Robert Nachum

Six Strategies to Boost eCommerce Conversions

By: Robert Nachum | February 3, 2015 | 
12

E-Commerce: Six Strategies to Boost ConversionsBy Robert Nachum

If you’re a business owner who manages and operates an eCommerce site, chances are you’ve experienced “that feeling.”

That feeling you get when you’re going through your checklist wondering why you don’t have the customer conversion rates you’d once hoped for because you know your eCommerce is the pillar in maintaining your customers and your company’s brand appearance.

eCommerce serves as a dominant force in today’s shopping experience, with an annual growth rate of 17 percent, in the U.S alone.

Therefore, you want to do your best by showing your true colors, and make the best impression in order to boost your conversions.

Establishing an eCommerce site is one thing.

To make a site that is stimulating and convincing enough to boost your customer to buyer conversion rate above the average five to 10 percent takes a certain level of higher insight.

Your insight will boost your search ranking, brand outreach, and will enable interested customers to find you.

In this article, we’ll discuss a few simple strategies to drive up your site’s conversion rate, leapfrogging you ahead of the competition.

eCommerce: Use Intelligence Software Solutions to Your Advantage

Once your eCommerce site is live and being well-received by your online shopping community, all is good right?

Almost, but not quite.

You still may not have a good idea of who’s visiting your site with intentions to actually buy, and who’s definitely not. Here’s a number to keep in mind: 98 percent.

This is the average percentage of site visitors who enter and leave eCommerce sites without being converted.

Make use of an eCommerce tool with built in intelligence, such as Pepperifor buyers. This platform allows you to take control of the entire ordering process and track it all.

The system uses an order report generator to show relevant products to frequent shoppers, and top selling items appear on the dashboard using smart analytics.

In reality, around 80 percent of eCommerce sites do not take full advantage of the data analytic tools at their disposal. There is more than enough access to customer data via free and paid analytical tools. 

These resources deliver actionable information such as where web traffic comes from. Moreover, they reveal targeted behavioral insights on how users interact within your site, and what piques their interests, along with conversion and purchase rates.

Using this tactic to your advantage has the potential to increase customer conversion rates by around 30 percent.

Behavioral targeting solutions go a step beyond convention by connecting and analyzing key data points, uncovering the buyer’s true buying motivation, and addressing their potential concerns.

So if you want to automate your website for a tailored customer experience unique to the individual, showcase top products and deals that they’re interested in based on prior behavior. 

Showcase Your Products

Customers love a shopping experience on a website that is minimalist, sleek, and makes the buying process quick and simple. Part of this process mandates solid imagery and the proper amount of content.

Keeping product imagery as close to real life as possible and large enough to view every detail at all angles is essential. Moreover, having the right amount of content on the items description is key, so the buyer can know enough to feel comfortable with what they are about to purchase.

ITLY, a retailer that provides Italian made goods clearly illustrates their products by showcasing them in a chic yet simple style that draws the user’s direct attention. Moreover, when you click on each item you can see more views and every possible angle of the desired product.

Six Successful Strategies to Boost e-Commerce Conversions

Source: itly.com

Always Have a Customer Reviews Page

A good way to build your customers’ trust is by incorporating customer review ratings and review features on your site.

As shown below, having a page or link where customers can register their comments, complaints, and/or level of satisfaction can increase your conversion rate by around 18 percent.

This shows you actually care about the customer’s experience, creating an open dialogue so they can make better informed purchasing decisions.

Six Successful Strategies to Boost e-Commerce Conversions

Source: econsultancy.com

Onsite Promotions

Data analytics is a great way to make a customized shopping experience for a customer, and can be extended as an onsite promotional tool. By following reference sites, analytics can track which coupons consumers click.

This tactic personalizes ad coupons and banners.

For instance, if a user just visited a coupon site and clicked for a five percent discount, the second they click on your page, the same ad banner will pop up, increasing your conversion rate.

Powered by emaze

Email Promotions

Email promotions greatly improve customer engagement and it’s an easy form of content outreach, but should look as if it was crafted for the individual.

This promotional method is ranked as one of the more promising means of increasing sales with studies revealing that for every dollar invested results show an ROI of more than 40.

According to Experianpersonalized emails have a proven track record of user clicks, 29 percent higher than generic emails.

Six Successful Strategies to Boost e-Commerce Conversions

Source: allvirtual.me

But to make an email truly tailored to the individual requires data insights to track purchasing history, behavior, and basic open access customer information.

For example, if a customer bailed on a last minute purchase, an automated email would be sent to see what the problem may have been and offer a solution.

Dynamic Pages

When a customer enters your website, surprise them by not having a generic static website—this is not convincing and detracts attention from your content.

Fifty-nine percent of online shoppers say dynamic pages makes the shopping experience unique, by making the search process easy with recommendations suiting the buyer’s taste.

This has been proven to increase your chances of online site visits by 45 percent.

While there are plenty of other tactics, incorporating these proven strategies into your website is a good and straightforward means of increasing your eCommerce conversion rate.

What kind of strategies do you currently use to increase your eCommerce conversions?

Main image courtesy MemeGenerator

About Robert Nachum


Robert Nachum is a growth and marketing manager at Ranky. He loves startups, technology, and music on a vinyl.

  • Overall, there’s some pretty solid tips in this post, Robert. I wanted to dive in and elaborate on one specific point- email marketing- as it can be a huge driver for ecommerce conversions. In fact, according to http://blog.bigcommerce.com/use-email-marketing-to-increase-sales-year-round-and-make-kittens-happy/, email marketing has the highest return-on-investment of all organic channels
    If you are an ecommerce business and you aren’t seriously focusing on email marketing, you absolutely should start doing it asap. I’ve seen shops do 40-50% of their total revenue off their email lists alone. 
    How do you build your email list? For the love of all things holy, please do not blindly add all your Linkedin connections or purchase some shady list from who knows where. Here’s some suggestions for how to build your list the right way. Just like with any marketing initiative, it takes time to build a large, high-quality email list. You aren’t going to automagically wake up one day with 5,000 emails on your list. Here’s a few tips for how to scale your list quicker.Create splash (a.k.a. landing) pages and sign up forms in strategic places in your shop to drive more email sign-ups.Experiment with “pop-up box opt-ins,” such as http://kb.mailchimp.com/lists/signup-forms/add-a-pop-up-form-to-your-website, on first entry or site exit.Promote your email list opt-in offer on social media sites.Run a product giveaway on your site, where anybody can enter by signing up with their email address and/or liking your Facebook page.Work with bloggers in your niche to do product giveaways on their blogs.Collaborate on larger email marketing campaigns with complimentary brands to expand your reach.
    For additional tips on how to use email marketing to increase conversions, I actually wrote a post about this topic. https://support.bigcommerce.com/articles/Community_Article/Email-Marketing-Best-Practices/?q=email+marketing&l=en_US&fs=Search&pn=1

  • jessicamalnik  It’s interesting, I was actually hoping to write a blog post about email marketing, but I haven’t been able to pull it together yet.
    I’ve been entering social media contest giveaways online (there are a LOT of good giveaways for expecting moms!), and almost every time I enter, I get put on an email list. And the follow up for these is pretty consistently terrible, until recently. I *finally* got an email that said “Hey, remember us? You signed up for us when you entered this contest. Are you interested in hearing more from us? If not, that’s OK! Just unsubscribe here. But if you want more of XXXX, XXX, or XXX, check us out and stick around!” and it was so well done, I actually went and liked them on Facebook instead of clicking “unsubscribe” as quickly as possible. It’s AMAZING to me how many of these folks go through all the work of putting together a giveaway, and then just blow it on the follow up to turn these new prospects into something worth their time.

  • Great tips Robert! Ecomm is such an interesting science because of how it’s fundamentally changed the way we shop. I read somewhere that by 2017 they expect 370 billion in sales to be done through e-comm and 1.7 trillion of sales to be web influenced in some way. Pretty amazing stats.

  • jessicamalnik Thanks for all of that detail, Jessica, though I must admit pop-ups drive me BONKERS!! Have you had success with them?

  • belllindsay I hate popups too. However, they do work, especially if you have a highly targeted relevant offer. The more targeted the offer, the more likely it will work.

  • Eleanor Pierce First, congrats on the soon-to-be new addition. How exciting. 🙂  
    It’s amazing how much more effective email marketing can be when the brand or individual is just honest and down to earth. So many people think that the only way to build and maintain an email list is just to send one coupon or discount after another. When in reality, all you really need to do is be honest and let them feel excited and vested in the brand.

  • belllindsay jessicamalnik pop-ups are the worst, everyone hates them! Yet when you get a popup with agreat offer, I doubt that you will say “No”
    And that what we see with our clients – exit pop-ups really help to improve conversions! (I work with http://maxtraffic.com)

    I think it is similar to ordinary banners. People say “I never click on banners”, yet they somehow manage to generate traffic 😀

  • Great tips! ECommerce is I feel at a disadvantage to Brick and Mortar. While I can go to Best Buy and then check other stores or Amazon on my phone they could win me with great service and the fact I get the product now. On ECommerce I use Google Shopping a lot. Which often for products I don’t need help with price often wins as long as the store is highly rated. Lastly loyalty is very thin on ECommerce because of the lack of a human connection. These make huge challenges added to how many visits are for research. I spent about 2 months researching the latest smart phones not buying but going back and looking at reviews and specs until settling on the Droid Turbo. The more expensive and item the longer the sales cycle.
    So these tools are great. Separating buying intent from research is important. Are you checking prices or specs for example. How often do I add to a cart then not buy?
    I do wish to caution you on spouting ECommerce growth rates. The base is small so much easier grow faster. The break through will come when we have a wonderful 3D interface that mimics being in the store. I tried buying new sneakers on Zappos. Took me 6 weeks to order get and return two different shoes because those brands were new to me and they ran small vs Vans who didn’t have a style to replace what I wanted. I wound up finding my old style vans at a discounter in a store in a mall. And not sure that is ever going to change until I can send an outline of my foot to a site to confirm the shoes will fit!

  • SamanthaMykyte

    EmilyBrownM belllindsay jessicamalnik I hate pop-ups that make me click between two options, one being yes, I’ll click through on your amazing offer or, no, I’m perfectly fine being inadequate. However, if it’s a pop-up that gives me something awesome say, a discount coupon to use on my first purchase, I’m thrilled. 

    I also have been getting a ton of really awesome dynamic remarketing ads recently and I’ve definitely clicked on them. They’ve shown me the exact items that I’ve looked at, and I’ve actually gone back and made the purchase.

    I think the thing you have to think about when being disruptive is making sure that you’re offering something the person actually wants.

  • SamanthaMykyte EmilyBrownM belllindsay I’m right there with you guys. There’s no question there’s a lot of ways that popups can go wrong and annoy site visitors. However when done well, they can be incredibly effective. 
    It’s all about keeping it simple and having a highly targeted, valuable offer.

  • robertnachum7

    Hey @jessicamalnik @eleanorepierce @belllindsay what an interesting point you’ve brought up about e-mail marketing. @jessicamalnik brought up a lot of great strategies for growing one’s email list many of which I will try myself (I love the MailChimp btw). As far as the pop-ups go, no one is a fan (in fact they even have extensions and plugins that allow you to block these)! However like @EmilyBrownM noted they can be very successful. This conversation got me very intrigued so I did some research myself and according to http://blog.crazyegg.com/2014/08/18/opt-pop-ups/, pop-up opt-ins receive 1375% more subscribers than side bar opt-ins. Now that is a strong statistic!!

  • petebkay

    I would love for someone to produce a report showing exactly WHY 98% of ecommerce site visitors do not buy. Even if someone is able to TRIPLE the usual 2%, that still means that 94% of website visitors do not buy. There has to be a better answer than “site owners are not using the right analytic tools”.

    Just off the top of my head, having been in this business for 20 years, it seems like it might be true that a large percentage of visitors are:

    – robots
    – competitors
    – digital marketing folks looking to grab business
    – people researching content for some reason, never intending to buy from anyone
    – people intending to buy from Amazon or Best Buy or some other large corporation, but just want information about the product so they can be empowered before they put down their money
    – people intending to buy from Amazon but looking for price comparisons so they can see if the price is fair

    Anyone have any ideas?

    Also does anyone have any idea what Amazon’s e-commerce conversion rate is?

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