So you are getting traffic to your online shop but you are struggling to convert them into buyers?
First off, congratulations on getting traffic to your site! That is a hurdle 90% of online businesses can’t overcome.
To help you convert some if this traffic, I am going to talk about 10 simple things you can do that can have a big impact on conversion rates and sometimes to tweaking one or two things can make a BIG difference.
1. Make Sure Your Shop Loads Fast
Slow websites are a killer when it comes to conversion rates! Because people simply aren’t prepared to wait for website pages to load and will click off and go somewhere else.
That is why you want to make sure your pages are loading quickly but a mistake many people make is they just check the speed of their homepage. Yes, you want a fast loading homepage but realistically, how many visitors come directly to your homepage?
Probably not that many, the majority are coming straight to your product pages. So these are the pages you want to test out and fortunately there are some great tools online for you to do that. My two favourite tools are GTMetrix and Pingdom, they both have great speed to tools that not only tell you how quick your page loads but also give you a breakdown of how your page loads.
You can then use this information to see what areas of your product pages are taking time to load and remedy them. Ideally, you want your pages to be loading in under 2 seconds.
2. Make Sure Your Product Title Matches The Product
This one sounds pretty obvious but I have seen it happen a lot with online shop’s. I think the reason for this is that they are using keywords in the product title that they think they can rank easily for, even though they aren’t quite right for the product.
The problem with this is that as soon as people see that the product doesn’t match the product title, they will simply click straight off your website and probably won’t visit you again. As they say, first impressions count!
3. Use High Quality Product Images
Using poor quality product images can really harm your chances of getting a sale because if the person can’t see the product properly then why would they buy it?
Poor quality can mean a few different things such as the images are too small, they are grainy or blurry or they simply don’t show the product off very well. Your images are part of your sales pitch and you want your customer to be able to visualise the product as if they had it in front of them.
Show it off from all sides, use size comparisons to show how big or small it is, show all the different variations. Give as much information as you can in the images to really help the visitor visualise the product.
Another thing that can help is by enabling a zoom feature on your site so your customers can enlarge the image.
4. Write a Good Description
So many online sellers overlook this part of creating a product page but it is hugely important. This along with your images are your sales pitch, your chance to convince the customer to click to buy button.
With most ecommerce platforms, you have the option of a short description and a full description. In your short description, you want a 2-3 line paragraph which briefly but concisely describes the product along with up to 5 bullet points of the most important information.
You can give a more complete description as well as list all of the important features or information in the full description. Keep paragraphs to 2-4 lines though as people don’t like reading through blocks of text.
There is an additional benefit to writing a good product description and that is that search engines will crawl the page and index all the info you have provided, this increases your chances of ranking well!
5. Make The Add to Cart Button Stand Out
Don’t make your buyers look for your add to cart button! You wan’t it to stand out on your page and the best way to do this, is to use a colour that is different from that of your theme.
So if you have a blue and white colour scheme, then consider a red or green button as it will contrast against the rest of your website. Even though there has been lots of research into which colours convert the best, the general consensus is that buttons that stand out do better than those that don’t.
You also want the text colour to contrast well against the button colour so that it has more chance of drawing your visitors eye to it. Capital letters can also add to this as well.
6. Delivery Charges
One of the main reasons for abandoned carts is delivery charges. Many buyers expect free delivery these days and offering it does help your conversion rate as you are removing another obstacle from the checkout process.
If offering free delivery is not an option for your business, then make sure that your charges are reasonable. Charging £6.50 for postage that only costs you £2, isn’t going to be viewed as reasonable and people don’t like to feel that they are being ripped off.
7. De-Clutter Your Basket Page
You really want to streamline your checkout process as much as possible and one of the things you can do is de-clutter your basket page. What I mean by this is that if your business doesn’t offer voucher codes or gift cards, then don’t have these sections on your basket page.
The main reason for this is that you are keeping the customer focused on buying from you. Many people when they see a voucher code box, will start searching online for voucher codes (I know I do!) to try and save some money. Not only does this change their focus but it has also taken them away from your site and potentially to someone else’s site.
The same goes for any non-essential things on the basket page. Keep it as simple as possible and the focus on getting the customer to the next page.
8. Offer Multiple Payment Options
That leads me nicely on to point number 8! The next page your customer will go to is your checkout page and you want to offer your customer multiple payment options.
At a minimum you want to be offering PayPal and a credit card processor such as Stripe. The reason for this is that people have their own preferred ways of paying for things some prefer PayPal, others prefer credit cards and by offering all these options, you are catering for everyone.
You may also want to consider some form of retail finance from companies like Klarna, who offer flexible payment options.
9. Have a Clear Returns Page and Policy
I know you don’t want stuff coming back but you still want to let your customers know exactly how they can return something if they don’t like it. It really does help improve conversion rates and on my ecommerce site it was one of my most visited pages.
Many people bury their returns policy in the terms and conditions, this can make it look like your trying to hide it and that doesn’t inspire confidence in your customers.
Instead, you want to have a separate page that tells the customer exactly what your returns policy is and how they can start it. Being clear, honest and open is always the best way to go!
10. Have Easy to Find Professional Contact Details
A gmail email address and mobile number or a domain linked email address and a landline number, which one looks more professional?
Something as simple as this can have a big impact on conversion rates, simply because people want to know that they are dealing with a proper company. I saw a jump in conversion rates when I upgraded my contact details and the best thing is, it doesn’t have to cost that much money to do.
For your email address, I recommend G Suite as it is easy to use and not that expensive. For your telephone number, you can use VoIP technology that allows you to turn your smartphone into a business phone, my recommendation is Voipfone. Both of these will cost you less than £10 a month.
Bonus Point – Use HTTPS
This is something that you should be doing as standard on your website, to use the https protocol, you need to have an SSL certificate installed.
Having one of these just shows that you have taken steps to protect your site. If you don’t use an SSL, then you may have google or other browsers say that your site isn’t secure and that is only going to put potential customers off. For what they cost, it is definitely a good investment.
So there it is, my 10 simple steps that you can take to help improve your online shop’s conversion rate. It may be that just one or two of these things could be the reason why you are not converting as well as you would like to be.
It might take some tweaking and testing to get the formula just right but when you do, it will definitely have been worth the effort.