In eCommerce, conversion is one of the most important aspects of your online game once you have your traffic in place.
This blog is the final part in our eCommerce optimization series, and also deals with the final section of your conversion funnel – your shopping cart or ‘checkout’.
While this blog works just fine on its own (checkout optimization is huge - implement everything here and you’ll see conversion improvements right away), we still recommend you go back and take in everything we’ve previously taught on:
Site wide conversion
Home page conversion
Product page conversion
Section or ‘category page’ conversion
Over 80% of potential customers bail at the checkout!
It’s well known to most eCommerce storeowners that cart abandonment is a big problem in ecommerce. It’s frustrating when potential customers come so far down your funnel and not take that final (and most important!)...
Now that you have your product pages optimized for conversion , we’re going to take a step back and optimize your category or ‘section’ pages.
In case you missed it, we have already covered site wide e-commerce conversion and home page optimization , so go back and check if you haven’t yet. If you’re up to speed, then let’s get going.
Section pages are important for conversions
First let’s think about the purpose of a section page. A potential customer lands on your store and she already knows she is interested in buying shoes – she just doesn’t know which shoes yet and wants to look around.
She sees a link that says ‘Women’s Shoes’ and she clicks on it. Here she is presented with a series of choices. Pumps, Stilettos, Sandals, Sneakers, Boots...
She wants a pair of casual shoes, so she clicks ‘Sandals’ and up come all the Sandals that are available in store.
Now, as a...
If you’ve been following the ecommerce conversion optimization series, then you should already have your site-wide optimizations in place, and your home page should have been turned into a conversion machine.
If not, I highly suggest you go back to read Part 1 , Part 2 and Part 3 in the series and get yourself caught up with us.
Once you have those set up, let’s dig a little deeper into your site. Today we’re talking about product page optimizations.
Product Pages are Important!
Your product pages are quite simply some of the most important pages on your whole website, so you want to optimize these and get the most out of them that you can.
The goal of a product page is to get the customer to add to cart. If they don’t add to cart, you want them to move to other products until they do add to cart. Bear that in mind as you go through the optimizations.
A List of Easy Wins
There are many ways to optimize a product page. Luckily...
The home page of your ecommerce store is huge for conversions, so optimizing it right should be a top priority for you. Customers expect certain things from an ecommerce home page. They expect it to feature your best products, display your special offers and they go there to consume all information that you have available to them. Make sure to check out Part 2 of our series, sitewide conversion rate boosters 2 .
Session capture software has confirmed that whatever it is they are looking for, be it contact details, your returns policy or just to find out what kind of company you are, they will often turn to the home page to find it.
You need a solid, well filled-out, content rich homepage.
Rich homepages win
The richer your homepage, the better.
About 50% of the time, people don’t land directly on your home page. They land on your product pages, your category pages, your blog post or PPC landing pages.
But most visitors end up visiting the home page....
In part 2 of site wide conversion boosters, we are going to jump directly into some juicy tactics to help turn that browsing traffic into paying customers. If you haven’t checked out part 1 in the series yet, do so here . If you are already up to speed – let’s get going!
Appeal to urgency: incentivized time constraints
Getting straight into a big one, incentivized time constraints (ITCs) work! An ITC is an action you can trigger based on how much time someone spends on your site, the amount of page views they have made, where they have scrolled to on the page and more.
When the action is taken, a pop up will be triggered that will make an offer, which can only be claimed if the customer purchases within a certain amount of time (anything from a few minutes to a few days or even weeks – find the sweet spot for your own unique offer).
A close relative of the ITC, the incentivized opt-in will ask for...
Beginning our blog series on conversion boosters, we’re going to start by talking about tactics that work site-wide. Each conversion booster alone has been shown to have a positive effect on conversions in most cases, so using multiple tactics from this blog and the following series may help you to see a compounding effect on your conversions. In some cases conversions have been known to double or triple by using all of the tactics listed in this series, but it depends from niche to niche and store to store. You don’t have to use all of these boosters, but we encourage you to use as many as you think are relevant and have a positive effect in your industry. They can be implemented in any order. Let’s get going! Ecommerce conversion flow Before we talk about specific conversion boosting tactics, it’s first important to understand ecommerce conversion ‘goal’ flow. Our intention is to get people to move through the ‘system’ of our store. The most common metric...