If you’re a store owner concerned about increasing your eCommerce conversion rates, this article is for you.
The online shopping experience of your site has a major impact on your eCommerce conversion rates. When shoppers feel valued by your brand and confident in your store, they are more likely to make a purchase.
Here are three all-too-often overlooked ways to improve conversion rates for eCommerce and yield big results for your online store.
Once you have a customer on your checkout page, it’s important to do anything you can to get them to complete the purchase.
One way to do this is to feature customer ratings and reviews on the check-out page.
The social proof gets shoppers excited about their purchase and reassures them in this crucial step, thereby increasing checkout page conversions.
Once you’ve already gotten them to your site and convinced them to add the product to their shopping cart the checkout should be as easy and user-friendly as possible.
An optimized experience will guide your customers through the checkout.
This can be as easy as modifying the header of the store once the user is on the checkout page to hide unnecessary navigation and ancillary elements.
This tactic increases checkout completion rates and reduces cart abandonment.
For example, LightsOnline uses this header throughout their site, excluding checkout and cart pages:
The header is clean, organized and presents the user with plenty of information while they are navigating the site.
However, once you get to the shopping cart or checkout page, nearly all of the header elements are removed, so the user is pushed through the checkout without distraction.
The minimal header along with the one-step design pattern simplified their online shopping experience and more than doubled their overall conversion rate.
Product page content is an opportunity to earn customer trust and set your store apart from your competition.
Many sites put a lot of thought into visual merchandising elements such as headers and footers, but forget opportunities to build trust on product pages.
Adding user-generated content and customer service information that builds consumer confidence to product pages can set your store apart from your competition, especially for first-time visitors to your store.
When trust factors are displayed near the add-to-cart button they influence shoppers’ buying behavior to add the product to their cart.
Such trust factors can include:
Additional features to increase eCommerce conversion rates consumer trust from product pages include:
The shipping step of your checkout is unique because it is one of the only steps to conversion that customers need extra convincing to agree to.
Customers need to clear many hurdles on the way to making a purchase.
You send traffic to your store through various channels and potential customers are connecting with your brand. After navigating through your store, they may end up on a product page.
If that customer adds one or more products to the shopping cart they may proceed to checkout.
But this is where the stakes are highest. Customers who arrive with full intent to purchase can be easily scared away by high shipping costs. For many stores, the biggest risk of cart abandonment is due to shipping.
With other options for the customer, especially Amazon who offers free 2-day shipping to any Prime member (and now free overnight shipping in many areas), adding another cost could surprise them and turn them completely off of the purchasing path.
Here are some strategies to increase sales in online retail by optimizing your shipping offers.
Not all stores can offer completely free shipping but it may make sense to offer it at a certain threshold.
For instance, if the order is more than $50, the customer will receive free shipping. If you can go all the way and build your shipping costs into the cost of your product, that’s even better.
If you are able to offer free shipping that kicks in at a certain cart value, also add a countdown in the shopping cart.
This feature could appear once someone adds a product to their cart and show the amount that may remain until they reach the amount that qualifies for free shipping. This message could look something like this:
Add $37.40 to your cart to get FREE SHIPPING!
Once the value is reached, the customer would see a new message that shows the customer has free shipping, like this:
Your Order Qualifies for FREE SHIPPING!
This change may also increase your average order value along with your conversion rate.
Not every store or product line can work with free shipping, so if you can’t use that option, try flat rate shipping.
This allows you to show shipping costs earlier in the process, thereby reducing cart abandonment rates.
If all orders ship for the same flat rate, then that can be advertised in the header of the site. This reduces checkout friction because the customer has realistic cost expectations from the beginning of the purchasing process.
To use flat rates you can specify a shipping cost for each product, for specific cart values, or one value for the entire shopping cart.
As long as it is not a surprise for the customer and not unreasonably high, it will help customers get through the checkout and not abandon the cart when the shipping cost appears.
Once the customer is that close to the end of the checkout, it should be a focus to make it as easy as possible to get them to completion.
Conversion engineering should be an ongoing process.
You should always look at your analytics, A/B test everything you can think of, and constantly optimize your store to improve your eCommerce conversion rate.
Schedule a demo with one of our marketing consultants to learn how Yotpo generates reviews and turns them into sales.
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