Do you want to increase you ecommerce conversion rate? We have listed down the most effective and proven tactics to improve ecommerce conversion rate.
Let’s say you’re the owner of a shopping mall. Each time you visit – whether on holiday or even a weekday – the mall seems to be swarming with visitors. Surely, the mall must be doing great business, right?
Surprisingly, the monthly sales numbers demonstrate a completely bleak picture with sales being at an all-time low. In fact, the only thing that seems to be rising is the volume of ‘window shoppers.’ Sounds familiar?
Drawing comparisons in the e-commerce universe, it’s like a user who logs onto your website browses through the offerings, but does not end up buying anything. When this happens over and over, you know your business is experiencing a low ‘conversion rate.’ It’s time to look into conversion optimization tactics to improve the conversion rate.
Conversion Rate = Sessions with Transactions / Total Sessions
If you’re wondering why customers don’t make the leap of faith – or in this case – click a button, keep reading. You’ll be surprised to know that the switch from ‘click to conversion’ can be plagued by numerous factors such as:
- Absence of radical testing leading to confused customers:
Around 48% of companies don’t test their landing pages. If the offerings aren’t crystal-clear to the customer, you can rest assured that the sale will never happen. - Static elements on the page and a dull UI:
Integrating too many pop-ups, making the website text-heavy, and using a complex layout is simple no-go’s you need to be aware of. Using an attractive UI that offers seamless navigation and instilling beautiful imagery and videos can truly help. Data suggest that integrating a video element on your landing page can boost conversion rates by 86%. - Your CTA isn’t visible:
If the customers can’t find the CTA button(s), you’ll never see them again. - The content is outdated and boring:
If the copy on your website doesn’t excite your customers and resonate with them, they’ll never bother buying anything. The mantra “Can’t read, won’t buy” stands as true as ever. - The website isn’t mobile-friendly, and live chat is ‘dead’:
Most users today browse through websites on their mobile, hence the emergence of the ‘App Revolution.’ Plus, if your website isn’t adapting to the current technological needs (think: live chat), the customers will switch to the ones that do. - Lack of Re-engagement:
Online visitors do not buy in a single visit. Similar to offline shopping, visitors browse through various products and leave. You need to re-engage with visitors in an effective and efficient way to bring them back.
这些只是电子商务网站未能吸引用户注意力并留住用户的部分原因。为了应对这种情况，以下是一些您可以尝试的久经考验的策略：
7种经过验证的、能让您的电子商务转化率飙升的方法
将用户界面作为您的首要关注点
如果可以任选，您是愿意选择今天那些笨重、昂贵且传统的手机，还是触摸屏智能手机？绝不可能！
如果您的网站缺乏“响应性”，设计呆板且静态，并且提供的是一种极其笨拙的体验，客户就会有完全相同的感受。为了方便您，我们来看看糟糕与良好的网站设计对比：
瑞安航空这种复杂且令人困惑的用户界面设计是一个很大的减分项：
相反，这个由Airbnb设计的、干净简约且导航流畅、UI逻辑清晰的网站非常人性化
那么，在UI设计方面，你可以做些什么来获得青睐呢？首先，在你的电子商务网站中多集成UI元素，例如以下这些：
• 使用引人注目的背景色，就像Gucci那样（这是个双关语，意指其品牌名称）：
• 另一个可以考虑的例子是美国电子商务品牌Peak House：
要点：客户需要更好地可视化产品，因此投资于UI设计可能是一个明智的选择——无论从商业角度还是其他方面来看。
关注搜索引擎优化方面
SEO不再仅仅是一个时髦词。它已被证明能提供有价值的结果，例如以下内容：
作为一家电子商务公司，你需要通过拥抱最佳实践来更多地关注SEO方面。
下面是一个例子：
• 提高网站速度。看看下面的信息图，它有效地总结了页面加载时间优化的重要性。
• 实施与新产品添加、库存更新和301重定向相关的动态SEO策略。美容和化妆品公司Birchbox的网站页面有效地展示了其新产品。请注意，该公司如何通过将产品分为“每月订阅”来展示产品，并通过使用“Peek Inside”部分为用户提供所有可用产品的360度视图：
• 确保移动网站优化：H&M和亚马逊的移动应用程序是很好的例子：
个性化（双关语）
在电子商务领域，个性化可能不是一个坏主意。感到困惑？考虑一下提供独特协同浏览优势的实时通信技术：
核心理念：电子商务企业需要利用协同浏览技术提供个性化的客户服务，以达到以下目的：
• 为用户提供更“指导性”的客户体验，提高客户满意度和忠诚度。
• 在用户遇到导航问题、结账问题和付款失败时，通过实时屏幕共享提供支持。
• 实现更快的查询解决，并减少购物车放弃的情况。
• 最终促进销售，进而提高公司的投资回报率。
精通定制化电子邮件并留下深刻印象
如果统计数据有参考价值的话，平均电子邮件选择加入率为1.95%。虽然这个数字看起来很低，但有很多方法可以提高客户参与度。其中最有效的方法之一是发送定制电子邮件以提高留存率并提高您网站的转化率。JetBlue品牌通过兼顾创意和定制来实现这一点：
另一个品牌Birchbox会告知客户查看用户的购买历史记录，并发送一封专门满足用户需求的个性化电子邮件：
不要害怕诚实的评论
大约61%的用户会阅读在线评论，因为他们希望做出明智的购买决定。您可以邀请用户添加诚实且真实的评论，并在搜索引擎结果页面（SERP）上展示它们：
图片来源
研究表明，添加谷歌评论以获得谷歌商家评分，平均可将您的电子商务网站的点击率提高10%！
要点：您可以使用像TrustPilot这样的评论平台，并将其与您的电子商务商店集成，通过允许用户在开放平台（如谷歌页面）上分享他们的经验来建立用户信心和信任：
保持您的结账流程顺畅
经历一个痛苦的、信息量大的结账页面，就像在辛苦工作一天后堵在路上两个小时一样——简直是折磨！
电子商务网站当务之急是实施一个顺畅的、最好是一站式的结账流程，包括结账表单，正如家具零售商Made在下面演示的那样：
要点：客户购买过程的最后阶段与最初的旅程同样重要。客户花费大量时间浏览产品；他们不需要花费更多时间填写过多的信息或点击“下一步”按钮进入“永无止境”的页面。一站式、极简的结账流程可以确保快速、无忧的结账体验——这对于当今大多数客户来说都是优先考虑的！
告别“错失的机会”
Did you know that around 74% of conversion rate optimization programs can increase sales as per research by Marketing Sherpa? To recover your lost sales due to cart abandonment, you can use PushEngage. You can automate the entire cart abandonment campaign. Did you know using Cart Abandonment Push Notification, e-commerce site was able to recover 10 sales every day? The impact of Push Notification is far more than just cart abandonment. Looking at the use cases of push notifications, you will know what are the different revenue-generating campaigns you can run using push notifications.
You can also use cart abandoned software like CartStack and make up for lost sales opportunities that your website will inevitably face.
这个过程看似简单：它只是向用户发送一封简单且廉价的电子邮件提醒。也许最棒的部分是它可以无缝集成到任何网站中！
要点：每个客户——新客户或回头客——对您的业务都极其重要。事实上，电子商务企业需要特别关注那些中途放弃的客户，并通过发送电子邮件、定制优惠等方式与他们保持联系，以解决他们的痛点。
Closing Thoughts
Double-digit conversions rates are unheard of. In fact, data claims that conversion rates typically range between 1-3%. However, adapting to new tools like Web Push Notification has resulted in getting conversion rates up by 10%.
But, there are plenty of tips and best practices you can embrace (as the ones mentioned above) to bridge the gap between your skeptic brand ‘clickers’ and turn them into loyal brand ‘converts.’ Try these and see the difference for yourself. Over and out.
