The average ecommerce conversion rate is between 2% and 3%--this means for every 100 visitors to your online store, only two or three of them will actually make a purchase. If you're not happy with those numbers, there are a number of things you can do to try and increase your conversion rate.
Here are five effective ecommerce tips for converting your customers into buyers and reducing your average cost of customer acquisition.
1. Identify the Customer's Needs
When it comes to converting customers into buyers, the first step is to identify their needs–what are they looking for? Why did they come to your store in the first place? If you can answer these questions, you'll be in a much better position to convert them into a buyer.
To get this information, you can use a number of methods, including:
- Live chat: Use a live chat tool like Chatra to engage with visitors in real-time and learn more about their needs.
- Surveys: Use surveys to ask visitors questions about their needs and what they're looking for.
- User testing: Use user testing tools like Whatusersdo to get insights into how visitors use your site and what they're looking for.
Once you know what they're looking for, you can start to target your messaging and your products to fit those needs. If you can show them that you have what they're looking for, they're much more likely to make a purchase.
2. Use Persuasive Copywriting to Persuade Customers to Buy
The words you use on your site can have a big impact on whether or not visitors convert into buyers, so it’s a good idea to use persuasive copywriting techniques to persuade customers to buy from you. A few things you can do include:
- Use strong calls to action and place them on the best popup for ecommerce websites that you can find
- Use customer testimonials
- Use social proof
- Offer a money-back guarantee
- Tell a story
- Use scarcity
If you're just starting out, it might be a good idea to hire a freelance copywriter. There are many credible freelancing platforms where you can find experienced yet affordable copywriters to take your website copy to the next level.
3. Make Sure Your Site Is Easy to Use
There are many differences between regular websites and ecommerce websites, one of which is the ease-of-use. If your site is difficult to navigate or use, you're going to lose customers, so make sure your site is easy to use and that visitors can find what they're looking for easily. Things you can do to make your site more user-friendly include:
- Using clear, descriptive product names and descriptions
- Using high-quality images
- Having a search bar
- Using easy to navigate menus
- Having a clear, easy-to-use checkout process
4. Offer Free Shipping for Purchases Over a Certain Amount
According to a survey by Walker Sands, nine out of 10 of customers say their main reason to shop more online is free shipping. So if you're not offering free shipping, you're likely losing customers.
If you can't afford to offer free shipping on all orders, try offering it for orders over a certain amount. This way, you can still make a profit while giving customers an incentive to spend more. You can also offer free shipping for a limited time to try and boost sales–for example, you could offer free shipping for all orders made in the next 24 hours.
5. Use ‘Abandoned Cart’ Emails
Last but not the least, if a customer adds items to their cart but doesn't complete the purchase, you can use ‘abandoned cart’ emails to try and recover the sale.
‘Abandoned cart’ emails are automated emails that are sent to customers who have added items to their cart but haven't completed the purchase. They typically include a reminder of what's in the customer's cart as well as a discount or other incentive to encourage them to complete the purchase.
There are a number of ‘abandoned cart’ email platforms you can use, including Drip, Barilliance, Rejoiner, and CartStack. Once again, hiring a copywriter with email experience can be very useful in this case.