9 Ways to Increase Your E-commerce Conversion Rates

10 March 2016

9 Ways to Increase Your E-commerce Conversion Rates

Every e-commerce firm wants to increase its sales, but often a store will run out of ideas and hit a plateau, with conversions staying the same or even starting to drop.

So what can you do to improve your e-commerce conversion rates?

What is a good e-commerce conversion rate?

This question is frequently asked but very difficult to answer. Stores selling diamonds for £millions may have a lower conversion rate than a store selling cheap jewellery for under a tenner, but each sale counts for a lot more. You can try to find out average conversion rates for your industry… but the most important thing is to know what your conversion rate is now and try to increase it, regardless of what your competition is doing.

Improve your conversion rates

Whether you’re behind or ahead of your competitors, there are always things that can be tweaked to improve your conversions. Consider the following ideas to improve yours:

  1. Impress with your product descriptions. Give your site visitors a detailed description of the product on sale, and don’t be afraid to use persuasive tactics like focusing on benefits over features. Don’t let the buyer leave your page with any questions about what you are selling or why they should buy it – provide all the information they need.
  2. Have great product images. When a customer can clearly see what they are buying, they are more likely to trust you and part with their cash.
  3. Consider creating product videos. If a range of photos can show a product from every angle, just imagine what a product video can do for your sales! Test them on some of your products to start with and see how they perform.
  4. Display and request product reviews. Customers feel reassured by the honesty of independent reviewers if they are in two minds about a purchase; request reviews after somebody makes a purchase, and display them on the relevant product pages.
  5. Chase up those who abandon shopping carts. 89% of us have done it one time or another, especially when faced with unexpectedly high shipping rates. Set up a series of remarketing ads or email sequences to attract the cart abandoners back.
  6. Be easy to contact. Live chat boxes on e-commerce web pages are increasing in popularity, and customers feel more trust in companies they can easily contact. Make sure your email address and phone number are visible.
  7. Test your offers. Do you make more sales when you offer free postage and packaging or when you give out 20% off vouchers? Test out different offers in your PPC ads and your email marketing, then work out which offers you the best profit and conversion rates.
  8. Don’t ask for more information than you need. If a customer is faced with a page asking for everything from their mother’s maiden name to their GCSE results (and there aren’t legitimate reasons for needing this info), they may well skip the sale. Ask for what you need, and nothing more.
  9. Improve your search functionality. If a customer can’t find what they are looking for, they will navigate away to your competitors. Make sure your site search covers all eventualities.