Small to medium-size eCommerce retailers and business entrepreneurs are continuously asking us for advice about eCommerce conversion rate optimization. More often than not, they invest heavily in display advertising and paid search campaigns. Unfortunately, they fail to optimize their online store for conversions. According to BigCommerce, the average eCommerce conversion rate is anywhere between one and two percent. You should aim for a two percent conversion rate minimum.
If you’re interested in learning more about eCommerce conversion rate optimization, we’ll walk you through 15 eCommerce optimization tips to help you reach an optimal conversion rate.
Tip One: Add Great Product Images to Boost Your Sales
It’s important to have quality pictures on your eCommerce site if you want to create a pleasant online shopping experience for your customers. Most eCommerce shopping platforms require their own image file types and sizes. Shopify, for example, recommends using JPEG for product images and can support image sizes up to 5760 x 5760 px, or 20 megapixels. While there isn’t any “best size” for eCommerce product images, it’s better to follow what your eCommerce shopping platform recommends for maximal user experience.
Tip Two: Manage Your Product Catalog
Your product assortment shouldn’t be a mess. Establish a robust product hierarchy. It then becomes easy to add SKUs. Excel software gives you the mighty power to edit, format, combine and organize product data. As an alternative, you may use a Product Information Management (PIM) system. Manage your product catalog and build an omnichannel experience.
Tip Three: Inform and Inspire Target Audiences With Product Videos
Product videos are an integral component of eCommerce conversion rate optimization. Why do product videos matter? Audiences like to see products in action and videos show them precisely what they want. Product videos should be brief and informative. Video content should focus on core features.
Tip Four: Improve Product Search Capabilities
Navigation is an important UX aspect. Don’t ignore it! If a customer faces difficulty in navigating from one web page to another, you may lose a sale. It’s important to improve product search capabilities by using robust filter layouts. eCommerce retailers and business entrepreneurs should take a cue from Amazon. Amazon’s filter navigation features are efficient. Users can locate the exact product that they are looking for online.
Tip Five: Create Rich Product Information
It’s tricky to purchase stuff online. People can neither feel nor touch the products. To improve eCommerce conversation rate, create rich product information. Product listings should be of top-notch quality. Also, product descriptions should be updated. Include images. Include color attributes. For example, use the word black instead of codes like BLK to maintain consistency.
Tip Six: Build Trust
Customers like to purchase stuff from trustworthy platforms. Show plenty of safe shopping trust signals such as refund, return and cancellation policies, logos, site security certificates, customer reviews and testimonials, etc.
Tip Seven: Make Your Site Responsive for Mobile Devices
According to Statista, revenue from mobile commerce in 2017 in the US was $156 billion. By 2021, U.S. mobile commerce revenue is expected to amount to $420 billion. You cannot ignore consumer traffic coming from mobile phones. Not sure if your eCommerce site is optimized for mobile? Try testing it out here on Google Search Console for free.
Tip Eight: Reduce Shopping Cart Abandonment
- Use simple gamification techniques like showing progress bars to help buyers in their buying process
- Improve checkout process
- Provide up-selling and cross-selling product suggestions
- Include multiple payment gateways
- Guide your visitors by using CTAs (call to actions)
- Don’t forget to send follow-up emails to shopping cart abandoners
Tip Nine: Don’t Complicate the Landing Page
Landing pages should clean, simple and easy to navigate. Use simple colors. Too many pictures will spoil the look. Landing pages should stimulate the anxiety of users. Don’t bombard your users with deals and offers. Price-conscious customers may be attracted to offers, but for others, discounts on aspirational products can be a big turn off.
Tip 10: Let Audiences Acquaint Themselves With Your Site
Let’s say a visitor stumbles upon your website. He or she likes to acquaint themselves with your site. If your site doesn’t have an About Us, it’s a big turn off. And yes, incorporate a website logo along with a catchy byline. Your logo should describe what your eCommerce business does. Your byline should explain exactly why and how you are better than your competitors.
Tip 11: Address Your Audiences’ Concerns
Shoppers may have concerns about refund and chargeback policies, product attributes, etc. Be patient and listen to their queries. Your eCommerce site should have a dedicated FAQ section. To take customer experience to the next best level, use chatbots and live chat system.
Tip 12: Keep Registration Sweet and Simple
Don’t force casual surfers to register on your eCommerce site. If a prospect wants to purchase an item, you can ask them to register once they have initiated a transaction on your site. Registration forms should neither be lengthy nor complicated. Ask the prospect to input his or her zip code, email address and phone number. The moment the prospect inputs their zip code, parameters such as city, state and country should be automatic.
Tip 13: Offer Free Shipping
If you aren’t offering free shipping, it’s likely that customers may flock to your competitor sites. Customers purchase more when shipping is free. However, it’s not feasible and profitable to offer free shipping on every item. Here’s a strategy – introduce a minimum order beyond which shipping is free. For instance, you may offer free shipping on orders above $100.
Tip 14: Encourage Social Sharing
Encourage social sharing by providing incentives. Offer discounts and access to exclusive sales to all those customers who shared their experiences on social platforms such as Facebook, Instagram and Twitter.
Tip 15: Proofread Everything
Small mistakes can impede your eCommerce sales. A properly structured, edited and proof-read site looks professional. It’s easy to entice customers if your site is proof-read.
Found this post on eCommerce optimization tips useful? Do you have any questions on eCommerce conversion rate optimization? Share your thoughts and concerns in the comments section. Keep watching this space for eCommerce tips and insights. Cheers!
Author Bio
Jessica Bruce
I am a professional blogger, guest writer, Influencer and an eCommerce expert. Currently associated with ShopyGen as a content marketing strategist. I also report on the latest happenings and trends associated with the eCommerce industry. Follow me on:
Twitter: @Jessicabruc
Google Plus: https://plus.google.com/u/1/+JessicaBruce1
Quora: https://www.quora.com/profile/Jessica-Bruce-23
