13 Tips to Increase Ecommerce conversion rates so you can sell more products online.
Recently I’ve been working with some Ecommerce stores, driving targeted traffic to their website through Facebook and Instagram advertising.
Before starting any campaign, there are a few things I check to make sure the campaign is effective from a sales point of view, so to maximize the client’s return on investment.
If you have an e-commerce store, there are 2 key elements that you need to consider so that you can increase your eCommerce sales, also known as website conversion rates.
- Help your prospective customer understand exactly what they are buying.
- Remove all risks from your prospective customer, so they feel safe to buy.
If you apply the following tips to your eCommerce store and drive targeted traffic to it, you will see a huge increase in sales.
1- Display your products in all their glory
One of things people miss when buying online is the opportunity to see the product in real life: the colour, the texture, the smell, the size, the weight, the details, etc.
Think about it for a moment.
- Online shoppers don’t have the chance to try clothes and see whether they fit, for example.
- They can’t touch a couch or cushions, to see if they’re soft and comfortable.
- They can’t see the colour of a table, shoes, rugs accurately.
Put yourself in their shoes. Would you buy a product based on a couple of vague, small images? No.
Help your customers see exactly what they are buying, so they feel confident to proceed.
Include several large pictures of your product, from different angles, so your customers know how the product looks like in real life (or at least as close as possible to real-life).
Also, include images of your product being used. Remember, you’re not selling a product, you’re selling a solution, a benefit, an experience, the lifestyle.
For example, if you sell a table, show the table in a fully decorated room.
If you’re selling clothes, show a person wearing the clothes, not just the garment itself.
Here’s an example from Miss Amara:
You can see they don’t just show pictures of the rug alone, but in the context it’s meant to be used. Doesn’t it help you visualize how your living room could look like? It does, right?
Even better than this, look at the button at the bottom of the image. You can insert your own picture and see how this rug would look like in your house! They’re not the only ones doing it, many other shops are doing this, and for a reason. Because it helps sell more.
Hot tip: While it’s important to showcase large images, ensure your website uploads quickly.
Heavy images can slow it down. If people need to wait longer than 3 seconds, you will lose customers
2- Include a detailed description of the product.
An image is worth a thousand words, but it doesn’t mean you shouldn’t include a full description of your products.
Describe your products as best as you can, and make sure to include all the benefits and features that will increase their value and appeal, including:
What it is, what’s used for, what’s made of, where it’s made, any certification, etc.
Consumers are savvy. Some people will be looking for features like: locally made, organic, eco-friendly, toxic-free, durability, recycled, etc.
If your product ticks any of these boxes, bonus points! Don’t miss the opportunity to tell your audience.
3- Set up abandoned cart email sequences.
No matter how good your website, how beautiful your pictures and how descriptive your copy, a large percentage of visitors will abandon their cart before completing their purchase.
We’re talking about 60% – 80% of interested customers. That’s huge!
It’s inevitable. But it doesn’t mean all is lost. Set up an automated email sequence reminding your customers they have items in the cart waiting to be purchased.
With a good follow up sequence, you should be able to recover around 15% of your sales.
You can also put a little bit of pressure by telling them “while stocks last”, or “we can’t hold your products for much longer”.
Scarcity and FOMO always help push some people over the line.
You can read more about successful e-mail marketing campaigns here.
4- Suggest complementary products below the product being viewed.
Suggesting products that complement the product being viewed by your customers is a huge opportunity to increase your sales.
Just like Amour Vert does it here:
Remember that people are after a solution, not just a product. If someone is looking at a dress, chances are they’d be keen to buy an accessory that matches the dress, or a jacket.
Same goes for skincare, furniture and furnishings, and most other products. People looking at a new sofa may be interested in complementing the look with a rug, cushions, throws, side tables, coffee table, etc.
5- Make it easy and risk free to buy.
More often the not, risk is what stops people from shopping online. The fear they won’t like what they purchased and won’t be able to get a refund.
Make it easy for them to buy from you by having a return policy that includes a refund within a set period.
Did you know that over 50% of people actually read the return policy before buying? True. I’m one of them.
Remember that most of your customers won’t return the product, and those who do may buy something else from you in the future.
Hot tip: You should always include information about the delivery, delivery costs, any guarantees and warranties, your return policy, and anything that will remove the risk and increase your customers confidence in buying your products online.
6- Install your Facebook pixels to re-target potential customers.
Most people landing on your website for the first time won’t buy. That’s a fact.
But you can increase your sales by tracking your website visitors and following them around the web through Facebook and Instagram advertising.
Same goes for customers who abandoned their cart. You can follow them around showing the items they left behind.
You don’t even need to wait for them to put items on the cart, you can promote products they’ve viewed, to stay front of mind.
If you don’t know how to install the Facebook pixel, check this video.
7- Showcase reviews and testimonials
Remember the last time you bought a product online? Did you look for reviews before buying? I bet you did.
We’re all after reassurance, and nothing is more reassuring than a list of positive reviews.
E-mail your customers and ask them for feedback on their purchase. Show that you care about their satisfaction and experience with you by following up.
If they’re happy, ask them for a review on your website, Facebook page and Google.
Your customers will be impressed that you cared enough to follow up and your prospective customers will be more likely to buy from you if you have lots of positive reviews.
8- Make your “Add to cart” and “Checkout” Buttons prominent
What if I told you I’ve tried to purchase products online and had trouble finding these buttons? True story.
Don’t lose sales over silly things that can be easily improved.
Check your buttons and make sure they stand out. Sometimes that’s all it takes.
Have a look at the bright buttons of Nourished Life!
In fact, you can see a number of things done right: Big picture, notes, ingredients, use, review, buttons, certifications, and discount.
9- Offer a first-purchase discount in exchange for an email address
One of the few marketing channels you control is your database (your email list).
Growing and nurturing your email list should be one of your top marketing priorities.
Most people these days don’t subscribe to newsletters (boring). So, you will need to offer an incentive for your audience to subscribe.
By offering a first-purchase discount you will:
· Increase your website conversions from visitors to leads.
· Build your email list faster.
· Encourage new customers to buy immediately.
· Encourage current customers to invite others to buy. Just make sure you tell them to share the discount offer with their family and friends.
Very important: Your emails should be of value to your subscribers and help you build a long-lasting relationship with them. Don’t just send sales offers.
10- Write a blog
If you’re thinking “how does writing a blog increase my website conversions?”
The longer people spend on your website, the greater your chances of them buying from you or subscribing to your email list.
Besides, a blog is a great way to educate your audience, answer frequently asked questions, and become a source of value and information to your audience, bringing them back to your website and sharing it with others.
In addition, you can spread links to your products throughout your blogs. Just don’t overdo it.
Remember that only 3% of people landing on your website for the first time are ready to buy today. Informational blogs will help you engage and convert some of the other 97%.
Not convinced? Check out this blog “5 Ways Content Help Grow Your Business”
11- Ensure your website is mobile friendly
All the above tips are worth nothing if your website isn’t mobile friendly.
More than half of internet buyers shop online using their mobile phones. So, if your products aren’t displayed properly on mobile, or it’s all too slow, too difficult and confusing, you will lose a lot of sales.
Invest in an excellent mobile shopping experience and watch your sales grow.
12- Safety first
If you’re selling anything online, your website needs to be safe for someone to enter their credit card details.
Your website should be showing a little “padlock” image right next to your URL.
Both, Google and consumers will penalize you if that’s not the case.
You can also offer PayPal and other trusted payment options to reassure your customers that you’re legit, and their payment information is safe.
Making your website secure and showing it to your customer should be your top priority.
Look at how BIOME highlights that it’s safe to purchase from their website.
13- Drive repeat sales for higher profitability
The average e-commerce conversion rate varies by industry, but the base is 2%. Yes, it’s low.
The key to increase your profitability lies in your Value Ladder. If you’re not sure what a value ladder is, or how to get the most from each customer, watch this video: “How to increase your profits without acquiring new customers”
What you want to do is to increase the lifetime value of each customer by driving repeat purchases.
There are many ways you can achieve this, some of which are listed below:
Ensure your products are of the highest quality and that your customers are delighted with their purchase, including your customer service.
Offering complementing products on your website, as mentioned above, will also increase the value of each customer.
Use e-mail to remind your customers to buy again, offer different products and invite them back to your shop.
Retarget your customers through Facebook and Instagram advertising, offering similar or complementary products, so they return.
Create a membership or loyalty program can work well for some industries. It’s worth considering.
I hope you found this blog helpful. If you need help implementing any of these tips, or need an expert pair of eyes checking your website, get in touch. I will be happy to help.