Surely, one of the phrases that we can hear the most in the world of electronic commerce is. Why doesn’t my online store sell?
Let’s face it. Nobody buys a product with the naked eye. The customer already has to know the product first-hand, for the conversion to take place. Actually, the average conversion rate is around 1-3%.
What does this mean? That of every 100 people, only one is going to make the purchase or conversion.
Conversion rate = (No. of conversions / Visits) x100
How can we get this percentage to increase?
Carrying out a suitable strategy for conversion rate optimization (CRO).
What is CRO (Conversion Rate Optimization)?
Doesn’t it happen to you like me? I think I’m going crazy with so many acronyms.
The CRO is a Marketing strategy based on a set of techniques for optimizing and improving the performance of a website, with the ultimate goal of increasing the conversion rate.
Conversion optimization is about doing better marketing. It’s about understanding your customers better and giving them a better experience, helping them complete their tasks faster, simplifying everything.
7 techniques to improve conversion rate
We leave you 7 techniques that will help you improve the conversion rate of your site:
1. Observe, analyze and act
To define a clear strategy, we need to correctly define the actions to be implemented. We need to know the needs and behavior of our user.
If you’ve ever seen the “Mad Men” series, there are several chapters where a group of people are brought together in a room to test a product.
Over a period of time, these people give their opinion and answer a questionnaire about cosmetic products. Meanwhile, in the adjoining room and behind a mirror, Don Draper and his team listen to their opinions.
If you double the number of experiments you do per year, you are going to double your inventiveness | Jeff Bezos, CEO Amazon
Today, Marketing companies use more modern study techniques.
A / B Testing
Technique to compare two versions of a web page or application with each other, to determine which version has better performance. Variations are made to the elements of the site and displayed to users at random. To find out which version has the best result, a statistical analysis is performed for a specific conversion goal.
Google provides us with a free tool to perform A / B Testing.
Google Optimize :
It is an A / B Testing tool from Google, which connects to our website and allows you to experiment with different variants of content.
Can we see the behavior of our users?
There are several tools that build a heat map based on user behavior. They allow us to know and analyze in real time, the actions of users on our site, track errors, and see with which elements they interact best.
2. Use of financing
The use of installment payment methods or financing can help our business to improve the conversion, since the customer can make the purchase in several installments. This is recommended with high-priced products.
3. Optimize the product sheet
Conducting studies of several ecommerce that stand out in the world of fashion such as Zara, Springfield, Zalando, we can highlight the use of the human element to interact with potential buyers.
It is a great way to show the product in practice.
You must use quality images that contain details of the product. The use of videos is recommended to help the customer imagine themselves using the product.
Enrich the product sheet with concise, attractive descriptions and relevant texts. It will be crucial for building trust between the customer and the store.
Users do not want an instruction manual; however, they want relevant product information to be easily accessed such as a guide to sizes, sizes, weight, qualities, etc.
In several online stores we can see the use of size forms, which after inserting the measurements, recommend the choice of size. This offers a boost to the customer’s purchase decision and reduces returns.
4.Empower the use of opinions:
It is advisable to show the user the opinions of customers who have already purchased this product. This practice increases trust with the user and consequently helps to improve conversion, they can already know the opinion of people outside the company. Be careful, using opinions can be a double-edged sword.
“Nearly 95% of shoppers read reviews online before making a purchase, and 72% of customers don’t take action until they’ve read them.”
5. Facilitates the purchase process and avoids registration.
Do not force user registration and facilitate registration as a guest. This will facilitate the purchase and improve the conversion.
Simplifying the payment process would mainly involve reducing the number of steps. Eliminate all page distractions, offer multiple payment options, and provide a guest login, so customers don’t have to sign up. This will help customers not see the checkout process as a tedious and cumbersome process.
6. Use the urgency and shortage of stock to boost sales.
Urgency is an emotional driver that is used to influence the user to make the purchase and improve the conversion. Creating a sense of urgency is to highlight a particular offer valid only for a short period of time, so buyers are drawn to buy it quickly before missing out on the great offer.
In 1975 a study was carried out where it was investigated how two groups of people would act before two glass containers with cookies inside. The first jar contained 10 cookies, and the second only 2.
What do you think was the result?
It was found that people preferred the cookies in the second jar, which contained a smaller number of cookies, more to the jar that was overflowing. This is what is identified as the scarcity principle.
Displaying the stock quantity is a good practice to improve promoting the scarcity principle in users. Not only does it speed up the conversion, if not, it can give that push to the customer to buy the product.
7. It favors communication with the client at all times
Did you know that chatbots are projected to handle up to 85% of all customer service interactions in 2021?
Did you know that 73% of consumers prefer live chat to any other communication channel to interact with a company?
Not being able to communicate with the store increases the abandonment rate due to not being able to resolve doubts or dissatisfied buyers
Chats or the use of chatbots, as we mentioned in a previous post , are going to play a very important role in electronic commerce. You can help ensure that no customer leaves our store because they cannot find answers to our questions.
Live chat is an immediate solution for users in relation to other informational means such as the return policy, general conditions, etc.