Improving website conversion rates is vital to the success of any ecommerce company. However, if you want to increase conversion rate for websites, a little strategy goes a long way. Below, we’ll give you the top 9 growth hacks that will help you increase conversion rates in no time.
How to Increase Conversion Rate for Ecommerce Websites
Ready to start seeing measurable results?
Here are just nine ways that you can increase conversion rate for ecommerce websites:
1. Use Quality Photos to Show Them What They’re Getting
You know the phrase, “a picture is worth a thousand words”?
Well, this is also true for ecommerce sites. If you only do one thing to increase conversion rate for websites, make sure its choosing quality photos that show an accurate depiction of your products. Though quality photos may require more of an upfront investment, they can really make or break your product display in the end.
Consumers want to know what they are getting when they purchase from an ecommerce site. Take quality photos of your products from different angles, and make sure that these images highlight your products’ best features. You may also want to consider showing the product in different contexts in order to demonstrate how shoppers can use these products.
Another way to show a more comprehensive view of your products, is to make it possible for consumers to zoom in and out to see the greater details of the products—you can even give them a 360-degree view. The more quality photos you have of your products, the more opportunities you have to show consumers what exactly you have to offer. (And the less surprised they will be when the product arrives on their door step!)
2. Yes, Good Product Copy is Important
Effective product copy is another element of your ecommerce website that can go a long way in improving conversion rates. Though product descriptions are often short and simple, they do matter when it comes to influencing purchasing decisions. Product descriptions offer you the opportunity to explain how your product will benefit customers, which can often be the motivating factor in a purchasing decision.
Ultimately, the goal of your product copy should be to provide buyers enough information to make an informed decision. The copy should help convince them that this product is a good fit for their needs and wants. However, you should avoid marketing or sales copy as this can be off-putting to some consumers and doesn’t really allow you to give them the information that they need. Instead, aim for a clear and accurate description with complete information. Focus on the benefits that the product can provide the consumer instead of just providing information about the product’s features.
To increase conversion rates for ecommerce sites, develop both a short and simple description as well as an extended version. The concise version should provide details about who the product is for and how it helps solve the customer’s challenges. This can be effective for shoppers who have already done their research and know what they’re looking for. While the longer version should give more information that works to remove any questions or doubts that the consumer may have about whether or not the product is right for them. This is helpful for consumers who may be on the fence about whether or not they should purchase a product.
3. Highlight the Value of Your Products
In addition to providing clear and compelling product images and descriptions, it’s also vital that you make clear what sets your company apart from others. In today’s digital marketplace, consumers are being pulled in a number of different directions. Not only do they have the opportunity to buy from many different companies, but they may sometimes become overwhelmed with the amount of choices they have. That’s why it is vital that you clearly communicate the value your company can provide from the very beginning.
In fact, according to Kiss Metrics, the highest converting websites are those that make their unique value proposition clear on the homepage or landing page. This is often your visitor’s first impression of your company, so it is important that you show them from the start what makes your company unique and what value you provide your consumers.
Content tailored to your target audience is far more effective than generalized marketing copy. While developing your value proposition(s) consider who your audience is and what their biggest challenges are. Speak to these challenges and concerns in a language that they can understand and appreciate. Make clear the reasons why your products are unique and what value they can offer to consumers. In short, address the question: why should consumers do business with your company?
4. Use Video and Make Products Fly Off the Shelf
Though quality images are certainly a must-have if you’re trying to increase conversion rate for ecommerce websites, product videos can also help you get there. While images are limited in what they can demonstrate and showcase, videos allow you to create a more interactive experience that can go a long way in influencing consumer purchasing decisions.
Online video has been getting increasingly popular as brands are beginning to discover that more and more consumers are drawn toward compelling video content. In fact, 50% of consumers cite product videos as the main resource that contributes to their buying confidence. Not only are consumers more likely to share video content, but search engines like Google often favor video content in their search results.
Using online video content on your ecommerce website doesn’t have to be complicated.
Here are just a few ways that you can use video to increase conversions:
- Showcase the product’s capabilities.
- Create how-to videos to show how consumers can use the product.
- Provide advice for product selection.
- Demonstrate how your product provides additional value.
Whether you create video content in-house or hire a professional, you will find that this content has the potential to convert more customers on a regular basis.
5. Use Testimonials to Let Existing Customers Sell for You
There are few things more powerful and convincing than customer testimonials and reviews. In fact, a survey from Dimensional Research shows that 90% of customers claim that their purchasing decisions are influenced by online reviews. It’s easy to see why. Consumers are looking for proof that a product works the way it is intended to. They want to know that they are spending their money on quality products that offer substantial benefits. The best evidence of this is previous customers who are satisfied with their purchase.
Ecommerce brands can strategically use customer testimonials and reviews to optimize conversions. Though it may seem difficult to get people to review your product, the truth is that if they are satisfied with their purchase and you make the review process easy, they will be more inclined to leave a review. Companies can automate this process by sending an automatic follow up email after the customer has had time to use the product. In this email, ask for your customers’ feedback and make it simple for them to leave a review.
If you decide to use customer testimonials or reviews, it’s important that you optimize their impact. Some brands opt for testimonial videos, which require a certain amount of time and effort to produce but have the power to quickly grab your visitor’s attention and influence the sale. A more common practice with ecommerce sites is showing product reviews on each product page. This makes it easy for shoppers to see what others are saying about your brand. You can also encourage reviews on Facebook. That way if shoppers are finding your brand on social media, they will be exposed to these reviews before visiting your site.
6. Make Your Promos and Sales Exciting and Easy to Find
Many consumers are always on the lookout for the best deals, and the internet makes bargain hunting and comparing prices on products easier than ever. Ecommerce companies need to make it simple for their website visitors to find the best deals on their site by having a section dedicated to sales, special pricing, and other promotions. In order to provide the best shopping experience for your customers, make sure that this section of your website is easy to locate and clearly organized so that visitors can find what they’re looking for quickly.
In addition to having a navigational tab with a link to your sales page, you may also want to develop other calls-to-action throughout your site that lead consumers to your promotions page or specific products that are on sale. For instance, if you are having a sale on a particular product like shoes, you may want to create a banner or slider on your home page that makes this promotion clear to everyone who visits your page. Make sure to use eye-catching visuals and short, simple copy that clearly indicates the important details of the promotion.
7. Don’t Let Would-Be Consumers Get Away
Another important way to increase conversion rate for ecommerce websites is by following up with those consumers who have put items in their cart and left without making a purchase. Think of every abandoned shopping cart full of items as another chance to make a sale. Just because the shopper has not followed through with the purchase does not mean that they are no longer interested in your brand and your products. They have taken the time to choose products and fill their shopping cart. Now, they just need a little motivation to follow through with the purchase.
There are a few ways that you can follow up with consumers who have abandoned their shopping carts. Sending a quick follow up email is an easy way to recapture the shopper’s attention and encourage them to follow through with their purchase. This requires you to capture your shopper’s email before they check out. Make sure that this follow up email has a relevant yet compelling subject line so that the consumer will be more inclined to open it. For instance, you might use the line “Did you forget something?” You’ll want to make sure that you track the effectiveness of these follow up emails so that you can continue to optimize them over time.
Another way that you can follow up with shoppers who have abandoned their carts is through retargeting ads. These ads are served to those who have visited your site before, and you can target those consumers who have already put items in their cart. These ads offer a friendly reminder that the consumer left something behind. By serving your previous visitors content about your brand and the products they were interested in, you are helping remind them of the items they placed in their cart, which can help encourage them to complete the purchase.
8. Don’t Be Afraid to Be Persistent
There are many reasons why a consumer might put items in their cart without following through on a purchase. Something may have come up that causes them to put their shopping on hold. They may also want to do some more research or compare prices before buying. When consumers add products to their shopping cart and exit the site, there is a good chance that many of them may want to return and complete the purchase at a later time. That is why the persistent shopping cart is important.
If consumers return to an ecommerce site and find that the items they placed in their cart are no longer there, there’s a good chance that they will not start from scratch to re-place these items into their cart once again. This is too much of a hassle and may even cause the consumer to become frustrated with your brand. The persistent shopping cart allows you to keep the items in the shopper’s cart so that they are still there when the consumer returns later.
You can provide consumers with a persistent shopping cart using persistent cookie. You may also want to give shoppers the option to email the contents of the cart to themselves. Not only is this a convenient way for shoppers to keep track of products they are interested in, but it also helps you stay on the shopper’s mind after they have left your site.
9. Use Progress Indicators to Appease Impatient Shoppers
Consumers want to know how long it will take to make their purchase and what information you will be asking for. This is where progress indicators come in. Use a numbered list to show the consumer what steps they still need to take to complete their purchase. This will clearly show what progress they have made toward the final purchase and how much longer it will take for them to finish. You can do this by presenting a numbered list at the top of the checkout page.
Many consumers are impatient and would prefer the checkout process to be as simple and quick as possible. Condense the number of steps that it takes to checkout and only ask for the information that is absolutely necessary. The more information that a consumer has to enter to make a final purchase, the less likely they will be to follow through or return to your site in the future, especially if they are in a hurry. If you want to increase conversion rate for websites, you may also want to offer a registration option. Though site registration should not be a requirement, this is a great option to offer to help consumers save time at checkout when they return to your site in the future.
Now that you’re equipped with these nine hacks, you’ll be able to start increasing conversion rates for your ecommerce site in no time. For more information about ecommerce marketing strategies, visit our website or contact our team today to schedule a free consultation.