So you’ve created the perfect eCommerce website for your business and it is everything you wanted it to be; beautifully laid out, perfectly representing your brand and with all your products or services displayed exactly the way they should be. On top of that you’ve done everything you need to do to optimise your eCommerce website for the best search engine compatibility… right? Check you haven’t missed anything in our blog all about search engine optimisation for your website.
There are also many things you can and should be doing after your eCommerce website has indexed with search engines to increase your conversion rate.
1. Free Delivery
Are you currently charging for delivery? If you are, ask yourself whether you really need to for all your products. Would just 1% more customers completing a checkout make the delivery costs negligible?
Do anything you can to make delivery free, at least with a certain minimum basket size. E.g. Free delivery if you spend over £20/£40/£50 as relevant for your products.
Customers hate paying for delivery so taking away that barrier is a huge step in the right direction.
2. Positive Reviews
Online customers are increasingly savvy and are reluctant to make purchases without having read positive reviews on the product or service they are purchasing.
If you are a newly established business or struggle to get your customers to leave reviews, consider pulling in reviews about your company in general alongside a product view page to reassure new customers about your quality and service.
You can also incentivise your current customers to leave reviews by offering them prize draw entry on a follow up email after they will have received your product or service. If you are not already emailing them just to ask them to leave a review, even without an incentive, start now.
3. Abandoned Basket Emails
Using marketing automation technology it is possible to send emails to your customers who add items to their basket on your eCommerce website but do not complete the checkout process.
Customers may add items to baskets on multiple eCommerce websites as they are comparing products and services from different companies. A swift email reminding them about the items they added to their basket on your website makes it more likely that they’ll complete the checkout process with you.
4. Save Abandoned Baskets
It’s a great idea to save customers baskets for as long as possible. Customers may compare prices and reviews across several different eCommerce websites over an extended period of time, hours, days, weeks or even months, depending on the financial commitment.
If they have to search for their items again when they decide to return to your eCommerce website to complete their purchase, they may not bother.
A great solution might be to move items abandoned in the basket to a customers saved items or wish list so they can easily find them.
5. Exit popup
Creating a popup box which appears just as a customer goes to leave your eCommerce website provides you with a key final opportunity to provide an offer to your customer which makes them want to complete their purchase with you.
You can use this opportunity to show an offer not normally visible on your eCommerce website, or to remind customers of the items left in the basket on your website. Both of which are highly effective prompts to encourage customers to pay for their items.
6. Share for Discounts
After free delivery, a huge motivator to complete checkout is having a discount.
By offering customers a discount if they share your eCommerce website with their network you have the potential to reach new customers as well as giving the person sharing an additional incentive to complete checkout.
This action also means you’ll be able to add the customer’s social media accounts to the data you hold on them. Social media accounts are another great way to re-target customers and remind them of the products and services they’ve recently been browsing on your eCommerce website.
7. Affiliate programs
The benefit of affiliate programs is that you are able to collect data from your customers in return for incentives such as one off or continuing discounts on purchases.
Most retailers now offer an on-going discount, one off discount or free delivery when a customer signs up to a newsletter or retailer club. Customers are often happy to pay a small membership fee or one off charge for on-going free delivery or discounts if they feel they’ll make enough purchases to make the money back.
This is a win-win situation for you as gathering customer data in this way is the perfect way to track your customers buying behaviour which then in turn means you are able to tailor other marketing activity more accurately.
8. Dynamic pricing
By displaying different prices to different customers, depending on their historic buying behaviour, you can encourage customers to complete checkout but also increase your margin in some cases.
Some customers are always happy to pay full price, some customers like to be the first to buy a new product and some will only buy products which are discounted. By knowing which of your customers fall in to each of these categories you can serve them with more intelligent marketing materials and show the most appropriate price to each customer.
At Nous Digital Gloucester (the parent company of Cakecrumbs)we are experts in eCommerce conversion techniques. If you would like more advice or information about any of the above techniques or strategies please get in touch.