Build it and they will come. This is partly true. But will they stay? And more importantly, will they convert?
It's the bane of the ecommerce marketer's life. Why aren't people converting on our product pages? We have great products, a great looking website and a profitable business. But our CRO is dreadful.
The fact of the matter is, CRO increases don't happen overnight. Just because you've paid £15k for a new website and it looks nice, it doesn't mean it'll work.
To improve your CRO, you need to make little tweaks, test different theories against one another and measure results.
What Do You Think eCommerce CRO Is?
There's the obvious one, selling stuff. But what else could consider to be a conversion?
- Blog subscription
- Resource download
- Social comments
- Video hits
- Cart adds
- Wish list adds
A conversion can be what you want it to be but don't lose sight of the obvious conversion.
What's a Good Conversion Rate?
It may surprise you but a good conversion rate is only 1-2%. Think about how many times you browse the internet looking at products with no intention of buying them!
Don't be disheartened by that figure, work towards it and see what results you get from making the improvements we suggest.
How Do You Work CRO Out?
It's quite easy, you divide visitors by conversions. So, if you get 10o product page views and convert 1 customer, that's 1%. Some analytics tools will work this out for you.
Here's a quick rundown of the tactics we'll be talking about:
- Responsive web design
- Stunning design and product shots
- Easy navigation
- Live chat
- USP, brand and quality content
- Free shipping and special offers
1. Responsive web design
Retailers who have the best CRO are investing in brilliantly designed websites that provide a great user experience on every device, from smartphones to smart TVs.
The good news is that the quality of your website can put you on par with the big brands, without costing the earth. Plus, smartphones are now the most popular device for connecting in the UK.
This means an increasing number of people are shopping on the go, so businesses owners can no longer afford to ignore mobile.
You can see below how quickly the world is adopting mobile devices to make transactions and purchase products, this trend is only going to continue with a steep climb as technology continues to improve.
2. Stunning design and product shots
Your customers don't have the luxury of being able to pick up, touch, feel or try on your products. So in the online world, you must package them beautifully with stunning web design and product shots.
Provide a sensory online experience that makes the viewer feel connected to the product. Showcase your products with intelligent design and create product shots that give your customer the assurance they're buying a quality product.
3. Easy navigation
Excellent usability means your customers must be able to find what they want, when they want.
Great ecommerce websites are clean and well-organised with clear, distinct categories, providing a smooth, uncluttered journey, signposted with stunning visuals and compelling headlines and product descriptions.
4. Live chat
Live chat helps to ensure a brilliant user experience. The faster your customer's concerns can be addressed, the more likely they are to buy.
Live chat allows your customers to ask questions or express concerns while they're in the process of making a decision. Plus, the process allows you to capture common customer concerns, which you can address to boost conversion rates.
5. USP, brand and quality content
Why should your site visitors buy from you? Will you save them money? Do you have a wider product range? You need to tell your visitors, immediately, why you're the best at what you do.
The best ecommerce development agencies will help ensure your website is different, with a USP, branding and professional content writing, ultimately increasing your conversion rates.
6. Free shipping and special offers
Free shipping and special offers are proven to increase conversion rates, which is why good ecommerce websites have some form of free shipping option built in.
Although you may be giving away some margin with free shipping special offers, you should make more overall as your online sales increase.