The conversion rate of a website is the percentage of users who have made a specific action. For example, the percentage of visitors who buy, if you have a WooCommerce store or the percentage of visitors filling out a contact form, subscribing to a newsletter, registering for an event, etc. The 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 question is how to improve WooCommerce conversion rate optimization? We will see that there are techniques, often very simple, to perform conversion optimization on WooCommerce stores.
WooCommerce Conversion Rate Optimization Tips
1. Measure the Conversion Rate
The overall conversion rate defines the percentage of users who achieved your goal, which is your ultimate goal. But it is possible because of Google Analytics 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. This is ideal for pinpointing blocking points, stopping visitors and negatively impacting your overall conversion rate.
— Source: Borodata
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.
2. Reduce Page Loading Time
According to a survey conducted on the subject, it appears that 40% of Internet users quickly leave websites whose pages are not loaded within 2 seconds. We understand why paying close attention to the loading time of pages is so important. Amazon, an ecommerce giant, found that an additional 0.1% load time reduced sales by 1%. Here are the main tips, without going into too much detail, to improve the loading speed of your WooCommerce store.
- Start by using performance metrics like Pingdom Tools, GTmetrix, or Google PageSpeed Insights. These tools will indicate:
- Loading speed
- Points 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
3. Shorten the Checkout Funnel
The checkout funnel, on an ecommerce store, is the journey that the visitor completes until the last step: payment. We 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 of your WooCommerce store, you must shorten the checkout funnel.
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 conversion, the very negative impacts of this practice. Many internet users simply do not 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 the 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 a fluid navigation, allowing easy access to your different products. This of course also significantly improves WooCommerce conversion rate optimization (or conversion optimization). The tree structure of your ecommerce store should be quick to understand (organization of categories, sub-categories of products, etc.). Use a breadcrumb to help your visitors navigate their browsing experience and of course an internal search engine.
4. Position and Wording of CTAs
The call-to-action buttons are all buttons on which you want the user to click. They are present on all the pages of the checkout funnel, but also on the other pages of your site. These buttons (the button “basket addition” typically), for obvious reasons, must be highlighted.
There are three aspects to consider:
- The position: It is very important. 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 accomplishment. This is the best way to make him run away.
To optimize the call to action buttons, the A/B Testing method is very effective.
5. Use A/B Testing Tools
It is sometimes difficult to really know what works on a website, 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. There are several qualitative A/B Testing tools available, such as AB Tasty, Optimizely (free for small volumes), Visual Website Optimizer or Kameleoon.
— Source: Jeff Bullas
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 website.
6. Reassure Visitors (Reinsurance)
You never know who you’re dealing with online, so Internet users 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 is reliable and looks very serious, I can buy or give my mail without risk”.
Reinsurance, on the web, 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 reinsurance elements to consider to improve the conversion rate optimization of your ecommerce store. Some are very basic, others are more technical:
- Create a stylish website, in short, a “professional” website.
- Create dense institutional and corporate pages. To humanize your website, post photos of the work environment, your premises, etc. Make storytelling.
- Create FAQs and comment/feedback section.
- Provide guarantees regarding delivery and payment. Show these guarantees in the form of badges or pictograms on your website.
- Accompany the visitor/customer during their purchase process: include, for example, a live chat so that the visitor/customer 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:
7. Integrate Customer Reviews
Customer reviews can also be considered a reassurance factor. The fact that the user 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 Internet users 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.
To improve WooCommerce conversion rate optimization, you have every interest in integrating a customer notice module on your site. Customer reviews can appear on a large number of pages: your landing pages, the pages of the checkout funnel, etc. But you must, of course, install this module on your product sheets. Because what encourages the visitor to buy from you is as much the customer reviews on your online store in general as opinions about the product that interests you.
Note: You may be hesitant to install a customer review module for fear of negative reviews and their impact on your website’s image. Don’t reason in this way: instead, say that negative customer reviews let you know what’s wrong with your website, and therefore improve your website in return. Negative opinions are at the service of the continuous improvement of the experience and the customer satisfaction, and thus again at the service of an improvement of your conversion rate in the long term.
8. Highlight Commercial Promotions
It’s well known, customers love promotions. So, putting commercial promotions forward is a good way to improve your WooCommerce conversion rate optimization. Most of AliExpress’ carousel images are, for example, centered on the presentation of commercial promotions.
Beyond the commercial promotions, what 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.
9. Improve Product Sheet
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 the 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).
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!
10. Intelligently Restart Abandoners
It is estimated that just over two-thirds of the baskets are abandoned on ecommerce stores. Specifically, the user abandons his basket before finalizing his order. He clicked on the “Add to Cart” button, started filling out the order form and then left the website. Losing customers so close to the goal is a shame. 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 user 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.
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:
- You write a reminder email. This email can be personalized from the personal data of each abandoner.
- You define a timing: after how many minutes, hours, days after the abandonment of the basket do you want to send the reminder email.
Additional Ecommerce Conversion Rate Optimization
In summary, optimizing conversion rate is one of the actions 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 the best techniques, Conversion Rate Optimization (CRO) shares are easy to perform.
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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