Author: Michelle Mondonedo
If your site is getting lots of traffic, but you’re seeing low conversion rates, there may be some upgrades you can make to give your sales a boost. The experience a user has on your website plays a major role in whether or not they ultimately check out, so you want to do everything you can to make the process easy and seamless. But sometimes, knowing what to fix isn’t so clear.
Wondering what you can improve exactly? Don’t worry, we’ve got five easy-to-implement tips that can not only increase your sales, but optimize your ecommerce website’s performance and elevate your overall branding.
1. Update your product photos.
Product photography can make or break a sale. Even worse, it can be the cause for a return if a customer’s product expectations weren’t met.
Don’t do yourself a disservice by having low-quality, blurry photos on your website. Instead, make sure your photos are clear and that items are photographed from different angles so your customers know exactly what to expect.
The best part is product photography can be a DIY job — you don’t need fancy equipment to take great photos. You can start with a camera, a white background, and decent lighting. If you have those things, you’re good to go! If you don’t, think about investing in a freelance or contract photographer who can take high-quality images for you.
2. Invest in product videos.
Humans are visual learners and videos are a great way to get your message across to potential customers. Product videos increase the amount of time spent on a site, which is not only helpful for SEO, but also allows you to capture your customers’ attention and build trust in your brand.
More importantly, video marketing increases sales. Videos can increase conversion rates by as much as 80 percent. And 73 percent of customers are more likely to buy a product online after seeing it featured in a video.
However, it would be unwise to put all your eggs in one product video basket. To make videos work for your business, have a production and distribution strategy in place to ensure you always have something fresh to share with your audience. Learn what they want to see and what products would benefit most from video.
3. Install a customer chat app.
Live chat is the new must-have feature for any business online, but surprisingly, most retailers don’t offer it. Those that do automatically have an edge over their competition thanks to their fast response times and attention to customer needs.
It’s like having a helpful sales associate in a traditional retail environment, but entirely online. You can use the power of live chat to walk a customer through a sale, answer any questions they may have, and take the opportunity to upsell.
Worried you don’t have the resources to offer 24/7 support? Dedicating just a few hours per week to live chat can be a great test to start with. See how many of your visitors use it, what kind of questions they ask, and how it affects your sales goals. Once you know the effect it has, you can revisit your chat strategy and figure out if the investment is worth the return.
4. Avoid showing flat rates at checkout.
The main reason for cart abandonment is unexpected shipping costs. According to Statista, 54 percent of online customers abandoned their carts in 2017 because the shipping costs were too high.
While offering free shipping may be doable for your local and domestic customers, it’s understandable if you can’t extend this perk to international customers.
Many online sellers end up offering flat shipping rates instead, simplifying their shipping logistics. However, flat shipping rates don’t provide much visibility to the customer. Not knowing the cost breakdown, delivery timeframes, or the courier name can make customers hesitate at checkout.
Instead, offer dynamic rates at checkout based on the location of the customer. Easyship, an all-in-one shipping tool, provides a Rates at Checkout app that lists the top 3 best solutions: the fastest, cheapest, and best value for the money. Additionally, it shows the cost breakdown of the shipment so customers can see shipping rates, courier surcharges, and any applicable taxes and duties.
This cost clarity should reduce hesitations at checkout. If you’re still seeing high cart abandonment rates, consider setting up an automatic email sequence that reminds users they have an open or active cart. Send them a discount if they complete their purchase, or provide another incentive to close the sale.
5. Have a clear returns policy.
Websites with a return policy win customers over more often than those without. Return policies provide a sense of security for customers who may fear buying something and then being unsatisfied with the product. According to UPS, 88 percent of shoppers view a return policy when shopping online and 66 percent do so before making a purchase.
It’s also worth noting that cart abandonment tends to be lower when a returns policy is simple and easy, so the good news is you don’t have to come up with a long, drawn-out policy full of legalese to get your point across.
Paying attention to the user experience on your site can make a huge difference in your conversion rates. More than that, a positive experience leaves users with a better brand association and leaves a greater impression on those who have yet to purchase. Invest in these improvements and watch your conversions grow!
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