Recent statistics show that more than 60% of online shoppers will abandon their cart during the checkout process. Because of this, you should focus on optimizing your checkout page as well, not just the landing pages, call to action buttons, or product pages.

You can easily implement the tips we’re about to talk about in this article by understanding what drives your potential customers away.

By applying these ideas, you’ll be able to improve the amount of revenue your online business is generating.

Let’s get right into it.

1. Establish Trust

In most cases, people don’t really have a reason to trust your company when they’ve just discovered it on the internet.

That’s why you need to build trust by displaying credit card logos and security seals.

You’ve probably seen these logos and badges before when shopping online, and you probably didn’t realize it at the time, but they did influence your buying decision.

There are multiple security seals you can use, such as TRUSTe or VeriSign Secured. But you should test this out with various choices to see which one works best for your online store.

Another way you can use to establish trust is to provide contact information on the checkout page. Your visitors will feel like they can actually talk to someone if they have last-minute questions or if something goes wrong during the checkout process.

2. Guest Checkout

One of the main reasons why people abandon their carts is because they’re being forced to create an account. If a customer is pleased with the experience they had with your online store, they will most likely come back and create an account.

Our advice is to provide the option to checkout as a guest. You can, however, ask them only after they’ve completed the order if they want to create the account.

3. Remove Friction

There’s nothing more annoying for online shoppers than having to go through a complicated checkout process.

Imagine that you found a product you wanted for a long time, and it has a fantastic price. You’re excited to buy it, and you add it to cart. Then, the next thing you see is a landing page that has plenty of form fields you need to complete with your personal information.

The email address and the physical address are mandatory, but what about other fields?

Remove any fields that are redundant and make the checkout process as easy as possible.

4. Add a Progress Bar

Uncertainty can increase your cart abandonment rates. People can’t know how long your checkout process is going to take and what may happen after they click that “next” button.

Adding a progress bar will eliminate the uncertainty your customers may feel because:

  • It motivates them. Your customers will know how much they’ve completed because they will see the progress they made.
  • It will tell them what the next step is. That way, your customer will know that they have the chance to review their order before placing it.

5. Add an FAQ Section

Even after they land on your checkout page, customers will still have some questions and doubts in the back of their mind.

To be able to address the questions they might have, we recommend adding an FAQ section on the checkout page. If you don’t know what questions your customer may have, you can use a tool such as Qualaroo to ask something like: What’s missing from this page that would convince you to place the order?

After you have your answers, take them and create the FAQ section. It should include no more than five questions.

Conclusion

The best way to go about these tips is to test them out, see which ones make sense for your online store and can increase your conversion rate.

Every eCommerce business is different and so are your visitors and customers. Remember that even a small change can go a long way, so test, test, test.

Posted in Best Practices CRO By: shop manager

Do you want to start an eCommerce business but don’t want to hire a developer to create the site? Then you need to start thinking about eCommerce platforms.

These platforms are a popular choice nowadays because anyone can start an online store in just a matter of hours. And the best part is that you don’t need coding skills to do it.

Now, there are so many options out there when it comes to eCommerce platforms so you might not know which one to choose. Because of this, we thought it would be helpful to talk about the most important aspects to consider before choosing the best platform.

Let’s get into it.

Customization

Even if you may not have the budget to hire a web designer, you still want to differentiate your online store from others.

To do this, make sure that the eCommerce platform you’ll consider will allow you to customize every little detail and that it has a wide selection of themes to choose from.

That way, you will be able to match the design of the site to your brand.

Interface

This is extremely important for both you and your customers. The interface needs to be easy to use when you work on the website. Because if it isn’t, then you’re going to waste a lot of time trying to understand it and making it work.

On the other hand, you need to make sure that the online store itself will have an intuitive interface so that your visitors won’t get confused when they enter the site.

Scalability

One size does not fit all eCommerce businesses, so we recommend opting for a platform that is flexible in terms of options. A restrictive platform could stunt the growth of your business later on.

Look out for those which allows you to add everything that you may need later on, such as:

  • A bigger server, that can hold more products;
  • Payment and shipping solutions;
  • Marketing features, such as A/B testing, remarketing, instant chat and so on;
  • Security. Are security updates automated or do you have to keep an eye out for them?
  • Technical support. When something goes wrong, to whom will you turn?

While it may seem difficult, you need to start planning out the growth of your online store even before its launch.

Functionality

It’s crucial for your visitors and customers to have an amazing experience whenever they enter your site so you want to choose a platform that will be able to provide this. It needs to support high amounts of traffic, offer a personalized experience to returning visitors/customers, and have the option to send emails based on previous actions/purchases.

Customizing the customer experience has become a norm for eCommerce businesses.

Stock size

If you’re planning on starting small, and then scale your business, you need to choose a platform that will allow you to do this.

You also need to make sure that you won’t be paying more necessary on a platform with a high stock limit if you’re only planning on having a small array of products.

Mobile-friendly

For more than two years now, Google’s search algorithm has been including mobile-friendly as a ranking factor. That is only one of the reasons why a mobile-friendly eCommerce platform is a must.

Make sure that the platform you choose is optimized for mobile devices and uses a responsive design.

Security

Having an SSL certificate is a must for eCommerce businesses because it allows browsers to process sensitive data during transactions and while keeping it safe. A hosted platform will take care of this for you and will also make sure that you are PCI compliant.

If you choose an open-source platform, you’ll need to make sure that you cover these two aspects.

We hope that these aspects are going to help you decide which eCommerce platform is right for your business. In the beginning, don’t pay for the functionalities you don’t need and try to focus on what’s important.

Posted in Ecommerce By: shop manager

Most eCommerce businesses don’t have a problem attracting traffic to their site. They have a problem with the conversion rate.

In this case, more traffic isn’t the solution, but finding the best ways to leverage the traffic you’re already getting and converting the visitors into actual customers.

Here are five changes you can make to improve your conversion rates and grow your eCommerce business.

1. Take Advantage of High-Quality Images

When people shop online, they can’t touch the product; they won’t be able to feel its texture and quality.

This means that you need to convince them through the product images that the item they’re looking at is of high-quality. Use multiple images to show the product from different angles. Even if visitors may not look at all of them, it’s important for them to see that they have the option to do so.

You don’t need to hire a product photographer for this. You can simply take the photos yourself in the highest quality possible.

Then, add white space around the photo, and allow visitors to zoom and rotate the image. It would also be ideal if you could show the product placed in context. For example, if you’re selling shoes, show a photo of someone wearing them with an outfit.

2. Add Product Filters

The more choices people have, the fewer decisions they’re going to make.

If you’re selling hundreds of product on your eCommerce site, then you need to add product filters so that visitors can navigate more easily.

Give them the option to sort your products by price range, popularity, color, size, category, and you can add more depending on what you sell.

3. Use Product Videos

You don’t need a professional studio to shoot product videos. In fact, you can do these with your smartphone or, even better, by taking advantage of user-generated content.

You can kindly ask the customers who already purchased from you to create a short testimonial video about the product.

And even if you don’t have customers yet, you can grab your team and start shooting some cool videos on your phone.

4. Eliminate The Shipping Costs

High shipping costs are the number one reason why consumers abandon shopping carts, which in return leads to lower conversion rates.

Moreover, studies show that they would purchase more products if they had the free shipping option. If you can’t eliminate shipping costs, then you should at least be upfront about the costs or set a minimum spend for which you can provide the shipping for free.

5. Showcase Product Reviews

Studies show that more than 50% of shoppers read product reviews before they decide to make a purchase.

Make it easy for your visitors to find out more about the products you’re selling by adding a reviews section. You can also use the star rating system to encourage your customers to rate your products.

Send an email to them one week after they received the product they ordered and ask them to leave a review. To entice them to do it, you can give them a 5% discount on their next order.

Always Be Testing

No matter which one of these ideas you’re going to test out, remember to measure the results and see if it made a difference in your conversion rates.

In eCommerce, there’s always room for improvement, so aim as high as possible to keep moving forward.

Posted in Ecommerce CRO By: shop manager

Many business owners and even copywriters are guilty of making the same mistake: they write product descriptions that merely describe the products.

Now you might be thinking “Why is this a mistake?”.

Because the goal for the product descriptions is to engage, persuade and sell. The buyer needs to be aware of the product’s benefits and how it can change their life.

Let’s see where you need to start when writing the best product descriptions for your eCommerce site.

1. Focus on the buyer persona

The buyer persona represents your ideal customer. It’s the person for whom the product you’re selling was created.

To write the best product descriptions, you need to imagine the buyer persona way beyond some vague demographics. Think about the language they use, what kind of humor they appreciate, what questions they have about your product, and what would make them hesitant about purchasing it.

By defining your buyer persona as if they were a real person, you will be able to write customer-centric product descriptions.

2. Add the benefits

Buyers are not interested in features and all kinds of technical details. They want to know how the product can make their life better, and how it can solve a particular problem they’re having.

To make this easier for you, write down all the features and specs of your product. Then, translate each one into benefits.

3. Use a scannable format

Even if you wrote the best copy for your products, no one is going to buy them if they don’t read the copy first.

So how do you get people to avoid skimming your content and actually read it?

Here are some tips you can consider:

  • Use bullet points to attract attention;
  • Use subheadings;
  • Use a larger font to increase readability;
  • Use white space to avoid clutter.

4. Appeal to people’s imagination

Research has shown that we’re much more willing to desire a product if we can hold it in our hand. When you’re selling online, this is impossible for you to achieve.

The good news is that you can use product descriptions to appeal to people’s imagination.

The trick is simple: start a sentence with the word “imagine” and then explain how the buyer persona will feel if they owned and used the product.

5. Use sensory words

Sensory words shouldn’t be exclusively used by poets or novelists. Quite the contrary actually.

More business owners and marketers need to start using them because they help to seduce audiences while adding personality to the copy.

Our brain processes sensory words different than ordinary words as if we can actually feel the rough texture, or we can taste that chocolate cake.

For example, if you’re selling food, don’t use adjectives that refer only to the taste of the product. Go even further and refer to the sound the food makes when you take a bite and to its texture as well.

Engage, Seduce, Sell

Whatever you do, don’t be boring when it comes to your product descriptions.

Write a draft, edit, edit it once again until you know for sure that the buyer persona will understand how your product will change their life.

Posted in Best Practices By: shop manager

When you’re running an eCommerce business, it’s essential to optimize and design the site based on the users’ behavior, not just for search engines.

Today, mobile traffic for online stores accounts for more than 50% of the entire visits.

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Posted in Ecommerce By: shop manager
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