<checklist-2>Bonus Material: 51 Questions to Help Define User Personas<checklist-2>
Many factors can contribute to iImproving ecommerce conversions. As an ecommerce owner, you should know what they are!
It's important to give your visitors all the information they need if you want them to complete a purchase.
Of course, information about products, transactions, and other information about your company, brand, or store takes precedence over every other type of information.
If you're wondering how you can improve your website's information, consider following these approaches:
Step #1: consider your sales funnel
The path customers take, from arriving on your site to completing a purchase, is known as a “conversion” or “sales” funnel. However, not all of your visitors actually end up purchasing anything from your website.
The journey starts wide, filled with visitors, and the bottom is narrow, which creates a funnel shape:
The more information you provide, the more likely your visitors are to reach the end of the funnel (the purchase). The first step is to know how they arrive, and what information they were looking for when they left the journey.
Step #2: Provide more information about your products
Product pages (an area of your ecommerce website that we’ll examine in-depth later) are the primary place to offer information about your product(s). At the same time, providing more information in blog posts, how-to videos, or other helpful and beneficial content is the best way to draw prospects’ attention to your website (i.e. placing them at the beginning of the funnel).
The only way to persuade prospects to buy your products is to present as many persuasive facts about those products, as accurately as possible. Some of the ways to offer this info are:
- Showing high-definition, accurate photographs of the products
- Providing detailed description of products’ materials and functions
- Including your products features and their benefits in detail
- Customer testimonials and reviews (these are some of your best tools to make visitors convert, by the way!)
This type of information makes searching for products easier. When visitors immediately realise how your product can apply to their situation or problem, they are more likely to click buy.
The point is to make the information relevant and appropriate to as many prospects as possible.
You should also consider creating relevant content related to your products. Make it “smarter” — that is, provide immediate and automatic recognition of different customers by gender, age, location, past purchases, or other distinguishing characteristics. Smart content is easily achievable using readily available tools for personalization and user recognition. This approach is part of personalization.
Even though high-quality photos, videos, and other visual representations of your products are indispensable to conversion. It won’t matter how good your product photographs are unless visitors can easily complete a purchase.
Step #3: Help visitors and customers identify with your brand
A store that sells hiking equipment might publish articles or videos on where and how to enjoy nature; land conservation; and/or humane treatment of animals and the environment. A clothing brand might publish articles on topics relating to luxury or living well, which will help tie its brand to the perception of luxury.
Many ecommerce websites use content marketing to establish their brand and match it to a certain lifestyle or the interests of a significant group of visitors (their target market).
How can you create content that resonates with yours?
Step #4: Relieve doubts and fears
This step involves ensuring your customers that their personal information is secure. That's still a fear point for many customers: the security of the payment and shipping processes.
To enhance trust, be sure to include detailed and clear information on shipping costs (including countries or regions where shipping is free, and how customers can qualify for free shipping if you offer it).
The other critical aspect is payment. You need to be upfront about accepted payment methods and assure customers that their info is secure.
In addition, you also have to convince visitors that your offer is legitimate. Providing content that proves the usability of your products is one way of doing that.
You can also provide content that shows there is a real organization behind the products your store makes and sells. Show customers you share their values and interests (the “About” page is a great place to do this, by the way).
Are you feeling creative? Consider creating video(s) of how to use your product, and showing examples of its application in a real environment.
This is an effective way to influence prospects with a credible message, and introduce them to your products in a way that no copy or photograph can.
Video testimonials are an excellent way to increase your store’s credibility, if you can get them. You can influence would-be customers much more than with regular old video.
Step #5: Increase engagement
More engagement generally means a higher likelihood of conversion as visitors spend more time on the site, and read and consume more content. It's one of the most important indicators of your website's performance.
Along with blogs/articles and videos, interactive content can also generate increased engagement. Many websites use gamification, for example. Have you heard of this technique before?
Gamification can be accomplished in a number of ways, such as offering “achievements,” prizes, or tokens to repeat customers.
When combined with other techniques (loyalty programs, for example), gamification can be used effectively to increase customer lifetime value and average order value, as well as to make more customers into repeat customers!.
Overall, these steps smooth your sales funnel and help keeping visitors in your website for longer, providing them with content and experience tailored to their needs.
Personalization is the next step in the process, and you can read more about it here to continue to improve your conversion rate optimization.
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