As an online seller, it’s not a secret that your main objective is to sell as much as possible and increase your profits. There are many ways to boost your sales and improving your conversion rate is one of them. The conversion rate is calculated by taking your number of conversions and dividing it by the total number of visitors to your store. If you improve it, it means that you will sell more even if the traffic in your store is still the same: you won’t need to spend a single extra dime to bring more traffic and thus more sales!
How do you calculate your store’s conversion rate?
This indicator is crucial for all online merchants and you should always seek to improve it. In this post, we share with you 16 tips and strategies that you can use TODAY to boost your conversion rate and start making more money online!
1. Have a Money-Back Return Policy
Offering a money-back return policy will make your customers feel more comfortable buying from you because it will eliminate all the perceived risks they may have.
It also builds trust and shows your business is serious which equals to a higher conversion rate!
2. Have a Return Policy
Just like a money-back guarantee policy, having a return policy is crucial and a standard on the e-commerce industry. Again, this policy will help dissipate your customer’s fears about losing their money and not getting what they want.
Don’t be afraid to lose all your money because of returns, it won’t happen. In fact, it is only going to benefit your business by increasing your sales.
3. Use High-Quality Photos
High-quality photos are a MUST for e-commerce. Whether you have your own online store or sell in marketplaces such as Amazon or eBay, having high-definition products of your products are only going to improve your conversion rate and thus your profits.
As an example, take a look at Mango’s product pages. They use very high-quality photos to sell their products :
When a customer gets to your product page, the first thing he sees is the product’s photos. You need to make sure they showcase every single detail of the product so the potential customer feels secure and knows exactly what he is going to get when ordering from your store.
4. Have Customer Reviews/Testimonials
The vast majority of customers are influenced by other people’s experiences and testimonials. That’s why social proof is so crucial for your e-commerce business. You need to make sure you do everything you can to get the best possible reviews and testimonials from people. Remember, people on the internet are very skeptical so it’s up to you to show them evidence that your product works.
81% of consumers trust the advice of friends and family over businesses -> Source: Oberlo
5. Use videos
The video format is the best type of content you can provide to showcase your product and talk about key points in the most effective way. Watching a video is always more enjoyable than simply looking at pictures and photos.
On the other hand, it’s also very important that you provide as much information about the product as possible and videos are a very effective way to do it. Just like copywriting, the information about the product should always be benefit-oriented.
6. Increase your customer’s trust by talking about you and your expertise
In the last few points, we’ve talked about highlighting your product’s features and benefits through images and videos. This time, I want you to highlight YOUR business expertise and the team behind it. The objective is to :
- Show your visitors that you’re a serious business with real people that care about their customers
- Humanize your brand
These two different aspects are going to positively impact your conversion rate because, again, they are going to prevent your visitors from feeling that your store is a scam.
7. Integrate powerful and captivating CTAs
Compelling and visible CTAs are an important ingredient if you want to maximize your online store’s potential. A lot of businesses simply don’t use any or little and weak CTAs on their websites. That’s a terrible mistake because visitors just don’t know what to do next, leaving your website without taking action and converting.
You need to display STRONG and CLEAR call-to-actions that captivate their attention and prompt them to take action (aka buy).
You must test different calls to action to identify what works best for you and your online store. Try using different kinds of wording such as :
If you want some tips to create effective CTAs, check out this article.
8. Add some scarcity and/or urgency
Scarcity (quantity-related urgency) and Urgency (time-related urgency) are two very effective ways to make your buyer from you because one of the biggest fear of human beings is the fear to be missing out on something.
For example, you can say that there are only 30 more products in stock. This simple trick will boost INSTANTLY your conversion rate. You can even offer a special discount or a free gift for customers that buy within a certain time frame.
Even if these strategies work to improve your conversion rate, you should always use them genuinely. It means that you shouldn’t lie about your stock or create false discounts and sales just to boost your earnings. This is going to harm your store’s credibility in the long run.
9. Offer various payment options
Having various payment methods will help your conversion rate by making it easy to buy from you. Not a lot of people are willing to pay directly with their credit cards. Instead, you should offer the possibility to pay with other secured alternatives such as Paypal or Apple Pay.
Stopping potential obstacles for buyers is always a good strategy if you want to boost your conversion rate, and that’s exactly what we want.
10. Focus on solving your customer’s pain points (Copywriting)
The most important concept when selling something is VALUE PROPOSITION. It means that you should always tell the potential customer how is he going to benefit from buying the product from you. In fact, it’s very important that you highlight your customer’s pain points and how your product is going to solve them. These key components of copywriting should be at the top of your priorities when trying to sell your product.
It’s your job to make your sales copy resonate with your potential customers as much as possible. A benefit-oriented product page is going to help you with that.
“Sell a good night’s sleep — not the mattress.”
To summarize, I want you to remember this concept every time you’re writing a product or sales copy: BENEFITS SELL, FEATURES DON’T!
If you want to learn more about Copywriting, check out this complete guide.
11. Improve your store loading speed
In today’s society, people like fast loading websites. If you want to deliver an amazing user experience you must optimize your website to make the pages load faster.
How important is loading speed for the general population? Well, according to Kissmetrics :
- 47% of people expect your page to load in less than 2 seconds
- 40% of people will abandon your website it if takes more than 3 seconds to load
So, always try to improve your website loading speed if you want visitors to stay in your website and thus convert.
Check out this article if you want to learn some tricks to learn ways to speed up your website.
12. Offer free shipping
We talked before about trying to eliminate as many obstacles as possible for your customers. Shipping costs represent, very often, a big obstacle for buyers.
When you charge a lot of money for shipping, relative to your product’s price, people will think twice about buying from you.
For example, let’s say you sell a product for $20 and you charge $7 for shipping. Do you think people won’t find a hard time paying more than 25% of the total price just for shipping costs? OF COURSE, they will!
Offering free shipping represents a HUGE advantage and will help you differentiate from your competitors.
And I know it’s not as easy as just offering free shipping and covering shipping costs with your money. What you could do is integrate those shipping costs into the product’s total cost.
In any case, we recommend you to test these two options (free shipping+more expensive product VS paid shipping+less expensive product) and see which one converts the best.
13. Make sure your customers don’t need to create an account to buy from you
This tip is pretty straightforward. A lot of visitors (me included) are just simply too lazy or just don’t want to create an account to order online. It’s a personal choice and that’s why you should give them the option to buy from you without even needing to go through the whole process of creating an account.
The fewer steps your customers have to order in your store, the better. That’s because you lost potential clients in every single step of the consumer buying process.
14. Provide enough information about your product
Not only is it important to talk about pain points and how your product will change your customer’s lives for the better (see point 10). You also need to mention the technical aspects of your product so your potential customers know exactly what he is getting.
Try to fill your product page with as much relevant info as possible so your customer can make the best judgment possible and eventually buy from you.
15. Address your visitors questions ASAP
When creating a product page for your store, always keep in mind the different questions your customers may ask themselves before buying from you. You will then be able to answer them in your sales copy and eliminate your customer’s concerns and hesitations.
Examples of questions that they may ask themselves :
- Is it going to work for me?
- Is it worth the money?
- Do I really need this?
16. A/B Testing
I would like to finish up this list with this essential and general tip. A/B testing should be the base of your conversion rate’s optimization strategy.
When you make a modification in your online store with the objective of improving your sales you should always test them and see if they really work for you. Try to test one variable (different CTAs, colors, sales copy, etc) at a time so you know exactly the impact of each one of them.
Now that you know all these different tips to improve the conversion rate in your online business, it’s time for you to take action! Try to apply AND test at least one tip I gave you on this article. Remember, in order to maximize your efforts and keep what works and disregard what doesn’t, you should ALWAYS keep testing and improving your product page as much as possible!
If you have more tips or strategies to maximize your online store’s conversion rate then don’t hesitate to share them in the comment section!