The Latest Research and Tips on Ecommerce Conversion Rates

People always ask “How can I improve my ecommerce conversion rate?”. Numerous proven ways exist for those who could care to study and implement it. Below we discuss a number of ways that are in-line with the latest research.

Recently, some well-documented research on conversion rates by Di Fitta, Patton and Viglia mainly confirmed what practitioners have been zooming in on in the past 36 months. Conversion science is a cocktail of UX, good site architecture, excellent copywriting, the right web hosting that does not trip you up – and off course, offering the right product to the right customer at the time they want it. Ecommerce conversion rate is the percentage of people who visit and buy an item from an online store within a specific period. Not everyone who visits your store will buy. What are the factors affecting the conversion rate? High prices, poor quality images, poor description, lack of videos, lack of positive reviews, negative attitudes towards your brand, a complex buying process, lack of incentives, and expensive shipping will reduce your conversion rate. Lack of trust also reduces your conversion rate. We’ll walk through 13 tips for increasing your conversion rates:

Tips for increasing your conversion rate

Here are the tips for increasing the percentage of people who buy when they visit your store.

1. Proper item description

The description should be concise and clear and be able to convince the prospective buyers that this is what they need. Have both short and long versions. The short version answers basic questions about the product such as what is the product, what is its purpose, why it is better than competitors’ products and who can use it. The long version answers all the other questions that the buyer might have about the product, leaving no questions unanswered. It gets the buyer’s attention. Incomplete information is a put-off.

2. Rapid responses, 24/7, omnichannel

If you can manage to identify the best chatbot solution that is fine-tuned for your industry, this can be a huge success. (Read more here on what Avi Benezra says about Chatbots that improve conversion rates). On the other hand, installing the cheapest, quickest chatbot that is not related to your business, will not yield a better conversion rate. Make sure you understand more about next-generation smart bots to cut operational costs and improve performance.

3. Use product videos

Have a video for each product. Product images are good, but a video is even better. It is the next best thing to actually touching the item and the customer can see the product being used. Videos also communicate a lot of information within a short time. Many people prefer a video instead going through tons of photos and text. A creative and attractive thumbnail for the videos will generate more traffic on the product, and consequently the conversion rate increases.

4. Offer cheap/free shipping

People want free shipping. According to TechCrunch, 61% of buyers are most likely going to ditch the cart if there is no free shipping. That is why almost half of online stores offer free shipping. Whenever they go shopping, customers want to know how much it will cost to ship the item. Configure your selling process in such a way that you offer free shipping for a certain level of buying, say over $100 and have affordable shipping for the rest. You will most likely increase your conversion rate immensely.

5. Visible contact details

Fraud is rampant and buyers are scared of fraud. To gain their trust, provide a clearly visible and valid phone number or email address. Make sure someone is available to answer calls and respond to emails promptly. Also offer live chats so that they can communicate with you live on your site. If you can’t have a response team, have a chatbot programed to answer questions. This improves customer experience and the chances of making a sale.

6. Multiple payment methods

Some shoppers fail to purchase items when their preferred mode of payment is not available. Update your payment methods often.

7. Product reviews (AKA trust and consumer to consumer influencing)

Customers want to know what other people feel about your product and service. Keep both good and negative reviews on the website. Make improvements whenever there is a negative review to reduce the number of negative reviews.

8. Continuously improve your website

The internet is always changing and you have to keep up. Continue to make changes in the look and feel of your website, test them, learn from them, and make further improvements. You may need the help of a conversion optimization team to assist with the overhaul of your website.

9. Customizable products

Many people like to customize things because it’s fun. It creates a feeling of ownership. Once a customer spends time configuring a product, it become his/her product and they may be willing to pay more for it than for a standard product. Mass customization is the in-thing and if you can offer it, go ahead.

10. Sales and specials sections

Discount-seeking behavior is common due to Groupon, and endless sales. Consider having a dedicated “sales” section on your site. Do what is right for your brand, make it easy for people to find items on sale, and experiment. You just might increase the conversion rate.

11. Remarket

As mentioned above, 61% of shoppers abandon the cart as they start buying because they keep comparing you to other stores. Follow them up with remarketing by displaying your ads with discount coupons when they browse the internet. Also follow them up with emails and offer them discounts. They are already interested in your product and they are likely to buy. Using Google Ads and Facebook remarketing are the most reliable options in the display ads market, with Bing and Linkedin (Both from Microsoft) yielding considerably lower in the PPC domain.

12. Persistent shopping cart

Don’t let shopping carts expire too early. If a prospect returns and finds the cart empty, they might abandon you. Use a persistent cookie to keep the shopping cart waiting for some days. Alternatively, offer to email the cart contents to the prospect that they can retrieve through a link. You will stay on their mind and you can make offers in the future since the prospect is now on your mailing list.

13. High-quality images

Images sell and they are the first things that visitors see on your website. Blurred and unclear photos are a turn-off. People desire to see what they are buying in terms of color, design, and shape. Use several high-quality images of each product taken from different angles so that customers can see what they are getting. They will most likely buy. This goes for any type of image marketing you do – these days, using aggregators and Pinterest to scoop more image traffic, is a must for any retailer.


Beat the competition!

These are some of the many tips that will help your business to grow. Online stores are emerging daily, and therefore competition is getting stiff every day. Creating online traffic and increasing ecommerce conversion rates is vital for survival online. Your sole goal is to maximize profits and this only happens if you have traffic and a good conversion rate for your store. Follow the above tips to increase your conversion rate and you will your sales increase and your profitability going up.

Adriaan Brits

As an analyst of global affairs, Adriaan has an MSC from Oxford, with diverse interests in the digital economy, entertainment and business. He covers mostly topics related to his qualifications. He is a specialist trainer in Advanced Analytics & Media. He also writes for, BestTechie, CEOWorld Magazine and other media outlets.
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