As part of the e-commerce eGuide we’ve recently launched, we provided various tips and tricks that help you improve your e-Commerce website conversion rates. Everything from your server performance to UX, graphic design, product descriptions, images or buttons to the checkout process can significantly influence your conversion rates. We refer to all the the tactics you could use to get people to buy something from your website once they visit it, or take other wanted actions, such as subscribe to a newsletter, download a eGuide, request a free trial or contact you through a contact form.

You can find an overview of the e-Commerce eGuide here:

As conversion rates have such a high impact on your e-Commerce business normally you may want to have an optimized website and a compelling shopping experience for conversion prior to spending huge amounts of money on marketing strategies and paid advertising to drive traffic to your online shop. Everything from your server performance to UX, graphic design, product descriptions, images or buttons to the checkout process can significantly influence your conversion rates.

Simply put, conversion refers to the tactics you use to get people to buy something from your website once they visit it, or take other wanted actions, such as subscribe to a newsletter, download a eGuide, request a free trial or contact you through a contact form. It is a measure of how well a store is meeting their target customer needs and how well the website attracts the proper visitors.

 

Design
  • Focus on having a responsive, minimalist design and use clean fonts
  • Choose interactive menus that ensure a generous display of offers and product – let the website “breath”
3 seconds rule
  • Load website pages and scan all relevant information in less than 3 seconds
  • Your eye should be able to scan the image, product title, price and Add to Cart button within three seconds
Navigation
  • Clear and consistent navigation – use visible and practical breadcrumbs and highlight all NEXT STEP buttons if you have the order process on more pages
Call to Action
  • Use large (but not too large) one single color on CTA buttons (Search, Add to basket, Buy), contrasting the surroundings
  • Use bright colors like orange, green, red to increase visibility
  • Buttons should urge your customers to act with a sense of urgency and excitement
  • Buttons with an action verb (eg: ‘Buy Now’ CTAs) should direct your customers to Checkout as quickly and simple as possible
Images
  • Invest in high-resolution images and use multiple angles images. If possible, include rotate and zoom options for images as well. These rich media features allow customers to see all sides of a product, which reduces doubt or questions they may have had about a product’s appearance
Videos
  • Video showing a product’s qualities, product actual usage or user videos for product reviews can help customers envision themselves using the product and significantly increase your conversion rates
Price
  • Make the sale price and amount saved very clear. Customers feel good when they know they’ve saved money. So remind them.
Customer Service
  • Make real time chat available for customer service during working hours
Custom 404 page
  • Include details needed to finalize an order or to continue navigation (contact, popular products, search, a link to the homepage or the sitemap) but ideally you should aim to have no errors
Help section
  • Introduce a Help section with discounts & coupons
Security
  • Highlight security and build trust
  • Include Partner logos and payment methods where possible
Important fields
  • Important fields go up in upper right corner (shopping basket, contact, support, login)
  • Non essential to footer (eg. Terms of service)
  • Use filter navigation tools
  • Use endless scrolling rather than pagination
Usability Testing
  • Should always be performed
Newsletters
  • Have a “Register to Newsletter” button – Double Opt In to nurture visitors

More articles will follow to emphasise relevant tips and tricks that enable you to optimise your e-Commerce website conversion, stay tuned!

To download the complete e-Commerce eGuide click here.