In 2017, for the first time, global retail ecommerce sales will account for 10 percent of total retail sales, eMarketer reports. Despite the steady rise of digital sales and increasing usage of mobile devices for purchases, it’s not enough to just build an ecommerce site and expect sales to come. Here are five expert tips on how to increase conversions for ecommerce stores, through better content and optimization efforts.
1. Use Quality Images
From Peep Laja, Founder of CXL
Laja says if there’s one element to ecommerce sites that is the most important in driving conversions, it’s images. Laja recommends using as many product images per product as possible, showing products from multiple angles, displaying images in the context in which they are used, and making them zoomable to show details.
To be most effective, images should be high quality and professionally taken. Avoid stock photography-looking images or filling your site with non-compelling, generic imagery. Enabling the ability to rotate images in a 360-degree view can also boost your conversion rate, as does featuring images with humans. Beyond the actual product page, aim to include photos in product search previews and in as much as your site as possible to compel purchases.
2. Incorporate Videos, Including How-Tos
From Neil Patel, Co-founder of Crazy Egg and Kissmetrics
Patel points out that even using the word “video” has an impact on how receptive people are to the content, improving open rates and click-through rates on emails while reducing unsubscribes. Content in video format is so powerful because viewers are more likely to retain the information, making it an ideal way to demonstrate products and explain the benefits, as demo videos increase conversion rates by up to 25 percent.
Patel recommends including thumbnails with a “Play” button icon on product pages, and to keep videos around two minutes long or shorter. Some ideas for videos on your ecommerce site include comparison videos, product review videos, or user-generated videos. Keep content as concise and clear as possible, and feature a strong call to action at the end to purchase products or contact your business for more information to keep viewers engaged.
3. Optimize for Mobile
From Jeff Gapinski, Co-founder of Huemor
Today’s shoppers use their smartphones to research businesses, compare products and prices, check out user reviews, see what their social media friends are saying about products, add goods to wish lists, and, ultimately, make purchases on their phones, too. Mobile commerce has steadily increased in recent years, and making your ecommerce store a dream to use on a smartphone or tablet is imperative.
Making sure your ecommerce store works well on mobile also affects your company’s mobile search results. Quick site speed and screen optimization are essential elements to focus on, while moving toward a design that keeps the browsing customer in mind can help increase conversions. Using a persistent cart feature that loads upon each site visit and includes any items that were previously added can remind customers what they were interested in last time they visited your business on mobile.
4. Use Exit Surveys
From Dave Furness, Ecommerce Consultant
If a lot of your ecommerce visitors are abandoning your site without purchasing, using exit surveys provides your business with a direct feedback loop. You might be surprised that many non-shoppers are willing to give a few minutes of their time to provide feedback. After all, if it’s valuable and you actually implement it, they might become future buyers because you’ve demonstrated you value customer opinion.
You can make an exit survey, which could be sent via email, more enticing to fill out by offering a discount coupon in exchange for a response. Exit surveys can range from offering users questions with set answer choices, or they can be as general as a, “Hey, please tell us how we can improve for you,” open-ended query, where users can write whatever and as much as they want. Not only is an exit survey a way to gain feedback, but you may find it a helpful tool in keeping potential customers engaged with your brand.
5. Feature Testimonials
From Thomas Smale, Founder of FE International
Social proof in the form of testimonials is a transparent way your business can build trust with potential customers. User-generated content might present insights your marketing team hadn’t thought of, and the genuine enthusiasm and adoration for your products comes through clearly when it’s delivered by a customer.
Your business can gather compliments you receive from customers, and turn them into eye-catching graphics that work in your ecommerce site, as well as places like social media. Use influencer marketing campaigns as opportunities to capture unboxing reviews, where a user interacts with your product for the first time and delivers instant video feedback. For some customers, spotlighting their feedback in a testimonial on your website is a reward for them, especially if you can increase their own brand reach. Don’t be shy about asking your most passionate customers to contribute a testimonial to your business.
Create a Powerful Ecommerce Store With North
Improve and strengthen your ecommerce site with these five tips, ensuring you capture more conversions and reduce cart abandonment. For ecommerce payment processing help, contact North. We offer complete payment processing customization for ecommerce sites and more. Learn more about our ecommerce services here.
