Conversion rate optimisation refers to the adjustments you make to your website so that more visitors complete a specific desired action. Such actions include filling out surveys, joining your mailing lists, and becoming customers, and so on.
If you run an e-commerce website in Singapore, increasing the number of conversions should be a priority. It is a crucial step to building your client base and increasing your sales.
Conversion optimisation focuses on getting more from your existing traffic, which many marketers tend to ignore. The process involves understanding how visitors navigate your website, what they do on it, and what stops them from performing your desired actions.
Best Conversion Rate Optimisation Strategies for Your E-commerce Website
E-commerce websites require a smart approach if you want to increase the conversion rates. Here are the strategies you should implement if you want your web traffic to convert.
- Bundling, cross-sells and up-sells
- Give rewards
- Introduce partner programs
- Reduce abandoned carts
- Improve site structure
- Optimise for mobile devices
- Provide product testimonials
- Track the performance of your conversion rate optimisation strategy
How to Increase Your E-Commerce Conversions
The following are the best ways of increasing the number of conversions for your e-commerce website in Singapore.
Bundling, Cross-sells and Up-sells
The primary objective of an online store is to generate as many sales as possible. You can achieve this goal by bundling, cross-selling and upselling.
When a customer is viewing a particular product, you should suggest other items that are frequently bought together with that product. You can also recommend a bigger size. For instance, if a customer is looking at a 40” TV, you can suggest a 43” TV. This way, you give the customer more value while potentially increasing your revenue.
You should base your bundling strategy on consumer behaviour. Do not create a bundle with the aim of generating bigger profits or pushing customers to buy specific items. That said, you should not leave bundling choices to your clients. Use the data about previous purchases to create bundles that will increase your e-commerce conversions.
If you have ever bought something online, you have probably received a follow-up email offering you a discount. Reward systems and giveaways are a smart way of encouraging repeat purchases and increasing brand affinity. You should include them in your conversion rate optimisation strategy.
You can use several approaches to give rewards to your customers. Firstly, you can offer free products when a customer makes a repeat purchase. You could also introduce a loyalty points program, where customers earn points every time they buy your products. These points can later be redeemed for real items. Lastly, you can use the punch card strategy, where you get a free voucher after making nine purchases.
Alternatively, you can offer a long-term subscription discount. If a particular service goes for S$10 monthly, the yearly plan should be slightly cheaper, like S$100.
Introduce Partner Programs
In a partner program, you work with other e-commerce websites. When a customer buys an item from one website, they become eligible for a discount on other partnering sites. This is applicable for sites that offer complementary products, such as TVs and TV stands.
Once a customer buys your products, inform them that you work with a particular website. You can then provide a discount code that is valid in your partnering websites. This way, you can significantly boost your e-commerce conversion rates.
Gamification is the implementation of in-game features in real-world applications to increase engagement. Some of its popular applications include giving rewards for the completion of tasks and using interactive quizzes.
In the context of an e-commerce website, you can introduce gamification to increase conversions. You have to make sure that the experience resembles a game. There should be set challenges and competition amongst visitors. Once the visitors accomplish the goals, reward them.
For instance, you could integrate a pop-up spinning wheel to your site that offers discount vouchers. The user will have a sense of control over the outcome of the spin. You, on the other hand, will know that the customer is ready to buy your products. The gamified spinning wheel can significantly boost your e-commerce conversion rates by turning passive visitors into buyers.
Another tactic you must use for conversion rate optimisation is retargeting. It is the process of sending ads to people who have previously visited your website but failed to convert.
Before you start retargeting, make sure that you know what stopped that particular user from converting. For example, they might have added an item to the shopping cart, only to find out that the shipping fees are expensive. They can also fail to purchase if you do not ship to their location, among many other reasons.
Once you have the reasons, optimise your ads in such a way that the retargeted user will complete the purchase. In the situation mentioned above, you could offer free shipping or alternative ways of getting items delivered to their location.
Reduce Abandoned Carts
Other than retargeting, there are several other ways of reducing abandoned carts on your e-commerce website. However, you first have to know why the visitors abandoned the carts.
Maybe the visitors were checking out your products. Also, they could have been researching on many websites that offer products similar to yours. Another reason could be that your site appeared vulnerable, meaning that they could not enter their credit card details.
After establishing the reasons, you should work to counteract them. This reduces the frequency of abandoned carts and improves your conversion rate optimisation campaign.
Here are some of the ways of reducing abandoned carts.
- Introduce real-time chats – if a visitor has trouble navigating your site, this provides a quick way of finding a solution. Ensure that humans handle the conversations, as people do not trust bots.
- Add credibility indicators – people need assurances wherever they are required to give sensitive information. Your e-commerce website should show the security services that protect crucial data, such as credit card details.
- Use high-quality images – poor images of your products are likely to turn customers away.
- Follow-up emails – if a customer fails to complete a purchase, send them an enticing email. The content of the email depends on the last action they took on the website.
- Create a safety net for returns – customers want guarantees when they buy products. You can do this by offering a money-back option if they find the product unsatisfactory.
- Use cart abandonment software – this detects abandoned carts and sends follow-up emails with incentives such as discounts and coupon codes.
Improve Site Structure
The structure of your e-commerce website plays a significant role in conversion optimisation. Ideally, your site should arrange products into logical categories so that they are easy to find. Keep in mind that too many subcategories can make it difficult to find a specific item.
Additionally, your site should have a search bar where users can quickly look for a product. You should also integrate filters so that users can search for products by brand, colour, size, and price, and so on.
Optimise for Mobile Devices
The majority of internet users access the internet using mobile devices. As from last year, handheld devices account for most of the retail sales online.
If your e-commerce website is not responsive to mobiles, you are compromising your conversion rate optimisation campaign. Potential customers will leave your site if it does not display correctly on small screens. If you have the resources, you should develop a mobile app.
Provide Product Testimonials
Where possible, you should include testimonials from previous buyers. A visitor is more likely to buy a product when another person recommends it. Testimonials drive more conversions than product descriptions.
The easiest way of getting real-life testimonials is by offering your products for review to renowned websites. This is an excellent starting point for building clients’ trust in your items.
You should also allow clients to review products after purchasing them. A smart way of encouraging reviews is by offering incentives such as coupon codes. You will also get more positive reviews by replying to comments from customers, especially the negative ones.
Track the Performance of Your Conversion Rate Optimisation Strategy
After implementing the tactics mentioned above, you have to check if they have any impact on your business. The quickest way of measuring success is by checking the number of conversions.
Besides increasing conversions, your strategy should also look to provide value to clients. If your existing traffic is already loyal to your brand, you can then shift focus to getting more visitors and growing conversion rates.
Conversion rate optimisation is a strategy that drives repeat purchases, which is useful in increasing revenue and improving brand loyalty. The ten tips mentioned above are an excellent starting point if you want to increase conversion rates for your e-commerce website.
Similar to other marketing strategies, you have to update the tactics you use to improve conversions. Remember to keep a close eye on the behaviour of your web traffic so that you know when to implement such changes.