How to Increase Conversions on Ecommerce Sites

Getting traffic to your ecommerce site is one thing. Turning that traffic into paying customers is something else altogether. In this video you’ll learn proven conversion boosters that some of the most successful ecommerce sites online use to get their traffic to pull out their wallets and make a purchase. You’ll learn how to write product descriptions like Amazon and how to reduce cart abandonment from Zappos.

Video Transcript

Hey. What’s up everybody? It’s Brian Dean, from Quick Sprout. In this video, I’m going to show you how you can increase your conversions on your e-commerce site.

The first step is to create really outstanding pictures of the products that you sell. Here’s an example of a really great picture of a tie from Ties.com. This looks like your typical product picture; pretty high-resolution, pretty detailed. When you click the zoom on it, you can actually see the fibers in the tie. This is basically like holding it in front of your face, and you want to do the same thing for your e-commerce site. If your pictures are just good, or even great, you may want to take them to the next level and make them absolutely outstanding, because that’s going to increase your conversions. When someone sees something like this, it’s basically like looking at it in the store. They’re much more likely to make a purchase if they like it.

The next step is to make sure that you put deals and clearances right in front of people’s faces. You don’t want them to have to shop around and look for deals. You really want to make that clear. 6PM.com does a great job of this. They actually have Clearance in orange, in their toolbar. You have all these different categories, and Clearance is in orange. That’s really what you want, you want people to see your deals right off the bat. Actually in their slider, they have deals here; this is up to 60% off. A lot of times when people visit a site, especially a site that’s not a known brand like Amazon, they instantly want a good deal. If you can show that to them and make it easy for them to find, they’ll be more likely to convert for you.

The next thing you want to do is focus on your product descriptions and actually make them compelling instead of just describing your product. Here’s an example of a decent description from Home Depot of a straight shaft gas trimmer. If you read the description … scroll down to the product overview … it’s pretty good. It says it offers professional power in a lightweight package. Helps provide an extended reach. The starter offers easy starting. Basically, all the things that you’d want in this product, and then it gives different features. I’m sure this converts pretty well. If you look at a very similar product on Amazon, they really take their copy to the next level, and I’m sure it converts a lot better for them. They say it puts the finishing touches on any lawn or garden, and there are no extension cords or gas engines to maintain. This is more like sales copy. It’s very, very descriptive but also pushes the emotional buttons, which is what ultimately gets someone to make a purchase.

Next we’re going to look at Zappos, which is just doing a great job with their e-commerce marketing, but they also do a great job with conversions, as well. One of the ways that they’re able to convert their traffic is by having free shipping and returns. E-commerce, depending on what you sell, free returns might be a bit much, but free shipping, you should at least consider it, because one industry study found that offering free shipping increased conversions by 50%. If you don’t have free shipping now, it may be something that you want to consider adding onto your e-commerce site. Zappos not only has free shipping, but they make it very, very clear on their site. If you do offer free shipping, make sure that that’s something that’s loud and clear, even on your home page, to let people know that that’s a service that you offer.

Another way to get more people to buy products from your e-commerce site is to add user reviews, and this is something Zappos, Amazon, and a lot of big e-commerce sites do. They make sure that they put their reviews front-and-center so you don’t have to search around for them. For example, for this Echo Sport Biom Grip shoe, you can see right underneath the title of the product, they have the reviews: 4 stars with 12 reviews. If you scroll down, you can actually read some of the reviews. Why is this so important? It’s great for user experience, because someone can make a better purchasing decision based on the reviews, based on what they’re looking for in that particular product. If they read that one feature is really great in a review, and that’s a feature that’s very important to them, it helps them make a decision that’s best for them. More importantly, it keeps them on your site. Before someone’s going to drop $160 on a pair of shoes, they probably want to read a review somewhere. If you don’t offer that on your site, they’re going to go elsewhere. They’re going to go to Google and type in ‘Echo Sport Biom Grip’, and before you know it, they’ve bought the same shows from another site. If you have reviews right on your site, they basically have everything they need to make a decision right them and there.

Another way to increase conversions is to reduce cart abandonment rate. Cart abandonment rate is really brutal. You’ve worked really hard to get traffic to your e-commerce site, and you’ve almost converted them due to your really high-quality pictures, reviews, and compelling descriptions, and they’ve actually added the product to their cart. For some reason along the way, they leave and don’t make a purchase. How can you reduce the cart abandonment rate on your site? One is to make it super-easy for them to go from adding a product to their cart to the checkout. You notice that when I just added that product to my cart on Zappos, it didn’t just add it up here, it actually asked me to proceed to checkout with this very, very clear orange button. That’s something you want to do on your site. If someone typically only purchases 1 or 2 items, what they’re going to do is they’re going to click on it, and then they want to go right to checkout. If you can make that process easier by taking them right to a checkout page or an option where they can proceed to their checkout, you’re going to increase your conversions by reducing your cart abandonment rate.

Another way to reduce cart abandonment rate is to make sure that you show people that you’re there if they have any questions. When someone’s about to make a purchase, they’re literally putting their credit card information in, a lot of times questions pop into their mind: Can I trust this site? What about this? What about that? If you can show them that you’re available by offering live help, like this via Chat, or like Apple does, has a nice little 1-800 number, 1-800-MYAPPLE; you can decrease your cart abandonment rates because those people that just have one more question that they need answered before they make a purchase can easily do so.

You can also decrease cart abandonment rates by offering multiple checkout options, especially PayPal, which some people prefer to use. We’re looking at the shopping cart of AllDirect.com. As you can see, not only do they have multiple Checkout Now buttons which increases conversions, but they have the option to check out with PayPal, that’s very clear. People that want to use PayPal don’t have to wonder, ‘Do they accept PayPal?’ they actually have a separate button. If you find that your users are either asking for PayPal, or using that a lot when they make a payment, you may want to make that payment option very clear.

That’s all there is to increasing conversions on e-commerce sites. As you can see, having compelling pictures and compelling descriptions can increase your conversions. You also want to do what you can to decrease cart abandonment rates. Thanks for watching this video. I’ll see you in the next one.