Having an online store?
Bet you want to shoot-up your sales as much as possible.
But do you know how to increase e-commerce sales?
No, it doesn’t have to be about changing your marketing strategies or making modifications to your online stores.
Sometimes you can get the best results just by making a few changes to the most basic elements on your website.
This process is called E-commerce conversion rate optimization.
As the name goes, conversion optimization is all about increasing the rate of your conversions – the percentage of website visitors who convert into your customers.
The focus here is on enhancing the shopping experiences of your users to drive sales.
Now it is up to you whether you want to conduct this E-commerce conversion rate optimization on your landing page, category page, or just about any other customer touch-point.
So, here are a few tips that I have compiled for you so that you can clearly understand how to boost e-commerce sales:
Put up your phone number and security seal across your e-store
This is one practice that can maximize your Ecommerce conversion rate optimization.
Your phone number can tell your customers where to reach you, anytime they have a problem to be resolved or a query to be clarified. Including it on your homepage increases not just the trust factor but your signups too.
See, the results of a simple A/B testing of including a phone number on the home page, done by Kissmetrics:
The security seals will tell them that their details are safe on your website.
Actual Insights decided to conduct a study of security seals. They asked the participants to evaluate the 20 seals shown below. Seen below are the heatmap results:
So, yes – prospects to go through the security seal on the website before placing their order. All the more reason for you to put it up across your store.
Improve your search usability
A well-designed ‘Search Bar’ can help your users interact with your website in the most natural way.
As per eConsultancy, up to 30% e-commerce visitors use internal site search to find the products they want.
The conversion rates are 43% higher when customers use site search to shop for products.
Now that you understand the significance of the ‘Search Bar’ in increasing your e-commerce ROI, you should focus on improving its visibility on your website.
For example, have a look at the search bar displayed on the website of Amazon:
There are three things you can notice here:
- The search bar is easily visible
- It is the first thing that the visitors would see
- It is located at the top center part of the website
Providing an auto-suggested list based on the first few words that the visitor’s type, would make it easier for them to select what they want, without any inconvenience. Such a list would give them all the details that they may ever need and enhance their user-experience dramatically. Here is an example:
You could also use your search results page to increase your ROI. For instance, you could promote your offers, just above the product listings, and lure your prospects instantly.
In this example you can see a clever display of offer and clearance sale, just above the product listing:
Image Source: ConversionXL
It is all about utilizing your search bar effectively.
Unleash the power of live chat support
A live chat option on your Ecommerce website can provide ultimate support for your users to take the right decision, without wasting any time. This can prevent them from abandoning their shopping carts before checking out.
As per the statistics of MarTech, 51% customers said that they were more likely to make their purchases from a site that offered live chat. At least half of them said they would return to that website at a later date.
A Live chat function can help you understand the pain points of your customers. It will also help you learn if your products are performing as advertised on your website. The questions that you answer through these live chats can help you make improvements to your products and add in necessary details to your product pages. In short, it can help your business grow.
Here are a few things you may want to keep in mind while implementing Live Chat on your website:
- Keep track of your shopping hours
- In case of a delay in attending to your customers, notify them that they are in the queue
- Make sure the person who chats with your customers has adequate experience in sales
Live chat can be an excellent E-commerce Conversion Rate Optimization tool especially for websites that have a conversion rate of less than 2%.
Put up some positive product reviews
Product reviews have the power to convert even the most hesitant of the buyers, almost instantly.
A positive product review gives them the proof that your product actually works. It helps them overcome their confusions while reducing the delays involved in their decision-making process.
According to PeopleClaim, 70% customers go through reviews and ratings before making their purchases. 63% of these read about 5 to 6 reviews to find out if they can trust the company that sells them the product.
So reviews are sure shot ways of improving your E-commerce Conversion optimization. The more positive your reviews are the better would be your conversion rate.
Make sure your home page loads quickly
As Steve Jobs once said, “Design is not just what it looks like and feels like. The design is how it works.”
If your home page takes too long to open up there are chances that your users may abandon your page.
Not only does a slow-loading homepage reduce your Ecommerce conversion optimization, it will also lower the ranking of your website on the search engine result pages.
According to Radware, a one second delay in page time equals a 7% loss in conversions, 11% fewer page views and a 16% decrease in customer satisfaction.
Instead of putting up all the products that you offer on your home page, you could show relevant products on home page and use a search-bar functionality that will help your customers find what they want, quickly.
Consider using wish lists
There are times when a customer wishes to have a product but doesn’t have the intention of purchasing it immediately. At such times Wish lists can come in really handy.
Every time a customer logs in, the wish list will remind him to purchase his favorite products. It can also help customers track the status of products that are out of stock.
Apart from this, it will also give you details about their product preferences which you can use to personalize your marketing strategies.
Get people to sign up for your email newsletter
Email newsletters can help you enhance your Ecommerce conversion optimization by letting you craft content that can intrigue your customers. However, you will have to make sure your customers sign up for the newsletter.
If simple signup forms won’t do it for you, you can try other advanced tactics such as popups and incentives.
Here are a few tips that can help you get more signups for your email newsletter:
- Help your users understand the value they get by subscribing to your newsletter
- Give them a ‘Subscribers-Only’ incentive and make it something exclusive
- Include ‘Sneak-Peaks’ or teasers to lure new subscribers
- Let them know how many people have subscribed to your newsletter
- Use A/B split testing to figure out what works the best
Send timely notifications.
Whenever you launch a new product, add in a new feature or come up with a new update for your app, the first thing you would want to do is tell your customers about it.
Sending timely notifications can make this possible for you.
Here are a few things to keep in mind:
- Segment your users and filter the notifications as per their interests and preferences
- Make the notifications relevant and interesting
- Select an appropriate time for sending notifications
- Measure the results of your notifications
Up-sell and Cross-sell whenever possible.
Up-selling and cross-selling to existing customers is an easier way to increase your Ecommerce conversion rate optimization when compared to acquiring new customers.
You will have to work on sending targeted notifications to users, based on the products they have purchased from you, their brand preference, and the order value.
It is not about squeezing more money from their wallet.
Today’s customers are smart enough to understand such tactics. A wiser way to deal with this is to help them get exactly what they need without any compromise. This will keep them happier for long.
McDonald’s managed to sell millions of fries every year by using the phrase “Would you like fries with that?” every time a customer makes a purchase. This makes for an excellent example to upsell. Here are a few takeaways that I learn from this amazing upsell tactic:
- Wait until the customer decides to make his purchase. Then offer the additional product
- Find out what your customers are actually looking for. Then suggest the products that meet their needs.
- Make sure the additional product is a supplement to the purchase. Ideally, the price of the additional product should not exceed 25% of the purchase total.
- Make sure the products go well together and the customer perceives the value in your upsell.
Handle out of stock orders appropriately.
One thing that disappoints the hell out of customers is an ‘Out of Stock’ message. While it is not always possible to stock all items, it is definitely possible to minimize these disappointments. The idea is to be as clear and transparent as possible.
- Make sure you don’t take too long to announce that a particular product is out of stock.
- Clear any confusion with regard to your size stock.
- Suggest similar or related products.
- Capture their contact information to notify them when the product is in stock
- Show in-store availability
In case the product is permanently out of stock it would do good to make the user leave the page with some relevant suggestions added.
Send emails for shopping cart abandonment.
You may often wonder how to boost ecommerce sales when your customers are ending up abandoning their shopping carts. You are not alone. This happens all the time with all Ecommerce websites.
In fact, as per a study conducted by the Baymard Institute, 67.45% shopping carts get abandoned before the orders are completed.
Whenever something like that happens to make it a point to send shopping abandonment emails that will convince your customers to complete their purchases. You may want to offer free shipping or a discount as an incentive.
Here is an example of shopping abandonment email sent by Hellonomad:
Image Source: ReferralCandy
Never miss out an opportunity to convert your prospects into your customers.
These tips could help you in your ecommerce conversion rate optimization and maybe even make your eCommerce store, remarkably profitable!
If you have implemented any successful strategy for ecommerce CRO, feel free to share here.
Hiren Panchal is the Co-founder and Promoter of India based Branding Company Litmus. He sharps his views with analytical mindfulness. Just as his doer attitude wins over his believer attitude with a thin line, his thought leadership aims at making leaders and not followers of his team. His creative insights have created brands worldwide and he’s commanding in the industry for +20 years