E-commerce conversion is influenced by many different factors, including some you probably know already: price, selection, and ease of checkout, for example.
However, conversion also depends greatly on personal factors like the visitor’s level of commercial intent, what brought them to your store, what they’re exposed to in your store, and even external factors like which device they’re on and what distractions they might have.
How can you optimize for all of these different elements to convert more visitors to buyers?
Here are the important optimizations you need to make:
Homepage Optimization on E-Commerce Sites
Optimize your site for easy navigation and product discovery.
Use clear category structures to optimize navigation for your shoppers. Test your internal search for accuracy using direct match keywords, as well as terms people looking for certain types of products might commonly use. Optimize your homepage with top-selling products and refer visitors to similar, complementary or also-purchased items from your product pages.
Show Off Top Products
They’re already your best-selling products – chances are good that your new customers will love them, too. Use banners, pop-ups and pop-outs, and a recommended products section to highlight the items you’ve identified as most popular.
Make Your Site Locally Relevant
Reassure customers as soon as they land on your site that they’re in the right place. Use headers or slide-outs to confirm that you ship to their country.
In this example from OnlineShoes.com, you can see that a visitor from Canada is immediately reassured that shipping is available to their location, breaking down any potential barriers around location.
Build Trust & Credibility
Trust is a huge factor in a customer’s decision to make a purchase or bounce; 70% of consumers will terminate a purchase if there’s a lack of trust. Be 100% credible and trustworthy in the eyes of your visitors to convert at the best rate possible.
Offer Live Chat & Make Contact Info Prominent
At a bare minimum, display your phone number and email so shoppers with inquiries can easily contact you – 91% of European retailers have this down. However, only 18% offer access to live chat; the vast majority are missing out on an opportunity to provide support in real time, as shopper concerns arise.
Reassure Shoppers with Prominent Policies and Guarantees
Offer Multiple Ways to Pay
Give shoppers the option of using the payment method they’re most comfortable with. Some people just don’t like using their credit card to shop online and won’t convert no matter what you do, if that’s your only available method of payment. Alternatives like PayPal can help increase the comfort level for those hesitant shoppers, increasing your conversion rates.
Showcase Product & Business Reviews
Consumer reviews are huge, and I mean HUGE – 88% of shoppers trust online reviews as much as they trust personal recommendations! A recent BrightLocal survey also showed that only 10% of people completely ignore reviews. Different review software comes with different functions, but at the very least, you want all reviews pulled in and displayed, with reminders to customers to leave reviews after purchase.
Convince & Convert with E-Commerce Product Page Optimization
Your online store’s product pages are a critical juncture for conversion optimization. They’re an opportunity to convert the visitor on that product, but on others, as well.
Optimize product listing videos and images.
High quality images and video can be extremely compelling in the moment of decision-making. They can demonstrate a product’s different uses, answer questions about quality and more. Optimizing these rich media elements means ensuring good quality for visitors, but also making them accessible to search engines, as well.
Use descriptive alt text to tell users what the image is in case it doesn’t render, and to tell search engines about the product. For example, “garden hose” could be used as an image’s alt text, but “18-foot durable vinyl-reinforced retractable garden hose in green” gives both visitors and search engines a far better idea of what the product actually is.
Create a sense of urgency with pricing strategy.
By showing a limited number of items in stock or a limited time sale, you can create a sense of urgency to purchase now versus waiting to make a decision. You can also use comparative pricing or show markdowns to tap into the fear of missing out, a powerful motivator in e-commerce. No one wants to miss out on a deal!
In the above example, you can see the retailer is using comparative pricing with “Save $3.01” to motivate visitors to convert. They’re also offering free shipping on orders over $75 to help increase average order value.
Be specific and optimize product descriptions.
Optimize your product pages with compelling descriptions using keywords and phrases people will actually use to find products like yours. You want your descriptions to appear in site search and search engine results.
Overcome objections with real-time offers.
Use personalization to overcome specific objections. For example, you could set up a campaign to offer free shipping to buyers, with their state or province actually listed in the banner:
Or, you could offer a coupon to a buyer whose behavior indicates they may be hesitant on price:
Again, once you set up these campaigns to target specific behaviors with Commerce Sciences, these offers will appear to site visitors who will find them relevant.
Close the Deal with Checkout Optimization
Of course, all of your e-commerce optimizations are for naught if your visitors get hung up or turned off in the process of checking out.
Almost half of all online orders now include shipping; e-commerce retailers have realized that charging for shipping kills conversion. Free shipping is so important to shoppers that in a recent E-Tailing Group survey, 73% of respondents said it was “critical” to them.
Be specific with button text.
Navigation buttons may seem straightforward to you, but are they clear to users? Instead of simply telling a user to go “Back,” avoid confusion or frustration and let them know where they’re going, eg.: “Continue shopping,” or “Back to account registration.”
Costco makes good use of the buttons in their shopping cart – no surprises here!
Offer persistent shopping cart.
Enhance the user experience with pre-filled forms and information memory.
Don’t make users fill out information twice. Visitors who encounter validation errors should be able to see clearly where they need to make a correction and all other information should stay populated.
Enable account registration with purchase for ease of use in future.
Make account registration an optional part of checkout, to ease future checkouts. If you’re going to do this, though, ask only for information you truly require to keep the form short and simplify password selection.
E-commerce conversion optimization means making your visitor’s shopping experience intuitive and seamless, from site entry to checkout and everywhere in between. Real-time behavior tracking and personalization enables savvy online retailers to adapt to their visitors’ changing needs, state of mind and preferences, in order to convert.
Source – Πηγή: http://blog.commercesciences.com