14 Tips to Optimize and Boost Your E-commerce Conversion Rate
Table of Content
E-commerce has been on the rise in the past decade. As we turn the chapter into the 2020s, E-commerce is racing to become the dominant form of commercial transactions. This shift has led to stiff competition between e-commerce companies.
An E-Commerce website’s success comes down to its CRO. What is CRO, you ask? CRO stands for Conversion Rate Optimization. In this blog, you will learn more about conversion rate and conversion rate optimization. Read on to find out!
What is Conversion Rate?
Online shopping is different from traditional shopping. Let me explain what I mean. Before the rise of E-commerce, a customer would have to physically go to the store, test out the item they were going to buy and just go ahead and buy it.
However, from a customer perspective, online shopping is different. A customer might click a banner ad, see the product you’re selling and leave. Then they will learn more about your product, talk to someone that has purchased it and finally make a decision to buy what you’re selling.
This makes online shopping a time consuming task for both the parties involved. Conversion rate can be defined as the ratio between the number of visitors who land on your product page and the number of people who actually end up buying your product.
The only way to ensure your ecommerce site’s success is to ensure that you have a good conversion rate. There are many ways to raise your conversion rate. These ways and methods are what form CRO or conversion rate optimization.
What is a Good Website Conversion Rate?
For an ecommerce website, a conversion rate between 1% and 2% is good. If you have a conversion rate of 2% you are doing extremely well!
More about Conversion Rate Optimization
A simple way to understand CRO is to compare it to SEO. SEO is supposed to ensure that it is easy for search engine crawlers to read and index the content on your webpage. Similarly, CRO is supposed to ensure that it is easy for people to read and understand the content on your webpage.
4 Basic Principles of CRO
There are 4 basic principles that need to be followed to optimize conversion rates:
- Have a Solid Value Proposition
- Give Your Customers an Incentive
- Remove Conversion Barriers
- Make Your Customers Secure
Customers need to understand what sets you apart from your competition. Ensure that customers see that. For example, if your product is cheaper than the competition, make sure its pricing is visible.
Make sure that your customers want to buy your product. You can do this by giving out coupons, free trials, buyback guarantees. Basically, try giving out stuff that motivates your customers and warms them up to your brand. For example, Amazon has special sale days and almost always has discount offers on its products.
This is hard to do. Conversion barriers are what take customers away from your product. To understand what they are, you need to understand customer perception. A few examples of conversion barriers include, high pricing, bad page design, lack of proper CTAs, too many advertisements etc. Each ecommerce website will have its own conversion barriers.
This is another aspect of CRO that changes according to the brand. If it is a new customer, they will always find it difficult to trust an unknown brand. You need to ensure that they feel safe. Balance your marketing strategies to ensure that customers trust you.
If you want to learn more about conversion rate and how it works, we have the perfect free course for you. Check out Appy Pie Academy’s Conversion Rate Optimization Course for 2020.
14 Tips to Optimize and Boost Your E-commerce Conversion Rate
Given below are our set of optimization tips and tricks that will help you optimize your product pages boosting your conversion rates.
- Build an App
- High Quality Images and Videos
- Utilize Coupons and Special Discounts
- Figure out Your Pricing
- Simplify Your Checkout Process
- Have a Live Chat
- Trust Badges and Signals
- Allow Guest Shopping
- Product Description
- Honest Reviews
- Prominent Buttons
- Email Marketing
- State your USP
- Add Filter Options
Apps are the trump cards of e-commerce businesses. More than 1/3rd of retail is mobile-based. E-commerce websites translate and carry over well to mobile apps. All successful e-commerce brands have dedicated apps. The idea behind having e-commerce apps is their direct correlation with higher conversion rates.
People, generally, feel safer while browsing on the phone. This one simple factor can help boost your Ecommerce conversion rate. Users are more comfortable while browsing through apps and more likely buy your products if they see it on your app. You can create efficient e-commerce apps with Appy Pie App Makr. In fact, Appy Pie has seen an 80% growth in e-commerce apps since January 2020.
Make it a rule that product images and videos uploaded on your platform are high quality. People are really sensitive to visuals. Products that look better sell better. If you are selling your own product, make sure to take plenty of pictures of it. The same goes for videos that will be uploaded on your website or app.
Always have a discount offer ready to go. Regularly run pricing campaigns with discounts, special features, etc. Incentivising your customers is a great way to boost your conversion rate.
Price competitively. Pricing is and will always be a huge dealbreaker. Make sure you price competitively and offer a product with an excellent value proposition.
Checkout process can be difficult and long. Simplify it as much as you can. There are industry standards on checkout processes that you should adhere to. A good advice for a new business would be to follow convention in the checkout process.
Live Chat doesn’t always work but when it does, it can be really good for you. Having people that customers can talk to creates a positive response loop that can be beneficial for your business. Check out Appy Pie Live Chat if you are in need of a live chat for your website.
Try and get trust signals and badges for compliance onto your website. Let users know that your website is safe. Most users won’t notice these badges but they do have a subtle effect on customer perception. Given below is an example of how trust badges appear on your website. The following are Appy Pie’s trust badges. These have been achieved by following preset industry security protocols and passing rigid industry-wide compliance checks.
Customers love a business that follows industry standard security protocols. Get authenticated and increase both your credibility and reputation.
Most visitors won’t sign up to your store until they really want to buy what you’re selling. Let them browse freely. Forcing users to sign up isn’t a good business tactic. Let them sign up when they want.
Descriptions are important. Always provide detailed product descriptions. The advantages of this are twofold. Detailed descriptions make your product seem authentic and are good for your webpage’s SEO. Have a set structure for your product descriptions and keep it simple.
Let your customers leave reviews and proudly display them. A 3.5 star product with honest reviews and customer images will always sell better than a product with no reviews. Reviews add authenticity to your product.
When designing your product webpage, ensure that the ‘Checkout’ and ‘Add to Cart’ buttons are prominent.
Capture visitor emails. Try and get the emails of everyone who visits your website. You can send promotional emails to them. Email marketing always works. Here’s a video on how you can increase the number of email signups.
(Above video is a part of a more elaborate course on Academy by Appy Pie. To access the complete course, please Click Here, or continue reading below.)
Every product has a USP. Your product does too. Find out what your USP is and be proud of displaying it. Your USP will boost your conversion rate.
Your E-commerce website will sell thousands of products. Ensure that your visitors have the power to search for whatever they want. Categorise your products, brands and have excellent filters.
There is much more you can do to optimize your CRO. However, these points are the important tips. Follow them closely and you are more than likely to boost your conversion rates and reach the 2% threshold. If you’re lucky, you might even break the threshold.
More important than that, the final optimization tip that you should remember is that you should keep experimenting. Tweak your product pages every once in a while. Try different UI designs and settle on what works best for your brand. Good Luck!
Take a Related Course
- Start learning for free
(No credit card required)