Top 25 eCommerce Conversion Rate Optimization Tips That Will Boost Up Your Sale

 26 Feb, 2021

Introduction

Diamond Candles is a company that offers scented, soy-based candles with rings at the bottom. This concept led to its customers spreading word-of-mouth about them in the excitement to win prizes. The company instead of purchasing ads online to drive sales utilized referrals and social media.

What did they do To Succeed?

They utilized user-generated content by its customer base to the fullest for eCommerce conversion optimization. Without spending a single cent on ads, these photos grew the company’s Facebook Fan Page to 469,661 fans while also boosting their product page conversion rate by 13%.

Awesome!!

Their Strategy:

  • A call-to-action found on the candle urging customers to take a photo with the ring and share it on social media to increase conversion rate ecommerce.
  • Giveaways that encourage customers to create and share images for a chance to win free products.
  • Share all the photos gathered on social media, creating an amazing impression.

Isn’t it quite motivating? But there is more to this. It needs tremendous dedication to reach this stage. So before we begin let’s brainstorm a little.

Answer me some of these questions. 

  • Have you invested huge monies in your marketing activities and still not getting the desired results? 
  • Are you aware of how your web pages are performing? 
  • From where is your webpage getting max traffic and it is resonating into a sale? 
  • Do customers like your site, how much is the bounce rate? 
  • Are you aware of heat map functioning and its importance in churning conversions? 

Endless questions that need to be answered and dug deep into to actually understand how to optimize your eCommerce site conversion rate and become market leaders.

Let’s talk about:

  • What actually is the conversion rate?
  • What is a good conversion rate for ecommerce?
  • How to measure your site traffic and bounce rate?
  • What web pages are working for you and how to determine that?
  • Do you have a content strategy in place before working on your marketing strategy?
  • When was the last time you tried A/B testing?
  • Are you aware of heatmap features?
  • Do you experiment with the traffic on your website?
  • Is your team working on landing page optimization, marketing automation?

How To Improve Website Performance and Speed?

You can invest in as many marketing activities, in great web design, but if the load time is immense no customer is likely to shop. Even a 1-second delay can have a material impact on revenue for online retailers. So how to increase the speed of your eCommerce site and thereby the performance?

  • The smaller the page size, the better, and reduce the size of the pages. Try to keep page load times to 3 seconds or less.
  • Get a content delivery network. 
  • Compress data and reduce the size of the data sent to a browser.
  • Specify image dimensions. Additionally, automatically alter image sizes for different types of devices – laptop, tablet, or smartphone.
  • Optimize Platform Configuration and determine available configurations to improve page load times. 
  • Enable tools like  CSS Sprites, which enables the loading of multiple images in one request.
  • Monitor site speed periodically to proactively resolve issues. There are many tools to measure and diagnose site speed. These include Pingdom, Yahoo’s YSlow, and Google’s PageSpeed Insights.

Utilize The Following Tools To Improve eCommerce Conversion Rate:

Now that we have spoken much about parameters for conversion rate. Importance of understanding the funnel, sources, product pages, sessions; but how to measure these and what are the tools that will give detailed analytics. One of the most complicated tasks in marketing is Conversion rate optimization. Tracking how users are actually interacting within a web page is not easy. One tool that makes it much easier to see what people are doing on a web page is a heatmap.

Is Conversion Only About Sale Or Much More?

How do you determine if your end goal is met? I am sure the most critical parameter is revenue generation. Are the monthly, quarterly, annual targets met? But what if you are missing upon the numbers, or not achieving growth and consistency? In stress to increase numbers you may invest in heavy marketing and branding activities but when was the last time you actually dived deep into your traffic metrics? Let me share some components that are critical to conversion rate. 

Marketing managers should focus on segment conversions rather than just headline conversion rates for ecommerce conversion rate optimization. Conversion rates are significantly higher where consumers have higher intent, i.e. they are searching for products. To reach the target numbers you need to capture details over the following metrics as well:

  1. No. of users adding products to the cart.
  2. Online sale performance.
  3. How many users are adding items to the wishlist?
  4. Are your users signing up for emails, newsletters?
  5. Social media shares.
  6. No. of users submitting their contact details.
  7. Any other KPI valuable to your organization. 
  8. Uniques visitors and visitors’ session.
  9. Conversion rate by segments                                                                                                                                                                                                              Conversion rate by segments
  10. Understand social and display referred visits. What are the traffic source and its subsequent conversion rate? When was the last time you generated this report comparing two financial years and conversion rate from paid and organic sources? Check up on the following sources to improve ecommerce conversion rate:
      • Direct
      • Email
      • Organic search
      • Paid search
      • Referral
      • Social
      • Display

    conversion rate by traffic

    1. E-commerce conversion funnel - This funnel-based view of the conversion process is useful to boost eCommerce website conversion rate, it also shows the conversion rates to product page views that aren't published so often. This provides a useful benchmark and prompts retailers that it's useful to assess conversion to product page views when making site design improvements.

    E-commerce conversion funnel

    1. Are you checking upon conversion rate per channel? 

    Check channels of lead generation for a fair view of eCommerce average conversion rate like:

      •  AQL
      • Bing
      • Yahoo
      • Ask Search
      • Google
      • Facebook
      • Pinterest
      • Twitter
      • Linkedin and many more.

    What is a Good Conversion Rate for eCommerce?

    The average e-commerce conversion rate is around 1%-2% but it varies as per industries, devices, seasons, products, and many more. However, you can develop your own KPI through competition analysis. Third-party metrics, medians, averages, etc. are great for giving you a general idea of what to aim for.

    Conversion Rate for eCommerce

    Are You Using Heatmap To Increase Conversion Rate For eCommerce?

    A heatmap is a graphical representation of how web users are interacting with digital content and page elements. Key elements:

    • It shows how visitors interact with calls to action.
    • They show which are a segment of visitors interact the most.
    • Which element prevents visitors from reaching the conversion path.

    Here is an example, The heat map here is a click map, which shows where users tap their fingers on mobile (left) and click their mouse on desktop (right). The page had a play button above the fold that visitors did not click.

    click map

    A/B Test

    Let’s take an example that eCommerce stores struggle with a high cart abandonment rate. When you A/B test, it helps in :

    • Solve Visitor Pain Points
    • Get Better ROI from Existing Traffic
    • Reduce Bounce Rates
    • Achieve Statistically Significant Improvements
    • Profitably Redesign your Website

    But How?

    • Before building an A/B testing plan, one needs to conduct thorough research on how the website is currently performing.
    • Observe and Formulate Hypothesis.
    • Create a variation based on your hypothesis, and A/B test it against the existing version. Create a variation based on your hypothesis of what might work from a UX perspective. For example, enough people not filling forms? Does your form have too many fields? Does it ask for personal information?
    • Run the test for which various methods are available.

    You cant test 

    • Headlines and Sub-headlines
    • Design and Layout
    • Website’s navigation.
    • Forms
    • CTA (Call To Action)
    • Check if adding social proof is a good idea

    HotJar

    Hotjar allows you to capture screen recordings and heat maps, showing how your visitors are navigating through your website. It works on in-depth analysis like no. of scrolls, understanding customer behavior in real-time. Helps you understand the behavior of your website users and get their feedback through tools such as heatmaps, session recordings, and surveys.

    Quantcast Measure

    This tag-based analytics tool fills a niche between Google Analytics and Facebook Analytics. It measures users’ site usage thereby provides advanced demographic data on a per-click basis.

    Google Analytics

    Google Analytics gives you insights over the visitors and helps increase conversion rate ecommerce  like:

    • Do visitors like your website, this could be fetched via keyword searches in Google, referral websites, or direct visits.
    • How much time do visitors spend on your website?
    • Visitors demographics.
    • New or existing visitors data.
    • Visitors are coming through mobile or desktop devices. 
    • The conversion rate of leads generated.
    • Paid traffic data.

    Crazy Egg

    Crazy Egg, with its full suite of heat maps and click tracking, gives you snapshots of your visitors’ behaviors. You can also do A/B testing to determine which of your optimization hunches is right. It has the added functionality of segmenting clicks by the source to evaluate your links’ effectiveness.

    PAGESPEEDGOOGLE

    Google Pagespeed analyzes your website’s load time and provides suggestions for how to make it faster.

    AB TASTY

    AB Tasty is an all-inclusive platform that gives your campaigns a personal touch and offers customer activation and A/B testing.

    SUMO

    To entice those new visitors that ultimately end up on your site, they feature a “Smart Bar” to increase email subscribers and easy ways for visitors to sign up for webinars, free courses, and more.

    Ways To Boost Your Ecommerce Conversion Rates:

    With an understanding of what factors shape up conversion rates and essential tools, I am now driving you towards effective ways to boost your eCommerce conversion rates.

    Content Is The Key

    Do you know which part of the webpage is not interacting well with your users when working on ecommerce conversion rate optimization? Is it the product page, service page, checkout? Review these pages over how users are engaging, are they going through the content, is the page content effectively designed or not?

    Yes, Content is the key. Writing content that is of genuine interest to the visitors, resonates with your readers will definitely make them come back. So, what should be the focus areas?

    • Create a persona of what your customers interest are, what motivates them, what forums they belong to, what blogs they read.
    • Write about challenges and topics your audience cares about like, focus on their top of mind’ issues.
    • Search hashtags and keywords used by your readers.
    • Is your content answering - What will someone get if they buy your solutions?
    • A content calendar will help, how often should I post new material?
    • Don’t lose focus from writing compelling headlines.

    Personalized Content copy for every segment of your customers.

    • New users or strangers - Attract them through blogs, social publishing, premium content, and ads.
    • Prospects who are likely to convert - Throw contest, giveaways, webinars, podcast, toolkit, infographic.
    • Leads - To close leads, work on giving trials, demos, etc.
    • Customers - To add to their delight, provide referral programs, surveys, add-ons, loyalty programs.

    Place A High-Converting Lead Generation Form On The Landing Page

    How do you generate leads? Simple answer, through a high converting form on landing pages. But is the form on your webpage performing. Do you check the metrics constantly? Here are some tips:

    • Place the form above the fold as engagement time peaks there.
    • Ensure a strong Call To Action
    • Clear privacy policy to clear all doubts from users mind
    • Don’t make filling all the fields mandatory
    • Split test to determine the best lead-generation CTA positioning
    • Reduce friction in and around the form, avoid putting too many elements around the form. Can help you with stating the AIDA model:

    AIDA MODEL

    AIDA MODEL

    Use Cart Abandonment Software To Minimize Revenue Loss

    68–75% of carts are abandoned, which means significant income loss. Check your cart abandonment rate in Google Analytics and see how you can stack up and increase conversion rate eCommerce. Using effective analytics, the software can utilize communication techniques as effectively as possible to recoup your lost revenue and potentially enhance your relationship with the customer.

    • Cart abandonment emails work great as it acts as a reminder for client’s that they have an abandoned cart and great things they want to purchase.
    • Cart abandonment pop-ups with discount coupons also help that customers finish the purchase before exiting the site. 
    • Some useful tools you can use are Klaviyo, Omnisend, CartStack, Barilliance, Rejoiner.

    Do You Use Exit- Intent Offers To Maximize Leads?

    Leaving no stone unturned to maximize your lead funnel and so the conversion rate, exit-intent offers is a great choice when carefully designed and executed. What should be done:

    • Welcome new customers on-site and collect valuable email addresses.
    • Increase seasonal sales revenue with great offers and timely updates along with capturing emails.
    • Offer a discount based on cart value for increased average order value.
    • Increase cart size by offering complimentary items. 
    • Convert visitors with an enticing offer before they leave.
    • Offering cart content reminder works well. Like many eCommerce companies reaching out with notifications, emails, special day offers, discount offers as reminders to users to utilize the cart. 
    • Make the most of PPC campaigns for increased return on advertising spend.

    Landing Page Optimization To Improve eCommerce Conversion Rate

    What do you do to enhance the user experience? Did you optimize your eCommerce landing pages? From where does the user fetches maximum information about the product? It’s the landing pages. The more informative, efficient the buyer journey is, the higher will be the conversion rate. But how to generate sales from landing pages?

    Quality Product Images - Images Can Increase Conversion Rate ecommerce

    When was the last time you check up on how images are performing, used your site to check upon customers who can’t touch or feel the product, it’s the visual aspect, product detailing, that makes them buy the product? You need to make the most out of the two-dimensional screen to communicate the features and attributes of your products. Images impact your conversion rate and so it is critical to look into the kind, size, of images you are using. Give attention to some of these factors:

    • Image size and quality
    • Zoom feature
    • The emotional and visceral appeal
    • 360-degree view
    • Show context
    • No bad stock photos
    • Product videos are important
    • Product demo
    • Product review
    • User-generated videos

    Social Proof & Reviews

    Do you know almost 97% of customers look at product reviews before making a purchase? It means providing social proofs and review is pertinent. A study has found that 88% of consumers say they trust online reviews as much as personal recommendations. Break down ratings into factors like design, quality, comfort, delivery service, fit, pattern, and many-core factors that customers may find helpful. 

    Website Performance

    Follow Best Practices For Your Web Design 

    While your complete dependence is on your website, how it looks, how the interface is, is it providing rich user-experience, and much more. So, pay attention to the web design. Some key factors when designing or redesigning your website are:

    • Consistent palette and typeface
    • Clutter-free layout
    • Visual hierarchy
    • Features like pre-sale customer care, free shipping, search functions

    Call To Action

    The end result is conversion, if your visitors can’t find the “buy now” button, you aren’t getting any conversions. Your call-to-action button needs to stand out so that visitors can easily find it and are motivated to use it. 

    Here are some tips on how to do that:

    • Use a contrasting color.
    • Experiment with button shapes.
    • The text should be punchy, clear, and short.
    • Make sure the call-to-action text is readable on all devices.
    • Put the CTA above the fold.
    • Place multiple CTA buttons on the page, so customers don’t have to scroll up and down to look for them.
    • Make sure the button looks clickable. 
    • If you do have a long landing page, the CTA should be constantly visible to your users. 

    Mobile Optimization

    It is important that your website is well optimized for different devices. Your eCommerce site needs to be mobile optimized so as to deliver an easy-to-use interface and consistent user experience across devices. So how you can optimize your eCommerce landing pages for mobile customer experiences?

    • Your site has to be responsive enough to make sure that the landing pages adjust well on mobile screens essential for ecommerce conversion optimization.
    • Compressing your images and minifying any HTML, CSS, etc.
    • Optimize your checkout process to make it as simple as possible for users to buy.

    Product Recommendation Engine

    A Smart tool will find the best products to recommend for your repeat customers. These PREs will take into account your users' different clicks, views, and time on the page. For returning users, they’ll account for what products they've bought, added to a cart, and left in a cart. Ideally, you will identify your most profitable product lines or categories, and allocate more ad spend on PPC campaigns towards these landing pages.

    Feature Focused Product Copy

    Tell your audience what they want to listen to, make it all handy for them to make decisions easily. Feature-rich copy helps to take the customer to add the product to the cart or the wishlist, which is a prospective lead.

    Like for a blender:

    • How fast does it work?
    • What all can be it used for, fruits and vegetables
    • Blade metal
    • Competitive analysis

    Don’t Lose Them At Checkout

    You may lose customers if your checkout process is too long, complicated, or unconventional. Try to keep the process simple to reduce your cart abandonment rate. Here are some of the best practices for ecommerce conversion rate optimization  :

    • Guest checkout speeds up the process by avoiding the unnecessary step of forcing customers to register before beginning checkout.
    • Keep it easy to reset the password
    • Use progress indicators 
    • Focus on mobile checkout UX

    Provide A Summary Of Cart Contents

    • Use visuals
    • Offer social sign in
    • Test and review regularly
    • Put address shortcuts
    • Discount codes are a big part of online shopping, keep them easily visible
    • Offer attractive payment methods

    Offer Free Shipping

    Online shoppers have come to expect a certain standard that they have grown accustomed to on Amazon. However, if free shipping is not possible, keep it visible and clear. It is most likely at supposedly higher free shipping rates to let customers move out of the buying process. Transparent shipping prices help comfort users and make converting easier as there is no fear of hidden fees. There is an actual incentive now to increase order size and complete your order, so users can capitalize on the free shipping deal.

    Provide Limited-Time Coupon Codes

    Keep your pricing competitive along with limited period offers carefully drafted for new users and repeat customers. Highlight the "deal" your user is getting by the slashed prices is a good conversion tactic.

    Use Cart Abandonment Software

    68–75% of carts are abandoned, which means significant income loss. Check your cart abandonment rate in Google Analytics and see how you can stack up and increase conversion rate eCommerce. Using effective analytics, the software can utilize communication techniques as effectively as possible to recoup your lost revenue and potentially enhance your relationship with the customer.

    • Cart abandonment emails can remind a client that they have an abandoned cart and remind them of all the great things they want to purchase.
    • Cart abandonment pop-ups encourage a customer to finish their purchase before they leave the site. They may also promise additional coupons or prompt a related purchase.
    • Some useful tools are Klaviyo, Omnisend, CartStack, Barilliance, Rejoiner.

    Use Live Chat Software.

    Having a live chat app will give you the opportunity to answer customers in real-time, allowing you to get hold of your buyers and effective for average conversion rates for eCommerce sites. This will also enable you to assist them in overcoming any obstacles. Live chat campaigns can be to: 

    • Welcome users and offer help
    • Sale related
    • Occasion-based
    • Give out Coupons
    • New account related offers
    • Encourage referrals

    Let Customers Know Your eCommerce Store Is Safe.

    • Install SSL at checkout (out-of-the-box on most eCommerce platforms) and site-wide if possible.
    • Show small images of credit cards, PayPal, and other payment options as a visual signal that you use customer-trusted payment options.
    • Display some sort of McAfee, GeoTrust, or other security badges, and make sure that you actually have an active account with them. Don’t just add an image if you aren’t truly secure.

    Chatbots For eCommerce Conversion Optimization

    Tell me, are all your leads converting? No that’s not possible. The procurement team can’t entertain each individual. But with a chatbot, this can happen! 

    • Because chatbots are always there to help and guide your visitors the moment they land on your page. 
    • They can provide product/service recommendations that bring relaxation to the entire shopping process.
    • Chatbots can also offer a series of upsell or cross-sell products/services to help the business close a more successful sale.
    • Chatbots in eCommerce can ask your clients to rate their overall experience on your site and also request them to suggest areas for improvement.

    Personalization

    What is your end goal? It’s the sale and of course, no deal happens without a personalized experience. The main questions that need to be answered are:

    Where should personalization occur in the experience?

    Pay attention to all the channels and touchpoints your customers interact with. Where would a personalized element help the most? Product recommendations, inspirational content, location-based services, site search, customer portals - map out each micro-moment that could benefit from a more contextual experience.

    What information should be used?

    What tools do you already have - CRM, marketing automation, A/B testing, transactional systems, - that offer a wealth of information? Take your map of where you’d like personalization to occur, decide which of your current tools could help support each micro-moment, and identify the gaps in data you need to fill to complete your vision. 

    How will you use technology and human insights to create it?

    One of my favorite features on Netflix is the “continue watching” feature, which allows me to log back into Netflix and continue watching a series or movie where I left off.

    By setting up your site to remember visitor preferences and the items viewed, you can apply this feature to your e-commerce store. 

    Some tools to create personalized campaigns include:

    • Klaviyo – a tool that helps drive sales with targeted email, Facebook, and Instagram marketing
    • Bronto – An e-commerce email marketing and marketing automation platform
    • Dotmailer – an e-commerce marketing automation platform built around email marketing
    • Ometria – An AI-powered customer marketing platform for the retail e-commerce store

    Do You Use Exit- Intent Offers?

    Display when the user is about to leave the site like:

    • Greet new customers and collect valuable email addresses.
    • Generate a sense of urgency to boost seasonal sales.
    • Make the most of flash sales to increase engagement and capture email addresses.
    • Offer a discount based on cart value for increased average order value.
    • Offer complimentary items for increased cart size.
    • Target the most likely buyers for increased conversion based on the page they are on before they exit your site.
    • Convert visitors with an enticing offer before they leave.
    • Offer a cart-contents reminder. Greatdays, a travel and tour operator, has implemented this style of pop-up to target unidentified shoppers who abandon their carts with an offer to save the cart’s contents. This allows Greatdays to reach out with emails reminding users what they were interested in.
    • Make the most of PPC campaigns for increased return on advertising spend (ROAS).

    SEO To Boost Your eCommerce Sale

    If you want your business to show up on the first page of results within any of the large search engines, you have two ecommerce conversion optimization tips:

    1. Invest in paid advertising
    2. Implement a successful SEO strategy

    There is nearly an endless list of possible keywords you could choose to target. However, some things you should consider are:

    • How many of your competitors are also targeting that keyword?
    • How much traffic does the keyword typically get each month?
    • Which stage of the conversion funnel does the keyword relate to?
    • Does the searcher’s intent for that keyword match your content and site?

    The stage of the conversion funnel and searcher intent tend to go hand-in-hand.

    Internal Links

    There are a few ways to build internal links to help with your e-commerce SEO and ecommerce conversion rate optimization.

    • Navigation – consider inserting categorized links in the main header menu, sidebar, and footers. Breadcrumbs are also useful to show your visitors where they are on your site.
    • Brand landing pages –  these pages are useful in linking to all appropriate categories and products on your site.
    • Related items – links to related items not only give your visitors a chance to view more items but it also helps the search engines index your product pages faster.
    • Featured items – featuring popular items on your homepage or category pages also helps.
    • Products related to a brand – These like-related items are similar items being offered by other brands.
    • Blog posts – Blog posts can be used to link to relevant products and pages when mentioned or when appropriate building more internal links.
    • Buying guides – Not only can guides help your potential customers, but they are also premium forms of content that feature links to products that can be categorized for specific purposes.

    Improve Your Conversion Rate By Testing, Testing, and Testing!!

    Make it a habit to regularly test different aspects of your eCommerce website that you know could be improved. Use data to make smart future decisions instead and never ever stop trying new things. Test to lift conversion rate in tiny increments over time and you will end up with a whole lot more sales.

    Do You Track These Critical eCommerce Metrics To Increase Conversion Rate eCommerce?

    Sales conversion rate

    Your conversion rate, quite simply, is the percentage of visitors who make a purchase.

    Email opt-ins

    Email marketing is one of the most powerful tools eCommerce stores have to drive repeat business.

    Customer lifetime value

    Your customer lifetime value is a metric of the total you earn from a typical customer over the course of their life.

    Customer acquisition cost

    Naturally, it costs something to acquire a new customer. This value is called your customer acquisition cost.

    Revenue by traffic source

    By calculating your revenue by traffic source—a metric that shows you which channels send you actual customers, as opposed to visitors who never buy.

    Average order value

    Your average order value is, quite simply, the average value of each purchase. To discover yours, divide the total value of all sales by the numbers of carts.

    Shopping cart abandonment rate

    This metric is the percentage of shoppers who add items to their shopping cart, but then leave your store without making a purchase.

    What we have learned?

    When we are talking about ecommerce conversion rate optimization, sales, numbers, revenue, we can’t be dependant on certain parameters. We have to be informed about each and every aspect affecting the business. 

    Keep your pages focused on generating sales and revenue over clicks and impressions, and you’ll be headed down the right path. For instance, Amazon is one of the world’s largest e-commerce companies, and in 2017 it accounted for around 44% of total eCommerce sales in the US. Can you answer how exactly they pulled it off? What is working for them that users love about Amazon? Some of the most important components that have made Amazon so successful is the outstanding user experience that makes it easy for e-commerce customers to find what they’re looking for and move further down the conversion funnel, thereby increasing sales. Also, the seamless merging of design and content ensures that Amazon pages attract and convert relevant web traffic and many more factors along with Win it mindset. 

    Key takeaways:

    • Personalize the buyer’s experience as much as possible for ecommerce conversion optimization.
    • Work on your content strategy.
    • Get into the analysis to increase conversion rate ecommerce.
    • Use tools and catch the customers slipping through the cracks.
    • Don’t give up, test and test.

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    AAdrian Frutiger

    According to me, the most important is to get into the analysis to increase the conversion rate of eCommerce and that’s how your sale will definitely increase in a very short period of time. Thanks for sharing this information.

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