Then there’s the actual act of encouraging people to buy.
This is perhaps the hardest part of running an ecommerce store. If you don’t do it right, your sales will remain stagnant, and you may have to close shop sooner rather than later.
However, if you stick to a few key conversion tactics, you’ll boost sales, generate more customers, and create a much better shopping experience for your buyers (which means they’ll keep coming back for more).
Wait… What’s a Good Conversion Rate?
Conversion rates vary wildly depending on what industry you’re in, what you’re selling, and who you’re selling to.
While there might be an “average” conversion rate for the ecommerce world in general (1%-2% is fairly common), a good conversion rate is one that’s better than you have right now. It’s as simple as that.
Here are some top tips for boosting your conversions.
1. Quality Images and Engaging Copy
The biggest thing that stops consumers buying goods online is the fact that they can’t see or feel the product like they can in-store.
They’re the first thing our eyes are drawn to when we visit an online store – if something looks good, we want to buy it.
Take a look at this product listing for Nike’s Air Max.
The photo is sharp and clear, and the copy complements it. Nike doesn’t just list out the materials in a boring way, they incorporate them into a list of benefits, so the buyer knows exactly how these trainers will change their life.
While your images should be simple, bright, and clear, your copy needs to explain:
Who the product is for
What the product does or what it’s used for
Why it’s good, or why someone might need it in their life
2. Incorporate Videos
While photos are incredibly important in ecommerce listings, so too is video.
In fact, studies have shown that having one or more videos on your product pages can skyrocket conversion rates anywhere between 84% and 144%.
Videos are an engaging form of content that allow potential buyers to see your products in a way that images don’t do justice.
In fact, in the State of Video Marketing report, a whopping 97% of businesses said that videos helped them increase their prospects’ understanding of their product, while 81% linked it to a direct increase in sales.
There are two key reasons that video is such big conversion booster:
They tell a story – ever since human life began, we’ve been enamored by stories because they get us to think, act, and feel
They are human – although online shopping is an inherently digital act, consumers still crave a human connection with the products they are interested in and brands they buy from.
And here’s the thing – while it might seem like video production is this huge, costly extravaganza, it really doesn’t have to be.
In fact, with the advent of smartphones that all come equipped with decent cameras, it’s quick and easy to knock up a simple but effective video for your products.
So what kind of videos can you create? Think outside the box and include videos like:
Product tour videos that show your product from every angle
How to videos that show your product in action
Customer testimonial videos
Storytelling videos that incorporate your product
This example shows the product in action in a “how to” explainer video.
3. Add Social Proof
Consumers today are savvier than ever before, and they no longer buy into the traditional forms of advertising where brands essentially shove their message down the throats of anyone who’ll listen.
Instead, they actively seek out peer reviews and testimonials, specifically looking for proof from people like them that the product works.
Think about it:
Say you’re looking to buy a new washing machine.
You find one that looks great but has no customer reviews, and you find another very similar one with a slew of 4-5 star reviews.