HOW TO INCREASE CONVERSION RATES

Find below how to increase conversion rates and the most popular reasons for cart abandonment. Learn the best tips to boost your website or app conversion rates.

Written by Mau, a Senior Digital Marketing Specialist at eDigital provides practical conversion rate optimisation advice and tips.

THE TOP 17 TIPS TO INCREASE CONVERSION RATES

Is your website or app conversion rate low or dropping? Find below our best tips for how to boost your website or app conversion rate.

17. Speed up your page download time

Your visitors might be giving up waiting for a shopping cart page to download on their browsers.

To know if your page speed sucks, test your key shopping cart pages with the Google Developers Page Speed tool. Alternatively, you can also download a Chrome or Firefox Page speed extension so you can even go and compare your page speed with your competitors’ page speed.

Perform this test during the time of the day when most of your online sales happen so you know exactly if your page speed sucks during that busiest daily time.

If you find that your pages are taking too long to download, you might be missing sales and you will have to come up with a plan to reduce download times.

Sometimes there might be extra code that is not needed or some heavy images or Flash applications taking too long to download.

Tip

Test the complete shopping cart from selecting a product to completing credit card details payment.

When testing, use:

  • The most popular sold product
  • The most complicated product for users to buy
  • Multi purchases ( more than one product on the shopping cart).
  • Do your test using different browsers (IE, Safari, Firefox and Chrome).
  • Take note of any page download delays per browser and product and pass the info to your web developers so they can either fix or find alternative ways for pages to download quicker.

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16. Make it clear – Do not create confusion

Your users do not understand how to make a purchase.

Some of the most popular website issues might be that “Call to Actions” (for example: “buy now”) are not clear and the process of buying different products on one single transaction might not be that intuitive.

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15. Offer crystal clear fees 

Consumers are not fans of websites that add extra fees just before they are about to finalise a transaction. Try to review your pricing strategy to include any fees on the Total Price (if possible). If not, disclose clearly to your users what extra fees they need to pay and if they are compulsory or optional. You might be promoting an “optional” service that users might be thinking is a “compulsory fee”. If you are charging for shipping/postage/insurance, be transparent and upfront about the costs. Talk to your web designer about ways this can be promoted effectively without taking too much real estate on your shopping cart.

EasyJet is the king of hidden extra fees when booking online.

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4. Caution (fear) to provide credit card details

With so much Internet fraud, it is not common for your users to find products on your website but buy them somewhere else where there is no fear of fraud.

The best ways to combat this are:

  • Add your encryption service logos
  • Add your legal details – Business number, official addresses, customer service phone numbers, customer reviews, etc.

14. Create urgency

Not every visitor might be in a shopping mood…they might come later. What you can do to combat this is to offer “today only” deals so you create “urgency”. You need to test different “today only” deals and different products.

There might be products that you are already selling quite effectively that do not need “today only” deals.

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13. Short the steps to complete the purchase

Make the process short and easy. Benchmark your website with the best industry players and competitors (for example if you are an online retailer, you may want to check out Amazon‘s features and see how many steps to check out your website or app requires compared with others.

You may want to remove anything that distracts people from completing an online purchase on your site or app. 

12. Offer fast guest check-out 

Do you need users to register to buy? 

Consider people who might buy once and do not want to register (buying for someone else – gifts.

In this case, you need to offer what we call: a guest buyer path, with no need for registration.

11. Offer unique incentives to buy online

Your visitors might find it easier to buy your products somewhere else. Create value-added services that your users will love and promote.

Some benefits can be:

  • Customer support: the phone number they can call and get assistance when buying online
  • Free returns
  • Free shipping
  • Access to exclusive events or promotions.
  • Access to exclusive partner offers.
  • Access to a unique loyalty program.
  • Access to a consumer competition/contest to win a major prize

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10. Offer different payment methods

Offer different payment methods such as money order, credit card (Visa, MasterCard, PayPal), cash and customer service support ( purchases over the phone- free number) 

9. Offer real-person support

Offer at least easy to find and read Frequent Asked Questions (FAQ) page (organize topics alphabetically so it is easy to scan the exact topic users are after). Extremely customised products and services will need to be strong on this point.

8. Offer certainty on the purchase process and time duration

Let your users know how far they have gone (use visual clues- purchase bar i.e.: You have completed 60% of your purchase process).

7. Offer ways to save items on the shopping basket

Allow users to save their selections, so when they come back next time to your website they can easily buy the product they were after. Alternatively, you can also promote a “bookmark this page” message.

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6. Your page’s single top objective is to complete the purchase

Kill any distractions on your cart pages.

Keep their attention focused do not distract them with other products, banners, news, etc. Remember that your users are almost ready to buy! No distractions.

5. Make all the “call to action” buttons easy to find and click 

Make the next and check-out buttons visible and place them in the right place, prominent.

Tip for buttons:

  • Place them both above and below the fold.
  • Orange, red and green colours for “buy now” buttons have proven to be coloured to engage users to take action.
  • Make these colours unique for the “buy now” action so visually it is easier for users to know where to go next.
  • Ensure your developers put the key call-to-action buttons in the same position on each relevant page.

4. Offer certainty about personal details

Is your business offering the best opt-in practices and privacy statements? People care about their personal information handling and they might not buy if they do not feel ok giving you personal information.

3. Comparing mode (not buying)

Your website will always have people who are just browsing what you have and trying to find it cheaper or better somewhere else. Find out what marketing channels are bringing conversions and optimise your budget to these “highly converting” channels.

The “Not ready to buy yet” segment is also some of your users who are willing to buy but they are not ready or do not have the money to buy from you or maybe the user is not the actual buyer (housewife needs to wait to get approval from husband). If that traffic is coming from Google ads, you might want to remarket those visits.

Can you remarket visits from your top digital marketing channels who landed on either your product pages or even better the first Shopping cart page?

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2. Not offering visual proof from real customers

Many product pages still lack “Social Proof”.

You may want to consider adding user-generated content to your product pages as a way of bringing “social proof”.

There are a bunch of tools available to choose and aggregate user-generated content on your product pages.

Below is an example from a Jewellery retailer called Dogeared which uses Olapic to publish customers’ photos on their product pages.

Adding user-generated photos has given Dogeared a 22% higher average order value and a 24% higher conversion rate from shoppers who are interacting with visual UGC. (Source: Demandware Webinar)

Dogeared jewellery accesories User Generated content website customer photos

Dogeared jewellery accessories User Generated content website customer photos

1. Provide a page with your “Returns policy”

Make sure your returns policy is clear and easy to use. Check the new “Keep it” option implemented by Amazon, Walmart and other companies that use artificial intelligence to decide whether it makes economic sense to process a return.

Need support? Contact us today!

Reviewing and improving shopping carts is a never-ending ongoing process. If you do not have the time or the ability to increase your conversion rate, let us know, we are here to support you.

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Tip: You may also want to review some of the most popular buy-now-pay-later platforms to boost your online sales while ensuring your customers have the option to pay in instalments.

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CONCLUSION

Improving website or app conversion rates is an important goal for any digital marketing team. The higher your conversion rate, the easier and safer customers feel when buying from you. Higher conversion rates mean customers trust your brand and offering. 

eDigital can help you conceptualise, plan, develop, run and optimise successful digital marketing campaigns that generate leads and sales for your brand.

Our digital marketing services include:

  • Strategic planning for social media and other digital marketing channels.
  • Online advertising management and optimisation (Search, Display, social media ads and re-marketing).
  • Marketing training: social media training and digital marketing training. 
  • SEO strategy and execution. Including content development (articles, stories, eye-catching and SEO-optimised visuals).
  • Celebrity and influencer marketing campaign strategy. 
  • Brand development. Logo creation, brand personality development and design of marketing materials.
  • Consumer contests/competitions/giveaways.
  • Email marketing. Dip sequence design and deployment. 
  • Conversion rate optimisation. It is also called “path to purchase” optimisation. 

Contact us today and start boosting your leads and sales.

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Final note: Want to reduce customer acquisition costs and dependency on paid media? eDigital‘s marketing strategy training will unmercifully review your marketing, help you build a marketing engine with channels and assets you own, stir your team’s thinking, bring new ideas for new conversion paths and boost customer lifetime value.

HOW TO INCREASE CONVERSION RATES

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