Building an eCommerce business takes a lot of time, dedication and effort. Once you’ve thought about your products, your customers, your logistics and so on, you need to really think about how to drive sales.
Different forms of marketing such as SEO and Facebook/Instagram ads are great for driving traffic to your website. However, once the traffic gets to your website, does it convert? In other words, do the people visiting your website make any purchases?
The percentage of people that visit your website who then go on to make a purchase is known as the conversion rate. The term conversion rate optimisation is the process of optimising your website to increase its conversion rate.
This is very important for eCommerce brands, because it will have a huge impact on the revenues and profits of the business. If your website does not convert well, you will essentially burn money with all your marketing efforts.
In this article, I will share 5 proven tactics to increase your site's conversion rate.
1. Make your website look credible, trustworthy and safe
You need to quickly show your customers that your website is safe, and that your brand is a legitimate company. Without this, new customers will have very little incentive and motivation to make a purchase.
With an eCommerce website, you are essentially asking people (most of whom are complete strangers) to enter their credit card details into your website and buy a product that will be delivered to their home address. Does the look, feel, content, structure and implementation of your website make new customers feel confident enough in your brand to make a purchase?
A few things you can do to make your website look credible, trustworthy and safe:
- Have your companies registered trading name, number and address everywhere on the website (this is most commonly placed in the footer)
- Ensure your website is using SSL throughout the entire site, especially at checkout (SSL is what causes the padlock symbol to appear in the address bar that shows you are viewing the website though a safe connection)
- Show images of the payment options that are accepted on your website (e.g. PayPal, MasterCard, Visa, Klarna and so on)
2. Use high quality product images (and videos)
An online store is your product showroom. So your product images play a vital part in how potential customers view your brand and your products, and whether or not they buy from you.
Product images that are low in quality do not inspire buyers, and will decrease your conversion rate. This will eat into your profits. This goes for product videos as well!
Tips to increase your conversion rate with your product images:
- Use high quality images and videos - they should not be pixelated or blurry
- Use the same dimensions on all your product images throughout your store. If this is not possible (perhaps you are sourcing the images from an external supplier) then edit all of your product photos to ensure that they all have the same aspect ratio. This will create a consistent experience for your customers, and also make your collections pages look neat, professional and more appealing
- Include variants and “in-action” images - if you have variants of your products (e.g. different colours) then show them! Also include images of your products being used. For example - sunglasses being worn, or a bookshelf with books on it
3. Set up cart abandonment emails
Someone goes onto your website, adds some products to the cart, and then they leave without checking out. This is a very common occurrence in eCommerce, but it’s also a great opportunity to generate some more sales!
With this, you use email marketing software to send follow up emails to the customer showing them the items they have placed in their cart, and to encourage them to complete their order. You can even offer them an incentive to push them towards completing the order, such as a code for free shipping or a percentage discount.
This is a very powerful tactic to increase conversion rates that is used by most major online brands. Don’t miss out on this!
4. Optimise your website for mobile devices
Mobile eCommerce is a significant area of eCommerce - so much so that I have written a separate, in-depth article about it. According to Statista, by the end of 2021, 73% of all eCommerce sales will take place on a mobile device.
If your website doesn’t deliver a great customer experience on mobile devices, then you will lose out significantly on sales. Work to ensure that your website is fully responsive - meaning that it works well and looks great on mobile, tablet and desktop screen sizes, and that items are resized and repositioned as needed.
5. Clear, simple site navigation and structure
The navigation and structure of your eCommerce website should make it easy for your customers to find what they are looking for (this also impacts SEO!).
Your products should be arranged into categories and sub-categories, and these should be reflected clearly in your website's menu structure. The category pages should have filter and sorting options for your customers.
It’s also a good idea to have a search bar displayed prominently across your website, so that customers can directly type in what they are looking for.
These 5 strategies will help you get started with conversion rate optimisation for your website, which will increase your sales and profits. They are simple but effective methods that are used by many eCommerce brands of different sizes, and will help to ensure you don’t get left behind.
However, it doesn’t end here! There are many more factors and strategies that impact conversion rates, and some of these vary between industries. For example - some tactics that work very well for fashion brands might not be as effective for electronics brands.
To really excel with conversion rate optimisation for your website, you will need to do a lot of research into your competitors and your industry to identify the best practices.
Are you looking to build a high-converting online store?
I have helped various eCommerce brands build well-optimised online stores that drive sales and support scale with my 6-Step eCommerce Web Design Process. I work directly with business owners on a 1-2-1 basis to fully understand their unique business needs and bring their visions to life. If you want to see how I could help you, then book a free 15-minute discovery call with me today.