their basket and even go to checkout, without actually having their credit card with them. Offering them the ability to pay via Paypal enables them to pay straight away, even if they don’t have their cards to hand.
Be clear and consistent. If you need to charge shipping fees or other fees, make this known to the customers as soon as they enter your website. This way, there are no nasty surprises and they don’t fill up their basket only to be met with a 3 week shipping time, or expensive shipping costs.
If you can, offer free shipping. Shipping is one way to convert potential customers into paying customers. You don’t have to offer free shipping on all purchases either, you can just offer them on orders over a certain price point. This will also encourage your customers to spend more.
If you want to increase your conversions, you need to build trust. Now, I know we said these were all tactics you could implement today to increase your conversions. Whilst you won’t be able to build trust today, you can put things into motion in order to showcase the trust you’ve already built.
If you don’t already, ask customers who have paid for one of your products to leave a review or rating.
If customers can’t see or access any reviews, they often worry about the quality of products or the quantity sold.
Often on Amazon, people look to the number of items sold as a testament to its quality often avoiding choosing items that have sold less.
Without building trust, optimising your payment process and creating great content, you’re lowering your conversion rate.