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Building an e-commerce business from scratch is not easy. From deciding where you’re going to source your products, how you’re going to set up your business, to marketing your store, the list is often endless. Add another task to this list! The task of convincing buyers to purchase your products in a cut-throat competitive digital buying environment.
Your store must be designed entirely with your targeted customer base in mind. While you can increase sales by driving traffic to your store, it is also essential to focus on turning your current traffic into paying customers. This is what is known as a conversion, and it is not an act that happens on its own.
As a seller, to ensure an increase in conversion rates, you need several optimization strategies to ensure your customers buy when they visit your website. This process is commonly known as conversion rate optimization (CRO). The number of visitors to your website who actually ended up buying a product or a service is known as an e-commerce conversion rate.
Now that you know why conversion is essential for your website, here is a lowdown of a few ways through which you can ensure Shopify conversion rate optimization.
To reach your business goal and ensure maximum conversion rate optimization, the homepage of your website must provide a consistent interface and a visually engaging experience. The whole idea is to convince customers to enter, navigate and purchase.
Simplify the Experience
Simplicity matters while designing your home page. Research says customers only take 2/10th of a second to form an opinion about your website; this, of course, decides whether they will stay there or not. As a seller, it is important to make the most of the little time you have. Hence, communicate your brand and message with a simple, visually attractive design.
Coupon Codes, Real-Time Purchases, and More
You can track every action when a customer visits your home page; later on, this analysis comes handy while optimizing your website to cater to your consumer base. Your goal is to promote more website traffic, and there are several apps to back a Shopify store owner up:
Welcome bar apps on Shopify add an attractive title bar or quick display board where you offer your customers sales, discount codes, promotions, and more as soon as they visit the website. These apps are fairly non-intrusive in nature; however, they help you grab the customer’s attention almost instantly.
Pop-ups are perfect when you want to build a comprehensive emailing list. You can add pop-ups to your home page using apps that offer promo codes to customers when they subscribe to newsletters.
There are apps that enable a tiny notification on the bottom of the page to show other customers’ purchases. This also provides potential customers with social proof other people have bought, or are buying your product.
Add Testimonials to Build Trust
Build trust and credibility to your e-commerce store by adding letters of recommendation and reviews to your home page or product pages. It has been noted that about 88% of consumers trust online reviews as much as personal recommendations from friends, family, and other acquaintances.
2. Product Discovery
Now that customers are on your homepage, you must ensure that they are able to easily find the product they are looking for. Your website should have straightforward navigation, a functional and interactive search bar, smart and uncomplicated designs and various ways for customers to stumble onto new products.
Use Intelligent Search
Often, your customers might not know beforehand where they might find a certain product on your website. If you have a product with many repositories, you can consider highlighting the search box on the home page and allowing direct access to the desired location instead of sorting.
Apps like Findify and Quick Search add predictable results to the search box, making it easy for customers to find what they need. The smart search bar suggests products and entered by the user, eliminating issues such as typing errors and alternative product names.
Organize Your Categories Effectively
Navigation should be easy for your customers. If you have too many product categories, select 4-6 different types as drop-down lists, including more subcategories that are highly specific. Sort the categories in the navigation bar by popularity, or you can also set price filters.
Take Advantage of Your 404 Pages
Don’t let a 404 page deter you! When your customers come across a “page doesn’t exist” page, try redirecting them to other areas of your website. You can personalize your 404 pages to include links to the most popular products and promotional codes as well.
Add a Shoppable Instagram Feed
Instagram is a handy tool for discovering products. It’s an excellent opportunity to motivate your customers with attractive images and to display your products in a more subtle manner. It is advisable to include a commercial Instagram feed on your website and showcase your product in everyday situations.
3. Product Pages
Build each of your product pages in a manner that communicates the value of the product to the customer. You must create an immersive environment that covers all aspects of the product while highlighting its USP (Unique Selling Point).
Use High-Quality Product Images
It is essential to display your product from all angles and include an image that accurately represents the appearance of the product in real-life. High-quality pictures are all the more important because an e-commerce store does not let a customer sample a product in real-time. If you can, add product videos as well.
Be Upfront About Price, Delivery Time, and out of Stock Products
Never mislead your customers. About 28% of customers are known to abandon their shopping cart at the very last moment if they are presented with unexpected shipping costs. Always keep them informed about all relevant information such as the actual price after tax, expected delivery date, expected delays, out of stock products and more. If your product is effective in delivering sales value, customers barely worry about additional payment and shipping delays.
If you have a Shopify repository, you can use apps to notify your customers when out-of-stock products have been added to the store.
Showcase Your Product Reviews
Product reviews are a good method to alleviate buyer suspicion and provide customers with material evidence to click on the “add to cart” option. 90% of customers say that reading online product reviews somehow affects their purchasing decisions.
Positive product reviews, convincing buyers that the product is valid and worth buying while providing more informed decisions about size, color, and more are essential CRO strategies.
Add a Aurated Instagram Feed
When looking for product information, customers often look for social proof on your website, so add a curated Instagram feed on your website. This may include Instagram photos or stories from other users.
The Instagram feed of your product page is especially useful for if you’re selling beauty products, apparel or shoes since customers are able to gain an idea about what to expect from the product in real life and how to style them as well.
4. Checkout Experience
The payment experience is the last step in the purchasing process for any customer. Therefore, to avoid an instance where a customer abandons the shopping cart at the very last moment the checkout process should be as perfect as possible.
Prefill Your Customer Information
Use customer accounts to pre-populate shipping and billing information, making it easier for repeat customers to easily checkout; the less information a customer has to fill in, the better.. There’s almost a 200% increase in Shopify conversion rate optimization if businesses allow their customers to fill out social media information automatically.
You can enable an optional account option with which customers can still pay as a guest, but save their information after entering their data.
Send Abandoned Cart Emails
Sometimes customers fill their cart and then leave your website. To deal with situations like these, you can send “abandoned cart emails” to remind your customers that they have left products in the cart so that eventually they return to the store and complete their shopping.
You can also customize your abandoned cart mail-in with Shopify Manager to suit your brand image and tone.
Optimize Your Thank You Emails
You can customize your order confirmation email in the notifications section of Shopify Manager.
After a customer places an order, you can optimize the “Order Confirmation” email to convince them to return to your website signing a newsletter, promoting links to blog content or sending special offers.
5. Shipping and Returns
It should be noted that even if a customer has completed the payment process, the entire shopping process is not done until the product is delivered to him or her. Hence, it is important to make sure that you handle your shipping and returns efficiently. It is another opportunity to make your customers happy and turn first-time-buyers into customers for life.
Offer Free Shipping
High shipping costs are a pain point for most customers and can hinder their purchase. You can offer free delivery to encourage customers to place an order regardless of their geographical location. A study suggests free shipping can increase conversions by 50% overnight.
Have a Clear Refund Policy
Customers are often hesitant to buy online because they are apprehensive if the product will suit their needs or not. Often, they are not happy with the product and want to return it. In this case, it is important to have a clear refund policy in place. To reduce customer concerns, make sure you have a specific refund policy, so they understand what to do if they are not satisfied with your order.
6. Additional Information
It’s essential to optimize things like the homepage, product pages and product discovery features on the home page to attract customers. It is highly imperative that the website has additional information like an “about us” or a “contact us” section. These act as really great Shopify conversion rate optimization strategies.
Tell a Story With Your “About Page”
The “about page” does not just have a summary of your e-commerce store. It tells your customers the story of your product and the mission of your brand. Create stories about your products to build a more interactive relationship with customers.
Create a Comprehensive “Contact Page”
Ensure that you have the following features on your contact page to make sure your customers can contact you easily when they need to:
- Contact form or your email address
- Your physical location, including information about how to reach you and important landmarks
- Your store’s operational hours
- Functional phone numbers
When a problem arises,your customer must be able to contact you at all costs.
7. Website Speed and Performance
The performance of your website is closely linked to the success of your business. Studies say that 40% of potential customers are likely to leave a website if the page takes more than 3 seconds to load. Now you see how important website speed is!
Ensure That Your Site is Responsive
The mobile responsiveness of your site is a business priority. If the site customers have landed on is not suitable for a mobile device, people aren’t very impressed. Fortunately, you can ensure your store is optimized for mobile browsing with Shopify apps.
Optimize the Loading Time of Your Website
You can use load time assessment tools such as WebPageTest and Pingdom to optimize the loading time of your website. Optimizing can be a tricky task; hence it is advisable that you compress your images and do away with unnecessary data to reduce website loading time.
Now that you have a lead on the 20 best conversion rate optimization strategies, you know how to remove the roadblocks that deter you from getting more customers to your website.
The process of CRO aims to explain how users navigate through your website, and what are the factors that influence them into performing the desired action as well. Focus your efforts on optimization just like you’d focus on building a solid customer base or marketing your website all-in-all.
The more you analyze and test what works for your website, the better you will be able to understand your customers. The end goal to increase sales is thus, automatically fulfilled.