How valuable can a small focus in this area be? Look at a scenario where a hypothetical internet store gets 10,000 visitors per month, has an average sale of $100, and a three percent conversion rate. In such a circumstance, those 10,000 visits nets 300 orders and $30,000 in sales.
Improving the conversion rate to only 3.5 percent would yield an extra 50 orders on precisely the identical amount of visits, and an additional $5,000 per month in earnings. To get the very same sales impact with no change in the speed of conversion would otherwise require the website owner get an extra 1,665 visitors to see their store each month.
The moral of this story is that, like compound interest, even a small change in the speed of conversion over time can have lasting and dramatic results. And it’s relatively simple to score even a little improvement on conversion rate, in contrast to trying to boost your visitor rates . So it might be worth focusing on it.
Here are seven simple and affordable things to take into account.
Boost Your Product Photos and Detail Descriptions
In a new Bizrate study, cart abandonment was connected to purchaser indecisiveness, which is frequently caused in turn by a lack of available information regarding a product’s appearance, quality, and size.
At Stardust Memorials, 1 thing that sets us apart from many of our competitors is our focus on providing secondary”detail” photographs on our product pages. We do anything we can to offer shoppers more than 1 perspective of a product, and specifically we want shoppers to have the ability to see detail photographs of characteristics of the product which they may have the most concern about.
Likewise, it’s easy to collect brief product videos to accompany your photography, and those videos may appeal to a category of buyers that wouldn’t purchase on the grounds of pictures alone.
This does not have to be complex or difficult. By way of instance, we have put together short videos which are really simply slide shows of pictures of products using Apple’s iMovie. In just a couple minutes, using the tools supplied in iMovie, you can put together a very nice short video which highlights aspects of your goods that you would like to showcase.
Adding a video to YouTube is a snap, and it’s easy to embed the movie on your website. In actuality, the majority of ecommerce platforms have a way to add videos from YouTube to product pages nearly effortlessly. This year set the objective of earning a couple of product videos and sees what effect that has on your shopper’s level of attention and on conversion speed. You may be surprised.
If you are going to concentrate on photography and videography this season, I have two more suggestions. The first would be to seriously think about doing your photography from a backdrop which is easy to spot and eliminate in favor of simply a field of white. 1 reason for doing so is that a time might come that you need to list products on Amazon within its selling program and uploaded photos must adapt to their requirement of having a simple white background. You don’t need to need to reshoot everything.
The next suggestion has to do with YouTube. It is tempting to use background music on your movies but you can risk copyright issues doing that. YouTube delivers a wonderful royalty-free library of downloadable audio which may be utilised in creating YouTube videos. It’s easy to add music that will keep you out of legal trouble.
Be Clearer About What You Need Your Clients to Do
This is a very simple design issue. We could realize a small but significant increase in website conversion from just changing the colour, size, and related type design of the action buttons on our product pages, view cart, and checkout pages.
Our initial design had a number of virtues, but it was sometimes tough for clients to immediately see what actions we wanted them to take. By making buttons such as”Add to Cart” and”Checkout” more distinctive, we’re able to better keep our website visitors on the road we wanted them to travel.
This might look like such a small and forgettable thing concerning barely worth concerning yourself about, though last year in the Internet Retailer web design seminar in Florida it was a theme we heard about from several speakers and consultants.
On each page, ask yourself,”What do I want my shopper to do next? Is that path clear? Otherwise, look at it as a design issue. What can you do to make the path clearer?”
Supply Contact Information
Your visitors are searching for evidence that your internet store is legitimate. 1 means to do this is by introducing them with your physical address, telephone number, and customer service email address in the checkout procedure.
Any confusion or uncertainty that surfaces on the checkout screen can be a cause for cart abandonment. Not every sale could be saved, but over the course of this year, providing customers a telephone number to call during checkout to have a last-minute question answered or concern addressed can save a statistically significant number of sales.
We utilize a U.S.-based call center that’s been trained extensively to cover our client support needs on evenings, weekends, and holidays. It is a premium service, pricey, and it took a while to acquire the employees there entirely up to speed. But adding that support has become the most effective strategic decision we have made in terms of getting more sales. Often callers really don’t want our employees to take an order so much as they’re seeking to get a question answered. Do not underestimate the value of incorporating that much support to your organization.
Badges, Testimonials, Returns Policies, and Guarantees
I have talked about this elsewhere, but it stands repeating: Obtaining your shoppers into a place where they feel at least some amount of trust that you are going to deliver on your promises is the single biggest problem you need to overcome as an internet store owner.
We have become used to seeing specific trustmarks on the sites of the biggest retailers. We’re searching for proof that the sites and data are protected, that independent governments have mastered the company, we are able to make a purchase knowing that we are able to return it if we are unsatisfied, and others are happy with their purchases under identical conditions.
Outside of SSL badges, I am most impressed by membership in the Better Business Bureau, being a Google Trusted Store, obtaining the Stella Service mark, and earning membership in the Bizrate Circle of Excellence. But there are plenty of programs out there which can be valuable in communicating your commitment to support.
I believe that Austin Canoe and Kayak does a wonderful job in this whole place. Browse the Website. Over and over again it succeeds in several ways the degree to which it’s been recognized for excellence in the field of service, and dedication to communication that idea starts on the home page and runs all of the way through the checkout.
I have a Google Trusted Store. Earning that designation is quite tough and time-consuming, but it’s the gold standard in trustmarks.
Have a trip through your own site and see where your trustmarks are presented. Have you done a fantastic job of getting the message out that you have done well by your clients? Are there any areas where you are able to make improvements? And, lastly, if you are not a Google Trusted Store, have a look at the prerequisites. Are you ready this season to undertake the process of earning that certification? In that case, make that commitment to the target and get to work on it now.
Do Not Hide Shipping and Taxes
This might appear to be an easy one, but it’s truly more than only a matter of what happens in your checkout page. If you are like many retailers, then you likely offer free delivery and you also don’t charge sales tax, at least out of your home state.
Is that fact clear throughout your website? Is mention made of the in areas where customers are most likely to see it during the shopping experience? Can it be made clear on product pages, as an instance, or in your”view cart” page?
When it comes to checkout, is there continuity between what you are saying on the home page, product pages, and pay-per-click advertisements and what then really happens on your checkout page? A chief cause of shopping cart abandonment is that the surprise of finding a mismatch between the client’s expectations of what will happen and what, actually, happens. It’s a simple point to review this procedure throughout the website and to see whether you’re conveying a consistent message from section to section.
Offer Alternative Payment Options
Both PayPal and Amazon Payments should be seriously considered. In another Practical Ecommerce post on conversion improvement, columnist Richard Stubbings makes the point that PayPal can offer a sudden boost to your conversion rate.
He’s absolutely perfect. There are whole swaths of customers that prefer to use an alternate checkout method to your merchant account. In the case of PayPal the reasons for this include the mere fact that they have money in their account. EBay sellers, as an instance, often find themselves with money in their PayPal account and they would like to make purchases with it, rather than move the money to a bank account. By offering PayPal, you are opening up the possibility that they can invest that money with you.
In the case of Amazon Payments, it is more a matter of security and convenience, as shoppers are aware that the checkout process will be quick, clear, and comfortable. If you market on Amazon this could be doubly-important as shoppers on Amazon will frequently have Amazon accounts, and that will make the appeal of Amazon Payments that much more persuasive.
If you do not currently offer PayPal and Amazon Payments in your web store, simply adding those as checkout options would probably raise the conversion rate on your website as much as doing any other single thing. And in both cases it is a simple thing which you could do today.
Email Retargeting on Abandoned Carts
Imagine you are that hypothetical storeowner with the 10,000 monthly visits, the $100 average sale, and the three percent conversion rate. Imagine that you want to include $5,000 to your monthly sales starting today. Let us add a little more detail to this picture.
We are aware that if your conversion rate doesn’t change, you are going to have to attain an extra 1,665 visits during the month to make your goal happen. With no alternative strategy, that may mean being forced to resort to additional pay per click spending. If your typical cost of advertisements were $1.25 per click, then the extra marketing cost to create the extra 50 needed sales, or $5,000, would be $2,081.25 in pay-per-click advertisements, in total, or a little over $41 per purchase.
But let us just say that, normally, you get six nearly-completed abandoned carts daily. In every case the cart is far enough along to find the email address of the possible customer.
Imagine if you added a limited-time supply of a 15 percent off coupon in a retargeting email to your present nearly-converted shopper base instead? If this strategy were successful one-third of the time in regaining the sale, that would yield two successful recoveries every day, or approximately 60 additional sales per month on just 180 abandoned carts. That is a projected value, after reductions, of an extra $5,100 in monthly earnings.
It is true of course that a 15 percent discount on $100 purchase is a $15 per order give-a-way. In the case that we are considering of $6,000 worth of earnings, that means that you would be giving away $900 in discounts to catch a portion of these abandoned carts. However, compared to what it might cost to get the identical outcome via additional advertising and marketing spending, it’s a enormous value as it might have cost you more than twice that much to”buy” enough traffic to find the identical results in terms of earnings.
This situation is oversimplified. In a more realistic situation there are a variety of different factors and strategies to take into account. But the general means of considering the question of retargeting stays the same. Sit down with a calculator and the details and determine if retargeting with a sale offer makes sense to you. With a little additional work you are likely to determine how much of an offer you are willing and able to make.