Furthermore, 90% of consumers say that videos help them make a buying decision. That’s why they include videos with all their products on their website. It gives the consumer way more information than they could get from just a photo and a description. You may have photos, videos, and a great description, but customers will still have questions. The customer expects to see the same price for the same product on all pages, including in their shopping cart. One way to get people to convert more on your ecommerce site is by running promotions. For example, if you’re offering a 5% discount on orders over $200, it’s not going to make anybody rush to make a purchase. Once you start offering discounts and promotions, customers may be less likely to buy things at full price. You can make simple modifications to your ecommerce website to get more conversions. But over time, you need to optimize your ecommerce website if you want to get as many sales as possible.
Ecommerce platforms rely on sales to survive. If you operate one of these websites, you know how important sales are for your business.
Whether you sell products exclusively online or have an ecommerce site in addition to your brick and mortar store, you need high conversion rates to be successful.
What do you do when your sales plateau and your conversions drop?
You need to analyze your website. What you’ve been doing in the past may have worked, but it’s imperative for you to constantly optimize and improve your ecommerce store.
After reviewing your site, you might realize certain elements are killing your conversions.
Fortunately, you’re in luck. If you want to improve your conversion rates and generate more sales, all you need to do is make some changes.
Through research and my personal experience consulting businesses, I’ve identified and outlined the top ways to increase ecommerce conversions.
Here’s what you need to do.
1. Simplify your website
Websites with simple designs have higher conversion rates.
Depending on your company, you might have hundreds or even thousands of products for sale on your website. But trying to cram all of those products onto one page is ineffective, and it’s crushing your conversions.
Clutter overwhelms the customers. Instead, focus on your top selling products or items with the highest profit margins.
Let’s look at a globally recognized brand as an example. Here’s Apple’s homepage:
When in doubt, it’s always a great idea to look at successful companies as examples. Apple is an industry leader, and their website is about as simple as it gets.
Think about the number of different products they offer. They have all kinds of different desktop computers, laptops, phones, and other electric accessories, not to mention the digital products like software and music.
If they tried to fit everything they sell on their homepage, it would be an absolute mess.
Instead, they promote one product and have a navigation bar at the top of the screen that lists different categories.
This makes it really easy for shoppers to find exactly what they’re looking for.
In the fourth quarter of 2017, Apple reported $52.6 billion in revenue— a 12% increase compared to the fourth quarter of 2016. It’s safe to say they don’t have a problem with conversion rates.
2. Use high quality images
One of the most difficult parts of online shopping is the lack of direct access to the products shoppers consider buying. They rely on photos to get an accurate idea of their options.
It’s up to you to make sure you have lots of high quality pictures for every product.
You should have a photograph from every angle. Zoom in on features. Have pictures of models using or wearing what you’re selling.
This will make it much easier for shoppers to make a decision.
Here’s a great example of what I’m talking about from the Nike website:
They’ve got six different pictures of just one white hoodie. If you click on the other colors for this product, you’ll see even more photos.
I realize this takes time. It’s not necessarily the easiest process to take half a dozen photos of everything you’re selling.
But in the long run, it’s well worth it. Now shoppers know exactly what this product looks like from every angle. They’re more likely to buy it if it fits their needs.
3. Include a detailed product description
In addition to photos, you’ll want to thoroughly describe what you’re selling. With items like clothing, it’s usually self-explanatory.
However, if you’re selling electronics or something that has a bit of a learning curve, an accurate and detailed product description could help you close the sale.
Think of it like this. If a customer were to walk into a physical store, there would be employees to answer questions and help explain how different products work.
Shoppers don’t have that luxury when they browse online. It’s your job to make sure they aren’t confused about a product.
Even if you’re selling something simple, such as a t-shirt, point out how it differs from others. Does it keep you cool when it’s hot? Does it keep you warm when it’s cold?
These are things that can’t be determined from a photo alone.
Check out how Amazon accomplishes this with one of their TV wall mounts:
Just like companies in our previous two examples, Amazon is another industry leader across the globe. They know how to sell products online.
While the photos are helpful, the description really helps the consumers.
It explains which kinds of TVs this mount is compatible with as far as size and weight are concerned. The description also covers the various mounting patterns based on what kind of TV you have.
Without the description, you wouldn’t know how far off the wall the mount comes or how close to the wall you can push it.
Not everyone is an expert in mounting televisions. The majority of people probably never have to do this. And unless you install home theater equipment for a living, it’s probably not something you’ll do more than a few times in your life.
For a unique and somewhat niche product like this, accurate descriptions can really help drive the sale.
4. Show video demonstrations
This element takes our last point a step further. Instead of telling the consumer what your product does and how it works, show them.
If you haven’t been using video content to increase sales, you need to start right away.