9 Tactics to Increase E-Commerce Conversion
When operating an e-commerce website, you should optimize it for higher conversion rates. Your site may attract 10,000 visitors in a given month, but if none of them make a purchase, it won’t translate into sales revenue. Conversion rate optimization involves tweaking your e-commerce website so that it encourages shoppers to make a purchase. No matter what your e-commerce website sells, you can increase its conversion rates with the nine following optimization tactics.
1) Show Personalized Product Recommendations
Configuring your e-commerce website to show personalized product recommendations can have a positive impact on its conversion rates. According to a study conducted by Barilliance, personalized product recommendations account for nearly one-third of all sales revenue generated by e-commerce websites.
To show personalized product recommendations, you must collect data on shoppers’ browsing activities. After identifying the keywords for which shoppers search, you can provide them with relevant and personalized product recommendations, which should result in higher conversion rates.
2) Offer Free Shipping
If your e-commerce website currently requires shoppers to pay for shipping, you should consider offering free shipping. Shoppers love free shipping. Statistics from comScore, in fact, indicate that roughly half of all e-commerce orders include free shipping. It makes shoppers feel like they are getting a good deal while simultaneously increasing your e-commerce website’s credibility. You can always factor the cost of shipping into product prices, so don’t ignore the conversion-boosting benefits of free shipping.
3) Use Exit Popups
Another way to improve conversion rates on your e-commerce website is to use exit popups. Like other popups, they consist of a window that’s displayed over a web page. Exit popups are distinguished from other popups, however, by the way in which they are triggered. When a shopper tries to leave your e-commerce website, he or she will trigger the exit popup.
You can use exit popups to increase your e-commerce website’s conversion rates by providing shoppers with exclusive discounts. If a shopper tries to leave your e-commerce website, only to discover a 24-hour promotional code in the exit popup, he or she may stay to take advantage of the offer.
4) Expand Payment Methods
What type of payment methods does your e-commerce website accept? Not surprisingly, most shoppers prefer to use a credit card when purchasing products online. Even if your e-commerce website accepts credit card payments, though, it will probably benefit from accepting other payments as well.
Some shoppers prefer to use PayPal, whereas others prefer to use Google Pay or cryptocurrency. Regardless, you can increase your e-commerce website’s conversion rates by expanding its payment methods. The more payment methods it accepts, the more shoppers it will reach.
5) Create Custom Product Descriptions
Creating custom product descriptions can improve your e-commerce website’s conversion rates. Manufacturers and business-to-business (B2B) product suppliers often provide their own product descriptions. If you purchase inventory from a manufacturer or supplier, for example, he or she may send you a copy of product descriptions to use on your e-commerce website. Unfortunately, these product descriptions are typically generic and poorly optimized.
Rather than using product descriptions provided by manufacturers or suppliers, you should create custom product descriptions to use on your e-commerce website. Depending on the type of product, 200 to 600 words should suffice for the description. Just remember to highlight the benefits of your e-commerce website’s products when writing descriptions. You can mention product features as well, but focusing on the benefits will generate the most conversions.
6) Embrace Guest Checkouts
You shouldn’t force shoppers to create an account to purchase products from your e-commerce website. Research conducted by Invesp found that 14 percent of abandoned carts in the e-commerce industry are caused by forced account creation. If you force shoppers to create an account, some of them may leave your e-commerce website without making a purchase.
It usually only takes a few minutes for a shopper to create an account, but not all shoppers are willing to perform the required steps. Most shoppers want to purchase their desired product or products as quickly as possible. With guest checkouts enabled on your e-commerce website, you’ll convert more shoppers into customers.
7) Allow Customers to Review Purchased Products
Customer reviews are an invaluable component of an e-commerce website. Because they offer an honest and unbiased representation of your site’s products, shoppers often reference them before making a purchase. According to ReadyCloud, a leading Customer Relationship Management (CRM) provider, 63 percent of shoppers are more likely to make a purchase from an e-commerce website if it features customer reviews. By allowing customers to review purchased products, shoppers will feel more confident when browsing and engaging with your e-commerce website.
8) Show Social Proof
Including social proof in your e-commerce web site’s design can increase its conversion rates. Social media plugins, for example, can reveal the number of users who’ve shared your e-commerce website — or one of its product pages — on Facebook and Twitter. If 1,500 users shared your site on Facebook, the plugin will display a 1,500 Facebook share count.
Most shoppers automatically trust large e-commerce brands like Amazon and Zappos; it’s a different story for smaller e-commerce brands, though. Unless a shopper has purchased from your e-commerce website previously, he or she probably won’t trust it. With social proof, shoppers are more likely to trust your e-commerce brand because they’ll see exactly how many other users have shared or liked it on social media.
9) Display Customer Service Phone Number
Along with social proof, you should display the phone number for your e-commerce web site’s customer service department. You may not get many calls, but that’s not the point of showing it. When shoppers see a phone number on your e-commerce website, they’ll know they can speak to a real person if a problem arises with their order.
Achieving a 100 percent conversion rate in the e-commerce industry is a pipe dream. There will always be shoppers who simply want to look rather than purchase. With that said, performing these nine optimization tactics can greatly increase your e-commerce website’s conversion rates.