There are several techniques you can take to enhance your eCommerce conversion rate. Some of these are offering free delivery and ensuring your price is competitive. You can also include abandoned cart features and social proof components such as reviews and testimonials.
Optimizing the conversion of your site is a useful approach to raise the conversion rate. Hence, it is wise to study your industry’s typical conversion rate and thus build a plan to improve your site’s performance.
You have set up your website, put up a great content marketing plan, and have now started attracting visitors to your website. But the real challenge still stands!
How do you turn more visitors into buyers?
With the average e-commerce conversion rate around 3%, even a modest 1-2% increase can result in tens of thousands of new sales each month.
What is a good conversion rate?
There are many strategies you can use to improve your ecommerce conversion rate from adding free shipping and making sure your pricing is competitive to implementing abandoned cart features and adding social proof elements such as reviews and testimonials.
However, in this post, we’re looking at a handful of tactics you can start to implement today to increase your conversion rate.
Tips to increase ecommerce conversion rate
1. Know your baseline numbers
The first thing you should do is view your website analytics. If you don’t know your conversion rate or trust your numbers, then you won’t know how you can optimize your site.
Sam Ruchlewicz of Warschawski says, “Ensure that you have robust, consistent data pass-back to all the platforms driving traffic to your site – digital ad platforms assume that every conversion is incremental unless told otherwise, which is a dangerous assumption that leads to decreased profitability and lots of bad outcomes.”
It can be overwhelming to try to optimize your whole site at once. Instead, start on your checkout page.
“The best place to start your conversion optimization efforts is at the bottom of your funnel,” says Bruce Hogan of SoftwarePundit. “For most eCommerce websites, this is the checkout flow. Any AB test wins that you have at the bottom of the funnel will have a bigger impact than a similar improvement higher up in the funnel. If you improve the conversion rate of your final purchase page by 5%, your overall sales will go up by 5%.”
3. Include a product guarantee
Another way to increase sales is to add a sense of security. People want to ensure they are buying a product that works and won’t break down after one use.
”To improve your eCommerce conversions, it should be a no-brainer for your visitors to purchase from your site,” says Jonathan Aufray of Growth Hackers Agency. “Adding a guarantee for your products will substantially increase your sales. For instance, adding a badge saying 30-day money-back guarantee will help you with sales and don’t worry if your products are good and you’re confident in them, almost no one will ever use this guarantee.”
4. Add a personal touch
Finally, people buy from other people, not robots. When you show that you care, this can go a long way in building customer trust and loyalty.
“One tip for improving conversions is by having a personal touch to your website,” says Anh Trinh of GeekWithLaptop. “People like new things, and having a different look from other websites can help catch people’s attention and even improves the chances that they’ll buy your product.”
Optimizing your site’s conversion is an impactful way to increase the conversion rate, so it’s smart to develop an understanding of the average rate of conversion in your industry and consequently developing a plan which can improve your site’s performance.
In conclusion, optimizing your website can be daunting. I recommend starting small and running a few experiments. Make sure you have a clear call to action to improve your website’s discoverability and invest in enhancing the experience of customers. As you see results, you can scale it and then move onto the next tactic.