A couple of years ago, I built an ecommerce store(spoiler alert, I had no idea what I was doing). Paid for Facebook ads and wasted over $500 advertising the products. Unfortunately, no one was buying.
What was wrong?
Why was no one buying?
Have you had a similar experience?
If your ecommerce website isn’t converting, you’re wasting money. Period.
Conversion is essential for all ecommerce websites. I’m pretty sure you know that, right?
But do you know that Only about 22 percent of businesses are satisfied with their conversion?
You definitely aren’t satisfied with yours, right?
Here is how you can improve it:
1. Make your checkout form easy to understand
One of the common reasons people abandon their shopping cart is because of the complex checkout process. A recent study shows that about 28% of customers surveyed abandoned their shopping cart because they don’t want to create a new account before making a purchase.
What does that tell you?
Customers are tired of filling forms online. Especially having to do it over and over again — it’s boring.
Make the process seamless.
So what can you do:
Ask for minimal information: Don’t ask for too many information during checkout. Make it painless.
I like to use AOL as an example:
After the product page, if you click buy, you get to this page. No registration required.
Then you get to make payments.
And that’s all.
2. Offer free shipping
Offering free shipping isn’t a big deal. It’s just a psychological game. Offering free shipping make customers feel like they are getting an exceptional deal, of course, you know they aren’t because you can simply increase your price to cover the cost of shipping.
That’s why you see most people who offer free shipping, do it for people living in a particular location only. Most often for people living in the US. Because they calculate the cost of shipping easily that way.
Offering free shipping to increase your conversion isn’t a big deal and it doesn’t mean you’re lying to your customers.
Several brands are doing this already:
And here is how NORDSTROM advertises their free shipping offer.
And here is also another example:
Some also offer free shipping for offers above a particular amount of money.
Apple is an example:
This will encourage consumers to spend more.
So the only caveat is that if your product is for a global audience, it’ll won’t be easy to offer free shipping for everyone in different countries. The cost won’t be the same.
3. Provide coupon codes
Another great way to optimize your store for conversion is to use coupon codes. You should create coupon codes customers can use to get a specific amount of discount for their purchase.
According to MarketingProfs, 57% of US online shoppers who used a coupon code said that if they had not received the discount, they would not have bought the item(s).
Customers are actually more excited about coupon codes. According to the marketing blog, Amasty:
- 68% of consumers believe that coupons build brand awareness
- 60% of consumers love to receive digital coupons
- 68% of consumers state coupons generate loyalty
- 50% of consumers are more likely to visit a store if they have received a coupon
A great way to show your customers your coupon codes is by placing it on your checkout page and asking them if they have coupon codes. You can also place a link that leads them to where they can find the coupon codes.
When you send out emails, advertise your coupon codes and encourage your customers to use it. Take advantage of holidays; ensure you create coupon codes for every period of celebration. You can make a lot of sales with that. For example, people make tons of sales during Christmas seasons and even black Friday.
Making sales is hard. Getting a customer is hard. But you are missing the mark if you’re not converting your website visitors to customers. You can act on these tactics now — there is a good chance you’ll increase your conversion rate. What tactics are you using to increase conversion on your ecommerce website?