The conversions rate of your ecommerce store is something you should be proud of; not a number you dread at the end of each month!
But unless you are actively improving the way your website works in order to better user experience and boost sales, it is unlikely you are achieving all your goals and projections.
Performing regular optimization and staying up-to-date with all the latest trends in digital marketing and sales techniques for ecommerce is necessary to drive more sales.
So let’s go over 10 ecommerce conversion optimization tips to get you started.
1. Create A Focused, Uncluttered Homepage
Your homepage is like a book-cover, it can either drive people away or create a good first impression and incite users to delve in!
A conversion-oriented ecommerce homepage should be clear and uncluttered and drive users to the desired action.
Stripping down your homepage and simplifying things can work wonders for conversion rates;
according to a Smart Insights ,“there is a relationship between growth rates and clarity scores”.
For example, Northern Parrots redesigned a cleaner uncluttered homepage and increased Revenue By Visitor by 34.7%.
2. Write Killer Product Descriptions
A lot of ecommerce websites make the mistake of copying the product descriptions from the manufacturers page.
Product descriptions that are detailed, informative, and original improve the ecommerce user experience and drive more sales.
Putting in that extra effort to produce some sophisticated descriptions for your products will make users want to buy them, hence increasing conversion rates.
Modcloth sets a perfect example for product descriptions copywriting. Fun, descriptive and on-brand, they deliver a story that ‘speaks’ to its target audience:
3. Use relevant, high quality product images
Your product images should be nothing less than perfect. After all users respond better to visual stimuli, so don’t neglect this important converting factor.
Your product images should be the closest a user can get to the real-life thing so stray away from stock-images and invest in custom photography if you can. Also, provide multiple images so users can get a clear impression of the product.
Adidas offers a variety of high resolution product images, including a super close-up so users get a virtual “feel” of the shoe:
For example a lot of ecommerce stores offer a 360 view of their products and many clothing websites prefer to show their items worn instead of the plain product.
4. Create easy and helpful filters for category pages
Your category pages are just as important as your product pages. Not all your visitors know exactly what they are looking for, so your category pages should be able to guide them and facilitate their searching.
The most effective way to achieve this is through powerful and simple filters that can narrow down what your user is searching for. A good filter system empowers your user and optimizes his ecommerce experience leading to better conversion rates.
For example, see how many different filters JB Sports offers on its basketball shoe category page:
5. Use bold, prominent buttons for your main CTA
If you have read a few of our other posts, you have probably gathered that we don’t take CTAs lightly!
A large, bold CTA button that stands out from the rest of the page is an essential part of ecommerce conversion optimization.
On e-commerce websites especially, they may be a number of different CTAs calling for a user’s attention (eg view, save, more, etc). So place the most important ones (eg Buy now, Proceed to Checkout etc) prominently – preferably in the same position throughout the website.
Take Amazon for example. I counted 7 CTAs below but the one that matters more is the most visible:
6. Use product videos
Videos are becoming an increasingly used tool to lift conversion rates online and the same applies for ecommerce websites.
According to MultiChannelMerchant, 71% of consumers say that videos are the best way to bring product features to life.
A product video is the next best thing after trying out a product in an actual store – so why miss out on this conversion inducing feature?
Help your users relate to what the are looking at through compelling, short videos that showcase your products (or at least the most popular and important ones).
Take Asos for example. It uses short “catwalk” videos for its clothing products accompanied by catchy, upbeat music:
7. Provide a prominent and intelligent search bar
The search bar is a feature a lot of users love, but many ecommerce websites tend to neglect its importance.
A good and intuitive ecommerce search option can really boost conversion rates and ultimately help your visitors find what they are looking for.
Your search bar should be displayed prominently, provide a smart autocomplete function and preferably filter the results by category.
Like Helzberg’s search bar does. It prompts visitors to search by style or keyword and displays relevant results filtered by keyword/product/category while the user types:
8. Provide a live chat option
Online shoppers often need assistance and if they can’t find it right away, it is very likely they will abandon your website and not return.
Helpdesk software is commonly used on ecommerce websites. It not only improves the ecommerce experience, but also provides valuable insights to increase conversions. .
According to research conducted by Forrester Research, 44% of online consumers report live chat during a purchase as the most important feature a website can provide.
The Apple Store provides a “Chat now” option for users browsing its products:
9. Remove sliders
Many ecommerce resources recommend removing image sliders from websites as they work against conversions and sales.
Auto-sliders displaying multiple messages to visitors fail to promote their offers and content successfully, as users are hit by “banner blindness” and cannot recall what they have seen.
According to ConversionXL they are conversion killers that simply hurt conversions instead of lifting them!
10. Optimize your checkout process
Your checkout pages are where the magic happens. So if the whole process is not optimized for conversions you are going to miss out on sales.
Your checkout process should be short, intuitive and amendable. Also, provide security signals and adequate payment gateways to reassure the user and facilitate the transaction.
The anatomy of a good checkout process makes a whole post on its own, so read our previous article showing you 6 ways to improve your online checkout experience.
11. Bonus tip: Use exit intent overlays
Exit intent technology is one of the newest methods for ecommerce conversion rate optimization.
It enables you to re-target your visitors on-site at the critical moment they are about to leave, thus giving you a second chance to display targeted messages that are bound to skyrocket your conversions.
Smartly used exit intent overlays can help you reduce bounce rates, improve engagement, decrease cart abandonment and overall work as a companion for your ecommerce goals.
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