It’s never been easier to run an eCommerce business. On the one hand, this is great for store owners. On the other, it means that there’s plenty of competition out there.
Here are five simple non-technical ways you can boost your conversion rates – and stand out from the eCommerce crowd.
- Employ creative, high quality product photography.
A picture tells a thousand words. And a well-chosen picture that illustrates what your product looks like out of the box, what it does, and what it’s like to use, well, that’s even better. Use your photos to tell your product’s story – and to show how the product can enrich your customer’s life.
Perhaps you sell garden wall lights. The typical product box shot doesn’t tell us much more than the basic product specs. But when taken out of its box, stylishly arranged along a wall amidst plants and flowers and shot during the twilight, it’s no longer just a wall light. It’s something that can enhance a customer’s garden and improve their experience of their yard.
When taking photos, bear in mind visual appeal, utility, and lifestyle benefits.
- Craft thoughtful, resonant product descriptions.
Dot-point overviews of your product’s size, shape and materials are a start. But they’re just that: a start. To make the most of your product descriptions, you need to engage your customers’ emotions by playing up the desirability of your product. What makes it a must-have item?
Maybe you sell home furnishings, with a focus on duvet covers. But yours aren’t just a piece of fabric to throw on the bed – they’re hand-crafted, quilted duvet covers made from luxurious materials. They’re soft, warm, and perfect for those chilly winter nights. They’re the perfect solution for a shabby chic lounge room or an ultra-modern townhouse resident.
When describing a product, don’t just fill in the blanks. Paint a picture, for your customers – help them see just why they need the product in their lives.
Tip: for an in-depth guide to improving your product listings, see our Big-Up Your Product Descriptions article.
- Have others vouch for you and your products.
We live in a world where social proof is key. From Yelp to Amazon reviews to Facebook likes, we’re increasingly savvy about assessing whether something is worth our time and money based on feedback from others.
That’s why ensuring that your store has great feedback from customers is a must. You can email or message your customers to see whether they’d like to provide a testimonial for your site. Facebook comments, Tweets, and other social media mentions are also a great source for genuine, snappy feedback.
When you have a handful of reviews to work with, divide them into product-based and service-based reviews, and post them to the relevant parts of your site accordingly.
- Be responsive to customer enquiries and requests.
If a customer emails you with a question, chances are that they’re almost ready to click “buy” on the product in question. Responding promptly and helpfully can help give them that final push they need to make the decision to purchase. Needless to say, having a notification service on your phone or computer to alert you when enquiries come in is essential.
You can even take things beyond email by using a service such as Re:amaze, which lets you organise your inbound messages and responses – and even monitor your response times.
Re:amaze also lets you chat in real-time with your customers – letting you answer their questions while they’re still on your site. On-the-spot customer service is about as good as it gets!
- Make use of discount codes and special offers.
Discount codes are a great way to attract new customers, but they’re also a handy way to convert those who are already browsing your website. Incorporate discount codes into your product descriptions, offer discounts when customers sign up for your newsletter, or create banner ads with special discounts applicable when certain product volume or grouping requirements are met.
Let’s face it – we’re all motivated by our hip pocket nerve, and getting your customers to think about how much they’re saving rather than how much they’re spending is a great way to encourage a customer to hit “add to cart”.
A great shopping experience leads to higher conversions.
In sum, that’s really all there is to it. All of the above tips have something in common: they’re about putting your customer first. By doing so, you’re showing your customers that you care about them and their individual needs – and this kind of personal experience is always going to be met positively.
So take some time to work through your site and see where you can improve your customers’ experience – and as a result, the likelihood that they’ll make a purchase from your store.