There is no magic trick to automatically improve your eCommerce conversion rate, but there are a few things that you could be doing to help get you on the right track and improve your online sales. Here are our top tips:
- Product filtering
In a physical store, retailers can display inventory in different departments, aisles and shelves. However, on an eCommerce website limits how much information retailers can display. In fact, it’s impossible to neatly display your entire inventory at once.
This is where product filtering comes into play.
Product filtering allows potential customers search your website for products based on certain criteria such as size, material, compatibility, etc. If you don’t offer a helpful product filtering to shoppers, then you are losing potential customers.
Unfortunately, very few ecommerce websites take advantage from the filtering technology. According to a study of 50 large eCommerce websites, only 16% provide their users with a ‘reasonably good’ filtering experience for their shoppers. Roughly 1 in 3 eCommerce websites analyzed has a ‘poor’ filtering experience. As to be expected, these same eCommerce site experience “inexplicably” low conversion rates. Thanks to large eCommerce websites such as Amazon, users now expect an excellent filtering experience. And if they don’t get it from your website, it is likely they will go a website that has a better filtering system.
Example of the product filter on Whibleys.com
- Quality product images
Technically you could have a website with just images and no product descriptions (we don’t recommend it!) and still sale. It wouldn’t work vice versa. If there is one thing that sells a product online – is quality images. Users want to see what they’re getting. The more professional they are, the higher conversion rate. And the more, the better. Show off your product in different angles and make them zoomable.
Example of high quality pictures that are zoomable from Flareaudio.com
- Great copy
Having said above that only having a product description wouldn’t work without having a good picture, doesn’t take away the fact that having a great copy isn’t essential. Product descriptions matter, and having an amazingly well written copy is going to ensure that the consumer has enough information to convince themselves that this is the right product for them. Your copy should be clear and direct and capture the essence: who’s the product for, what will it do and why is that good for them. Think how is it going to better people’s lives and why they need it their lives.
Example of good copy on Bio-Synergy.com
- Product videos
Images are great, but everything indicates that video is the future. Photos unfortunately have their limitations, but video can make the product seem more trustworthy, as if they were viewing the product in real life. If you’re not doing product videos yet, try it for some of the items in your inventory and see if it makes a difference.
Example of a product video above the fold in the background on Lush.
Charging for shipping is a conversion killer. About half of eCommerce merchants now offer free shipping. Some offer it completely free, others have conditions such as minimum order to qualify for free shipping. A study revealed that unconditional free shipping is #1 criteria for making a purchase (73% listed is as critical). In a spate study, 93% of respondents indicated that free shipping on orders would encourage them to purchase more products. Shipping costs are the main reason why people don’t go through with their purchase online. If you are still not convinced and want to to continue to charge for shipping, mention the shipping costs up front. Nothing kills conversions like a surprise shipping fee at the end. 47% of people indicated they would abandon a purchase if they got to checkout and found that free shipping was not included.
Example of a how to do free shipping on an eCommerce website, taken from Farfetch.
We hope these tips have helped you in some way. If not, then why not get in touch with us? Our friendly advice is free.