In today’s social media-obsessed world, bring traffic to ecommerce stores is not that big of a challenge. All you need to do is create the right campaign (targeting the right audience) on the right platform(s) and see ‘em roll in.
The real challenge starts after the visitors have arrived on your landing pages. The million dollar question (in many cases, quite literally) is this: How can you convert all these visitors into paying customers. This is where the art and science of Conversion Rate Optimization (CRO) come to your rescue.
Conversion rate, the ratio between the visitors and buyers on your website is perhaps the most valuable and interesting key performance indicators (KPIs) for a website. The website conversion rate is very important for online stores because of its direct impact on revenue brand visibility and brand footprint.
- What Is Conversion Rate?
- Conversion Rate Optimization: Presales Tips
- Reduce Page Loading Time
- Shorten the Checkout Funnel
- Position and Wording of CTAs
- Integrate Customer Reviews
- Highlight Sales Promotions
- Play on Scarcity Effect
- Improve Product Sheets
- Make Products Searchable
- Improve Store Navigation
- Multiple Payment Options
- Build Multilingual Stores
- Integrate Currency Switcher
- Improve Mobile Experience
- 24/7 Live Chat Support
- Offer Same-Day Delivery
- Return and Exchange Policy
- Get Feedback from Customers
- Write Effective Headlines
- Add Ecommerce Chatbot
- Check out Social Commerce
- Define Unique Selling Point
- Ensure Visitors Security
- Conversion Rate Optimization: Post-Sales Tips
What Is Conversion Rate?
The conversion rate of a website is the percentage of visitors who have made a specific action. For example, the percentage of visitors who buy, the percentage of visitors filling out a contact form, subscribing to a newsletter, registering for an event, etc.
The website conversion rate is, therefore, a fraction that includes in the numerator the number of visitors who convert (who achieve the goal) and the denominator the total number of visits (or visitors). Once you have clearly defined your goal, which is what you expect from your visitors, the questions arise are:
- How to measure conversion rate optimization?
- How to improve conversion rate optimization?
How to Measure Conversion Rate?
Conversion Rate Optimization (CRO) is a useful KPI for analyzing the return on investment. The conversion rate is usually expressed as a percentage, to calculate it you need the following parameters:
- Number of visits (or visitors)
- Number of conversions
Obviously, it needs the formula to be calculated: the number of conversions/number of clicks (or visits) x 100. The result that is returned identifies the percentage of users who perform a specific action on that particular page or website.
For example, I hypothesize the case of an online clothing store that conducts an advertising campaign: in this case, the website conversion occurs when a visitor purchases a product. If with the campaign 2000 visitors are attracted to the store and 30 of them complete the order, the conversion rate will be 1.5 percent. Simple isn’t?
What Is Good Conversion Rate?
There is no universal rule to say that a website conversion rate is good!
Everything depends on the business, the competition, the sector, the reference market, and the geographical area. However, it is possible to give some general indications to use as a benchmark to understand if the conversion rate of an ecommerce store is acceptable or needs to be improved:
- In the B2B sector, a rate of around 1-2 percent is considered a good value.
- The figure is lowered in high-value B2C ecommerce: in this case, the benchmark is 1 percent.
- We return to higher values in medium-value B2Cs is around 2 percent.
- We rise further in low-value B2C is around 3-4 percent.
If the ecommerce conversion rate is much lower than these indicative values, it means that your sector is penalized by high competition or that something on your store does not push visitors to buy. In this case, you need to roll up your sleeves, analyze the situation and try to improve performance with a good conversion rate optimization strategy.
How to Track Conversion Rate?
It is possible with Google Analytics (and other tools) to know precisely the intermediate conversion rates, which correspond to your sub-objectives. These sub-objectives correspond in turn to the different stages of your checkout funnel. It is ideal for pinpointing blocking points, stopping visitors and negatively impacting your overall website conversion rate.
To create your funnel, go to Google Analytics → Admin → Segments → New Segments → Sequences.
— Source: Google Analytics
Each step is defined in Google Analytics by a URL. If between two of your steps, no change of URL intervenes (in case of pop-up for example), you can set up virtual page views. You will find all the information you need to set up and analyze your funnel in the Google documentation.
Conversion Rate Optimization: Presales Tips
Reduce Page Loading Time
According to a survey conducted on the subject, it appears that 40 percent of visitors quickly leave websites whose pages are not loaded within 3 seconds. You can understand why paying close attention to the loading time of pages is so important. Amazon, an ecommerce giant, found that an additional 0.1 percent load time reduced sales by 1 percent.
— Source: Think with Google
Here are the main tips, without going into too much detail, to improve the loading speed of your ecommerce store.
- Start by using performance testing tools like Pingdom Tools, GTmetrix, or Google PageSpeed Insights. These tools will indicate loading speed and point to improve.
- Remove unused/unnecessary plugins
- Choose an optimized WooCommerce hosting
- Reduce the weight of images and videos
- Use a cache plugin
- Set up a Content Delivery Network (CDN)
- Choose a lightweight theme
Shorten the Checkout Funnel
The checkout funnel, on an ecommerce store, is the journey that the visitor completes until the last step: payment. You can observe that, and it makes sense, the shorter the path of the checkout funnel, the more likely the visitor will go to the end and buy. To improve the conversion rate optimization, you must shorten the checkout funnel.
— Source: Nimble
Typically, it is not recommended to force users to create an account to finalize their purchase. You will see if you use and analyze your funnel of website conversion, the very negative impacts of this practice.
Many internet users simply don’t want to create their account and will give up if asked. You can always leave the user the ability to create an account or continue without creating an account. This is the choice made by Amazon and other ecommerce giants.
— Source: Amazon
From the same perspective, avoid asking your customers too much information. Just ask them for the really essential information for billing (name, surname, email, address, bank details, etc.). You can enrich your CRM later, once the user has become one of your customers. You have to go step by step, in a subtle way. And of course, don’t ask for the same information twice!
To upstream of the checkout funnel (but this is even part of the limit), think of offering fluid navigation, allowing easy access to your different products. This of course also significantly improves ecommerce conversion rate optimization (or simply conversion optimization).
The tree structure of your ecommerce store should be quick to understand (organization of categories, subcategories of products, etc.). Use a breadcrumb to help your visitors navigate their browsing experience and of course an internal search engine.
— Source: AliExpress
Position and Wording of CTAs
The call to action (CTAs) are all buttons on which you want your visitors to click. They are present on all the pages of the checkout funnel, but also on the other pages of your store. These buttons (the button “basket addition” typically), for obvious reasons, must be highlighted.
— Source: Cloudways
There are three aspects to consider while creating the CTAs:
- The position: A call to action button below the fold of your page will be less efficient than a button at the top of the page.
- Color and shape: The call to action buttons must stand out from your pages, stand out from other content. They must attract the attention of the user. Choose the right colors (orange or green for example) and use pictograms.
- The wording: Write “create my account” instead of “next”; rather “I download” than “download”. Avoid too aggressive verbs (spam words), like buy, pay, order, subscribe, etc. The user has the impression of being forced to accomplish an action. This is the best way to make him run away.
To optimize the call to action buttons, the A/B testing method (see below) is very effective.
Integrate Customer Reviews
Customer reviews can also be considered a reassurance factor!
The fact that the visitors can read objective opinions on the product he wants (or is hesitant to buy) is a central point. Moreover, all studies published on the subject show that the vast majority of visitors look at customer reviews before ordering. This observation is not only valid for ecommerce stores: customer reviews give credibility to a website, whatever it may be.
For conversion rate optimization, you have every interest in integrating a customer notice module on your store. Customer reviews can appear on almost every page of the website including your landing pages, the pages of the checkout funnel, etc. But you must, of course, install this module/widget on your product sheets.
— Source: Amazon
At first, you may be hesitant to install a customer review module for the fear of negative reviews and their impact on your store’s image. However, as some experts put it – negative customer reviews let you know what’s wrong with your store, and therefore improve your website in return.
The negative opinions are at the service of the continuous improvement of the experience and customer satisfaction, and thus again at the service of your conversion rate optimization in the long term.
Highlight Sales Promotions
It is well known, customers love promotions! So putting commercial promotions forward is a good way to increase website conversion rate. Most of AliExpress’ carousel images are, for example, centered on the presentation of commercial promotions.
— Source: AliExpress
Beyond the commercial promotions, which should be highlighted on your ecommerce store are all the benefits: free delivery, satisfied or refunded, free services, etc.
Tip: Consider offering limited offers in time. The sense of urgency that these offers create helps to promote conversion.
Play on Scarcity Effect
The scarcity effect was conceptualized by Robert Cialdini in 1987 during the realization of studies on social influence, and even if it is a fairly well-known topic it is always attractive, so much so that it continues to produce benefits in advertising.
Cialdini suggested that the “scarcity”, or limited availability of a product, produce a greater desire to try to get what is scarce. It seems that people immediately establish a mental equation: rarer is a product of greater value it possesses. This implicit process is a quick choice of thinking that simplifies decision making by reducing cognitive effort.
In ecommerce, a variety of tactics are used to create scarcity, such as showing how many units of that product remain in stock (as seen in the image below).
— Source: AliExpress (L), Amazon (R)
Traditionally, the scarcity effect uses two variables: limited quantities (last pieces at stock exhaustion) and countdown (product available up to a specific date/time). However, these two approaches are not the only characteristic of the ecommerce store, in fact, they can also be used in paper brochures or speaking in person with the customer.
Improve Product Sheets
This recommendation, of course, essentially concerns ecommerce stores. The product sheets are the main pages on an ecommerce store. They must fulfill three functions: inform, seduce and reassure the visitor and potential customer.
Here, as a reminder, the main recommendations to improve conversion rate optimization of the product sheets, and consequently that of the ecommerce store anyway. These recommendations are based on elements already mentioned in this article and therefore don’t concern only the product sheets:
- Place the main information above the waterline
- Put the maximum amount of reassurance items
- Propose quality images, in HD if possible
- Structuring the description of your products by prioritizing the information. Present the features of the product, but also talk about its benefits
- Integrate a customer notification module
- Optimize the product sheets from the point of view of SEO (create SEO-friendly product sheets)
- Propose similar or complementary products (up-selling/cross-selling)
— Source: Walmart
If your catalog contains hundreds of references or even thousands, the time needed to optimize all your files will be very important. To be effective and not lose yourself in endless work, target your 10 most “Popular” product sheets, your flagship product sheets. Start by optimizing these landing pages first!
Make Products Searchable
Very often the owners of ecommerce stores know nothing (or less) about SEO, which is absolutely normal since as the saying goes, “to each his own”. However, in fact, this certainly does not help them in sales.
Here are some useful SEO tips to increase organic traffic (not paid results) from search engines for your ecommerce store.
- Keep products near the homepage: The homepage is the first page that a search engine examines and it is the main source of brand identity.
- Write effective title tags: The title tag of a page is a crucial part of SEO. When you work on the title tag, create it using a typical search term for your products.
- Use the right keywords: To improve your title tags, start with the search for optimal keywords with tools such as LSIGraph (free) and KWFinder (paid).
- Improve page URL: Some ecommerce platforms automatically give the URLs of the pages, for example: “www.store.com/?ID=productnumber”. Change the settings to create URLs that include your title tag (therefore rich in keywords), such as the post you are reading at this moment (cloudways.com/blog/woocommerce-conversion-rate-optimization/).
- Tag your products: For each product, add relevant tags that link to similar products. But be careful not to exaggerate or search engines could consider spam.
- Enter the rel=canonical tag in the categories: To prevent the search engines from thinking that your store contains duplicate content (and therefore penalize it), you must choose one of these pages and baptize it as a canon. Then, add a link (rel=”canonical”) to the section (<head>) of all other non-canonical versions, which points to your canonical page.
Improve Store Navigation
When you move in a familiar place everything is easy. You immediately know where to go and where to find things.
Unfortunately, on the Internet, visitors have the world just a click away, not just your ecommerce store. If in a few seconds your customers don’t find what they are looking for, or if they don’t know where to go, they will immediately move on to another store, and they will stop by those who give them information simply and quickly as seen in the homepage of S&S Activewear.
— Source: S&S Activewear
An easy-to-navigate ecommerce store is generally recognized by the following elements:
- It makes it easy to identify the pages relating to the conditions of sale, delivery, payment, and withdrawal.
- It allows you to identify at a glance, at the top of the page, the links to the cart, to the checkout and to the entry in the visitor area.
- It offers a simple and intuitive navigation path from the cart to the checkout, so as to minimize the risk of loss of the customer during this delicate journey.
- In the product, a sheet can easily and effectively graphically organize the many elements that compose it: main photo, price, quantity, variant (e.g. sizes and colors), “Add to Cart” button, short description, complete description, technical data, and reviews.
When I talk about ecommerce stores, the smartphone display must be taken care of. Given the increasing percentage of visitors who connect to your store from mobile devices, it is perhaps more important to take care of the display from a mobile device.
Multiple Payment Options
Among all the aspects that contribute to the user experience, multiple payments options should be made available to your ecommerce store.
The method of payment is a lever that often influences visitors in the choice of ecommerce to rely on for their purchases. Being a sensitive subject, the visitor demands to be able to trust the merchant and the transactions he makes on the store. This is why ecommerce stores must guarantee different methods and assistance or support during transactions.
I now describe the most commonly recommended methods:
70 percent of the turnover of online purchases in 2017 was generated by credit/debit cards. It is a very effective and safe method. But the feature that makes this mode prefer to others is the speed and immediacy with which payments can be made.
These are cards that can be purchased with a pre-established amount or cards associated with their current and rechargeable bank account. The advantage of this type of card is that, in case of fraud, the damage suffered will never exceed the amount present on the card.
If you take a look at the future, you must not forget to mention two other types of payment that will soon become part of our daily life: mobile payment and virtual currency.
Apple Pay and Samsung Pay are applications designed for integrated payments from smartphones, for example, NFC payments or in-app purchases. But they will also play a fundamental role in ecommerce, allowing online and multi-channel payments to be made. This ensures complete integration of the devices and tools made available to users, who can rely on a single application to perform all transactions in total security.
The introduction of payments with virtual currency, on the other hand, is an interesting phenomenon that is seeing a slower and gradual development compared to other options. On the merchant’s side, the knowledge and confidence with this tool are basically limited, but there is an increase in the platforms that make it available to its customers.
The online payment scenario is therefore focused on some major payment methods. The cornerstone is, however, the importance of offering multiple payment instruments, but at the same time support, assistance and a high level of security with the aim of gaining the trust of customers and thus increasing conversion rates.
Build Multilingual Stores
Times change and for many businesses it is now important to build a multilingual store. But what is it specifically about? We are talking about a professional website in multiple languages that can increase the number of online visitors.
From a commercial point of view, a large number of businesses see the multilingual store the opportunity to open up to the international market and consequently make themselves known by a larger audience and get more money.
In short, a multilingual ecommerce store can:
- Expand your business by making our brand from local to international
- Make international offers and contents
- Increase the volume of potential customers internationally. It’s more interesting to have customers all over the world instead of just focusing on the local customer.
- Be available in search engines in multiple languages.
- Increase the value of your site and give an image of seriousness to the company brand.
- Beat the competition through the adoption of a multilingual website that allows the business to speak the language of the visitor.
- Get excellent results by investing little.
However, the multilingual store is not easy to create because the simple translation of the contents from the source language to the target language is not sufficient. It is important not to forget that any store that wants to become multilingual must necessarily adapt to the needs of the visitors.
Improve Mobile Experience
A trend that businesses can’t ignore is the increase in mobile shopping, which elevates the smartphone to the true protagonist of the new digital business.
In 2017, mobile visits to retail websites exceeded desktop traffic for the first time. Google is also working on a new index that will give priority to mobile: in practice, being responsive will no longer be enough.
— Source: Stone Temple
But you need to stop thinking about mobile and desktop users as separate people: research clearly shows that people make key decisions about purchases on their smartphones, and then buy on desktops at a later time. Moreover, those who use various devices for their online purchases, such as tablets, smartphones, and PCs, spend an average of twice those who only use the PC.
— Source: Stone Temple
Mobile commerce is now a consolidated reality that has conquered different groups of buyers and in particular the millennials. When an offer is proposed in the right way, users are willing to buy even with the smartphone; just think that mobile transactions are on a clear and constant increase and an increase in mobile commerce of 44.7 percent is expected in 2019.
— Source: Statista
Ecommerce stores who have already aligned themselves with the mobile-first philosophy have so far recorded a higher conversion rate than the latecomers. China, for example, is having a real mobile sales exploit thanks to continuous innovation and exceptional user experience.
This should encourage online stores to become mobile first as soon as possible, optimizing their store for mobile sales. This means providing an easy, fast and secure mobile shopping experience that is worth repeating and encourages you to make higher expenses.
The philosophy of mobile first not only involves the optimization of the ecommerce store but the entire marketing strategy that must include activities designed for mobile devices, from the social dimension to the mobile-friendly newsletter.
24/7 Live Chat Support
In online commerce, customer support is a fundamental aspect of gaining trust in the potential customer who is visiting the store. It is also an important factor in the conversion process that leads the simple visitor to become a customer and buy online, as many users they feel more protected in dealing with transparent, present and easily contactable online businesses.
— Source: SuperOffice
Every ecommerce store, blog or social network can be used not only as a “new marketing strategy”, but it is also introduced as support to corporate customer service and even to the human resources sector.
— Source: Marktech Zone
Twitter and Facebook, for example, are useful tools to manage customer care because they represent an opportunity to organize online communication, promotion, and advertising of the company on the net: they are based on the sharing of content and on the relationship that establishes with customers and prospects.
Through social networks, it is possible to acquire information on customer preferences, their purchases, opinions about certain products or services, companies and much more.
Social media users who follow a store from the pages of a social network are, in the majority of cases, fixed customers of the same. If they are only potential, the interest in what the store publishes on the network can convert them into future buyers.
In an ecommerce store, then a positive experience will increase the number of orders and customer loyalty. So it is important that the company is present in pre and post-sales assistance offering support regarding payments, guarantees, procedures techniques, troubleshooting, and deliveries.
Offer Same-Day Delivery
Logistics becomes a fundamental element where those who know how to better manage the last mile win. The biggest gap between physical stores and online stores has always been the waiting time of shipping and delivery that don’t allow to own the product at the time of payment. In fact, delivery and returns are among the weaknesses of the online shopping experience.
The solution lies in the same-day delivery, which allows reducing the technical times between payment and delivery.
The same-day delivery option started with Amazon Prime and is now convincing many other sales channels. A survey by Forrester states that 29 percent of consumers are interested in same-day delivery but not willing to pay extra for that. For this reason, adding the same-day delivery to the various alternatives of goods delivery could constitute a strategic move to offer the customer a new and appreciated service.
— Source: SupplyChain247
Similarly, when potential visitors come to your store and see the prices at which you are selling products, they will surely have a positive reaction and will be well intentioned to complete the purchase. But if your shipping costs are high, the effect that you get is a high rate of abandoned carts. Offering free or discounted shipping on certain carts is a good way to increase conversion rates.
Get Feedback from Customers
Consumers trust other consumers who have invested their time in sharing experiences of buying and testing products. In addition to increasing consumer confidence, this action triggers a chain mechanism that increases the likelihood and, in turn, gives rise to customers’ awareness of being listened to and willingness to continue to buy their products.
— Source: BrightLocal
The visitors like to be listened to and online reviews are the simplest and most direct way to trigger this process and increase brand reputation. But how is the customer encouraged to invest a part of their time to share their shopping experience?
There are several ways to incentivize visitors:
- Surveys: at the end of a transaction, you can propose to the customer a survey as the final part of the purchase process, send an email request to participate in the survey or attach a small promotion, such as a small gift or a discount on the next purchase.
- Comments: insert a form on the page of each product that users can access to leave a comment. The interventions must be free so that each customer can freely share their experience.
- Third-party reviews: many customers trust the reviews found on stores other than the business that makes the product, but not all customers have time to visit these portals. For this, inserting a link to external sites where you can find a large number of reviews on products, helps once again to build trust in the company.
Write Effective Headlines
The headline (or title) must encompass the Unique Selling Proposition (USP) of the brand. Roberta Rosenberg, a world-famous copywriter, says on writing headlines:
- Your title has a task and only one: encourage visitors to continue reading the message, increase their interest in the offer and give a motivation to click on the Call to Action. That’s why writing titles for an effective Landing Page mean being clear, rather than witty.
- The wit focuses attention on itself, diverting the user’s attention from the message.
- Clarity paves the path of conversion.
The title must, therefore, best describe the commercial proposal in a direct, simple and immediate way. Usually, the headline is the first element that the user sees and must be both effective and concise.
In case the title is too long, it is appropriate to use a subtitle to reinforce the concept, rather than excessively lengthen the headline.
Observe in the following image how TruckersReport made the title of their landing page clearer by writing a headline and bullets. This small change led to a 21.7 percent increase in conversions.
— Source: ConversionXL
A similar case is that of Wilson HTM, which increased their registrations by 52.8 percent by modifying the title.
— Source: The Growth Manifesto
Add Ecommerce Chatbot
2018 has been identified by the most important research institutes as the year of the chatbot. A term that blends the word “chat” and “robot”. It indicates a fully automated chat managed by businesses through Artificial Intelligence (AI) to interact with customers and, collect their request, and provide answers appropriately.
The chatbots are revolutionizing the ways of interaction between businesses and customers. You can perform almost all the steps of online shopping: there are bots that can track shipments once purchased, simplify the payments or that act as a personal assistant, accompanying you all stages purchase.
— Source: Chatbots Life
Facebook, WhatsApp, Twitter, and Google are introducing integrated bots in their instant messaging platforms to help with shopping, bookings and customer service. Users who use live chat spend an average of 5 to 30 percent more. The conversion rate in customers is 5-10 times higher if you follow an automated chat session.
This year’s trends also see the use of voice services, such as Siri, Cortana, and Google Assistant, optimized for conversational commerce for searches and purchases within ecommerce.
Check out Social Commerce
From the union between ecommerce and social media comes what is called Social Commerce, a new mode of digital commerce that, through blogs, social networks, forums, etc., offers strong participation from consumers and is based on the concept that “the markets are conversations.”
And influencers, from bloggers to industry experts, will influence buying behavior like never before. The numbers confirm this: 70 percent of users consider reliable suggestions on products and brands from their social circle and 74 percent of consumers use social media to make purchasing decisions.
Social networks are an exceptional tool to promote products and services, through contents of all kinds (images, videos, articles, etc.). The social platforms offer the opportunity to create engagement around the brand and its products, as well as allowing customers to interact with the businesses, expressing their opinions and asking questions.
In summary, social commerce shortens distances between customers and companies, allowing the traditional and one-sided model to be inverted, according to which companies offer products to customers, can encourage purchase and increase the conversion rate of their own electronic store.
Define Unique Selling Point
Let’s start with a question: What is the Unique Selling Proposition or Point (USP)?
A USP is the starting point for branding (and for selling) with an exclusive sales argument. The precise reason that pushes potential customers to target one business over another.
This is a theoretical model created by Rosser Reeves, an advertising pioneer, who took Hopkins’ hard selling philosophy to the extreme. This approach holds that all forms of advertising must contain exclusive and non-repeatable motivation from competitors.
Let’s see how the USP declines according to Reeves:
- For each advertising campaign, only one customer benefit must be highlighted, one and only.
- The highlighted benefit must be unique and therefore the competitors must not have the possibility to offer it in turn.
- This one benefit must have such a force as to be practically indispensable for the potential client.
But the USP is also an excellent factor to help better focus the marketing objectives and verify that every single piece of the strategy goes in the right direction in order to emerge in the reference market.
The Wistia landing page has a clearly developed USP title. It is the “video software for video-loving businesses”. Clear, simple and specific.
— Source: Wistia
Ensure Visitors Security
Security in money transfers and in the exchange of data between the store and the buyer can hinder online purchases. The payment methods used are the bank transfer, the cash or credit card and it is the latter the potentially more fragile system. The exchange of data necessary for the collection of the amount can easily be the subject of tampering and fraud.
As can be seen from the following graph, taken from a recent study conducted by IBM, it is noted that 60 percent of consumers have little confidence in the security systems provided for online shopping.
The efforts of ecommerce stores today are geared primarily to protecting the transmission of encrypted data. And with which tools? A defense weapon is represented by high levels of cryptography, such as the Transport Layer Security (TLS) which through an HTTPS protocol, guarantees the sending of personal information in the form of encrypted packages.
Conversion Rate Optimization: Post-Sales Tips
Use A/B Testing Tools
It is sometimes difficult to really know what works on a store, which has a positive impact and, conversely, what has a negative impact. You have decided to move the newsletter registration block to your post pages. How to measure the impact of such a modification? The best way to find out is to use the technique of A/B Testing.
— Source: Cloudways
There are several qualitative A/B Testing tools available, such as AB Tasty, Optimizely (free for small volumes), Visual Website Optimizer or Kameleoon.
The operation of each of these tools may vary, but the principle is always the same: the idea is to propose two different versions (or more) of the same page which differs only according to a specific criterion.
For example, the position of such or such button call to action, the position of such or such banner, the presence of such or such feature, the wording of such or such call to action, the design of such or such block, etc. Some of your visitors will land on version A, the other on version B. Just analyze the results to find the version that offers the best conversion rate.
Tip: Prioritize your A/B tests on your landing pages on which your visitors arrive the most. These are obviously the most important pages of your WooCommerce store.
Reassure Visitors Experience
You never know who you’re dealing with online as visitors tend to be suspicious. So that your users don’t have doubts about the reliability of your ecommerce store, but you must (it is a tautology) reassure them, put them in confidence.
It is necessary that the visitor can say to himself: “this ecommerce store is reliable and looks very serious, I can buy or give my mail without risk.”
Reassurance refers to all the elements whose main objective is to give your visitors a feeling of security, to reassure them, to dispel all the obstacles to action.
Here are some reassurance elements to consider to improve the conversion rate optimization of your ecommerce store. Some are very basic others are more technical:
- Create a stylish yet professional store.
- Create dense institutional and corporate pages. To humanize your website, post photos of the work environment, your premises, etc.
- Create a FAQs and comment/feedback section.
- Provide guarantees regarding delivery and payment. Show these guarantees in the form of badges or pictograms on your store.
- Accompany the visitor/customer during their purchase process: include, for example, a live chat so that they can ask you questions during the order. More widely, highlight the means of contact (mail, form, phone, mailing address, etc.).
- Guarantee your customers the confidentiality of their data by displaying mandatory information, certifications, etc.
Example of the eBay, which highlights the reassurance in its header:
— Source: Ebay
Restart Abandoners Intelligently
It is estimated that just over two-thirds of the baskets are abandoned on ecommerce stores. Specifically, the visitors abandon their baskets before finalizing the order. They click on the “Add to Cart” button, started filling out the order form and then left the store.
The success in reducing the percentage of dropouts will have a positive impact on your conversion rate. But how exactly? The answer is simple: by raising abandoned visitors to push them, but in an intelligent way, to finalize their purchase.
To revive these customers, you have two options: call them or send them an email. Of course, only users who have entered their personal data can be relaunched. This assumes that the customer has gone far enough in the buying process before giving up.
Phone recovery is very expensive, time-consuming and may appear intrusive to prospects. It must be avoided unless the amount of the abandoned basket is sufficiently interesting.
— Source: MarkGrowth
Reminders by email are less expensive because they can be automated. Several abandoned basket recovery software exists on the market, for example, Criteo and Target2Sell. The principle is very simple:
- Write a reminder email: this email can be personalized from the personal data of each abandoned.
- Define a timing: after how many minutes, hours, days after the abandonment of the basket do you want to send the reminder email.
Optimize Different Personas
Effective targeting aims to hit the business personas that can be more easily transformed into valuable leads. It is, therefore, necessary to segment the different types of targets from a demographic, anthropological and needs point of view.
Once the personas have been identified, it becomes necessary to design a communication suitable to respond to the needs perceived by potential customers. The ideal message varies depending on the type of target and channel used for digital advertising campaigns (Facebook Ads, Linkedin Ads, Google Adwords, Twitter Ads, Instagram Ads, etc.).
The effort made to attract the potential lead would be useless without a useful landing page to convert. For this reason, a fundamental step in conversion rate optimization is to bring traffic to specific landing pages where the product or service is presented.
Track Customer Behavior
Many promotional activities are not easily traceable and this sometimes leads some businesses to not track final conversions with precision.
In fact, you can know with just a few clicks how many people open emails or put “Like” to one of our posts, but you can’t know with the same simplicity if they have converted or which activity has closed the conversion. And you certainly can’t ask each customer what specific channel convinced him to make a decision!
The only way to have safe data is to adopt tools that are able to follow the path that users follow and understand their origin.
The most used, and indispensable, is Google Analytics: its operation passes, like all tracking tools, by the integration of a specific tag in the source code of the store. Google Analytics will be able to tell track, among the many things, where the visitors that explore your store comes from and, by filtering in depth. In this way, you can get the answer to several questions including:
- Who are the visitors? (age, language, geographical area)
- Where do they come from? (direct opening, Google search, email, advertisement, etc.)
- What is the first touchpoint that brought it to your store? And the last one?
The presence of Google Analytics is almost sufficient already alone to tell us a lot about your business. However, sometimes communication and promotion activities branch out in a complex way. But with more advanced tools, such as using custom URL links, you can get much more detailed information about audiences and winning content.
Develop Content Strategy
Your ecommerce store is bound to fail if you are not able to attract the target online with your products. You can’t pretend to interest everyone, you must find your niche.
To make sure to stimulate purchases, Beardbrand has created product support content to create a credible business story and image. They have added photos of how customers could appear using their products and have consistently delivered this message across all marketing platforms and advertising campaigns.
Today they are a successful ecommerce store that develops a turnover of $100,000 a month through online sales only.
— Source: Sleeknote
Content marketing (or inbound marketing) is crucial for developing brand awareness of your ecommerce store. You have to write articles in the blog (you have a blog in your ecommerce site, right?), create videos, publish photos, produce social media content that makes you understand who you are.
Use Email Marketing Automation
The reasons behind an email marketing automation strategy are simple: you can send the right content to the right person. And if you think about it this is the synthesis of the concept of inbound marketing: you don’t have to be a source of trouble with your message, but you have to be found when individuals need you.
With email automation this is possible: you can do a lead nurturing activity and send messages to a specific audience, shortening the distances between who sends the content and who receives it. This happens with a trigger: an event that becomes a trigger to trigger the sequences you have planned.
What can you do with email marketing automation? There are several examples that various programs to send newsletters and messages of email allow you to put into practice. The simplest and most common:
- Send an email with advice, gifts, and ideas to the people who sign up
- A member’s birthday: send personalized emails with a gift
- Contact, after a few days, users who have left the cart
- Send content that follows a timeline
The basic concept is this: behind a contact, there is a potential buyer who must be followed and fed.
Start Retargeting Campaigns
Setting up a remarketing strategy to your ecommerce store is extremely useful for increasing traffic, conversion rates, and retaining customers over time. It is a type of online advertising that relies on previous user actions when these actions did not result in a purchase.
The intent of remarketing is to show potential customers new ads focused on the products they viewed on ecommerce, personalizing their ads and trying to recover the potentially lost customer. This advertising technique is based on the use of an anonymous cookie that is released when a user accesses the website.
The cookie is used to track the visitor’s browsing on other sites, in order to show him more and more times ads related to the products displayed by him, to stimulate him to convert. Every time the visitor is exposed to the announcement, he can define a “contact point”.
Science says that on average 7 points of contact are needed before the consumer makes the purchase.
Social media can also be used for remarketing: for example, Facebook remarketing, you can reach users who have visited a website, group them according to different rules and use the audience segments that are targeted to their campaigns.
The conversion rate is one of the factors that allow an ecommerce store to develop its turnover through digital marketing. Indeed, the conversion is what gives ecommerce stores the opportunity to acquire customers and boost income. It is therefore crucial to the survival of any business. With these best practices of conversion rate optimization, ecommerce stores can easily skyrocket their sale.
And you, what conversion rate optimization best practices do you think are more important to succeed with ecommerce stores?
Passionate about technology, entrepreneurship, and marketing, Mansoor Ahmed Khan is in computing since he knows how to type on a keyboard. His daily life is rocked by his family, projects, and his screen. Probably in this order, he likes to be convinced at least.
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