If you have an eCommerce website, then your ultimate goal is to convert your website visitors into paying customers, right? Unfortunately, just because you built a website, doesn’t mean paying customers will come. You need a little thing called conversion optimization!
How do you optimize your website so visitors take the actions you want them to? There are lots of ways you can encourage people to make a purchase on your website, but we have three conversion optimization tips that we believe will get the sales you want.
1. Establish trust on your homepage
It’s important to establish trust with users immediately. Just like in real life, first impressions can be everlasting. Firstly, include some text on why people should buy from you, instead of going elsewhere. What do you offer that your competitor doesn’t?
A landing page that speaks to everyone, speaks to no one in particular. So make sure you accurately describe the products and services you offer, and who exactly would benefit from buying from your business.
Things to include on your homepage that will encourage users to shop or use your services:
- Advertise current promotions
- Free shipping (if you offer this)
- Link to reviews
- Pop up for a first-time buyers discount code
- Reviews, such as Google Reviews, Better Business Bureau or Trustpilot
- Trust badges
- Previous client logos
See below, how our client The Facial Room has included many of these elements in order to establish trust with viewers.
2. Send abandoned cart emails
Abandoned cart emails are a great way to remind customers they left items in their cart and to entice them to come back and finish their purchase.
Abandoned cart emails should include the following information:
- A fun and engaging subject line
- Introduction text
- List of products left in the cart
- Offer or discount
- Checkout button or Call To Action (CTA)
- Product reviews
- Other product suggestions
- Free shipping (if this option is available)
- Add a sense of urgency with a time limit
Check out the different ways in which these three companies below executed a great abandoned cart email. They’ve used colour, snappy copy, humorous images and CTAs to regain the customer’s attention.
Image source: Really Good Emails
3. Include customer reviews on your product pages
Reviews on your website offer up a sort of social proof to your potential customers. Customers will gain a better understanding of the products, how they work, and what past customers liked and disliked. This will influence their decision-making.
Customer feedback will also give you insights into how your business can improve its products and services, which can also be invaluable in improving your business.
Reviews can also help with your SEO ranking, as online customer reviews communicate trustworthiness and authority to search engines.
One way to encourage customer reviews is by offering a discount code to customers who complete a review on your website.
Remember to keep tracking your results! Analyze the data, test new conversion optimization methods and eventually, you will know what does and doesn’t work.
If you enjoyed this blog post, you might also be interested in learning about how to set up social media ads that lead to sales.