15 eCommerce tips to drastically increase your conversion rate (Part 1 of 3)
In part 1 of our 3-part article series, we’ll show you exactly how you can increase your conversion rates with tried and tested tactics. Here are our first 5 tips. Our next two articles will be published in the coming weeks!
In today’s competitive landscape, succeeding in the eCommerce industry is getting more and more difficult. We all know conversions lead to sales, so growing your bottom line means you need focus on increasing and optimising your conversion rate.
But is it really that simple?
In a world where 84% of people do not trust advertisements anymore, converting visitors into customers has become a real mission impossible. Like most eCommerce businesses, you’re looking to optimise your conversion rates without spending too much, or without looking desperate, because desperation kills conversions...
You might be getting enough traffic, but boosting conversions doesn’t end at increasing traffic. If your conversion rate isn’t budging (or worse, if it’s dropping), you need to shift tactics.
If you’re asking yourself ‘how can I increase my eCommerce conversion rate’?, start by reading this article. We’re going to give you our first 5 methods to improve your conversion rate without too much of an effort.
15 tips to optimise your eCommerce conversion rate today: Tips 1-5
1. Offer free shipping
According to Barilliance, shipping cost is the number one reason for cart abandonment (25%) and 9 out of 10 consumers say free shipping is their biggest incentive to continue shopping online. If you’re charging for shipping, chances are you're losing some of your sales to your competitors.
Some may offer shipping for free regardless of what’s purchased and some offer free shipping tied to conditions, like a minimum spend requirement. Whatever you opt for, consider adding the option at checkout or promote it across key landing pages.
Here are 3 ways you can offer free shipping on your website:
- On orders over a specific amount.
- By having a minimum requirement of items purchased.
- Offering free shipping during a specific time frame - usually during slow periods.
2. Say goodbye to cart abandonment
Did you know the global average cart abandonment rate was over 77% in 2016? Cart abandonment may be a very common phenomenon, but that doesn’t mean you should let it affect your business.
Sending email reminders can help you reduce cart abandonment. Why? People tend to forget or might want to check out on a different device. Abandoned cart emails are a great way for consumers to come back to your site and complete their order.
But when is best to send an email?
- After 24 hours for full priced items.
- After just couple of hours for items on sale.
- If you’re looking to go the extra mile, why not give your customers the option to save their basket and come back to it later like ASOS does?
ASOS allows visitors to save items to their ‘bag’ and come back to it later
Letting your customers save their items for a certain period will considerably reduce cart abandonment as saved items are easy to find again and stay saved for a longer amount of time, increasing the chance of a purchase.
3. Match your landing page copy with your PPC ad’s copy
It’s not uncommon to click a PPC ad and be redirected to a landing page with completely different message. Don’t overlook this, make sure your PPC ad and landing page copy match or the inconsistency will hurt your conversion rates.
If you’re advertising a 20% discount, free shipping, or a special offer on your ad, consumers will expect to be taken to a page with the same offer. If your landing page doesn’t mention the same offer as your ad, consumers are left with their expectations unfulfilled. They’ll leave your site and click on another PPC ad.
Here’s how to make sure message matching across your ads and landing pages:
- Double check you’re using the right link in your PPC ad.
- Avoid using false advertising in your ad’s headline. There’s no point using the words “free” or “discount” just to get traffic if you’re not going to actually offer those benefits. That’ll send conversion rates plummeting.
- Triple-checking the copy’s accurate. Are you describing everything consistently? Are you offering the right product or service? You’d be surprised how often companies will mess this up.
4. Content marketing will help you
In order to convert more consumers, it’s important to attract the right people in the first place. If you’re selling sportswear for example, you’ll want to attract traffic, but not from an audience who’s uninterested in sports and exercise. To get quality visitors, content marketing is essential.
Continuing the sportswear example, writing about fitness and nutrition is more likely to help you attract the right audience and convert your readers because the content will be relevant for them.
This is how you can convert more with content marketing:
Make your blog easy to access from your website.
- Optimise your articles for SEO.
- Write about things that your audience likes and occasionally promote your own products.
- Fabletics have found the perfect balance by sharing some fitness and lifestyle-inspired content as well as some promotional content.
Fabletics offers lifestyle content suited to their audience
Here’s why Fabletics’s blog works well:
- Their articles help them engage with their audience. If your consumers feel connected to your brand, they are more likely to make a purchase.
- Their blog boosts customer loyalty - customers are likely to come back regularly to read new articles and check out new products.
- Their promotional posts push indecisive consumers to finalise their checkout (e.g. “Fabletics swimwear guide: best swimsuits by body type”). Fabletics can do this without looking pushy because they've earned their audience's trust.
5. Improve website speed
A study by Akamai found that 47% of people expect a web page to load in 2 seconds or less, and 40% say they will abandon a page if it takes more than 3 seconds to load. It’s easy to see how loading speed can impact conversion rates. Simply making your website faster will drastically improve your customer experience, and therefore help you convert more. Otherwise, visitors will be quick to leave and look for a faster site.
Speeding up your website - made easy:
- Use tools like Pingdom and GTmetrix to get your score and find out what could be improved.
- Reduce redirects and plugins.
- Use browser caching.
- Be aware of your image sizes and optimise them for the web. Large image files could slow load speeds, especially on mobile devices.
- Getting started today
These five tips have worked for countless companies in the past and are great best practices for any successful eCommerce company. And there’s no reason to wait. Start small but start today. Look at your Adwords campaigns, see if you can offer free shipping on your best selling products, and write a blog post or two and post it on your site. Small wins do add up and in time, you might start seeing some major increases in conversions.
The other secret weapon to increasing conversions? Reviews. We’ve helped companies drastically increase conversions by leveraging reviews on their site. If you’d like to learn how, just request a demo below.