If you own an online store, you have to learn how to continuously work on your eCommerce conversion rates.
More conversions mean higher revenue and more stability for your business. Regardless of your current status, it is crucial to find ways of constantly improving your conversion rates.
A widespread misconception among marketers is that increasing web traffic translates into a higher website conversion rate. This is wrong. Although more traffic is useful, you should prioritise converting your existing visitors before you start attracting new ones to your eCommerce website.
How to Improve Your eCommerce Conversion Rates
Here are proven ways with which you can improve the number of conversions on your online shopping website.
- Focus on quality traffic
- Improve UX and UI
- Create a good return policy
- Use high-quality product photos
- Use discount codes
- Create a specials and sales section
- Reconvert previous client
- Avoid upselling
- Get the client’s email address
- Create a blog
- Invest in analytics
- Deal with cart abandonment
- Make the buying process frictionless
- Improve security features
- Use product videos
- Use social ads to drive engaged traffic
- Make use of user-generated content
- Introduce live chat
- Enable product customisation
- Use compelling product descriptions
- Conversion rate optimisation and SEO
- Enable guest checkouts
- Provide free shipping
- Enable customer reviews and feedback
- Use A/B testing
Best Strategies for Better eCommerce Conversion Rates
You should implement the following strategies to boost conversion rates on your eCommerce website.
Focus on Quality Traffic
It is better to have a few people who are ready to buy your products than having thousands of random web traffic. You should always focus on getting on quality traffic over quantity. This way, you will spend less money while boosting your website conversion rate.
Improve UX and UI
If a visitor cannot find a product on your website, they are likely to move onto another platform. Excellent user experience and user interface are critical for conversion rate optimisation.
Here are the essential elements of UX and UI that you need for your online store.
- The website should display the total cart value.
- It should have a filter so that users can refine their searches.
- It should be easy to navigate.
- It should display the features of the product being purchased.
If you are not experienced enough, you should hire a professional to handle your eCommerce website design in Singapore. An expert should easily create a website that offers an optimal browsing experience to your visitors.
Create a Good Return Policy
Most of the traffic on your eCommerce platform are first-time buyers. They are unlikely to trust your brand fully.
If you want to build trust between your brand and its customers, you need to create a good return policy. Customers are more likely to buy your products if they can easily return them.
Use High-quality Product Photos
Product photos have a massive impact on your eCommerce conversion rates. Since people cannot feel and touch online products, you need to provide high-quality photos. The images should be easy to zoom and cover all angles so that the buyer sees every detail of the product.
Use Discount Codes
Flash sales, coupon codes and discounts are an excellent way of boosting sales. They are also useful in increasing the number of conversions.
However, you should calculate properly so that such offers do not hurt your profit margin. The best time to offer such incentives is during gift-giving holidays such as Black Friday and Cyber Monday.
Create a Specials and Sales Section
Another way of boosting your conversions is by creating an exclusive section for products on sale. Customers usually a sense of value in discounted products, and this motivates them to purchase the item.
Reconvert Your Previous Clients
Most marketers focus on generating new conversions. Instead of using this approach, you should focus on reconverting your previous clients. It is easier and cheaper to convince a person who is already familiar with your products to buy them than it is to influence a new customer.
You can reconvert your past clients by sending them alerts about your new products. Make sure that the products are related to what they previously bought from your website.
You should avoid upselling if you are looking to increase your conversion rate. Upselling distracts the checkout process, which could prevent the user from converting.
Get the Client’s Email Address
As mentioned above, most of the traffic on your eCommerce site are probably first-time visitors. If they add an item to the cart and fail to convert for some reason, there is a big chance that you will never hear from them.
The most effective way of solving this problem is by adding an opt-in form where a user enters their email address before checking out. If they fail to complete the process, you can send them a follow-up message reminding them of the abandoned cart.
Create a Blog
It is essential to have a blog if you own an eCommerce platform. Your blog should focus on solving challenges faced by your target audience, instead of pushing customers to buy your products.
Here are factors you should consider when creating content for your eCommerce blog.
- It should be exciting and relevant so that it grabs the attention of the reader.
- It should solve the challenges faced by the readers.
- It should feature photos, videos, and other visual content to boost engagement.
Invest in Analytics
If you do digital marketing in Singapore, you know the significance of using data-driven strategies. Investing in an analytics tool can prove useful in increasing your eCommerce conversion rates.
Before you start optimising your website for more conversions, pay attention to the following metrics.
- The average cart spends per user.
- The revenue earned per visitor.
- The average conversion rate for different devices.
Deal with Cart Abandonment
Sometimes, a shopper might add items to their cart and fail to confirm the order. Here are the top reasons for cart abandonment on eCommerce websites.
- The total price is higher than expected.
- Asking for too much data.
- The visitor may not trust your security features.
- A slow and non-responsive website.
- Expensive shipping fees.
If you find a way to solve the problems mentioned above, you can significantly boost your website conversion rate.
Make the Buying Process Frictionless
Your checkout page should have all the information needed to confirm an order. This includes the payment details, contact info, and the shipping address. If a user has to fill this information on different pages, it adds friction and lowers the conversion rates.
Improve Security Features
People who shop online are aware of the potential risks if their credit card details reach malicious individuals. If you want shoppers to trust your website, it should have the following security features.
- Display all the payment options supported by your eCommerce website.
- Display all security badges that guarantee the safety of credit card details.
- Implement SSL encryption on your eCommerce website.
Use Product Videos
Similar to photos, videos are effective in ensuring that the customers see every detail of a product. High-quality videos can significantly increase the number of conversions on your website.
Use Social Ads to Drive Engaged Traffic
Paid search offers an excellent way of targeting specific audiences with your ads. For instance, if you sell cars, you can target Facebook users who like posts about cars.
By driving traffic from paid search to your eCommerce website, you will boost your conversions and increase brand awareness.
Make Use of User-generated Content
User-generated content refers to social media posts that show a client using your products and services. They are a smart way of increasing conversions since people are more likely to buy an item if they see other people using it.
If you are struggling to get user-generated content, you can leverage the popularity of influencers and get similar results.
Introduce Live Chat
Live chats allow users to ask questions before they buy a product. In some cases, a customer might have an issue that requires an immediate response, making email an unviable option.
If your website has a live chat feature, you can provide the quick response and the user will then complete the buying process.
Enable Product Customisation
Customers are more likely to purchase a product if they can personalise it. Even if it is as simple as adding a logo, an image, and so forth, product customisation can increase your website conversion rate.
Use Compelling Product Descriptions
An excellent description shows the features of a product and explains how they add value to the buyer. It should evoke emotion and make the visitor want to buy it.
Conversion Rate Optimisation and SEO
SEO is crucial for conversion rates as it is for digital marketing in Singapore. When you optimise your site for more visibility on Google, it increases your organic traffic and boosts potential conversions.
Here are the most important elements of SEO that affect conversion rates.
- Page speed – faster pages provide a seamless experience and increase the chances of converting.
- Quality content – valuable content improves your search rank and boosts conversion rates.
- Site navigation – a site that is easy to use gets more conversions.
Enable Guest Checkouts
Your eCommerce website should allow customers to checkout without creating an account. Keep in mind that registration benefits you, not the client. If you need their information, you should prompt them to fill in an optional registration form after the checkout.
Provide Free Shipping
The majority of online shoppers prefer free shipping over other incentives such as discounts and coupon codes. Although it costs money, it will significantly boost your eCommerce conversion rates.
Enable Customer Reviews and Feedback
Research is a crucial phase in the online buying process. If your website has a comments and reviews section, it can encourage a prospective buyer to purchase your products.
You should not delete negative reviews. If your products have perfect ratings, people are likely to doubt the credibility of your reviews. An occasional 3.5-star rating makes your product seem more human to buyers.
Use A/B Testing
If you want to increase your conversion rates steadily, you must conduct regular tests to see what is working. Here are some elements that you should subject to A/B testing.
- Product images, models and descriptions.
- The location of your search bar.
- The design if your call-to-action button.
- Your pricing strategy.
Improving your eCommerce conversion rates takes time. You need to plan, test and analyse the different strategies you use to increase the chances of running a successful campaign. It is also a costly investment, but its potential benefits make it worthwhile.
That said, here is a quick recap on how to boost your conversion rates.
- Focus your conversion efforts on qualified traffic that is interested in your products.
- Offer discounts and other incentives to encourage purchases.
- Make the buying process as straightforward as possible.
- Get the email addresses from clients for follow-up purposes.
- Do regular tests, and make adjustments according to the results of the tests.