Driving sales and increasing revenue is a major goal for most ecommerce retailers, which is why you’ll often find conversion rate growth at the top of their list of priorities.
And while boosting conversions might sound like a relatively easy task, getting from point A to B takes some legwork.
Whether it’s figuring out how to leverage your customer data to improve the overall customer experience or doubling down on analytics to make smarter decisions, there are many different hacks that go into boosting a conversion rate bit by bit.
Let’s explore a few of these in greater detail.
1. Collect and Use Your Customer Data
One of the simplest and most straight-forward ways to improve your conversion rate is to go directly to your customers. By giving your audience a voice, you can find out what’s working, where improvements need to be made, and how you’re doing overall.
This data comes in many forms, including:
- Customer reviews
- Customer questions
- Satisfaction Surveys
- Net Promoter Scores
The great thing is that once you’ve gathered this data, you can also use it as social proof. By adding user-generated content to product pages (think product reviews and ratings or testimonials), you’re optimizing your ecommerce site for conversions.
2. Write Copy for Conversion
Copywriting can sound like a skill that’s only mastered by people who’ve invested hours (years, even) into honing their craft. But in reality, with the right approach, anyone can write conversion-oriented copy that drives sales. It’s all about formulas.
Product pagesare a great place to start. With these, you can take a journalistic approach and map out the Who, Where, When, Why, and How around your product. From here, write down the benefits and features your product. Answer questions like:
- What pain point does this product solve?
- What differentiates it from similar products on the market?
- What’s the story behind this product?
Once you’ve gathered this information, you can start to package it into a tried and tested formula that online retailers know to be effective:
[Paragraph(s) of Prose] + [Bulleted List of Specs or Features] = [Engaging Product Description]
As you can see in the example from Criquet, this format is not only scannable, but it touches on the most essential pieces of product data that a shopper needs in order to make an informed purchase.
By re-working your product page copy so it’s more conversion-friendly, you can tackle copy improvements in a strategic, category by category approach.
3. Save Time with Real-Time Feed
In the past, ecommerce brands who wanted to diversify their approach and drive additional conversions by listing products on multiple platforms (think Amazon, eBay, Facebook, etc.) had to invest hours into listing on each different channel. From there, they also had to figure out how to effectively track sales and inventory across those various channels, too.
But thanks to modern integrations, that process has become a lot more seamless. Today, online retailers can save time by leveraging tools like Channel Manager, which functions as an omnichannel hub for many different platforms like Google Shopping, Facebook, Amazon, and eBay.
And in a world where time equals money, this is big news.
Now from a single interface, ecommerce brands can manage their presence across the world’s largest marketplaces and social platforms. Brands like Wire N Cables have already seen monthly six-figure growth as a result of using the tool.
If you’re looking to boost your conversion rate and improve efficiency, this is a great place to start.
4. Double Down on Analytical Excellence
In order to properly measure and track your conversion growth, you need reliable analytics. With proper benchmarks in place, you can find out which efforts are working well and producing results –– as well as which ones aren’t with extreme clarity.
Some of the key ecommerce metrics to study over time include:
- Cost of Acquiring Customer (CAC): Money spent to get one customer
- Shopping Cart Abandonment: How many people are adding products to their carts but are not completing the checkout process
- Average Order Value (AOV): The average value of an order from your online store
- Churn: customers who buy once and never return
- Overall Conversion Rate: Percentage of site visitors that actually make a purchase
Leveraging these metrics, you can make more data-driven decisions rather than experimenting with trial and error –– which means your budget is spent only on the efforts that are providing the highest returns.
5. Become an Expert in Psychology 101
Because it relates to our brain’s decision-making process, it’s no big surprise that conversion rate optimization has a lot to do with psychology. Which is also why it’s a good idea to brush up on your Psychology 101 skills.
There are a few key concepts you’ll want to master and deploy in your conversion rate strategy:
- Social Proof: How we make decisions based on the past behavior of others, and how testimonials, reviews, and case studies impact play into that
- Reciprocity: How giving away things for free compels audience members to share something in return
- Authority: How building up your ethos fosters a sense of trust and respect
- Scarcity: How limited time or quantity offers increase urgency and value perception
- Tapping into Emotions: How to trigger emotional responses that influence buying decisions
As you learn from case studies and research related to these topics, you can implement them on your own ecommerce site and find out which ones produce the best results for your unique audience.
Start Driving Conversion Growth
Let’s do a quick recap of all of the different strategies you can use to improve your ecommerce conversions:
- Leverage customer data for improved experience and to add social proof
- Make sure your copy is conversion-oriented
- Improve processes across platforms and save time
- Study metrics for data-driven decision-making
- Employ psychological tactics to drive sales
Start thinking about how you’ll drive conversions, and consider which are most important for your business. With these tips in mind, you can create a prioritized plan of action for the year ahead.