E-commerce and conversion rate optimization isn't exactly a science, where you can simply add or include a few new elements to your pages and expect that sales will automatically increase. Still, there are definite steps you can take to increase the conversion rates in your online store, proven over time by lots of different online retailers, large and small.
Here are four of the best e-commerce conversion tips:
1. Make a better match between your ads and landing pages. When a customer clicks on one of your ads, what would they expect to see? Is it anything like what they're finding on your site? If the two aren't congruent, then you're going to see increased bounce rates. It's good for ads to attract traffic, of course, but your landing pages have to deliver on the same message if they're going to be successful.
A mismatch between the two – no matter how good they are individually – is almost always going to hurt your e-commerce conversion rate, as it can leave customers expecting one kind of message and finding another. Make an effort to solidify your marketing approach, and then look for a good match between PPC ads and landing page copywriting.
2. Remember the "F" shape. It is been demonstrated fairly conclusively that customers scan your landing and product pages in an "F" shaped pattern. That means they look across the top at your headlines first, then down the left-hand side of the page to scan for major details, and then quickly look across to see if there is anything that catches their eye. By including important images, benefits, and headlines within the most-viewed parts of your pages, you can easily increase your conversion ratios.
Remember that information and treat your product pages like a map, placing the most important pieces of real estate where they can have the largest potential effect. This means more work and effort, but the increased conversions are worth it.
3. Put time on your side. When you increase the odds that your customers will act now, you also greatly increase the odds they will act at all. That's because, no matter how strongly they may intend to come back to your site and complete the purchase later, the odds are strong that they won't. And so, using things like limited-time offers, or showing a decreasing real-time inventory can greatly boost your conversion rates.
As with everything else in an online store, different time-sensitive offers should be tested. And it goes without saying that you don't want to say anything that isn't true on your e-commerce site. Still, if you can find a way to build urgency into the transaction – especially with sale prices or other expiring deals – you're almost guaranteed to see more completed orders.
4. Use split-testing. There isn't any such thing as the perfect landing page, pay-per-click ad, or marketing message. If you aren't testing everything on your site regularly, then you also aren't taking advantage of the best CRO opportunities. Engage in split-testing frequently, because that's the real key to maximizing conversions over time.
What kinds of things can be split-tested on your e-commerce site? Nearly anything from pay-per-click ads to copywriting, product images, headlines, bullet points, and even page links. The point is to take nothing for granted, since you never know what small tweaks will lead to bigger sales.
Conversion rate optimization is a big topic, and it helps to have a team of experienced experts on your side. Why not contact us today for a free consultation and see what the right e-commerce partner can do for your online store?