Jen McKinnon
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Optimise your conversion rate with 5 quick wins

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Once you have your eCommerce site up and running, the next big hurdle is to get people to start making purchases. Your conversion rate demonstrates how often people who make it onto your website become customers. To improve your conversion rate, there are a number of things you can do to your site, both functionally and aesthetically. Take a look at these five quick and easy tips to increase your conversions.

  1. Emphasize sale items

Buyers love a bargain. A sale doesn’t just provide a practical benefit, psychologically it triggers the buyer to feel like they are getting something for nothing. Price is one of the top factors when it comes to a consumer’s purchase decision. If you are giving a discount, don’t hide it. Your sale items should feature on the home page of your website with clear direction as to the products the discount applies to. By the same token, there is no use advertising a general discount if it only applies to a select few items or a single category of products. It can be seen as misleading and is likely to disappoint potential buyers, affecting your brand reputation. Buzzwords, like ‘free,’ ‘% off,’ ‘sale,’ ‘discount’ and ‘markdown’, are a good way to catch your visitors’ attention.

  1. Display multiple images of your products

To make the purchase decision easy for your customers, give them as much information as you can. When shopping online, most consumers like to see as much of the product as they can before committing to the purchase. The more photos you have of your products from different angles, the better. But it doesn’t stop there. You should also be conscious of the product specifications and make anything a buyer could possibly want to know very clear. The easier it is for the customer to find the information they’re looking for, the more likely they are to make a purchase from you out of pure convenience. You don’t want to miss out on those opportunities purely because your information is scattered or, worse, missing altogether.

  1. Make your CTA buttons obvious

Your CTA buttons (or call to action buttons) should be clear, concise and eye-catching. A call to action is the text you use to inspire your visitors to take a particular action. For example, “Buy Now,” “Add To Cart” and “Subscribe” could each be a call to action. Start by making the text on your buttons bold so that it stands out against the other text on your site. To make it clear that the link is clickable, it’s a good idea to put a box around it and give it a bright background colour. It’s a two-way street, though. Your CTA buttons need to draw visitors to them but also need to give a clear indication of what will happen if a customer clicks. The worst thing you could do is lead a customer to an unexpected result. Maintain your customer’s trust and be straightforward about what they should expect. For example, you own an eCommerce bookstore and you have a call to action button that says “Read More” but actually puts the novel in the customer’s basket. Although technically guiding them to read more, is probably misleading if the customer’s intention was actually to read more about the book before making a purchase. This could damage the relationship your brand has built with the customer.

  1. Maximise payment options

If you only offer one payment option, you’re limiting your potential customers. Your target audience is likely to have varied preferences when it comes to payment and you want to be able to accommodate them all (or at least as many as you can). The standard online payment method is eftpos transaction and you should have options to pay with many different card types (Visa, Mastercard, American Express, etc.). But there have also been various payment gateways introduced in the past decade that provide different layers of security to the buyer’s transaction and even delayed payment.

PayPal is the most popular of these payment types, with over 169 million users. PayPal is so trusted by users that providing the option on your site is said to increase total customers by 27%.

ZipPay and Afterpay have also burst onto the scene, providing delayed payment options to consumers making online purchases. In a recent Australian survey about Afterpay, 65% said they could make purchases they wouldn’t normally be able to afford by paying in smaller increments. The statistics speak for themselves; without varied payment options, you miss out on customers who otherwise may have made a purchase.

  1. Simplify the checkout

Online shoppers are inherently impatient. Those who shop online often won’t go to bricks and mortar stores because the convenience of shopping from their own home is too enticing. eCommerce businesses should be leaning into this strength in convenience by streamlining the checkout process. The more rigmarole you put your customers through to make a purchase, the more likely they are to drop off along the way. Quick and simple is what your consumers want, and you should be making every effort to give it to them. You can simplify your online checkout process by reducing the number of steps a customer needs to take to make a transaction. Don’t give them a chance to back out! Make the process short and snappy to get as many over the line as you can.

 

If your eCommerce business has seen a dip in sales, it would be wise to undertake some or all of the above tips and see if it makes a difference. Alternatively, to have a conversation with a digital strategist about how WME can help, don’t hesitate to get in touch.

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By Jen McKinnon


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