Digital technology has evolved tremendously in the last decade. Customers prefer to shop online instead of visiting brick and mortar stores. They find it much more convenient, comfortable and cost effective.
In this highly competitive world, it is very important for businesses to offer good shopping experience to their customers. There is no point if there are multiple customers visiting your site and not shopping. In order to increase the e-commerce conversion rate, each and every step has to be analyzed, right from the landing page to check out. You need to optimize your website right now for increasing the conversion rate, because at the end of the day conversion rates helps increase your revenues. Here’s how you can boost your e-commerce conversions:
1. Provide live chat customer service
Customers generally get confused with multiple products and services, and have lots of questions that need to be answered instantly. They look for accurate and prompt responses. Introduce live chat support on your e-commerce website. It will make them happy and enhance your brand image and trust. Customers prefer to buy from sites that offer this feature. It’s one of the best ways to increase your conversion rate.
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You must make sure your customer representatives or live chat agents are proactive. Ensure that they do not keep the customers waiting for a long time, or else they will get bored or irritated or will simply lose interest in making the purchase. At times customers are shy to start a conversation. In such cases they need to observe the customer behavior on the website and proactively start a conversation and make them feel comfortable, gradually guiding them to make their purchase.
2. Send abandoned cart emails
According to statistics, in 2018 the global cart abandonment rate was 75.52%. Every engaged customer is not a guaranteed buyer. It is difficult to reduce the cart abandonments; therefore, you need to understand why they did it. There are various reasons why customers abandoned the cart like unexpected costs, better price on another site, asking for compulsory sign up, complicated checkout process, expensive shipping, lack of payment options, lack of return policy and security concerns.
The solution for this issue is to send shopping cart recovery emails to the customers. Emails sent within 3 hours of cart abandonment, will get 40% open rate and 20% click through rate. At least 10.7% of customers who receive the email, return to make a purchase. You need to implement different personalized strategies while sending these emails, it will definitely improve conversions and sales.
3. Optimize your site for mobile
Customers spend most of their time on their mobile devices. In 2018, mobile devices accounted for more than one third of retail sales. Your ecommerce store should provide the customers a great mobile experience, hence you must optimize your e-commerce store for mobile devices to increase the conversion rate.
4. A/B test your web pages
Split testing is one of the best ways to increase e-commerce conversion rate. In fact it is very simple: suppose you have two headlines for your online page, and you are not sure which one to use, you can go for A/B split testing. It will help you find out which one is preferred. So now you need to make two versions of your site page, and the software will send half the traffic to page A and the other half to page B. you can use A or B according to the results. This is very easy and will save time to increase your conversion rate.
Be sure to read about the 5 Automation Mistakes You Must Avoid in your marking automation.
5. Provide detailed product descriptions
There are various online shopping websites where product information is not given at all. Customers can’t touch the product nor ask questions, as they are not in a brick and mortar store. Therefore, you need to make sure you describe the products in detail. It should contain interesting and informative content that will make your customers interested in your product and will go ahead in making the purchase. Add a product video or demonstration for more impact. All these will definitely prevent returns and increase conversion rates.
You also need to go for SEO of your website. High website traffic is very important to boost e-commerce conversion rate. Therefore, SEO will enhance the traffic to your website as well as build your SEO ranking.
6. Use high quality images and videos
As customers cannot touch and feel the product or even try it on, the best thing to do is to show detailed images or videos of the product or services, so that they know what they are getting. It helps to visualize the products better, and this leads to the increase of conversion rates.
7. Setup user personalization
You can personalize the user experience by using powerful user tracking and communication software. This will allow you to keep your message and desired action the main focus of the user across platforms. Once you send the customer the email with coupon codes, it should be applied automatically. Make sure the customer does not have to fend for themselves. In the emails button, have a pop a code in the URL, and have the coupon easily accessible on the website. You have made it easy for your customers to use, they will remember your offer and return for making more purchases.
8. Display customer reviews
Make it a point to add customer reviews of your products on the website. According to a study, around 61% of customers read the reviews before making the purchase. There is 18% increase in online sales when customer reviews are showcased on the website. You should give your visitors the chance to leave their reviews. You can also put their photos along with the review. This surely boosts conversion and builds trust in the customer.
9. Send creative email receipts
The regular and expected practice these days is to send the customer the invoice through email. You need to be innovative here by including recommendations of your other products or services based on the previous purchase. 80% of customers like the recommendations and would return to your site to check out other products/services. They may also make more purchases based on the recommendations.
10. Build trust with your customers
The most important thing is to build the trust among your customers. Trust these days is difficult to build and very easy to destroy. There are certain reasons why people won’t buy from you: Not in a hurry or no need or lack of money or lack of trust. You can’t do anything about the first three, but you can definitely do something about the fourth.
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For building the trust of the customers, you need to add a physical address of your company, introduce your team along with their pictures, cite articles and blogs from third parties, add genuine and authentic customer reviews and testimonials, make communication easy and live, and make the site look user friendly and professional.
You can also send them information of your products and services along with offers, discounts and promotions. This will attract your customers to your site. Use pop-up windows to get their attention. Inform them by sending promotional texts over the mobile devices or email. You can also introduce an information bar on the top of your website. This will create curiosity among buyers, and it will increase conversion rate.
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Over the past 19 years, we have completed thousands of digital projects globally. We have one of the largest and deepest multi-solutions digital consulting teams in the world. Our Commerce Martech services can help you deliver effective multichannel commerce campaigns that increase sales. We can help you deploy chatbots to serve as a concierge for your customers, providing them with a high touch personalized shopping experience and seamless low-cost customer journey. Talk to our team of Digital Commerce Experts today.
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Joseph Brannon 25 min read