In part 2 of our series, we showed you how making improvements to the customer experience could help you increase conversions. In our last article of the series, we run through tips 11-15. Check out part 1 and 2 here.
By this point, we hope you’ve implemented at least a few of our tips to increase conversions like optimising your site for quick loading and offering on-demand support on your site.
But if you’re still looking for ways to boost conversions, we’re rounding out our three-part article series with our last set of tips!
11. Invest in a good search bar
A good search bar will considerably improve your customer experience. Econsultancy found that, on eCommerce websites, 30% of visitors end up using the site search bar. These are users that interested in purchasing a product and use the search box to exactly find what they're looking for.
Visitors can come on your site through a variety of reasons and they may have very specific intentions as they come on your site. A search bar allows them to skip past the customer journey to directly arrive at a product page, and eventually, the checkout page.
Internal search means better site usability, but also better product visibility. Customers find what they need faster, improving their overall experience and satisfaction, increasing the likelihood that they make a purchase from you.
Overall, search boxes can help you:
- Optimise conversion rates
- Improve customer retention and loyalty
- Improve on-site experience
Net-A-Porter’s search bar ticks all the right boxes:
- It’s well-positioned, easy to find and is visible across the entire site.
- There is a drop-down system, which means that the search bar anticipates what you’re looking for as you type your keyword.
12. Filters, filters, filters!
The more choices your give to your customers, the harder it gets for them to choose what they want or need, or find what they’re looking for. Decision paralysis can be a big problem for your audience and is the reason we also encourage having one CTA on landing pages and marketing emails to ensure your audience is focused on clicking the most important button.
For optimising your conversion rates, you need to ensure your visitors have the capability of making a decision quickly without second-guessing themselves. That’s when filters come in. The more filters you give to your customers, the easier it gets to find the most suitable product(s) for them.
But what kind of filters are we talking about? You can filter by...
ASOS has some of the best filters we’ve ever seen. You can go from 2,000 dresses to 120 by picking your size, the colours you prefer, the price range, and much more.
ASOS' filters are particularly effective for the following reasons:
- They’re easy to use. Visitors can tick or untick the boxes and the page updates dynamically.
- There are a lot of filters, which means visitors can find what they need in no time.
- The filters take up minimal space so the focus is maintained on products.
13. A clear call-to-action is essential
Not all CTAs are created equal. Hubspot found that anchor text CTAs increased conversion rates by 121% compared to banner CTAs at the end of pages.
Your call-to-action is can be your best closer in eCommerce but it’s easy to go wrong with small missteps. Your CTAs need to be clear, visible, clickable, and focused. The more CTAs a page has, the less likely your customers are to click each one, affecting how successful each CTA is.
Be mindful of how and where you’re placing your CTAs. Each page should have its own goals, and therefore its own CTA. These can vary from adding a product to a basket, check out, or even logging in.
These are different ways to use CTAs to optimise your business’s conversion rate:
- Being clear about what the CTA is.
- Place the CTA above the fold. If visitors need to scroll down to find it, your CTA won’t get much traction.
- Test them often! There are a lot of variations to play with, including size, placement, colour, and copy.
- Make sure the CTA stands out! You’d be surprised how often CTAs blend into the background.
- Keep the copy short and to the point.
Netflix’s CTA is short and clear. It stands out and concisely informs users on what they can expect if they click it.
14. Product out of stock? No problem!
Ever heard of back-in-stock notifications? They’re a game changer.
If one of your products is out of stock, offer to inform customers as soon as the product comes back in stock. This is especially important when it comes to apparel, where size matters. Simply ask them to either add the item to their wish list, or to enter their email address so you could tie the notification to their account. This also incentivises users to sign up for an account.
Once again, Net-A-Porter’s website wins our praise with their ‘wish list’ function.
But how can this optimise your conversion rate?
- According to eConsultancy, back-in-stock emails emails can achieve a 25% increase in conversion rate.
- 71% of consumers appreciate receiving notifications when the item they wanted is back in stock.
- Even If the customer is no longer interested in an item, your reminder is still an opportunity to get them to visit your website. And if you’ve been leveraging our other tips, you’ve already taken the steps to increase onsite conversions.
15. Use your customer’s voice
Lack of trust in advertising is seriously affecting the customer journey and the decision-making process. Only 52% of respondents from a major survey say they trust businesses to do what is right, and the credibility in CEOs has fallen 12% to 37% just this year. Conversely, 60% of respondents trust a person like themselves, the same amount compared to an academic or a technical expert.
It’s getting easier for consumers to compare businesses by price, shipping cost, quality, and customer experience, which makes it harder for eCommerce companies to stand out, and therefore convert consumers. Trust is one of those differentiators that can really help a company stand out.
Word of mouth is still one of the most popular method of recommendations today, and with 80% of people trusting reviews as much as personal recommendations, it’s safe to say that reputation and third-party validation are big difference-makers.
The key to increasing eCommerce conversions is to include as much trust as possible throughout the whole customer journey. Using customer reviews or testimonials at key points in the decision-making process can encourage visitors to continue their journey with you (now or later), rather than quit your website and keep looking elsewhere.
Sugru highlights reviews on their product pages so consumers know other shoppers have used the product and had great things to say about it. Online reviews help consumers make smart and better choices.
Here’s how to use your customer’s voice properly:
- Be transparent, don’t remove negative feedback.
- Include customer reviews at key product and landing pages.
- To be more credible, use a trustworthy third-party review platform.
Thank you for checking out our three-part series. If you’ve implemented all our tips, you’ve made quite the change to your company, but for the better and, most importantly, those conversion rates should tick up significantly. And if you’re looking for a third-party review solution, we’re here to help. Just request a free Trustpilot demo below and one of our experts will show you to you can maximise reviews for your company.