One of the popular metrics e-commerce companies use to measure success is conversion rate. A 1% increase in your site’s visitor-to-purchase ratio can add thousands of dollars to your bottom line. Leveraging industry best practices and our merchants’ success stories, we’ve outlined some tips that can help you convert more shoppers to buyers on your site.
1. Optimize your site for mobile. Mobile is a big deal. By 2018, global mobile e-commerce revenues are projected to reach $669 billion — that’s 45% of the projected revenue for the entire e-commerce market. When you’re looking to increase traffic, mobile can be a good place to start. Leading search engines are experimenting with
mobile-first indexing. You need to create more than just a responsive design or m.dot site. Make your site easy to navigate from start to finish and include an intuitive, frictionless checkout process. Optimize for touch screen when designing your call to action, product images and form fields, and don’t forget to A/B test different checkout form lengths to find the right balance for optimal conversion rates!
2. Help your customers find what they are looking for. Customers will leave your site if product information is confusing or they can’t quickly locate what they came for. Visitors often enter a site through the home page or category page. A fat navigation, or condensing your hierarchy to 1-3 layers, combines some of your pages vertically so that it is easier for users to locate specific products in fewer clicks⁴. With in-site search navigation, many buyers will look for generic phrases rather than product names to find information. Using generic phrases, (i.e. “Men’s sandals” or “Phone cover”) rather than specific product names, gives them the opportunity to broaden their search and find what they want.
3. Acquire relevant traffic. Attracting buyers who don’t need your product won’t convert to sales. Low conversion can be the first indicator that you may be promoting content and messages in the wrong places, or to unintended recipients. Take a look at the search queries in your paid search account and discern whether you will benefit from adding negative keywords to relevant audiences. One common targeting error is selecting rich keywords or buzzwords that may relate to your overall product group, but are still too broad to appeal to your intended audience⁵. Have a strong understanding of who your audience is before you optimize your site and keywords to help align your product more closely to the buyers who need it.
5. Decrease time to checkout. Asking your customers to fill out lengthy, redundant information may be part of the reason they decide to go somewhere else. 72% percent of shoppers abandoned an order because the checkout process was too long or complicated. Help reduce points of friction by minimizing the number of fields to be completed. Look for technical fixes that can infer information you need (i.e. auto-populating zip, city and state). Offer checkout options at various points within your website – product detail page, mini-cart, cart page and checkout page.
6. Look for ways to earn trust with your customers. Users sometimes feel uneasy about sharing their payment information with e-commerce sites. According to a Baymard study, 18% of users who abandoned their checkout did so because they didn’t trust the site with their credit card information. Trust is earned. If you are a new business, it can take time to build this trust. One way to increase perceived security is include a site seal or security badge on your checkout page. Badges from Norton Secured, Google Trusted Store and BBB give users the best sense of trust when paying online.
7. Ofer alternative payment options. 35% percent of users from the same Baymard study didn’t want to create an account to checkout. To keep users on your site, consider ofering an alternative payment method, such as Amazon Pay. Alternative payment solutions can provide a faster checkout and increase trust between you and your customers. Established payment methods have proven security. By providing recognized payment methods on your site, you will help your customers feel confident and safe making their purchases.
8. Provide a compelling visual product experience. When it comes to product images, quality can lend credibility. 75% of eCommerce site users rank the ability to zoom in on product images as one of their top reasons to purchase⁷. One image is rarely enough. Providing product visuals with various angles, including a full view and size comparison of the product, can deliver valuable context for your buyer. For example, if a customer is on your site reviewing backpacks, it could be helpful to showcase a person wearing the
backpack. The customer will be able to visualize how the bag will look when held over their shoulder and that context can bring them closer to purchasing.