Conversion is always the ratio of the total number of visitors to the desired action over a certain period. It is easy to calculate it using the formula:
number of users who performed the action / number of all users who visited the site * 100%
For example, you can calculate the purchase conversion rate from Instagram ads. Using it, 100 people went to the site and 1 of them eventually made a purchase. Conversion to purchase will be 1%.
Of course, the higher the conversion, the better your performance in almost all metrics. For example: CPA (Cost Per Action), CPO (Cost Per Order), CRR (Cost Revenue Ratio), CAC Rate (Customer Acquisition Cost). Today we will share our recommendations on how to increase conversions in your online store.
Work on traffic qualityTraffic is not that important, the genuine interest of your users in the purchase is important. Better 10 buyers out of 100 visitors than 1 in 1000.
Qualitative descriptionsOf course, photographs are important, but, unfortunately, very often you can see naked characteristics next to cool visuals. Your description should tell stories and evoke emotion. We wrote on why descriptions are important and what a quality description is in this article.
Use descriptions to tell a potential buyer information that cannot be obtained through sight: smell, taste, weight.
Remember that really outstanding descriptions don't show the features of your product, but its benefits: show value, prove that your product is indispensable.
With the help of our service Copymonkey.ai you can make great descriptions that will catch the attention of your users in just minutes.
Convenient paymentOf course, it is important to provide your user with a convenient and fast way to pay: Gpay, Apple pay, and so on. But that's not the only thing worth working on on the checkout page.
- Ask your client for the minimum amount of information - only what is really scroll.
- Place the entire payment form on one page so that the user does not have to rewind.
- Shorten the payment process as much as possible: short data form, payment confirmation. Do not force to register, go to the mail for confirmation, and so on.
- Ensure safety and security: Econsultancy, found out and that 58% of respondents interrupted checkout because of concerns about the safety in the buying process. To improve these parameters, provide operation via the https protocol, add payment via popular payment systems (Visa, Paypal). You can also add a simple return statement.
Easy and clear navigationThe user will not be able to buy if he does not find the desired product. According to a study by the Online Marketing Institute, 85% of potential buyers leave the site because of its poor design, and 83% leave because you have to do too many things before you can find what you need. You won't sell anything if users simply can't find what they want.
- don't make long dropdown menus
- structure products by category
- put important information, such as returns or frequently asked questions, in the footer
- set accents: help your clients quickly find targeted actions
- improve the search functionality: take into account typos and abbreviations, search by product name
- display alternatives instead of an empty search result
Do not impose registrationDon't force registration for every action: ask for data only when needed. The faster the user skips through all the stages before paying, the more likely he is to make a purchase.
Offer free shippingAccording to research by Walker Sands, 88% of customers named free shipping is the most important purchase incentive. Add such an option for a certain amount: an increase in the average check and conversion will allow you to do it painlessly.
Feeling of urgencyOne way to speed up the buying process is to prove that this is a unique opportunity. But it's not enough just to add a red "Hurry up!" - you need to explain why and this can be done in several ways.
- Only few items left in stock
- Several other people are looking at this item.
- "Expedited" delivery if ordered now
Work with imagesAll photos must be of good quality and show the product from different angles and in different situations. Help the customer introduce the product as a part of their life. It is also important to add the ability to enlarge the photo to see it in full detail.
- Service for quick preparation of photos for publication in the catalog.
- Service for adding zoom on images
Add videoVideo will be a great addition to your photos. This applies not only to the product card, where a video will help you view the product in real life, but also, for example, reviews and frequently asked questions. Add a story about the product from your sellers in a review format - this will help create a personal selling effect like when visiting an offline store.
Correct headersHeadings should stand out as visitors skim the site fluently without reading. Therefore, they should also be succinct and informative: the client should catch his eye and understand that this is exactly what he needs.
Use pop-ups correctlyMany blogs write that pop-ups annoy visitors and do more harm than good. However, SumoMe research based on the analysis of 2 billion pop-ups shows that a properly constructed scenario for working with pop-ups increases conversion by an average of 3%. and in some cases by 50%.
You can write a separate article about the correct scripts for pop-ups, but you should definitely start with the fact that you decide on the goal: lead generation, collecting reviews, buying. Here's an example of a cool tool that will help you solve this problem.
Show offShare your successes with customers: awards, positive reviews, customer photos. This will increase loyalty and work out objections very well. According to BrightLocal, 84% of customers trust site reviews as much as they trust recommendations from friends.
A little tip: to make your reviews clear, show the process of collecting reviews transparently and add custom photos.
Upselling and cross-sellingIt is much easier to sell again to an already loyal customer than to find new clients who are not yet familiar with your store and convince them to take the first step. You definitely came across this trick: when buying sneakers, you are offered to buy a set of care for them, and when buying a phone - headphones and a case.
Work with an abandoned cartOne of the common mistakes is working on getting the user to the buy button and not paying attention to abandoned carts. Each such basket is a lost profit.
The easiest and most common way to deal with this is to send emails with a reminder and a promotional code.
Be mobile friendlyToday, about half of all users are bought from mobile - and we need to take care to make it easy for them. Check that all the buttons are in convenient places and you can see that the photos open in a convenient quality, and the pages are not misaligned.
We can help you with one of the most laborious task: create quality good product descriptions. Sign in to our Shopify app - it's completely free.
To summarize these tips, it turns out that your site's usability and how you deal with your customers' objections are the most influential factors in conversion. Make the path to purchase as fast and simple as possible, and convey why it is necessary to buy this particular product and from you. If you start working with at least a couple of our recommendations, the increase in conversion will not be long in coming.