10 Ways to Increase Website eCommerce Conversions
When it comes to eCommerce, the primary goal for most online businesses is generating sales. You can invest heavily on getting customers to your website (which we can help with) but from there the focus needs to be on how to turn these real visitors into real money.
Within this article, we highlight 10 recommendations which will help give you a competitive edge when it comes to your CRO (Conversion rate Optimisation).
CRO is a very broad term and it is important to recognise that CRO can be affected by every element of user experience on your website. It would be a good starting point to focus on improving small elements at a time. For instance, category pages, landing pages or the checkout process.
There are a host of tools out there which can support you in understanding how your users are interacting with your website. But in this blog, we want to discuss some quick fixes that you can start implementing straight away to your website, to increase conversions and consequently your revenue.
Here are 10 suggestions to increase your conversions:
- Optimise for Mobile Devices. Not only will Google penalise websites for not being mobile optimised, but most initial searches will happen on mobile, even on larger scale items, where the final click may be on desktop. By having a mobile optimised site, you are maximising your potential audience and making the process as simple as possible.
- Provide Offer/Coupon Codes. These create urgency when supported by an expiry date, and when applied in the checkout, you can take advantage of tools such as Google Shopping Special offers. (Please contact us if you need more information on this)
- High Quality Product Images. It’s safe to say that having high quality, zoomable images will dramatically increase the likelihood of making a sale. It’s a no-brainer that customers like lots of visuals to support product descriptions, it helps them make a purchasing decision and could be what sways a half-committed consumer.
- Keep the Checkout Process as Simple as Possible. By reducing the number of steps, a user must take, you are reducing the chances of them abandoning their cart. There are tools out there which focus on a one-page checkout skin, which would be a good starting point to implement and test this.
- Monitor Abandoned Shopping Carts. It is important to track the volume of shopping carts which are abandoned. Abandoned cart software can support your conversion rate as the software monitors users who have entered their e-mail and added items to their cart and then left the website. The software allows an e-mail to be sent to your customer, either as a reminder that they have items in the basket, or to offer a discount to complete the purchase (Most eCommerce platforms offer this feature).
- Make Sure your “Add to Cart” and “Checkout” Buttons Stand Out. By ensuring your call to action buttons stand out from other surrounding page content, you can actively encourage someone to add items to their cart/checkout.
- Allow Customers to Review Products. When was the last time you purchased an item online without reading reviews? It’s safe to say, most people will always search for reviews before purchasing an item. It is often worth encouraging your customers to leave reviews, this could be an offer code off their next purchase, or competition entry etc.
- Allow Customers to Checkout as Guests. You will still capture their full name and e-mail address, however forcing them to register can be a barrier, and an additional step which may put them off. Keeping it simple is the primary aim.
- Always Display Shopping Cart Contents. Once a user has added an item to their basket display a link to the shopping cart, to save them having to actively look for how to checkout. It’s also important to show the customer what they are buying during the checkout process, as the chances are if they want to check what they have added is right and have to leave the process they are likely not to return.
- Give Detailed Product Descriptions. By giving as much detail as possible you are going to alleviate many concerns, of whether the product is what your customer is looking for and therefore increase the chances of being added to the checkout.
These are only a handful of suggestions to increase your website conversions, if you apply all of these recommendations to your site then you will start to see a change in conversions. However, if you want to truly reap the rewards from Google Shopping and PPC Ads then you will need our help.
At Onefeed we have built our own unique management software specifically catered for Google Shopping, regarded as an expert in the field we have increased conversions and revenue for hundreds of clients over the last 12 years.