5 Simple Ways To Increase E-commerce Conversion Rates

Optimize e-commerce conversion rates

Many new e-commerce store owners think that setting up a site and throwing traffic at it is a good way to make quick sales. It’s all well and good to set up an Adwords campaign, or use Facebook ads to generate some traffic up front. In fact, I advocate doing that, if you have the money, because, to be honest, it’s not all that expensive if you do it right.

However, before you open up your wallet, take the time to optimise for e-commerce conversion rates. I’ve heard many owners say that they get traffic but no sales, and then they follow that up with questions about how to market their site better. If you’re getting traffic, but not making money, that’s a problem of conversion, not of marketing.

E-commerce conversion rate optimisation sounds a lot more scary and complicated than it actually is. For starters, it’s got a lot of syllables. But, jokes aside, conversion rate optimisation doesn’t need fancy software or apps. In fact, you can start optimising for conversions right now.

Set aside an hour or two to go through this list of things you can do right now to convert better. Seriously, close out all other distractions, and keep only two tabs open on your browser – this page and your site. As you read each strategy, go implement it immediately before coming back here. They are very simple, and can be implemented very quickly. Here they are –

Re-do Your About Page

An ‘About Page’ is a lot more than a paragraph about the store. If you sell shirts, it’s not enough to simply say that XYZ.com sells the best shirts in the world. Anyone can see what your store sells, and no one is going to really believe your claims of being the best unless you back it up with statistics.

If you have a new store, don’t waste your words claiming you’re the best. Use this page to talk about who you are and why you started it. Everyone knows what the ‘what’ is, but the ‘why’ behind it matters more. People love stories, so tell them yours. Show them the person behind the site, and let your passion for your product seep into what you write. In all likelyhood, your potential customer shares the same interest in the product, so talk about that interest and why you love solving it with your product.

A well-crafted ‘About Page’ can do wonders to your conversions. Think about it, whenever you check out a new website asking you to subscribe or buy something, isn’t the first page you visit the ‘About Page’? That’s because telling people your story helps them relate to you and builds trust with them. No one is going to buy without knowing who they buy from.

Check out the About Us page at Luhse Tea. This will give you an idea of how creative you can get with about pages, while telling a unique and compelling story for a product as common as tea.

Luhse tea optimising e-commerce conversion rates

Add Your Contact Details

Displaying your contact details prominently on your site is another way of building trust. This tells potential customers that if they have questions, they can simply reach out to you and you’ll be there to help them.

While an address and e-mail ID is the bare minimum, a telephone number does help. Place a toll-free number in your header area allowing customers to quickly pick up the phone and call you. You can use a service like Grasshopper to create virtual numbers and take calls or voice messages.

Have a look at Nite watches for an example of prominent contact details. Notice their number in the header, which means it appears on all pages. Their Support tab is also in the header, so you know where to go for more support. You can find their e-mail ID, physical address, social media IDs and a contact form, so just about every method of contact is available to the customer.

Nite watches optimising e-commerce conversion rates

Add A FAQ Page

Customers will have questions about your product. Unfortunately, even though you have a prominent contact section, many choose not to go through the hassle of contacting your store. It’s just a lot easier for them to go back to google, search for your competitors and buy from a site that’s got answers to their questions.

That’s because those sites have a FAQ page and you don’t. The FAQ page is a great place to go into more detail about your product and preempt any questions a customer might have. Try to think up questions that your customer might ask, and address them here. Typically, customers want to know about what the product is made of, where it was made, what situations it works in, how it can be used, what warranties it has, and so on.

Tatchies, has a really useful product page. They sell gloves that work on touchscreen phones. When I saw the site, my first questions were about how well they worked, whether they were warm, and what devices they would work with. Their FAQ page answered those questions and more. including some that I hadn’t thought of yet but might in the future, like whether they were washable.

Tatchies FAQ optimising e-commerce conversion rates

Be Open About Shipping and Returns

One of the biggest reasons why customers abandon shopping carts is the sudden shipping fee they need to pay on top of their bill. It’s just annoying if they tried looking for shipping fees on your site, couldn’t find it, and then went on to purchase the product assuming there were no shipping fees. Imagine their surprise when their bill goes up $50. In their mind, that’s an extra $50 they hadn’t accounted for when they opened their wallets.

If you have free shipping, then it’s a good idea to display that on every page of your site. The header or sidebar is a great place for that. It tells customers that the price they see on your product is the final price and there won’t be any surprises. Even if you don’t have free shipping, a flat fee shipping let’s customers know how much to expect. Anything is better than hiding this information and surprising them with it in the end.

Shipping times and return policies are also important. They help customers determine when they’ll get their product, and whether they can return it if it’s damaged or incorrect. It’s basically all about putting their mind at ease and letting them know there’s no risk buying your product.

Zappos is a fantastic example of this. Right on top, you have a notification telling you that you get next day shipping on all clothing. Then in the second header, you have a badge informing you about free shipping and returns. Finally, in the product page, in the add to cart section, there’s another line reminding you that shipping is free.

Zappos free shipping optimising e-commerce conversion rates

Create A Blog

Thought blogging was only a content marketing technique? Welcome to the world of online marketing, where everything is connected, the boundaries are fuzzy, and we make up large words to sound like we have a real job.

Blogs are fast becoming a tool for displaying authenticity and authority online. Maintaining a blog, and social media accounts, lets customers know you are genuine and you care about interacting with them. It’s another trust symbol, and a way for your customers to engage with you as a brand. Besides, collecting e-mail addresses is still converting. You may not be making a sale, but you have a lead and you can contact that person for new products or promotions.

Mummade uses their blog to build rapport with their customers – mothers. They sell baby products, so they have a very well-defined customer niche. Obviously mothers will take great care before buying things for their babies, so when they a site like this, they’ll go through it with a comb. When they come across the mum blog, they’ll get a taste of the real humans behind the product, and they’ll find an engaged community of other mothers.

Mummade Blog optimising e-commerce conversion rates

Like I said, these e-commerce conversion rate techniques are very quick and easy to implement. If you’re using Shopify or any other e-commerce platform, it’s just a matter of adding a page to the site and then typing in words. Of course, the actual words are what count, because that’s what the customer will read, and that’s what will help you build trust with them.

You might realise that these are very basic e-commerce conversion rate optimisation strategies, but it’s shocking how many people don’t even bother to do this much. Surely a couple of hours of writing is worth the extra sales?

Some people don’t even bother writing good product copy. Instead, they want to get straight to the part where they make money, and they end up spending on advertising and expensive apps.

I hope you were able to implement all of the above techniques. How long did you take? Send in your site for a review and if you’ve done an impressive job we’ll showcase it!


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