When I take a look at most E-commerce websites – I usually see many opportunities they can do to improve their conversions – without having to spend lots of money.
That said, one of the biggest mistake most E-commerce website owners make – is the lack of visibility. That means, they don’t know what is going on their website.
Some good questions to ask, as a website owner:
- Is the checkout page working? – in all browsers (Chrome, Firefox, Safari, Internet Explorer!?) and both mobile and desktop?
- Are there any web elements which are confusing for users?
- Where do users usually drop-off and exit?
- Which page do they usually land on?
- What do they usually do not notice?
So the first step to improve your website conversions – is to know your visitors’ behaviour on your site.
To optimize your website – means making it easier, friendlier, faster – not for you, but for your visitors.
If you have no idea about your customers’ experience using your site, there’s no way to you can optimize your website to get more conversions.
Using a visitor video recording, heat-mapping & bug tracking tool like ReactFlow will help: https://www.digitalkit.org/product/reactflow-deal/
10 tips to improve your E-Commerce conversions
Without having to spend that extra cash. Let’s get started.
1 – Simplify your checkout page.
A longer checkout page, means higher drop-off rates. Get your customer to complete their purchase first, before asking for long-winded additional information.
2 – Use a coupon hack.
If you have a coupon/voucher redemption option on your checkout page, it’s safe to bet that your customers will Google for a coupon. Create pages for them to find on Google and convert them!
Hosting companies use this trick a lot. See example below:
3 – Sell better with a landing page.
The problem with building an E-commerce website with 100 products, is there is a lack of focus. Build a focused landing page to sell your star items.
4 – Kill your stock photos.
I don’t trust websites that overly use stock photos.
5 – Kill the chat-bot.
Are you thinking of using a chatbot on your site, just because you thought it was ‘smart’ to do so? In the sea of digitalization we’re in, turns out – customer service from real people is becoming a luxury.
Your customer enjoy that luxury. Give them that.
6 – Re-engage with users who did not buy on your site.
Sending re-engage emails to customers who didn’t check out is common. But most E-Commerce sites assume their customer just ‘forgot’ to buy.
Instead of shoving your product in front their faces again, ask them what’s wrong. Perhaps there’s something else on their mind or maybe your product isn’t what they are looking for. Always ask for a reply in your emails.
7 – Study where to put conversion points.
Where do you put your CTA (call-to-action) buttons and links? Common digital marketing advice say put it on the top. But then again, never assume that. Use video tracking or heat-mapping tools like Reactflow to study your customer behaviour then optimize your website to ease the process of navigating for them.
8 – Slim down your site.
Both Google and users hate slow sites. A general rule of thumb is to load at 3 seconds and below (tough if you’re on a CMS like WordPress), but again get close to that.
Use Google Page Speed Insights to test your website.
9 – Implement lead capture (on steroids)
Here’s a typical lead capture form:
The reason why you probably hated that is because it wasn’t personalized to you, and thus became annoying. It was just a generic lead capture form.
A way to make more targeted lead capture forms is by showing relevant ones based on where your visitors came from. Use platforms like Sumo and trigger different lead capture forms based on query parameters to do that.
10 – Show different messages to different visitors (personalization).
Personalization is the future of marketing. There I’ve said it.
Using platforms like Google Optimize, you can change the messaging to relate better to your visitors visiting on different devices (desktop, mobile, tablet), from different geography locations and more.
Here’s an example, based on the user’s geo-location:
Watch video below to learn and implement the 10 tips:
Which tip did you enjoy most? Discuss them with me in the comment section below.