In a fiercely competitive online marketplace, it can be difficult to find the cutting edge that separates your business from the pack.
In the race for success, many entrepreneurs apply complex algorithms and sales tactics to their ecommerce store in the hope that they will provide a cure-all to lagging conversion rates. Although there are positives to this high-minded approach, the key to boosting sales very often lies in executing the simple elements properly.
Whether you are seeking online sales, email signups or likes and shares, the chances are that with a few tweaks here and there, your ecommerce store could reap some serious rewards.
With this in mind, here are our five simple tips to boost your ecommerce conversion rates…
1. Image is everything
When it comes to ecommerce, every aspect of the sale originates in a visual cue. Without the ability to touch, potential buyers rely heavily on high quality photo and video to visualise themselves using the product. This includes multiple angle/perspective shots of the product, 360 degree video and perhaps even a video of the product being used in the intended way.
In addition to images and videos of products, the website itself should be as professional as possible. This particularly true of landing pages and customer touch points but quality aesthetics should be employed in everything your company does. In the social media age, image reigns supreme and the overall look of your ecommerce site could be the difference between boosting customer conversion and failure.
Also, it’s important to make sure that your site is optimised for a range of devices including mobile, computers and tablets.
2. The Importance of Delivery Options
In an extremely competitive ecommerce market where Amazon sets the standards, it is important to offer a variety of shipping options and ideally this will include free shipping. Think about it; if you offer a product for the same price as competitors yet can’t provide free shipping, the customer will take their business elsewhere. If you can’t afford free shipping, it might be worth increasing product prices to cover the costs.
Whilst free shipping can be a key factor in increasing you conversion rates, a variety of shipping options is important. In addition to free shipping, you should include premium options if possible. This includes expedited shipping, next-day delivery and even delivery on a specific day. As we have already covered, if the competition is doing it, you should be too.
3. Allow for Customer Reviews
This goes back to the philosophy of matching the strong points of your greatest competitors and, let’s face it that means Amazon. By allowing customers to post product reviews, Amazon builds a sense of trust between themselves and potential buyers, with this transparency giving customers a greater sense of autonomy.
It’s one thing selling a product through compelling copy and slick photos on the landing page, but if customers can see positive reviews from other people like them, it adds a whole other layer of trust. Essentially, by allowing customers to post reviews, you are increasingly the likelihood of further conversions.
4. Coupon Codes
An increasingly popular tactic to boost ecommerce conversion rates, the humble coupon code can be a devastating weapon in your arsenal. The success of British fitness brand Myprotein owes a lot to this model, with the company providing a new code almost daily to boost conversion rates.
The idea is simple: each code will offer a certain amount off or a percentage off each purchase made, with discounts often reaching up to 40%. Once word gets around about the considerable savings available on your ecommerce site, the volume of sales may increase to such a level that you no longer need to sell at full price.
By including a timeout on coupon codes, you can create a sense of urgency in customers to make a purchase in your store. Likewise, by sending ‘exclusive’ discount codes to previous customers via email creates an illusion of exclusivity and may lead to higher conversion rates.
Coupon codes are a great way to speed customers through the browsing process and into the checkout before committing to purchase.
5. Live Chat: Making Customers Feel Connected
In 2019, customers don’t want to wait days on end for an email reply to their query. Likewise, many customers have neither the time nor patience to trawl through your FAQ section for a clear answer. At a time when instant connection is more highly valued, and expected, than ever before, a live chat feature could be invaluable to boosting your conversion rates.
Much more likely, they will want to chat directly to an agent who can provide them with an answer in real time. Potential customers are much more likely to make a purchase if their query is answered on the spot rather than twenty-four or even forty-eight hours later, during which time they may become distracted or make the purchase elsewhere.
Solid options for introducing a live chat feature include software such as LiveChat, Re:amaze, Jivochat and Casengo.
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