For ecommerce businesses, conversion rate optimization (CRO) is key. This process involves personalizing your digital storefront to encourage more people to whip out their credit cards or submit contact information.
In the world of online marketing, a conversion is any action that moves you closer to your business goals. These might include sales, clickthroughs or even subscriptions to your newsletter.
1. Optimize Your Home Page
The home page is a top conversion opportunity, as it’s the first thing visitors see when they visit your site and directly influences user experience and purchasing decisions. Homepages can be optimized by reducing friction in the user experience, providing clear and concise product information, and using personalized messaging and chatbots to guide visitors toward a specific action (for example, a “contact us” form on real estate websites).
A/B testing is an important part of any CRO strategy and is a great way to find out which elements of your website perform best. For example, you might try removing a call to action, changing the text color, or even switching up your hero image and headline to see what works best. Just make sure that any changes you make are tested against a control so that you can prove whether the change made an impact on your conversions.
Personalization isn’t just another CRO tactic; it’s at the heart of creating a customer-focused experience and building trust. When done right, personalized experiences are highly effective at boosting conversion rates and should be an integral part of any ecommerce website’s growth plan. Think of how spot-on fashion recommendations are on online shopping sites or how Netflix recommends movies based on your viewing history—those are perfect examples of the type of personalization that can have a positive impact on sales conversions.
Nothing should impede a visitor’s progress through your website, especially when it comes to checkout. So, be sure that all popular payment methods are visible and easy to find. You might also consider including a live chat option on your checkout pages so that customers can communicate directly with you if they encounter any issues or need help.
2. Optimize Your Product Pages
The product page is the most important page on your website, as it’s where customers learn all the information they need to make a purchasing decision. Beautiful product images and well-written content are key, but there are some other strategies that can boost conversions even further.
For example, having videos on product pages allows users to see the products in action, which helps them to imagine themselves using the item. Many companies also offer upsells and cross-sells on their product pages to encourage users to purchase additional items, which can increase average order value and customer lifetime value.
Another way to improve product page conversions is by displaying trust badges, secure payment icons, and SSL certificates. These visual cues help to reassure customers that their purchases and personal information are safe, which increases trust and leads to higher conversion rates.
Lastly, it’s also important to make sure your product page is user-friendly and easy to navigate. This can be done by simplifying the navigation, providing clear category labels, and implementing a site search function. In addition, having a responsive and mobile-friendly design will make it easier for users to browse and shop from any device.
Finally, it’s important to include a clearly-written return and refund policy on your product pages. Around two out of three customers will read a company’s return policy before making a purchase, so it’s essential to provide this information clearly and concisely. Additionally, offering free returns and exchanges is a great way to boost your product page conversions. By offering these perks, you can create a sense of urgency and entice customers to act fast. For example, a limited-time offer or a low-stock alert can help to increase conversions by creating a fear of missing out (FOMO). You can use an exit-intent plugin like BigCommerce’s Buy Button to easily add these features to your site.
3. Optimize Your Pricing Pages
Pricing pages are one of the most challenging and important pages to get right in a business. They must whittle down all of the information that users might want or need to make a decision and present it in a coherent manner that is easy to understand and actionable. Pricing pages that don’t get these fundamentals right can leave users feeling confused, intimated, or discouraged. Pricing pages that get them right, on the other hand, are likely to be more effective at driving conversions.
For example, SaaS companies that offer a wide variety of plans for different buyer personas can use interactive elements to help users compare options. Sliding scales and plan selectors, for example, are easy to read and understand and provide a clear model for users to use in making a decision. This approach is a much better option than trying to explain all of the features that a company’s various plans offer, which often leaves users feeling overwhelmed.
Adding mouseover text that explains features that users might be unfamiliar with can also be helpful, as can including logos of large enterprises that trust the product. Another way to build trust and credibility on a pricing page is by leveraging authentic feedback from satisfied customers. For example, TomTom surveyed happy customers about what value they got from their purchase and then used the responses to create copy on its pricing page.
By continuously assessing the user experience and optimizing the design layout, you can drive higher conversion rates on your e-commerce website. In addition, by identifying the reasons why users might be leaving your site or abandoning their carts, you can find and implement quick wins to improve conversion rates.
4. Optimize Your Shipping Options
The checkout process is obviously crucial, but don’t overlook the importance of optimizing your ecommerce shipping options as well. The right shipping policies can transform a hesitant browser into a delighted customer, and they can have a significant impact on your conversion rates.
Shipping is more than just logistics; it’s a powerful marketing tool that can drive sales and foster long-term loyalty. By creating a seamless, affordable experience for customers, you can boost conversions and create a positive customer lifetime value.
To achieve the best results, you need to set clear goals that align with both your company’s goals and customer needs. This means defining what you want to accomplish with CRO, such as increasing average order value or driving repeat purchases, and then setting specific metrics that you can measure against. You may also want to consider collecting feedback directly from your customers via surveys, direct emails, or customer support interactions. This can give you valuable insights into what’s working and what isn’t.
Once you’ve identified your specific metrics, it’s time to plan and execute your optimization strategy. There’s no one-size-fits-all approach, and different sites will require a different mix of tactics. However, it’s important to remember that your ultimate goal should be to convert visitors into qualified leads, customers, and brand advocates. This will help you build your business, grow your revenue, and ultimately thrive in the competitive landscape.
5. Optimize Your Payment Options
In ecommerce, conversions are a key performance indicator (KPI) for the profitability of your business. They determine how many visitors you need to make a sale, and how much that purchase is worth in terms of customer lifetime value or your bottom line.
Unlike tactics like SEO, which focus on driving more people to your site, successful conversion rate optimization (CRO) is all about what you do once those visitors arrive. This means optimizing your shopping experience to encourage more customers to whip out their credit card or enter their contact information.
The best place to start is with your website’s shopping cart. A recent study found that 70% of online shoppers abandon their carts before completing the checkout process, and this is an important missed opportunity for your brand. To combat this issue, consider adding a Buy button that’s clearly visible and calls out to potential buyers—a simple but effective way to prompt more conversions.
Also, consider offering a range of payment methods that cater to different markets and consumer preferences. For example, if your online store caters to international customers, consider implementing a multi-currency checkout system that auto-detects the shopper’s country and displays prices in their local currency. A recent study found that this could boost conversions by up to 20%.
Finally, optimize your checkout page by reducing the number of steps required to complete a transaction and streamlining form fields. Alternatively, you might implement a guest checkout option that allows consumers to skip filling in their contact details and simply pay with a debit or credit card. By making these small changes, you can improve your ecommerce conversion rates and increase overall customer satisfaction at the same time.
