Do you want more conversions?
We don’t have to ask you twice – of course you do.
But conversions do not just happen. If you want to increase your sales and for your business to be a profitable one, you have to optimize your site for them.
Having a website, spending on ads and getting enough traffic are not enough to get sales.
When Dollar Hobbyz changed the navigation on their website – a very simple change to make – they managed to increase their conversion rate by 15%. This led to a 66% increase in sales. This was in spite of a dip in traffic.
It just goes to show that traffic does not always mean an increase in conversions.
Average conversion rates are between 1% and 2%. Either way, every ecommerce business out there is always looking to get more sales, which is exactly why we’ve compiled this list of the most effective conversion tips that are guaranteed to get you more sales.
1. Use High-Quality Images & Have Great Product Copy
It is said over and over again that high-quality images are among the most important elements of ecommerce conversions. That’s why we listed images before your descriptions, but your product copy is important as well.
Ensure that your images are large, high-resolution and that you have a lot of them by showing the product from different angles. Also ensure that shoppers can zoom in on the product.
When Skinner Auctions, of Antique Roadshow, increased the size of their images (from 250 pixels to 350 pixels), 63% more visitors clicked to start the bidding process. Moreover, 329% more visitors actually filled out the online forms so that they could place a bid in the first place.
This was in spite of the image pushing the rest of the content below the fold.
If you want to really increase your conversions, you should also add videos to your product descriptions. People are 64% more likely to make a purchase after watching a product video.
Remember, however, that high-quality images aren’t just about a good looking picture. The point is that they give shoppers a sense of the actual product itself. In other words, they should support the claims you make in your product descriptions.
One study, for example, found that the third most common reason people didn’t make a purchase online was because they wanted to examine the product in person.
So, if you’re a salon that sells conditioner, you might want one of your images to include the hair of someone who has used the product and had great results.
Just take a cue from Nike, who has been awarded for its outstanding user experience from Cannes to the Webbys and more.
If you take a look at their product pages, you will notice that their product pages are clean and draw immediate attention to the product itself. The call to action stands out. While it is not pictured below, you will also find a list of product reviews as well.
As for your product copy and descriptions, these also need to be detailed. You should include both short and long versions. The short version should outline what the product will do and what the benefits are.
The features of your product should be phrased as benefits. Product copy should always be benefit-driven.
The longer version should provide enough detail that the shopper does not have any questions about the product. However, while your product descriptions should provide enough detail, they still must do so in a way that is inviting and not just a long block of text.
Think lots of headings, bullet points, bolding and so on, just as you would write a blog post. Take a cue from Amazon:
2. Ensure the “Add to Cart” Button Is Always Visible
When it comes to your product pages, one of the simplest ways to increase conversions is to ensure that your “Add to Cart” button is always visible. It must stand out. Bigger buttons always perform better.
As far as colour goes, you can do A/B testing to see what works for your site. This is different for everyone and on top of that results can change over time.
Regardless of how far your visitors scroll down your page, you need to make it as easy as possible for your visitors to make a purchase. When you make it difficult for them to buy, they won’t. It’s really as simple as that.
When Luiz Centenaro of HammockTown made this simple change on their website, they increased their mobile conversions by 15%.
3. Make the Checkout Process Seamless
Here is an interesting fact to consider: according to Kissmetrics, the first step of the checkout process sees the highest drop-off of customers, regardless of the size of the store or the price of their products.
So, what are the barriers that are preventing shoppers from moving through the checkout process?
- The Sign-In. Asking shoppers to fill out additional fields or to remember passwords puts up an immediate barrier. 30% of users will abandon their cart when asked to register. Don’t do it.
- Failing to Update Shoppers on their Checkout Progress. Shoppers want to know how many steps it will take to complete the checkout progress. So, give your shoppers a progress bar.
4. Offer Free Shipping
The number one reason people won’t buy your product online?
Wait for it…
The shipping fees are too high. Just refer to the study above.
Shipping costs are a major part of a shopper’s decision to buy a product or not. But as you will see, it’s not enough to just offer inexpensive shipping. In Chris Anderson’s book Free, when Amazon implemented free shipping, sales went up everywhere except for France.
France did not offer free shipping. That said, it was only 20 cents.
Guess what happened when France stopped charging shoppers the 20 cents for shipping?
That’s right – sales went up in France as well.
Many businesses have considered offering free shipping, but have thought it was too expensive. This is not the case. After all, nearly half of all merchants offer free shipping.
There is actually a lot written on the topic of how to make free shopping profitable. While that discussion is outside the scope of this article, one option is to offer free shipping on orders that are over a certain amount. This incentives shoppers to add products to their basket.
5. Reduce Cart Abandonment In Other Ways
Do you know how high cart abandonment rates are for the average business? It’s nearly 70% – 69.23% to be exact. That means that you’re leaving 7 out 10 potential sales on the table.
Now, there are a lot of different reasons why your visitors could be abandoning their cart before completing the check-out process.
Reducing cart abandonment rate is about more than simplifying the checkout process, although that’s an important first step.
- Investigate. While there are some universal reasons why businesses experience cart abandonment, it also looks different for every site. That’s why it’s important to do your own investigating to see just how many users are abandoning and at which point. There are many different tools that provide insight into this information, but a good free option is the classic Google Analytics.
- Send Visitors Cart Abandonment Emails. Many visitors can be persuaded to come back. People who receive two emails are 2.4X more likely to make a purchase than those who only receive only one email. Here’s how to write the perfect abandoned cart email sequence.
6. Proactively Address Buyer Concerns
Shoppers have their resignations – especially shoppers who have never purchased anything from your site. For example, they may wonder about whether or not your site is safe (as you saw above), whether they can make returns and so on.
If you want to increase your conversions, it is a good idea to take a proactive approach and address these concerns before your customers have to have to inquire about them. You can start by giving customers multiple payment options like credit card as well as PayPal.
Apple does a good job of addressing potential buyer concerns during the checkout process:
As you can see, shoppers can find out whether the item is in stock, shipping costs and get delivery dates. They can see pickup availability and so on.
Scroll down further and you can compare Mac models and find out everything you would want to know about their AppleCare Protection Plan.
Lastly, shoppers can also read more about how to “Save on a New Mac for School” via their education discounts.
However, this is only the beginning. You can also be there to answer any questions your visitors may have by including a live chat option once the shopper is in the process of checking out. This is exactly what Apple does on their website:
You will notice that the call to action “Chat now” stands out with the use of blue font. Shoppers are also given a phone number to call if they would prefer to speak to someone in person.
Lastly, you ensure that your trust signals are on your product pages as well. This includes a phone number, security guarantees and so on.
So, in summary, your product pages/shopping cart should:
- Include as much information as possible to address buyer concerns (like shipping costs, return policies and so on).
- Include a live chat to address individual concerns and questions
- Include trust signals (phone number, security guarantees, etc.)
7. Increase Your Product Reviews
Reviews are among the most important aspects of your business.
Products that have reviews can lead to 12.5% more conversions than products without reviews.
People trust product reviews. Nearly 90% of people trust reviews as much as recommendations from friends and family.
So, take a cue from Amazon and add product reviews to your product pages.
8. Have a Section for Discounts and Specials
While the following study is almost ten years old, it still contains some fundamental truths. People love a good deal. For all intents and purposes, the study found that nearly 50% of shoppers prefer to buy discounted products.
The same study found that over 60% of shoppers look for a designated section for discounts and specials.
But, you don’t really need a study to tell you that, right? There really isn’t one person out there that doesn’t love a good deal.
So, if you’re looking to increase conversions, give shoppers what they want: a deal. And make those deals clear on your website. You might want to go one step further by also including a designated section on your website for discounted products as well.
9. Increase Trust Signals
Trust is a subtle but important part of getting shoppers to buy your products. If your site doesn’t look secure, your customers won’t buy from you. It’s as simple as that. Trust is especially important for smaller businesses that aren’t as well known as big companies.
So, how can you communicate to shoppers that your site is secure?
There are actually a lot of different ways:
- Ensure Contact Details Are Clearly Visible. Making your phone number and email address clearly visible communicates to shoppers that you are a real business.
- Get a SSL Certificate. Shoppers look for websites that have a secure connection – i.e. a HTTPS connection, the secure version of HTTP. This connection protects sensitive information like credit card information and passwords. You can get a secure connection with an SSL certificate. In fact, SSL certificates are necessary to comply with the Payment Card Industry (PCI) standards. Your SSL certificate will also come with additional trust signals for your site as well.
10. Use Exit Popups – And Test Them
We talk a lot about exit popups here on the Yocale blog because they are effective at what they do.
You are likely familiar with exit popups, but just in case, here is how they work: the software is able to detect when a person is about to exit your page. Just before they hit the ‘X’ button, a popup comes up with a discount offer.
However, it is not enough to simply use them. You also have to test what works – and to continue to do over time.
By testing your exit popups, we are referring to everything about your popups: the style, call to actions, text, image and so on. Don’t just test a couple of things. Nathan Resnick of KeystoKickstarter.com increased his conversions by 20% when he tested his exit popups.
Not only is this data useful for your exit popups but you can also apply your findings to other aspects of your business as well, from your product pages to social media and so on.
Wrapping It Up
If you want to increase your ecommerce conversions, you have to focus on conversion optimization – and not just increasing traffic. That means:
- Using high quality images and having great product copy
- Making your add to cart buttons visible
- Make the checkout process seamless
- Offer free shipping
- Reduce cart abandonment in other ways
- Proactively address buyer concerns
- Increase product reviews
- Have a section for discounts and specials
- Increase trust signals
- Use exit popups and test them
Do you have any ecommerce conversion tips that have worked for you? Let us know.
We write a lot about selling products online. You might also be interested in checking out this article: How to Get More Sales For Your Ecommerce Website.
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