In This Episode
We’re sharing 10 tips to improve your eCommerce conversion rate based on analyses and our work with online stores over the years.
Some of these tips are well-known examples and others might be things that are new to you.
Why Your eCommerce Conversion Rate Matters
When building your eCommerce business, it can be tempting to focus purely on driving more traffic to your site.
Let’s say that you want to double sales from where you are now and you’re getting 1,000 visits to your online store a day. So why not just double your traffic to double your sales?
While this makes sense on paper, higher traffic = higher sales is not a guarantee.
Not only that, driving more traffic takes time and money.
What you can do instead is focus on improving your eCommerce conversion rate (i.e. the percentage of visitors who become customers).
Improving your conversion rate also means that any ads you’re running are more profitable. This lowers your cost per acquisition (CPA), helping you be more aggressive with your advertising and capture more customers for the same amount of money.
Let’s go over some of the tips covered in the video.
Tip #1: Speed Optimisation
Speed kills — never has this been more true than in the world of eCommerce.
Slow-loading sites can be devastating to your conversion rate. The good news is that there are basic steps to avoid this problem.
- Compress your image sizes without affecting their resolution with a tool like Shortpixel
- Remove unnecessary plugins and extensions to improve load time
- Improve your server response time
Tip #2: Improve Product Photography
If you’re selling something that people in a store would pick up and examine (e.g., fashion and consumer electronics), you need to replicate that experience as much as you can on your website.
More often than not, that means using vivid, high-quality product images.
One company that does this exceedingly well is Apple, which has had amazing product photography for the longest time.
Tip #3: Add a Clear Positioning Statement
Add a clear positioning statement and explanation for what your store is all about. This is crucial for a new brand that customers haven’t heard of before.
Here’s a good example of a clear positioning statement by Catipilla on their homepage.
You can see the company’s unique selling proposition succinctly explained in the headline and a mission statement summarising what they do.
Tip #4: Add a Benefits Bar
The benefits bar is the name given to a group of benefits shown just below the menu.
Here’s a good example from AO.com.
AO uses the benefits bar to emphasise their price match promise, free 100-day returns, Trustpilot rating, next-day delivery and financing options.
In other words, your benefits bar gives people an extra reason to buy from your store — the nudge that makes them decide to be your customer.
Tip #5: Product Category and Homepage Layouts
Tweak your product category layout and show as many products as you can on one page, while making sure each product’s featured image “pops” on the screen.
This is most important for businesses with browsing customers. For example, clothing stores where people might come on to the site to have a look around.
Here you can see on the Gymshark site on mobile, the product grid is two products wide. This maximises the available real estate on the screen while still making each image clearly visible.
Check Out the Episode to Learn More
These are the first 5 tips featured in this episode. Watch or listen to the episode above to learn another five more.
00:00 — Introduction
01:10 — Importance of eCommerce conversion rate
02:35 — Two things you need to track conversions
03:09 — Tip #1: Speed optimisation
03:55 — Tip #2: Improve product photography
05:41 — Tip #3: Add a clear positioning statement
06:04 — Tip #4: Add a benefits bar
06:40 — Tip #5: Product category and homepage layouts
07:30 — Tip #6: Add product videos
09:53 — Tip #7: Encourage customers to write product reviews
11:43 — Tip #8: Make it easy for customers to contact you
13:14 — Tip #9: Write great product descriptions
15:21 — Tip #10: Capture email leads