Finding a new way to convert visitors into buyers is always a top priority for eCommerce managers.
According to research, in 2020, the average global conversion rate is 4%.31. But in today's competitive landscape, it's getting harder for businesses to keep visitors engaged. So how can brands keep customers hooked and ensure their business generates more revenue?
In this guide, you’ll learn how to:
• Easily turn browsers into buyers
• Leverage your social proof to increase sales
• Use customer feedback to shape a great customer experience and encourage customer loyalty.
1. Create an efficient checkout process
Needing as few steps as possible to actually complete the purchase process is a surefire way to increase conversions. Here are some of our top tips.
Avoid complex clicks and unnecessary steps
Make sure your checkout experience is completely linear - no confusing steps within steps. Never make objects clickable during the checkout phase so visitors get distracted and leave, abandoning their basket. You want the sole focus of the checkout page to be the checkout!
According to VWO, a confusing checkout is among the top five reasons for cart abandonment.
Don’t push customers to register
Make it optional to create an account. Some customers just want to buy their goods and be gone, and that’s fine. Have an express route for these shoppers. Baymard claims that 35% of shoppers leave a purchase if they’re forced to create an account.
Create a compelling checkout page
We all like something to function and look good at the same time.
Think about the colours on your checkout page, the data fields you require, and even the calls-to-action you use. Don’t forget to add credibility to your checkout too by informing the customer what payment methods are accepted, or how secure their data actually is by adding security icons to your website.
Don't forget be clear about your final pricing so customers can see where their money is going.
Reduce the amount of manual work
A shipping address that is also the billing address by default can save the customer a lot of time in their purchase. You should also inform customers as early as possible if an item is unavailable or will be subject to delayed delivery, rather than notifying them after they’ve gone through several steps.
Provide customers with a back button that leads to the previous page, so the customer doesn’t need to fill in their details again. Providing users with real-time support can also be a crucial tool to keep them on the path to completion.
2. Optimise your site for common web browsers
Different browsers – and even different versions of the same browser – see your site differently. When you’re designing your website, try to avoid to rely on browser-specific behaviour, and test its appearance and functionality on multiple browsers to make sure that all your visitors are getting the experience you’ve worked hard to create.
Once your site is up and running, be sure to retest at regular intervals and adapt where necessary. A site that is not regularly upgraded will not keep pace with new browsers or new versions of browsers affecting how the site is displayed.
According to real-time web stats analysts StatCounter, as of April 2020, the top five browsers by market share are:
Chrome - 64%
Safari - 13.6%
Firefox - 4.21%
Samsung Internet - 3.4%
Edge Legagy - 2.23%
3. Optimise your site for mobiles and tablets
It’s no secret that mobile ownership and usage has surpassed desktop.
Mobile marketing is arguably the closest you can get to the consumer, as there is no other device that is as personal or portable.
If your website doesn’t automatically resize to fit the screen that it’s being viewed on, you are running the risk of losing a lot of business. More than this, Google might not consider your website as much if you avoid mobile adaptability, thanks to a 2015 update to their algorithms (popularly dubbed ‘Mobilegeddon’). Without a mobile-optimised site, your mobile discoverability will suffer.
4. Display online reviews to boost trust
There’s no better way to build consumer trust than by showcasing the experience of your customers with your company.
Canvas8 research found that, in 2020, 89% of global consumers check online reviews as part of their online buying journey, and 49% of global consumers consider positive reviews one of their top 3 purchase influences.
Having customer feedback on display on your site gives customers the encouragement they need to complete a purchase. More than that, customer reviews give you unparalleled insight into customer trends.
You might notice the same kind of feedback appearing again and again in reviews. If so, this tells you you’re either doing something great, or there’s something that requires attention.
Make sure you’re encouraging customers to leave reviews - and quickly respond to all of them, whether they’re positive or negative. It shows that you are listening and that you care. No matter how great your product is, if people don’t trust you, they won’t want to engage with you.
5. Use social media to drive online sales
Savvy ecommerce managers are now exploring social media as a tool to directly boost sales. Over a quarter of individuals say brands that are active on social media are more “human”, meaning they appear more approachable and helpful by having real conversations with customers online.
Don’t forget, there are customers and prospects out there ready to connect with you on social media. Here are some tips to transform your social media success.
Develop a content strategy for your social media channels
Facebook, Twitter, and Linkedin have become great vehicles for content, meaning brands are paying attention and making the space more competitive than ever. Make sure you have a well-thought out strategy around your messaging, what you want to promote, and how you’ll differentiate yourself.
Use YouTube playlists to showcase your own products
Cisco predicts that online video will account for 82% of all web traffic by 2022. YouTube playlists allow channel owners to select which videos will play sequentially, so a company’s use of this tool enables it to present viewers with additional products they may be interested in, increasing potential sales.
Manage and monitor social media and customer feedback in one place
To find succeed in social media, you need to effectively monitor it. Save time and energy by monitoring your online reviews and social media activity from one console. If you use Hootsuite, Trustpilot has just the Hootsuite app for you.
Share your customer reviews on social media
Today, 90% of people follow at least one business on Instagram. Instagram has become known as an ideal fit for eCommerce marketing.
The social platform is often used as the discovery portion of the sales funnel. 83% of Instagram users say they discover new products and services on the platform. That's why encourage businesses to share their customers' feedback on social channels too.
It’s a great way to showcase great stories from your customers and convert prospective customers. If you're not sure where to start, check out Trustpilot's guide to social media reputation management here.
6. Dedicate staff to web design
If your company has separate departments or suppliers for marketing and web design, the responsibility for turning website visits into sales tend to fall between two camps. This can be bad news for any business hoping to turn their online investments into real profitability.
A web designer is a technical expert who can dedicate their time to testing and retesting website variations to further optimise your website’s buying process. However, a marketer should have a unique understanding of the needs and wants of your customers, and therefore a valuable insight into what will convert visitors into clients or customers, and what won’t.
Ideally, the staff dedicated to website conversions should have a background in both areas. Including financial incentives for reaching performance goals will also correlate in getting your conversion rates closer to where you’d like them to be.
If you’re working within a smaller budget, consider investing in a professional developer, or try Shopify, the leading e-commerce website building tool. With Trustpilot’s online review app for Shopify, so you can design a sleek site that displays customer feedback in no time at all.
7. Consider a retargeting strategy
Retargeting can help reduce shoppers’ concerns and turn hesitant visitors into happy customers.
Start by determining which shoppers have added something to their cart, but haven’t completed their purchase. Once you have identified your audience, it’s important to decide how long you want to target cart abandoners.
Reaching consumers as soon as they abandon is a must, but the length of time you target them should be determined by the products your business sells. Bigger purchases such as furniture, holidays, or electronics can have a longer consideration cycle, whereas other products like clothes or cosmetics don’t usually have a very long decision-making cycle.
According to Search Engine Watch, SMS messages are more effective than emails. Consider sending a reminder to cart abandoners. Typically, 90% of all SMS messages are opened, and 90% are read within 3 minutes.
It’s a great way to convert those hesitant shoppers, but if you’d rather use display retargeting, here are some of our top tips.
Display retargeting done right
Test the kinds of displays to show cart abandoners - personalised, or static?
Use a promotional offer like free shipping to increase conversions
Offer a discount on future products to encourage a repeat purchase.
By now, you should have a long to-do list to ensure you’re optimising your eCommerce business for conversions and efficient checkouts. But if you need a cheat sheet, here’s a quick list of key points.
Turn your ecommerce conversion rates around by:
Making sure your checkout process is optimally designed
Optimising your site for mobiles and tablets
Using social media to drive online sales
Making sure your site is optimised for your visitors’ browsers
Using online reviews widgets to boost trust
Assigning responsibility for online performance and conversion goals to a dedicated member of staff.
If you'd like to learn more about Trustpilot and how reviews can help you amplify your marketing efforts, request a free demo below.