7 Hot Tips for Increasing eCommerce Conversions

Hot Tip

It can be pretty difficult to know where to start when trying to improve conversions on your online store. These 7 tips give you some online marketing essentials to increase conversions on your eCommerce store.

1. Product Reviews from Customers

Add credibility and build trust with customers by encouraging product reviews. Reviews are great way of providing an additional credible source of information to aid your customers in their purchase decision. Your customers will feel more confident in their purchase if others have raved about how great it is.

On the flip side, if others have made any negative comments, and customers still decide to go ahead with their purchase, they won’t feel as cheated as they were warned beforehand. Customer reviews also help build more of a community around your online shop.

New customers will find it encouraging to see that there is already an active community of repeat buyers. At the end of the day, more product reviews are going to increase conversions (unless all your products have terrible reviews, of course!)

2. Quality Product Images

One of online shopping’s only downfalls is that it’s missing the tangible aspect of retail. This is why it’s important to build a sense of tangibility through a range of high quality product images. Customers should be able to get a good sense of scale, colour, quality and other detailed elements of the product, through the images on-site.

Product images should provide customers with enough confidence to go through with the purchase. Failure to present quality product imagery that provides customers with the visual detail they seek, may result in customers looking elsewhere.

3. Value Adding Descriptions

Providing detailed descriptions is one aspect that is vital to conversions. You’d be amazed how many online stores will skip a written description in favour for simple product details that provide no additional value to customers. In combination with product images, the description is what customers base their “to buy, or not buy” decision on.

A well written description should sell the product; covering product details and benefits, as well as any relevant buyer or user advice. This is your chance to convince customers, so ensure the copy is engaging and creative rather than stale and boring. If the description sells the product, your conversions are undoubtedly going to increase.

4. Call to Actions

Never underestimate the power of instruction. You’d be surprised at the difference in conversion rates if you actually prompt customers with call to actions. Including call to actions such as, “Shop now”, “Add to cart”, “Click here to buy” etc. will drastically improve conversions.

Ensure your call to actions are above the fold, and stand out on the page. Customers should feel drawn to them.

5. Easy Checkout

Once your customers have decided to make a purchase, you don’t want anything that could cause them to leave. This is why ensuring your checkout is as simple as possible is vital to increasing conversions. Forms should only include fields that are absolutely necessary, and should definitely have an option to tick if billing address is same as delivery address to save customers typing the same information out twice.

It’s also good to consider whether or not you will force customers to create an account and sign in in order to checkout, or whether they can make a purchase as a guest. If it’s too difficult to checkout, you could end up losing customers that were ready and willing to purchase.

6. Automate Shopping Cart Abandonment Follow-up

In the case that customers do abandon their shopping cart, it’s smart to have an automated email follow-up. A personalised email reminding customers of the products they left in their shopping cart, and asking if there was a mistake, can be enough to bring customers back to make the final purchase.

Some ecommerce sites even offer discounts at this point to try and get the customer back in store to finalise their purchase.

Utilising a clever automated email system such as this is another way to increase your conversions.

7. Mobile Ready

These days your customers often don’t have time to spend hours shopping at home on their desktop computer; they’ll quite often be shopping on the go on their tablets and mobile devices.

So whether you decide to go for a completely new mobile version of your site, make your existing site responsive for mobile, or even create your own app – it’s vital your customers can shop your products easily on mobile devices, as well as on desktop.

Failing to be make your store easily accessible on mobile devices will result in lower conversions. This is one thing you definitely want to get in order.

About the Author: Claire Logan

Claire is an online marketing specialist at Visible, a digital agency in Perth, Western Australia. She’s helped many clients achieve their online business goals, and knows a thing or two about how to succeed in the competitive world of eCommerce. Get in touch with Claire and the Visible team by visiting visible.com.au.


September 17, 2014

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