What is Conversion Rate Optimization? Conversion Rate Optimization is the process of increasing the percentage of people who visit your site and then take a certain action (such as making a purchase) on your site.
This process is also known as making a “conversion”.
CRO is one of the most important website optimization techniques. It is essential for every online store owner to understand this process in order to make their websites more profitable.
Why is CRO so Important? Conversion Rate Optimization is absolutely essential if you want to make your website profitable.
Here are just a few reasons why:
• Visitors are your most valuable asset. They are the lifeblood of your website. If they don’t come to your site, then you don’t have a viable business. Therefore, the first and foremost job of your website is to get people to visit your site.
• Getting people to visit your site is only half the battle. Once they visit your site, you need to get them to do something specific. And that “something” should be converting them into customers.
90% of internet users in Singapore have searched online for a product to buyer.
As business owners, we want our websites to create impact when visitors come by. We want them to have a good first impression and be drawn in to find out more about what we have to offer.
The latest surveys show that the average ecommerce conversion rate for new market campaigns is between 2.63%-4.31%. A higher conversion rate means more money in the bank for your business.
That is why you should include ecommerce conversion rate boosters for your website.
Whether your priority is
– Brand Positioning
– List building
You would want your website to build trust between you and your customer.
9 Ecommerce Conversion Rate Optimization Features
Below are 9 proven conversions boosting features that you should include in your landing page framework
1. The Menu
It is easy to get lost among in the colourful pictures and content when you are online. Have a navigation bar to allow the visitor to find his way to where he wants to go helps a great deal.
The menu bar is one of the most important navigation bars on a website.
It is typically located at the top of the browser window. This gives the visitor instant access to all of the website’s primary functions. The menu bar should contain the following items:
- Home – The main menu that links to the various sections of the website.
- Services – Links to different services on the website (e.g., ordering, blog subscription, etc.)
- About Us – Information about the website’s owners
- Contact – A contact form or an email address (for questions or requests for more information)
It is easy to get lost among in the colourful pictures and content when you are online. Have a navigation bar at the top to allow the visitor to find his way to where he wants to go helps a great deal.
2. The Hero Shot
Grab Attention! A picture says a thousand words.
That is why your website should have lots of high-quality images. They should “tell the story” of what your brand is about.
If your target audience is macho men, include a lot of shots of macho men using your products. If you sell Harley Davidsons, include a lot of lifestyle shots of Harleys. If you offer financial advice, include a lot of clear, concise, easy-to-read informative graphics. If you are an optometrist, include a lot of eye charts and diagrams in your website copy.
I think you get the picture. The key is to use images that are relevant to what you are selling.
Don’t stuff your website with hundreds of images just because you can. Use the ones that will really make a difference.
3. Quick Stripe
The horizontal stripe is often an overlooked ecommerce conversion rate optimization technique. When used correctly, it shoots down objections that potential customers might have about brands that are new to them.
Eg you could put a list of big name partners in it. That will convey that you are reliable, experienced and trustworthy.
Alternatively, you could include points like
– 100% secure sales process
– Free delivery
– No questions asked return policy
– 100% green products
They will help customers who worry that they are taking a risk by trying out a new seller, make a purchase with you.
4. Theme – Tell Your Customer Why You are Better than the competition
Here’s a fact that some might consider harsh. Customers don’t actually care about your products or services. They only care about their needs and what you have to offer to meet those needs.
One way to make yourself more appealing is to let your customer know why you are different or better than your competitors.
You can do this in many ways. For example, you have a higher quality product. Or perhaps, you could offer a special deal that your competitors don’t have on the same product.
Whatever it is that makes you unique will be the selling point that resonates most with your customers. And once they understand why you are better, they will be much more likely to buy from you.
5. Product Pages – Showcase what you sell
You’ve declared the lifestyle, built your credibility, and made the point of how awesome your company is.
Now tell them what you are selling!
Your website product pages should be more like “showcase” pages.
They should look like magazine articles. The copy should be easy to read and easy to scan. It should be short and to the point. Make it look like an “e-book.”
Your customer should be able to browse and see everything you have to offer without having to click on every link.
The first thing seen will be the headline. Make sure it states clearly what your product is. Then lead him down with subheads that elaborate on the headline.
Then describe more about your product and what the client would gain from owning it. These can be subtle but they are effective.
Use bullet points to break up the text. Make it easy for the customer to scan your copy.
Your showcase can include
– Best sellers
– Seasonal items
– What’s new
– Product spotlight
– Special collections
6. Opt-in Forms & Lead Capture
You’ve spent money marketing your website and driving traffic to it.
It’s a well known fact that people hardly ever buy on the first visit.
Take the opportunity to collect email addresses and other contact information from your visitors.
When they provide these to you, customers are telling you that they would like to be updated about your brand and your offerings.
The best way to keep them updated is by sending them emails with compelling offers and other helpful information. One of the most powerful email capture and conversion techniques is the “opt-in.”
This means that you ask people to agree to send you their contact details (like their name and email address) and then also to confirm their email address. This is a very strong confirmation trigger. It shows that you are taking the time to respect your customer’s wishes and not just gathering the details you need for your own purposes.
Keep in contact and offer them value in your communications. They will become your returning customers.
Understanding this concept will greatly improve your ecommerce conversion rate optimization results.
A footer is the area at the bottom of your web pages where you can include special messages for your visitors.
But beware. Not every visitor to your site will see your footer. Some people read only the headline on a page and then go right to the next one without bothering to read the text.
If this is true of your regular readers, you should definitely NOT put your most important messages in your footer.
Instead, consider using it for things like a seasonal discount code, an invitation to a special event or a limited time offer. They are usually not the first things that people would like to see but are points that give them confidence to make their purchase.
Frequently include Footer content includes:
– Legalities – Terms and Conditions, Privacy policies etc
– Corporate – Core values, we are hiring
– Locations – Show how big and well connected your brand is
– Social Media Links – Having a strong social media presence increases your credibility
8. Reviews and Testimonials
The positives from such social proof is multi-fold:
- Increases sales: 88% of consumers read online customer reviews before buying from a business.
- Improve SEO: Google ranks customer testimonials higher than any other type of content. They also improve trust in your website.
- Improve conversions: In a study by Convince & Convert, 68% of people said they were more likely to buy from a website after reading reviews.
People like to buy what others rave about. Reviews and testimonials are peer appraisals that build trust. Let your existing customers sell on your behalf by sharing their experiences.
Remember, your customers will never see these reviews and testimonials unless you tell them about them. So make sure they are strategically placed on your website where your readers will see them.
Make sure you have the rights to all the reviews and testimonials you use. Make sure they are properly attributed to the author.
If the author doesn’t have an online identity, you will need to get in touch with them for permission to use their review.
9. Frequently Asked Questions
One page that is often neglected when creating a website is the Frequently Asked Questions (FAQ) page.
What many fail to realise is that the Frequently Asked Question page is actually the most efficient page in converting sales. Having a well-written Frequently Asked Questions page can help convert visitors to customers especially if they are still sitting on the fence because of some lingering questions or doubts about your product.
FAQs are very powerful. They give people an easy way to satisfy themselves they are buying from a reputable source. The answers to their questions provide reassurance.
They also save time. People don’t have to call your customer service department to find out the answers. They can go to your FAQs section instead.
Use these benefits to your advantage. Give your readers answers to the questions they are most likely to ask and help them to decide on making their purchases.
How do you calculate your Online Store Conversion Rate?
This is a common question that is often asked by budding entrepreneurs.
Basically, you’d have to divide the number of purchases on your website within a given time frame by the total number of people who visited your landing pages and multiply by 100%.
For example, you had 18,937 visitors and you made 1,364 sales. Your sales conversion rate would be
[(1,3670/ (18,937)] * 100 = 7.20%
Conversion rates along different stages of your funnel are calculated in a similar way.
Ecommerce Marketing Consultants & Ecommerce Marketing Solutions
And there you have it – 9 proven website ecommerce conversion rate optimization features. Should you require help implementing them into your website design, contact Blazing Conversions Marketing Consultants. We are a one stop shop for all your for all your digital marketing needs.
What else do you think are crucial elements to your ecommerce website?
Let us know in the comments below.