Businesses today have gone through a lot of developments to easily reach potential customers. One excellent way that many industries maximized is the power of the internet in order to gain the best eCommerce conversion optimization for their businesses.
It is very common and obvious that almost everyone has access to the internet through their computers or laptops, tablets, and mobile phones.
That is why many businesses today either started with an online store or added an online version of their physical store. But once you are now on the World Wide Web environment, how do you make your business competitive against everyone else?
On this article, basic factors, together with tips, will be laid down to help your dream or existing business be among the tigers in the online world.
Basic Factors to Consider to Increase Conversion Rate on your Online Store
Excellent Product Images
It is obvious that online stores make use of the visual capabilities of customers. But given this situation, there is still a limitation on the fact that the customer cannot touch or smell the product actually.
So, providing nice quality images of the product can give them a closer to the actual feel of what they are going to buy. As much as possible, you must take photos of the different angle views of the product.
Provide Product Videos
Aside from the nice pictures you included on your website, adding some videos can further boost a visiting customer’s interest to buy a product. The videos to be included on the website can be:
How to Use a Product
Not all products can be described with a picture or text only. Products like exercise equipments need to be visually demonstrated in order to be fully appreciated. Adding this kind of video to a website gives potential customers more knowledge on what they are possibly buying.
Customer Feedbacks and Testimonials
This type of video showcases a more sincere feedback from a previous customer who experienced doing a transaction in your website. Compared to simple text comments, video testimonials are more appealing and convincing to your prospective buyers.
Product Virtual Customization and Exploration
Since the customers are limited to having to look only at a product image (or video) and its description, adding a feature that will enable them to change the product’s color to see all the variants will be something to get a “Wow!” on.
This also saves them time since they won’t have to go to another page just to check out the other color of the product.
An example of this is giving a customer the ability to change shoe colors right on by just clicking the different color options provided. If a customer clicks on yellow, the shoe changes its color to yellow, and so on…
Another cool interface that can be added to a website is the ability to have a 360 degrees view of the product. The customer simply has to click on the product then he can explore the item by rotating it. Some websites already have this like GSMArena and Telstra.
When and When Not to Charge Delivery Fees
Delivery fees are really something that must not be disregarded in a business but why do other online businesses don’t charge these fees? The answer to that is simple – charge it somewhere else. Actually, businesses are just reallocating the delivery charges so they can “hide” it from the customers.
Remember, there are many ways to do that because some online stores charge a normal delivery fee but the products have relatively lower prices. Some don’t charge delivery fees but the products are relatively more costly.
While other websites either charge or not charge delivery fess, some waive the delivery fees on a condition. Whatever is most comfortable for you, go for it.
It is always very appealing to customers to see a “Free Delivery” for the product so what you can either do is to allocate the delivery charges to the actual price of the product (which can make it more costly) or set a condition wherein the customer needs to reach a certain minimum amount of order so you can waive the delivery fee.
Almost all of the customers want to know:
- where their ordered product is
- and when will they receive it.
The best way to do this is to have a system that will track the location and status of the order.
There are many options to do that like giving a customer the option to login in an account on your website to check where their product is, send regular updates to the customer’s email or mobile number, or call a hotline number.
Bonus and Promo Section
Never forget that your online store is still a “store” just like the supermarkets where you normally buy your groceries and other goods. One common buyer always checks the section in the supermarket where there are promos and bargain goods so always have the mind to put that as well in your online store.
Just like in a supermarket, you can place products there that are not fast-moving or those products that are up for clearing.
Save Shopping Cart
There are cases wherein the customers are shopping for items and placing it on the virtual shopping cart then suddenly leaves the site for some reason.
When they come back, everything has been reset and they have to go back from the start to get the products again.
Most of the time, customers lose interest and decides to just simply purchase a single product instead of the original ten items or they go and check other online stores for other options.
As an online business person, you don’t want that to happen that is why giving a customer an option to save their cart for a later purchase will be very essential.
Real Time Support
It is not always safe to say that all the information the customers need are on the pictures, video, descriptions, or even the testimonials. Customers have varying queries and must be addressed right away (because they are customers, right?).
Adding a real time support in the form of online chat or hotline can be very beneficial to both the customer and the business. As the owner of the online store, you must be sure that all customers will be happy and all their questions will be answered right away leaving a very minimal room for that customer to look for another online store to make a purchase.
Objection and Doubt Handling
It is always best to know what a customer is thinking for you to be ready for any negative results. There are many uncertainties running in a customer’s mind for him not to finish buying from your website and you have to be prepared with it.
Some examples that make customers doubtful in continuing the purchase are:
- Delivery Duration
- Returns Policy
- Order Cancellation
These items must be explained in your website where the customers can see it right away. This is a way of informing customers before they even get the chance to ask for it, making your website more effective.
Not all customers have credit cards, debit cards, or bank checks so it is best to offer multiple payment options. One common payment option that many customers utilize is COD or Cash on Delivery.
In this method, customers only pay the product they ordered once they receive it on their doorsteps. Some prefer credit cards because they won’t be on the delivery location at the time of the delivery.
Put on Banner What Your Online Store Offers
Some online stores receive very low returns because the potential customers simply don’t know what the store is selling or offering. It is still very vital to emphasize on your webpage what you sell or do in order for the customers to see it and gain interest.
One good example of an online store is Amazon.com wherein you will see right away the goods they are selling in a colorful interface that hypes up the customer’s fingers to click on a product and buy it.
More Efficient Product Filters
The more products you cater, the more efficient filtering method you will need in order to make every product selection easier for the customer.
There are some cases wherein an online store sells quality products but the customers are always having a hard time finding what they want because of poor filtering options from the website.
Basically, you can divide the products into categories such as electronics, hygiene, hobby goods, etc. to make it easier for every visitor to find what they are looking for.
Short but Accurate Order Forms
“I want to order a new iPhone. Do I have to fill-up a 2-page form to do that?”
Simply saying, every customer wants everything quick whenever they buy goods. That is why having a form that is laborious to fill up eliminates the concept of “convenience” that an online store is promoting.
What you can do is create a form that would only ask for the customer’s name, address, and preferred payment method!
Much more, that can be improved by letting customers sign up for an online account in your website that will contain all the necessary details needed to make an order. After that, they can just simply log in and select a product to order. Easy!
Easier Credit Card Detail Input
This part is very crucial because you will now be handling sensitive information from the customer. Remember, there are always customer limitations in the way they can put their credit card numbers.
Some customers have old ages with poor eye sights and shaky hands so better create a more convenient way of entering card details such as larger fonts and numbers. If you can manage to do this, you can get better success rates of orders and site visits.
Promote On the Cart
If you think that once a customer places an item in the cart, he is now ready to buy it, then you are wrong. Some customers change their minds at the last minute before they check out because of last minute doubts on what they ordered.
Simply saying, those customers either suddenly think that they don’t want the product anymore or have thought of another product from a different website to buy.
This abrupt decision shift of the customers can be minimized by adding the product descriptions and qualities on the cart so the customer won’t forget that the item they have placed in the cart is actually a good buy.
Product Reviews are Important
The customer’s voice is the best reflection of how good or bad a product or service is. Through this window of information, other potential customers can have an initial thought of how good (or bad) the product is.
Most customers actually look at the product reviews first before buying an item to see how it went with the other customers.
Upsell More Products
Upselling is a very good strategy to potentially increase sales and site revisits because it implicitly tells a customer to purchase another product. You can easily do that by promoting another item within the original item page.
a customer plans to purchase a laptop so he clicks a laptop product. Within that laptop item, you can include a laptop bag as a suggestion to buy so he can complete his laptop package.
Backorder and Reservations
It is normal for a business to be short on stock because of sudden upsurge of demands so it is unavoidable to get pending orders from new customers.
It would be great if you will give customers an option to reserve an item until the new set of stocks arrive. This way, the flow of traffic and interest on your online store continues to run positively.
Use of Analytics
The points mentioned above are some of the most basic ideas to consider that can increase the productivity of an online store. However, there are still more concepts that you can look on to.
Analytics is the more detailed and strategic approach to have an exact measure of data that flows into your website.
It gives you the exact details on what the customers or visitors are actually looking for and where they want it to happen. It also gives you information on how customers naturally behave on certain product selections.
Looking at how customers utilize the search engines can give you information on what product they actually want, how to get it, and where to obtain it.
For your part, you can develop strategies in your online store that would address all those demands making them flock into your website.
An Exit Page is also another thing to consider because it is how customers complete their transactions on your site. Through this, you can have an idea if your customers have any concerns or if they were satisfied with how you transact business with them.
With the analytic tools and information that you can utilize, forecasting new and returning site visitors would be much easier because of the data you now have in hand.
Starting with the common customer demands, you can determine the type of products they normally purchase and how they want to receive it.
Also, you can find out what concerns they commonly encounter on your website which you can improve to make your website more efficient.
The ideas presented earlier in this article are the basics that are needed to improve eCommerce conversion optimization for websites but there are additional points that are very basic that some people forget to look at.
- High website speed – Some customers complain about having lags and delays when loading your web page resulting to a negative turnover of customers. Normally, a customer who can’t bear the slowness of the website looks for another online store with a faster interface.
- Secured Payments – Credit cards must be handled with care because you are dealing with sensitive information. On top of that, your payment process for this method must be secured and legitimate to avoid payment and legal issues.
- Discount Coupons – Discount coupons are another great way to increase interest for many potential customers because they will get benefits from this. It’s just like shopping in a mall with a gift certificate that you received as a gift from a friend.
- Don’t Forget to Say “Thank You!” – Come on… be polite. Adding a page that says “Thank You!” at the end of every transaction is a nice way to show your customers that you value them. Although some ignore it nowadays, it brings an implicit message to the customers’ mind that they are being valued and whatever they have done on your webpage is greatly appreciated.
There is no “perfect” website that can attend to every demand that every customer raises but you can develop a consistently improving website that can adapt to this changing world.
Following these basic concepts to have a more flourishing online business is one way of achieving good eCommerce conversion rates.
Table of Contents
- 1 Basic Factors to Consider to Increase Conversion Rate on your Online Store
- 1.1 Excellent Product Images
- 1.2 Provide Product Videos
- 1.3 Product Virtual Customization and Exploration
- 1.4 When and When Not to Charge Delivery Fees
- 1.5 Delivery Status
- 1.6 Bonus and Promo Section
- 1.7 Save Shopping Cart
- 1.8 Real Time Support
- 1.9 Objection and Doubt Handling
- 1.10 Payment Options
- 1.11 Put on Banner What Your Online Store Offers
- 1.12 More Efficient Product Filters
- 1.13 Short but Accurate Order Forms
- 1.14 Easier Credit Card Detail Input
- 1.15 Promote On the Cart
- 1.16 Product Reviews are Important
- 1.17 Upsell More Products
- 1.18 Backorder and Reservations
- 2 Use of Analytics
- 3 Additional Points
- 4 Wrapping Up