Increase Ecommerce Conversions – 8 Fresh TechniquesLast Updated: February 12, 2020
If you are trying to increase ecommerce conversions but not seeing the results you want, then this post is for you….
Running an ecommerce store is hard work. Emails coming in all day, the telephone ringing and orders that have to be shipped. As well as that, you need to keep those wheels of the marketing-train in motion so those sales are still coming in.
But it’s worth it right?
Well today i’m going to give you a helping hand.
I’m going to give you 8 fresh techniques to increase ecommerce conversions on your ecommerce store in 2019. These aren’t going to be your usual tips that you’ll see on 99% of blogs.
Instead, these are going to be new methods that are tried and tested.
So in the words of Jerry Maguire :
1.) Solo Product Landing Pages
First up we have product landing pages.
Product landing pages should certainly be a secret weapon in your artillery, when it comes to converting more users into customers.
They are typically created to be specific pages that are solely dedicated to an individual product.
You’re probably thinking “I could just send them to my product page”. And you’d be completely right.
But with that comes a mountain of distractions for the user and increased difficulty in showing the true value of a product.
That’s not to say that sending users to a product detail page won’t convert them into customers. But using a landing page will give you a lot more room for creativity and an opportunity to focus on the product features that matter to buyers of that particular product.
Let’s take a look at one in action from Dollar Shave Club :
I’m not going to lie…. I was completely sold when I arrived on this landing page and I signed up in within minutes.
The landing page is promoting a bundle offer that is receiving traffic from their Google Ads campaigns.
They’ve created a custom landing page around this offer that goes into more detail about the product and their service.
As well as the visuals being super appealing, the landing page also clarifies the key points for the products as well as answering common questions that users may have.
From here the user can click the call to action button and be taken straight to the shopping cart to buy.
Obviously this isn’t something that can easily be done for a full catalogue of thousands products. But instead it can be used for items like key product lines and special offers etc.
Want to know where to start with creating a landing page? Check out our guide to creating a landing page from scratch.
2.) Use One Product Ad Groups For Google Shopping Ads
If you didn’t know Google Shopping Ads are taking over over the world.
Maybe a slight exaggeration, but they’re a big deal and a great way to increase ecommerce conversions.
Do They Work?
Clothing website Morhipo, increased their conversion value by 5 times when they implemented shopping campaigns. Which is pretty good going.
In 2017, Google Ads advertisers generated 75% of their clicks from Shopping Campaigns.
Google Shopping Ads are specific product ads that are shown on the search results on Google. Each ad is made up of an image, title and a price.
Here’s how they look in action :
Unlike regular Google Ads, shopping campaigns don’t use keywords. Instead Google decides if a search query is relevant to a product before they show it.
The ads are triggered by users searching using product related terms.
If you want to know how to up-your-game when it comes to Shopping Ads, check out our definitive guide to Google Shopping Ads Optimization.
What Are One Product Ad Groups?
The default setup when creating a shopping campaign is for all of the merchants product feed to be placed into a single product group.
Unfortunately this isn’t the best way to implement shopping campaigns as it will restrict the amount of control you have over them.
And as marketers, we all want to have as much control as possible when it comes to our campaigns.
Our team at HelloClicks had to do something about it.
So we created the One Product Ad Groups strategy.
This strategy is based on creating one product ad group for each product in the shopping feed.
If you’re running shopping ads already (and you should certainly think it if you aren’t already) , then one product ad groups will allow you to have much more control over each product based on how it is performing.
3.) Multiple Remarketing Offers
Remarketing campaigns are the absolute best. And if you are trying to increase ecommerce conversions, this is one of the best ways to do so.
American shorts brand Chubbies used a retargeting campaigns to skyrocket their sales. They launched ads on Facebook that showed products which customers had added to their shopping cart, but not purchased.
A huge 35% lift in ROI.
So what did they do next? They mirrored the campaign onto Twitter.
You can read more about that case study here.
You are probably running remarketing campaigns already, but have you fallen into the trap of showing the same remarketing offer to everyone that abandons your site?
Are you showing the same ad over and over again in the hope that they’re going to change their mind to come back and buy?
If you have, don’t worry. I have a few insights that can help give your remarketing campaigns the revamp you’ve been looking for.
As you may or may not be aware, remarketing uses audience targeting to show ads to people which have been onto your website and completed a specific task (i.e. added products to their shopping cart, but haven’t purchased anything).
The usual way that people set up remarketing campaigns is by placing all users into the same audience (i.e. added to cart in the last 30 days) and showing the same ad to them until they no longer fall into that criteria.
But that isn’t going to get the results you are dreaming of from your remarketing campaigns.
Instead, you should be splitting your audiences up based on how long it was since they performed the specified action. Paired with testing various different offers to see which one makes you the most money.
In order to do this, we are going to start by jumping into into Google Analytics.
Then we’re going to browser to the time lag report – Conversions > Multi-Channel Funnels > Time Lag and adjust the date range to the last 30 days.
What this will show us is the time lag in days before users bought anything from your website.
Let’s take a look at the example below :
So we can see here that nearly 45% of users bought on the day they arrived onto the website.
However, very interestingly we can see that 30% of users actually bought between days 12 and 30.
How this sounds :
But it’s actually quite simple to setup.
From the example above, we could start by building 4 audiences.
We could build one audience which is 0 – 3 days, which shows users your standard remarketing ad. Whilst testing various different ad creatives to see which performs the best.
Then on days 4 – 7 and 8 – 11 could be two different audiences that test multiple offers to try and bring the abandonders back to your website to buy.
Some examples of offers would be :
- Free Shipping
- Buy X Get X Free Offer
- Order Discount
As we know that users between days 12 and 30 already convert reasonably well, we may decide not test an offer here but instead test various different ad creatives to see what impact that has on our return on ad spend.
We could start by testing different images or videos, also trying to use testimonials to reinforce the trustworthiness of your business.
The Remarketing Eco-System
Remarketing is just for one individual channel. Remarketing allows you to build an eco-system of websites or platforms to show your ads to users to try and bring them back to your site.
You could potentially begin by implementing this strategy on the Google Display Network, but then also apply the same targeting to Facebook, Instagram, Twitter and LinkedIn etc.
Expert Tip : We can take our retargeting campaigns up a notch and actually show ads including the products they have added to their cart in the ad. This is done using something called dynamic remarketing.
Expert Tip 2 : Make sure you exclude buyers from your audiences once they have completed a purchase.
4.) Shopping Cart Abandonment Email That Buyers Can’t Say No To
A shopper adds a product to their cart, starts the checkout process and gets to the payment page. All of a sudden they upsticks, never to be seen again.
Well this term is known as Shopping Cart Abandonment and unfortunately it’s on the rise.
According to Statista, 2017 saw an average cart abandonment rate of 69.23%.
Fortunately there is a a great method of bringing those highly engaged users back to your website. It’s done by sending them an abandoned cart email.
But not just any email.
This email has to really motivate the user to come back to your website and complete their order.
A few ideas for topics to cover are : delivery charges, returns policy, special offers, reviews and about us information.
But you don’t have to do this manually.
Depending on the platform you are using, BigCommerce have their own built-in functionality for automatically handling this. Shopify also have plugins available that will allow you to do this automatically once someone has abandoned their cart.
5.) Live Chat That Answers Customers Questions Fast
Live chat allows your customers to talk with your sales or customer service team in real time whilst they are on your website.
Live Chat Example – Source
Shoppers may have a question about one of your products that isn’t answered on your product page.
Live requires minimal commitment from the user (i.e they don’t have to call up to talk with anyone) and users can have answers to questions quick and easily.
The more positive responses users have to questions they may have, the increased likelihood of them completing the purchase.
Live Chat Case Studies :
There’s no shortage of case studies to show how the impact live chat had on businesses.
It really can make a big impact and can be done on a shoestring budget.
Here’s just a few case studies :
- SalesRabbit increased their qualified leads by 50%.
- Leadpages increased their conversion rate by 36%
- Perfecto increased their conversion rate by 400%
6.) Product Descriptions That Make People Buy
Compare these two descriptions :
1.) “This rainproof running jacket is made using newly created light fabric that will keep out moisture in wet conditions”.
2.) “Never be put off from running in the rain again with our super lightweight running jacket that will keep your speed up and the rain out”.
Description 1 is just describing the features of the product. Whilst description 2 is discussing the actual benefits to the product.
People buy products because of what a product does for them, not because of what it does.
So by engaging users with the benefit of the product rather than the features, you have a far better chance of getting the sale.
For more information on this, check out this awesome post from Copyblogger.
If you have a catalog of thousands of products, this will take some time to do. If this is the case, I would suggest starting with your top selling products. Try rewriting the ad copy and then measure the difference it makes to their sales.
Usually this alone will justify the work involved to writing high quality product descriptions.
Copywriting Case Study :
Is rewriting your copy worth it?
Freckle increased their homepage conversion by 240% just by changing the copy.
I think that pretty much answers that question….. 😃
7.) Professional Photos – Not Manufacturer Images
In a recent study, we found that 82% of shoppers would click on a shopping ad first if the person was wearing the product rather than an image of just the product on a plain background.
That stat alone shows how powerful images are and the user hasn’t even arrived onto the website yet.
Taking the time to photograph your products is a huge part of successfully selling online.
The product photo is the only thing the buyer has to visually determine the quality of the product. They can’t touch it for themselves.
Let’s take a look at this example from Surfdome :
Yes it’s only a pair of socks priced at £7.45 but the high quality photography makes them much more appealing.
As with product descriptions, if you have a large catalog of products, it will take some time to complete.
So it may be worth testing this out on your top selling products and measuring the impact it has on sales.
8.) Use User Recordings To Improve User Experience
This final technique is primarily related to conversion rate optimization. If you didn’t know already, conversion rate optimization (CRO for short) is the process of turning more of your visitors into customers by optimizing your website.
The reason this improves conversions is because by optimizing your website, you encourage more people to hang around. And the longer they hang around, the higher the probability that they will buy something.
A huge part of CRO is finding out what obstacles users are running into whilst using your website.
When we’re optimizing websites here at HelloClicks, we use user recordings to view users screens whilst they are on a website to see if we can pick out any patterns of issues that users are facing.
This can range from technical issues to user experience issues.
A small piece of code is implemented onto the website and then each user session is recorded as a video for further analysis.
This is a brilliant way to find potential issues that users are facing and most importantly, it gives you real life data!
If you’re interested in finding out more about this, we wrote a guide to getting started with user recordings.
User Recordings Case Study :
Wyldsson makes healthy snack and breakfast products that actually taste amazing. Gluten Free and Vegan Friendly goodness.
By implementing user recordings and heat maps, they were able to increase conversions by 30%!
I really hope that you have found this blog post informative and have been able to take some useful insights away with you to implement on your own store.
Good luck increasing your stores conversions!
Feel free to drop any comments or questions on how to increase ecommerce conversions in the comment section below!