In part 1 of our series, we showed you how content marketing, free shipping, a quicker website, and more changes to your strategy can increase your conversions. In part 2 of our series, we’re providing tips 6-10 dedicated to increasing your eCommerce conversion rate.
If you’ve applied the tips we recommended in our last article, congratulations! You’ve increased your conversion rates with minimal effort. But if you’re still looking to budge that number up, we have 5 more tips ready to boost your conversion rates.
6. Personalise the landing & home page with recommendations
According to a recent report from Accenture, 75% of consumers are more likely to buy from a retailer that recognises them by name, recommends options based on their past purchases, or knows their purchase history.
And it doesn’t stop there.
Gartner also found that by 2020, smart personalisation engines used to recognise customer intent will enable digital businesses to increase their profits by up to 15%.
Using personalisation to show related products on landing pages or directly on your homepage based on a user’s intention will considerably boost your conversion rates because you’re offering options related to they're already looking to purchase.
On my last two visits to Amazon, I searched for hair stylers and holiday books. When I returned, my “Recommended for you” section was full of products that could be of interest to me.
Here’s how you can get it right too:
- Make sure you’re tracking the right data points - search history, order history, location, and more to determine what products they’d like to see.
- Consider including this section directly on the product page with an 'add to cart' option, this way, your customers won’t have to wait until their next order to discover the products they could be interested in.
7. Address uncertainty with additional information
It’s very unlikely for a consumer not to hesitate or compare products or options during their buying journey. Additional information gives buyers enough confidence to trust that you are the right brand for them. Product description is extremely important. Make sure your product copy is clear and reflects your brand image. Your customer should have no questions left once they’ve read the product description.
Add visuals! The more visuals you include, the more chances you have of converting consumers. Companies that use custom imagery actually have 7 times more conversions. And they don’t have to stop at photos. That’s why we recommend adding product demonstration videos or customer testimonials directly on the product page to answer any questions your potential customer might have.
Your guide to great product copy:
- Always double check your copy. Is it clear? Informative? Persuasive?
- Images are a must and videos are recommended!
- Customer testimonial videos will give consumers extra confidence because you’re offering a trusted third-party evaluation.
8. Improve your customer service
If your visitor hasn’t found what they’re looking for on your product page, or if they’re confused during the buying journey, it’s important for your eCommerce business to offer help as soon as possible. The faster, the better.
Real-time help works wonders, and more often, website visitors choose live chats over other contact channels. Live Chat 100 explains:
“When looking at the data in 2016, we found that the chat-to-visit ratio improved by 4.94% at the most compared to 2015. That is to say, a higher percentage of website visitors chose to chat with agents for help.”
On-site live chats are a great way to engage with new or existing customers on any of your pages, reducing the likelihood that they’ll navigate away from a key page, or worse, leave your site altogether. Better still, these live expert chats can increase the chances of your visitor converting once their issue is sorted, or their question is answered.
How to build a great customer service:
- Make your contact details easily accessible so a potential customer can reach you at any time.
- Offer real-time help directly on site.
- Turn negative experiences into positive ones. 95% of unhappy customers are more likely to return to your website if you have resolved their issue quickly and efficiently.
9. Make the checkout process as easy as possible
Did you know having to create a new user account is the second biggest reason for cart abandonment (22%)?
If you don’t offer guest checkout yet, it’s time to try it out! This will help keep all consumers stay engaged whether they’re repeat shoppers or first-time consumers. Adding the additional step of account creating creates friction for the user as they probably won’t want to create a new account every time they order from a new website.
Single-step checkouts are one of the easiest ways for existing customers to finalise their purchase.
Amazon’s Kindle store is one of the best platforms to use this system. Existing customers save their payment and personal details and can buy a Kindle book by clicking on the ‘Buy Now’ button without having to add it to their basket first.
Pretty amazing, right?
Here’s how you can be the king of checkout:
- Give your customers the choice! Let them check out the way they want to: as a guest, with their account, or with a 1-step checkout system using saved information.
- If they’re checking out as a guest, give them the option to create an account after their purchase, on the thank you or confirmation page or even as part of a post-purchase email.
- Offer to remember your customer’s payment details for future checkouts to encourage repeat shopping.
10. Multiple payment options
A Paypal study revealed that 24% of consumers abandoned their transactions at checkout because the retailer didn't offer the customers’ preferred payment choices.
Getting more traffic means your business needs to please different types of customers, with different needs and different expectations. Having multiple payment options ensures your larger audience is taken care of and that their expectations are met. After all, what good are customers who can’t pay you?
So how do multiple payment options help optimise conversion rate?
- It’s more convenient for the customer.
- It targets a global and wider audience.
- It encourages customer retention (remember our last point of saving checkout details?).
Putting it all together
Our conversion tips for this article are focused on a singular theme: improving the customer experience. Visitors become consumers when you encourage the process and make it easy. By keeping the customer journey as frictionless as possible, consumers can visit your site, make a purchase in a flash, and remember that when it comes to shopping, your company makes it easy. By making small improvements to your site and your customer journey, you’ll increase conversions and likely see an increase in repeat shoppers as well.
Want to improve conversions on key product and landing pages? Try adding reviews to your site and watch your conversions skyrocket. To learn more about collecting and using reviews, request a demo below!