9 Fundamental Ecommerce conversion tactics (updated 2018)

Growing sales online is tough work, you’ve probably experienced moments of stress when you didn’t quite understand why few users complete a purchase from your e-commerce.

Even if you have a lot of traffic or effective campaigns, your e-commerce it’s the ultimate real conversion tool.
I wanted to share with you some tactics to increase the conversion rate of your e-commerce, all these tactics are the results of multiple tests that we’ve conducted over the years at Wowcracy.

1. Reduce choices: Products category

When users navigate your Ecommerce, they want to find quickly what they are looking for, so organize your E-commerce with few clear categories.

If you have a womenswear collection, whether it’s a super luxury brand or a mass market clothing line, users want to find immediately what they’re searching.

2. Mobile FIRST

Your e-commerce has to be Mobile friendly, it’s imperative to let customers complete a purchase from their mobile device and iPad.
Consider that the half of the internet traffic comes from mobile devices and the 40% of users will go to the competitor after a bad mobile experience.

3. Shipping & Returns: Must be Easy

Always include the shipping on your product page, users don’t want to crawl around your commerce to find out when they will receive a product from you.
Be clear on the return policy and the shipping costs, if you find a way to do a free shipping is much better for your conversion rate.

4. Comments & Reviews

Reviews from other users can convince new customers of purchasing a product from your e-commerce.
Consider that the Millennials, trust peer to peer recommendations more than Ads and expert comments, so it’s fundamental if you have a brand that works with this generation to have in place an area from the review made from other users.
If you don’t have reviews yet, never publish a product page with 0 reviews, it will make just more damage.

5. Put in place a Mktg automation

When you have customers that save some of your products in their cart, store their emails and send to them automated messages, that remember that they have a certain product in the cart.

6. Abandoned Cart Email

Abandoned cart emails are vital in ecommerce. An average of 68% of people abandon their carts. These are people that had enough interest to browse your products and add items to their cart. They completed the first step of the checkout but decided to abandon their carts at that point. Abandoned cart emails give you an opportunity to bring that customer back to complete their transaction while it’s still fresh in their minds.

7. Adwords & Facebook Retargeting

Retargeting helps reinforce your brand and serve as a reminder to your recent site visitors of your products. Retargeting ads have proven to be much more effective than traditional online ads. In fact, in one study web site visitors who were retargeted with display ads were 70% more likely to convert.

8. Use Facebook custom audiences 

Retargeting is the ability to target those that have interacted with your business before with ads.

You can target the following people on Facebook:

  • Those that gave you their email address before
  • Those that visited your website
  • Those that use your app
  • Those that engaged with your Facebook posts or ads
  • Those that bought a product from your ecommerce

The groups above will be your “custom” audiences and they are critical to your return-on-investment with Facebook Ads.

Custom audiences are Facebook’s way of sorting your online store visitors so that you can serve highly tailored ads to them.

You can also make custom audiences even more narrow by using exclusions (the “and” targeting with Chapter 4’s suggestions, or “excluding” certain groups of people/other custom audiences). The more specific you get, the more effective your campaign will be.

9. Referral Offer

Referral marketing is incredible important as it represents the perfect opportunity to get your most recent and happy customers to talk about you. Study after study has come to the same conclusion, that people trust and purchase products more from a friend recommendation than any other form of marketing. In fact, according to Neilsen, people are four times more likely to purchase a product when referred by a friend.

 

Consider that sometimes people just forget about a product that they wanted to buy, so alway be proactive and remember to them, but don’t be pushy.
These are some of the most important tactics to put in place when you’re optimizing your commerce page, then there are even more interesting tricks but depends on the kind of product or service that you want to sell.
If you want to talk with us about your e-commerce optimization, write to commission@wowcracy.com.

Have a nice day
Lucas