25 Ingenious Methods to Maximise Your Ecommerce Conversion Rate in Singapore

25 Ingenious Methods to Maximise Your Ecommerce Conversion Rate in Singapore

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 prioritize 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.

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 to have thousands of random web traffic. You should always focus on getting 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 optimization.

Here are the essential elements of UX and UI that you need for your online store.

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 is 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 in and cover all angles so that the buyer sees every detail of the product.

Use Discount Codes

Flash sales, coupon codes, and discounts are excellent ways 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 have 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.

Avoid Upselling

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 is 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.

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 optimizing your website for more conversions, pay attention to the following metrics.

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.

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 shipping address. If a user has to fill in 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.

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 a 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 personalize it. Even if it is as simple as adding a logo, an image, and so forth, product customization 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 optimize 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.

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.


14 Frequently Asked Questions About eCommerce Conversion Rate Optimisation

Clearly, optimizing your eCommerce website by applying the above 25 tips will give you a higher cutting edge in the market. However, there are some nifty gritty details about CRO (conversion rate optimization) that are unclear to most people. 

Here are the top 14 frequently asked questions about eCommerce conversion rate optimization. 

Like SEO (search engine optimization), conversion rate optimization (CRO) refers to all the processes or improvements done on an online store to increase conversions from the web traffic. The tweaks are made to improve the number of people who visit the website and purchase the product or service. 

It involves many A/B testing, measuring, and other incremental improvements on supporting digital marketing strategies such as email marketing

Competition is one of the market forces that you have to cope with and learn to work with if you are to be a successful online entrepreneur. Conversion rate optimization is the missing piece of the puzzle that will give you an added advantage over your competitors.

The analysis will give you a clearer perspective of your target customers, such as their unique needs and expectations. You will also understand the different sources of traffic and which marketing strategies delivers the most results. All this information will increase ROI (return on investment) and keep your operating costs low.

As a business owner, they say that you should know every aspect of the business and industry better than anyone else. A conversion funnel enables you to serve customers better by visualizing how the customers connect and interact with your eCommerce website. 

The first stage in the conversion funnel is when a prospect becomes aware of your brand and tickles down when they decide to add the product to the cart and checkout. The four primary stages in the conversion funnel are; awareness, interest, desire, and action (AIDA).

Photo Credit: Smart Insights.

Each stage impacts the customer’s decision to do business with your brand. For example, the awareness stage introduces your brand to the prospects, while the interest stage encourages them to start research ways of solving a problem with your brand as one of the plausible solution providers.

The homepage is the first page visitors land on after clicking an ad, social media banner, or search engine results page. Therefore, it is imperative to make sure that it’s properly designed and presented to paint a positive image of your brand.

One sure way of impressing potential customers is by including as much information as possible on this page. This content should be placed above the fold so that the visitors can see it even without scrolling. 

Here is a checklist to guide you on what you must have on the homepage.

 

A study conducted by Microsoft in 2015 revealed that a goldfish has a longer attention span than human beings. Our current attention span is eight seconds, while goldfish is nine seconds. As an eCommerce owner, you need to improve your online store to impress customers as quickly as possible.

One sure way of achieving this goal is by including human faces on the homepage. The human faces will elicit positive emotions and create a formidable connection between your brand and the customers. 

The images don’t have to be perfect but must be authentic. Keep in mind that in the world of digital marketing, authenticity results in trust and empathy.

This is one of the most common questions that our website design team gets when working on projects. Yes, but not always the case as website visitors has different search intents. Half a decade ago, customers would first land on the homepage then start their search for information about the product or service they need.

Nowadays, more customers rely on search engines, social media, and voice interfaces to find information quickly. They are connected directly to the pages that have the information they are looking for by the search engine bots. Hence, it is important to optimize all the pages regardless of the degree of relevance assigned to them. 

You never know which page a potential customer will land on when searching, but you can increase the chances of purchasing by optimizing the content and other essential elements such as the CTA button

Page speed refers to the amount of time a website server takes to display the whole website to users. As the duration increases from 1 to 3 seconds, it is estimated that the probability of bounce rate (customers leaving after visiting just one page) increases by up to 32%.

Whenever a prospect visits your eCommerce website, the web browser automatically sends a signal to your server to get the required files to load the content. The files can be either JavaScript, CSS, HTML, icons, images, and many more.

Reducing the number of files required to load the content significantly boosts page speed. The benefits of good page speed include reduced bounce rate, high conversion rate, high ranking, better user experience, and the list is endless.

If this concept is still unclear, consider contacting the house manager multiple times for keys to gain entry to different rooms in an apartment. You can save a considerable amount of time if you just needed one or two keys to access all the rooms, right?

According to professional website developers who specialize in creating eCommerce sites, the ideal location for script tags is at the bottom of the HTML. Doing so will ensure that the visuals, such as product images, are loaded first before the scripts. 

Such an improvement will increase the conversion rate by grasping the customers’ attention and seamlessly keeping them waiting for the text and other supporting contents to load. On the same point, you should focus more on providing the best user experience instead of loading the annoying chatbot script that most sales teams are fond of using. 

There is nothing wrong with having a chatbot script, but it should load after the customer has seen images of the product, human faces, or anything else intriguing. 

GIFs are trendy and have a magical way of grasping web visitors’ attention when used properly. Unfortunately, they have an impact on page loading speed. We commend converting them into HTML5 videos and compressing them. 

More importantly, you should upload them to the server to load on your eCommerce website from there. This is because browsers are inclined to load them first before the CSS or HTML files due to their format. 

Converting them to HTML5 videos ensures they are loaded alongside the visuals and text. The audience will have something to view instead of a blank page as the video loads.

Like GIF files, images need to be optimized to enhance page load speed. Thankfully, there are many free and premium image optimization tools that you can use for this purpose. As you optimize them, imagine the images shown in the largest format, then work your way backward. 

Compare the speed before and after optimizing and uploading the images to know if you need to make more changes. You can use the PageSpeed Insights tool by Google to check the speed of each page. 

Most people pay attention to content readability and forget about an important metric -content scannability. The users don’t have time to read the full product description. Instead, they will scan through and decide on whether to purchase or continue with their search.

The recommended word count per low is 12. Most of the renowned websites such as The New York Times and Medium adhere to this threshold. If your content has longer sentences consider revising them to get more results.

The most successful eCommerce sites, such as Amazon, spend thousands of dollars on A/B testing. There is no reason why you should not do the same with the available resources. Such sites deal with huge chunks of data that make split testing not only expensive but also time-consuming.

As an upcoming eCommerce site, you have no option but to test everything to get the desired results. The extent or degree of split testing depends on how big and impactful you want the marketing project you want to be, as well as the different teams involved. 

Unfortunately, there is no alternative to A/B testing. However, you can reduce the frequency to avoid hurting your bottom line. For example, instead of testing the homepage elements every two months, you can conduct the test quarterly.

In addition, we are naturally reluctant to give up things that we invested time and effort to create, even if they hurt our businesses. Don’t fall into the trap of just implementing the basic or simple elements to retain those you feel you spent hours creating. 

Keep in mind that testing your eCommerce is the only way you are going to make informed decisions. Otherwise, you will be wasting time shooting in the dark and expecting to hit the target.

Simply put, a CRO hypothesis is an idea of what is not generating sales or any other desired results and how to fix it. The data collected during A/B testing or split testing will help you develop the right CRO hypothesis for your brand.

A good example of a CRO hypothesis is, “We think that re-organizing the product page for social media customer group will result in 4% more sales.”

The statistics in the above hypothesis will help you gauge the success after implementing the proposed changes. For this case, you can compare the sales generated via social media marketing after changing how the products are displayed on the main page.

The three basic conversion rate optimization practices are related to:

 

Let us briefly look at each of them.

Conversion Rate Optimisation Test Set-Up

CRO tests should be properly constituted and set up to gather the required data. For example, comparing the traffic and conversion rate on ordinary weekdays to Black Friday is not an ideal split test.

Ideally, the tests should focus on similar audiences, conditions, and timeframes to get reliable results. 

Conversion Rate Optimisation Test Duration

The test duration should belong to gather as much information as possible about the target variable. The testing period is dependent on the number of variants monitored and the expected results. 

Online test calculators such as VWO can help you determine the ideal duration. Check out the chart below for guidance on test duration.

Replicating CRO Tests

The chances are that many case studies achieved the objectives you aim to get from the tests. However, please don’t fall into the trap of assuming that the data is applicable to your eCommerce website because it worked for Amazon or any other online store. 

Every eCommerce business and website has a set of unique characteristics and target audiences. Take the time to develop your own tests and use your own data to make CRO decisions. 

Bonus Tip

When doing conversion rate optimization, it is tempting to test every page on the website. While this is a good idea, it’s often counterproductive. Focus on the pages and campaigns that have a direct impact on revenue to maximize your budget. Examples of vital pages that you should test are:

We choose these three because customers who land on them have already decided to purchase. Improving them based on the data collected will have a significant impact on your eCommerce website’s revenue.


Strategic Retargeting & Remarketing Strategies to Increase eCommerce Sales

The above 25 strategies will help you generates sales through your eCommerce store, but you need to do more to get ahead of the competition. Did you know that you may be losing thousands of dollars by ignoring potential customers who land on your website but leave before placing an order?

Let us jump in and look at strategic retargeting and remarketing strategies you can start applying today to get more sales and revenue. But before we do that, it is important to highlight the difference between retargeting and remarketing.

What is the Difference Between Retargeting and Remarketing?

Most digital marketers use the terms retargeting and remarketing interchangeably. The two are different even though they serve the same purpose. Retargeting aims to reach out to people who have visited your site and browsed one or more pages in the recent past but didn’t convert.

On the other hand, remarketing is tailored to connect with previous customers. The main objective has been to re-establish the connection and convince them to continue buying the product or service from you. 

One common mistake that brands make is focusing on either of the two instead of both. For purposes of this section of the article, we will discuss both retargeting and remarketing strategies that you can use to get more results. 

How to Retarget Customers Without Spending Too Much

Now that you know what retargeting means, it’s time to get down to work and analyse your market data to create robust retargeting campaigns. The ideal campaign should be specific to your brand, so be careful not to use many social platforms to make the process iterative. 

You may have a great marketing copy, but you missed the mark when deciding the target market. As a result, the ROI will be low, and it is normal to feel demoralized when that happens. Instead of giving up or trying a whole new marketing strategy, we recommend going back to the drawing board to identify and rectify the mistakes. 

Here are strategic retargeting tips that you can use to get results faster. 

Customers decide to leave the site before purchasing for several reasons. Maybe they didn’t have enough cash or were not impressed with the images of the product. Add value to your business by incentivizing a purchase. 

What does incentivize a purchase means? Simply put, it entails giving customers an additional reason why they should purchase a product or service. It can be anything from free shipping to a discount coupon or a buy-one-get-one-free offer. 

The secret to getting a positive response is making sure that the incentive is valuable to the customers. If you decide to offer a discount, check your bottom line to avoid hurting your profit margin. More importantly, make sure that the ad is creatively designed and aesthetic to draw them back to your eCommerce store. 

It is also vital to ensure ad consistency across all channels, and the copy should be short, straightforward, and compelling. Remember to include a link to the landing page to make it easier for the customer to complete the purchase – you should never make them Google your site again.

Photo Credit: Campaign Creators

Unlike other business processes that are one-sided, retargeting is mutually beneficial. Your brand will benefit from the increased sales, and the customers will want to converse with you. If you have been doing digital marketing for a while now, you probably have already grouped your customers in groups based on factors such as location, religion, needs, demographics, education level, and financial status.

For retargeting to be successful, you need to customize these groups further, especially if your website gets a lot of traffic from search engines. Nowadays, there are advanced tools that you can use to segment the groups as per the campaign’s goals. Find user-friendly, and whose features that match your business needs to help you complete this process successfully.

With the right customer groups at hand, create custom ads that resonate with their previous interaction with your website. For example, you can create ads for people who have visited the eCommerce site more than once, bookmarked a page, or add certain items to their wishlist.

Email works like a charm when targeting potential customers who abandon carts, as their purchase intention is high. Collect their email addresses and send out a concise copy encouraging them to come back and complete the purchase. Spice up the process by offering a discount if they purchase the product and create a sense of urgency.

59% of B2B marketers prefer email marketing to other digital marketing strategies for generating leads. For every $1 spent in email marketing, the average ROI is $42. Clearly, email marketing is not only effective in introducing new products but also re-engaging with prospects. 

Use it to supercharge your retargeting campaigns today. But, how will you get their emails before they buy your product? The most successful eCommerce brands collect potential customer email addresses by incentivizing their membership to the site. 

Do the same to get ahead of the competition, but make sure that the membership plans are well planned to offer value. Provide the option to opt-out at any time by reducing the number of people who leave by making your subscription pitch “juicy” and irresistible. 

Photo Credit: Campaign Creators

Once you get the email address, start engaging with them. Start by sending a follow-up email detailing their past actions on your site, such as adding products to the cart but not completing the purchase. 

Photo Credit: BestBuy

Be vigilant not to send too many emails or sound desperate lest you radiate the wrong impression of your brand. Your goal throughout the process should be to let them know that you value them even though they didn’t convert the first time and want them back. Avoid “salesy” language and be as professional as possible to get the expected results.

How to Remarket to Customers and Get Positive Responses

As mentioned earlier, the main objective of remarketing is to connect with customers who have shopped in your online store in the past. You want them to continue buying the products from you and, in the process, transform them into loyal customers.

Email is one of the most effective ways of staying connected with customers, followed closely by social media marketing. The email copy should be customized to suit this valuable group of customers, so consider their buying patterns, needs, and expectations.

One of the plausible reasons why most of your emails are marked as spam or not opened is because the content is generic. It would be best to start personalizing the copy to encourage the recipient to open and read the contents. 

You can only succeed in engaging with customers if the subject line and email copy are personalized. In fact, research shows that including their name in the copy increases the open rate from 40% to 100%. Go the extra mile to give them a reason to click on the email by providing brief details of the offer in the subject line.

Another reason why your email remarketing campaign may be failing is that the copy doesn’t sound authentic or genuine. Make sure that your copy tone does not sound like a sales pitch. Instead, it should feel like a cordial conversation between the customer and you regarding a product. 

Cross-selling and upselling via email have been proven to be effective in increasing eCommerce sales across the globe. 

What is the difference between cross-selling and upselling?

Cross-selling offers complementary products related to the initial purchase to increase the total amount of money the customer spends at a go. Upselling offers customers the next best product that they can use to get even better results given their last purchase. 

Concisely, benchmark your email remarketing campaign to know if you are doing the right thing. The results of the tests will point you in the right direction by giving your insights on precisely what you need to do to spur more engagement with the customers.

Half of the battle to re-engage with past customers is won by understanding why they decided to stop shopping from you. The reasons will vary significantly across different groups of customers, and so should be your response. Here are the common ones and what you should do to stay on top of your game.

Photo Credit: Automizy

Which Platforms are The Best for Retargeting Customers?

Unlike in the past when marketing was done offline, the internet offers businesses a myriad of ways to interact with their prospects. Familiarising yourself with the options will help you get maximum ROI from the resources invested in the retargeting campaigns.

Here are the five best platforms for potential retargeting customers.

Facebook

Facebook is the largest social media platform in the world today. It is estimated that 74% of the global internet users frequent the platform every day. Even though most people use Facebook for socializing, its traffic is more destination-oriented than other networks. 

However, you need to customize your customers on this platform into groups to avoid wasting time distributing ads to the wrong audience. Here is a complete Facebook marketing guide we recently wrote to help you do it right. 

Google Ads

Google Ads is arguably one of the most preferred retargeting options today. Google Ads system is powered by a robust algorithm that ensures ads are displayed to the most appropriate audiences. Searcher’s intent is one of the factors used to determine where and who a particular ad is shown to increase CTR (click-through-rate).

Check out this video on how to retarget customers using Google Ads. 

https://www.youtube.com/watch?v=FUiU3MgtGA4

Twitter

Twitter Ads can help you connect with customers who are fond of this social media network. One of its highlights is that the total cost of advertising is based on the ad’s performance. If the ad does not deliver the expected results, you will not be charged a penny. 

Instagram Ads

Often, Instagram Ads’ capability to help businesses scale up is underestimated. Even though the number of users on this platform is lower than on Facebook, you can count on it to re-engage with customers.

A recent study showed that Instagram achieves 58x more engagement per follower than Facebook. The study also found out that the same engagement metric is 120x that Twitter. 

Remember, the human brain processes visuals faster than blocks of text. Posting high-quality images and videos of your product will spark conversation with the target customers. 

LinkedIn

Unlike the other social media networks, retargeting customers via LinkedIn ads is more niche-specific. This platform is ideal for businesses whose target customers are professionals in particular industries such as manufacturing, software development, healthcare, and many more. 

Its ability to accurately target users with ads based on their profiles cannot be overlooked, especially by B2B businesses. 

 


Conclusion

Improving your eCommerce conversion rates takes time. You need to plan, test and analyze 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.

Get in touch with us for more tips on how to do digital marketing in Singapore and conversion rate optimization. 

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