Everyone is aware of the things they need to do to drive traffic to their online store. SEO, Adwords, grass roots marketing, YouTube ads, the list goes on.
But have you given much thought to the strategies you have in place to actually convert those visitors into sales? As we move closer and closer to Christmas, optimising your conversion rate should be on the top of your priority list.
Here are five simple tricks you can put in place to help your conversion rate:
1) Get Your Ship Together
Shipping is obviously an important part of e-commerce. You must make sure you communicate your shipping costs effectively, as one of the most common reasons for cart abandonment is discovering the actual cost of shipping right before the pull out their credit card.
So make sure you:
- Offer express shipping
- Communicate the shipping cost before checkout
A good strategy to deal with shipping related cart abandonment is to offer free basic shipping if your customer spends a minimum amount. This can both up your sales and reward your big spending customers.
2) Cross Selling
Cross selling is super important and is something that the giants are great at. Amazon spend a lot of money and resources on making sure that customers see related products every where. And with good reason, Amazon attributes up to 35% of its revenue to cross-selling.
Make sure your e-commerce platform is offering your customer's extra products based on what they've already added to their cart. Letting your customers know of popular combinations is extremely effective. Just added hot pink running shoes to your cart? Well check out these matching socks! Without much effort at all you can increase your sales and make your customers happy.
This is an extremely effective marketing strategy and as long as it's not over used will help your customers engage with your store.
If your customer just purchased themselves an iPhone, send them an email offering of your most popular iPhone cases and accessories. If they purchased a printer, make sure you're sending them deals on ink cartridges in three months time.
Your e-commmerce platform should be able to handle this kind of personalised marketing automatically.
It's a scientific truth that limited supply increases an item's attractiveness. Demonstrated in the study in which the subjects were offered two nearly identical jars of cookies. The difference being that one jar had ten cookies, while the other jar only had two cookies.
The subjects without fail, preferred the cookies from the jar with fewer cookies in it. Even though they were the same cookies!
Fear of missing out
Make sure your stock amounts are visible and never too high. Letting the customer know that "there are only 5 t-shirts left" lets your customers know that this item is popular and may not be available if they wait too long. Take advantage of the FOMO effect and something.
Number of people looking at product
Showing your potential customer that "6 people are looking at this right now" or "10 people have added this item to their cart" will trigger their FOMO instinct. Especially when paired with a visible stock number.
Limited Offer Sale!
Encourage your customers to get in quick, before the product is back to its real price! This is an effective strategy, especially when paired with the following trick.
4) Sort by descending price
This one may seem counter intuitive to you. "Showing them the big numbers will scare them off!" What really happens is that your users will see your highest prices first and will subconsciously consider your less expensive items to be much better value in comparison.
This is an example of anchoring - a tendency to subconsciously rely on one (and often the first) piece of information when making decisions.
This includes tricks such as showing the "original price" first, and then showing the "discounted price". If the customer wasn't aware of the original price, the reduced price probably won't impress them as much.
Price anchoring is an effective way to develop a frame of reference for your customers purchasing decisions. Just make sure you're honest with this strategy, if your customer's are aware that your original price is fake or dishonest, you will lose faith with your customers, and may lose them altogether. Your original price needs to be based on comparative pricing with your competition.
5) Video Engagement
Don't be afraid to showcase your most popular and favourite products. Honest and engaging videos of you or your most photogenic employee showcasing your products will go a long way.
Make sure you keep your videos short
Try to keep your videos no longer than 30 - 45 seconds. The best product videos are quick and informative. Good editing can really help with this.
Audio quality is top notch
Poor audio quality can make a video seem amateur and put people off. It's not too hard to get a decent unidirectional microphone to help. Here at Fat Fox we're a big fan of the Snowball Microphone if you can't afford a proper boom mic).
Keep it real
Your video needs to engaging with your customers as if you're in a brick & mortar store actually showing them the product. No text or static photos. Some background music is fine, but people are pretty sick of the Kick Starter Jingle.
Your videos don't have to be a masterpiece and don't need to go viral. All they have to do is engage your customers and convince them that you care about your products and are confident in showing them off.
Videos will help with your SEO, especially if you make sure to have a good video strategy.
You should always be engaging with your customers and surveying them constantly. Sometimes changing one small thing can make a massive difference! Make sure you leave your experiences in the comments!