Revenue is the most important metric for all e-commerce stores. That’s why every e-commerce website prioritizes conversions, but most of them still have difficulty in optimizing conversion rate for their website.
In this article, we will look at 10 tips that would radically improve the conversion rate of your website, but before that, we will understand the concept of conversion rate optimization.
What Is Conversion Rate Optimization (CRO)?
The conversion rate is the percentage of visitors who complete the desired action.
Conversion rate optimization (CRO) is a process of increasing the percentage of conversions. In the context of e-commerce, CRO means increasing the percentage of visitors who buy products from your store.
The average conversion rate for e-commerce stores is somewhere between 1-2 percent.
If you are looking to go beyond the 2 percent conversion rate, be sure to implement the following 10 CRO tactics.
1. Highlight Customer Pain Points in the Product Description
A winning product copy doesn’t talk about features, rather it talks about the benefits. It explains how the product solves the most pressing problems of its target users. By adding relevant keywords and detailed descriptions, you make your website search engine friendly and make up for the product intangibility in the e-commerce environment.
Here is a product description by Amazon that talks about how the said guitar amplifier helps guitarists practice without disturbing others:
2. Clearly Mention the Product Specifications
The product description and product specifications are two different things. The product description is like the sales pitch whereas, the product specifications section deals with the product dimensions, model number, brand, etc.
Having a product specifications section removes any speck of ambiguity that might arise as the product can’t be physically seen. Consider the following product image:
It is very difficult to figure out the size of the above product just by looking at it. On the contrary, the product dimensions 10 x 7.6 x 4.2 cm will help the buyers understand the exact size of the product.
3. Emphasize on the Security Aspect
Your buyers want to be sure that their details are safe with you. To convey the data security, you can implement the following features on your website:
From the above two sites, which one would you choose to buy products from? Since the payment details are extremely confidential, you’d definitely go with the second site as it shows that the website is secure.
Implementing SSL certificates (HTTPS) on your website will instill the faith in the minds of your visitors that their data is safe with you.
Convey a Secure and Reliable Shopping Experience
Receiving counterfeit products is one of the hesitations of customers when shopping online especially when buying high-value products. To resolve any such doubts, the store can put up a trust seal on the product page that explains that the product is genuine like this:
Similarly, the store can also showcase the payment methods it accepts along with security seals and the logos of payment processors and gateways:
4. Create a Sense of Urgency
Shoppers are more inclined to act faster if the product they want to buy is a scarce entity. You can use this tactic to your advantage by introducing short-term offers, daily deals or explicitly mention if a product is running out of stock.
Here is how Amazon creates a sense of urgency by putting up a countdown timer for their daily deals.
eBay goes a step ahead and gives the exact figure of the quantities sold along with how many are remaining in stock, inciting users to act faster.
5. Show Ratings at a Prominent Place
The halo effect is a type of cognitive bias that makes humans judge other people or entities based on a single trait. That’s why we are told to make a good first impression. And that’s also why people find attractive people funny.
You can dramatically improve the conversion rate by combining this effect along with social proof. Ratings and reviews are one of the crucial factors that help shoppers decide whether or not to buy the product.
To influence the shopper as soon as they land on your website, you can show the product ratings and reviews at a prominent place such as below the product name itself. The excellent ratings will nudge the buyer to act faster. Here is how Amazon does it:
6. Make Your Call-to-Action Hard to Miss
Shoppers come to your e-commerce store to buy from you. Your sole intention should be to facilitate their shopping journey, and one of the ways to do that is, to not make them search for a CTA.
By placing your CTAs such as Buy Now or Add to Cart above the fold, you increase the chances of your shoppers acting right away.
Myntra has put its CTA above the fold so that when a user lands on its product page, they can easily click on it and continue with the purchase.
7. Re-engage Cart Abandoners
Many times, shoppers add items to the card and due to some reasons, leave your website without completing the purchase. This drastically impacts your conversion rate. Although you can’t control the user behavior in real time, you can certainly place some nods intelligently along the way so that they will come back in the future to complete the purchase.
Cart abandonment software helps you with the users that have abandoned carts. The software enables you to create an email sequence to follow-up with the visitors. As an incentive, you can also throw in a discount or an exclusive coupon code. To speed up the process, you can introduce a scarcity tactic as well.
8. Use a Spin-to-Win Coupon Wheel
How can you engage your visitors in a better way? The answer is, gamification! Gamification uses game-design techniques to engage users in an exciting way. And it works because it motivates users to achieve a reward.
Leaderboards, quests, loyalty programs, etc. are all too common these days. One of the newest gamification techniques that have been introduced is the spin-to-win coupon wheel. With this technique, you can offer prizes and rewards such as free delivery, discounts, etc.
Image credits: OptinMonster
The anticipation of winning a prize keeps pushing users to engage with this growth hack.
9. Personalize Exit-Intent Pop-Ups
Dale Carnegie once said, “A person’s name is to him or her the sweetest and most important sound in any language.” We are in the age of personalization and to truly appeal to your buyer, you need to stop using boilerplate language and responses.
There are myriad ways to introduce personalization in your marketing, and one of the simplest ways is to use it for exit-intent pop-ups. By implementing this tactic, you make your customers perceive that the website is tailored according to their preferences.
Image Credits: OptinMonster
10. Simplify the Checkout Process
Online shoppers buy online due to speed and convenience. The checkout process is arguably the most important step in the buyer’s journey and here are 3 simple tips you can use to simplify it:
- Let shoppers checkout as guests
- Pre-populate certain fields such as city name and state based on the pin code
- If you are using multiple pages for the checkout, be sure to show a progress bar at the top
Along with using high-quality images, persuasive product copy and clearly stating shipping and returns policy, implementing these 10 tactics will certainly skyrocket the conversion rate of your e-commerce store.