Make sure you’re capitalising on the recent Kiwi (and global) eCommerce adoption boom!
Learn how to grow your sales through increased conversion rates, and provide a better user experience on your website using the following 5 methods.
Adopt a ‘Mobile First’ Approach
Thoroughly view and test your eCommerce site on a range of mobile devices. We’re all guilty of checking our new sites on a computer, and assuming other devices will be fine. However, we should adopt a mobile-first approach, as most sessions now take place on mobile devices.
Depending on the industry, 50-85% of users view eCommerce sites on mobile and this number increases every year. Time to give mobile devices the attention they deserve!
Optimise Product Pages
Optimising your product pages is a key component for showcasing your product to customers.
Descriptions need to provide comprehensive product details, including quantitative and qualitative features. Customers need to know exactly what they’re buying; if the product lacks the information they require, they will move on to your competitor.
Images need to be high-quality with shots from multiple angles. A combination of product-specific and lifestyle images is a great way of showcasing your product and will help customers to visualise it.
Videos aren’t a ‘must have’ but are really good at telling a story with your product while showcasing key features. Quality videos require time & money but should definitely be considered for key products.
Clearly State Your Unique Selling Points
You know everything about your products but your customers don’t.
You could have a superior product to your competitors but unless you clearly state why, your customers will likely never find out.
Be specific with why customers should buy from you (Hint: it’s not always just about having the lowest price)
Be Intentional with Filters on Category Pages
If a user can’t find the products they want, they will leave your site without making a purchase.
Unless you only sell a handful of products you should have filters throughout your eCommerce site.
Examples of filters to implement:
- Category Specific Filters
- Thematic Filters
- Price Filters
- Brand Filters (Truncated so only top brands are visible)
- Feature Filters
Make sure multiple filters can be applied at the same time, that it’s easy to see which filters are applied and that they’re also easy to clear or reset.
Encourage Product Reviews
Product reviews are a great method of social proofing both your products and your business.
In a recent research piece, Spiegel Research Centre stated “The purchase likelihood for a product with five reviews is 270% greater than the purchase likelihood of a product with no reviews” https://spiegel.medill.northwestern.edu/online-reviews/
There are multiple ways to gain reviews through Google My Business, on your Facebook Page, directly on your website and through plenty of third party review sites.
Some methods of requesting reviews are:
- Offering an incentive for future purchases
- Offering a discount code for a friend
- Simply ask in an email – people that had a great experience are often happy to share
Thankfully, these 5 conversion enhancing methods are fairly easy to implement. Some may take longer than others and will require some testing, but should be possible without assistance from a developer. We are confident that if you take the time to apply the above, you will see a resulting increase in sales and conversions.
Author: Tyron Zeelie – Campaign Manager at Sprocket Digital