If you want to hit the ground running in 2019 then now is the perfect time to be thinking about boosting your conversions.
So pop on the kettle, sit yourself down and let’s talk about how you can make your store more profitable in the New Year with the following conversion boosting tips.
1. Harness search intent for lead generation
You’re probably well aware that SEO can be used to drive organic search traffic to your website, but what you may not know is how important it is to ensure that you are attracting the right kind of traffic for conversions – which, in the case of e-commerce, is commercial intent search traffic.
Traffic with commercial intent is traffic that is far more likely to result in a conversion. For example, you might attract a lot of traffic for the search phrase “Types of camera”, but the people searching for that phrase are still looking for information about cameras. However, the people searching for “Canon DSLR prices” are looking for the price of a specific type of camera, which means their search has a commercial intent.
Optimising your landing pages, product descriptions and other on-page SEO elements with conversion optimised content written for commercial intent, will help you attract more qualified leads – and hopefully, boost your sales.
A great tool to get you started with optimising your on-page elements is the Meta Tags Templates extension. If you want to learn more about commercial intent, then this article on understanding searcher intent is a great place to start.
2. Create incentives for your users
Whilst this is by no means knew, it is so critical to conversion that we couldn’t not mention it again.
Special offers and discounts are a great way to incentivise your visitors, but you can take things to the next level by combining these offers with a countdown. This helps to create a psychological fear of loss that encourages visitors to snap up the deal or special offer while they still can.
To make the most of this, you should combine a countdown tool such as the Daily Deals extention with written statements that evoke a fear of loss such as: “Treat yourself today before its too late” or “Join the many other people already benefiting from this product – the deal must end soon!”.
3. Offer free shipping
Again, another oldie – but most definitely a goodie and something that few people are paying attention to.
Offering free shipping is an almost guaranteed way to increase your sales.
The internet is full of success stories that demonstrate this, such as Trailcam Pro who managed to increase their sales by 20% and Sitepoint who managed to raise their online sales by 50%. The only downside is that you will need to recoup those shipping costs, which usually means eating into your profit margin.
To get around this you can increase the price of your products to factor in the shipping costs, but doing so is a delicate art. Raise the prices too high and you’ll harm your sales, don’t raise them enough, and you run the risk of not making any profit at all. So how do you find the right balance? Simple, you run split tests.
Using a tool such as the A/B Testing extension you can test your existing product parameters for price and shipping costs against new parameters for a select number of visitors. You can then compare the results and tweak your pricing model accordingly. Even if you don’t plan to offer free shipping, A/B tests are invaluable for trialling new page designs and adjustments with a small audience before going live.
4. Offer customers a personalised experience
Artificial Intelligence is sweeping across eCommerce and simply cannot be ignored.
A recent survey by Infosys revealed that 31% of consumers would like their online shopping experience to be more personalised than it currently is. Unfortunately, many online stores are falling short of meeting consumer expectations, with just 8% of people willing to engage with a brand that offers basic personalisation, such as addressing them by their first name.
To offer a truly personalised experience, you will need to harness the power of machine learning and artificial intelligence using a personalisation tool such as Nosto to analyse and predict the behaviour of your visitors. This then allows you to offer a completely personalised user experience at every stage of a visitors journey throughout your website.
5. Use the right kind of popups
Few things irritate potential customers more than a giant popup that fills their screen the moment they arrive on your website. It seems Google isn’t a fan either, with the announcement of their intrusive interstitials penalty for mobiles last year. But that doesn’t mean that the right kind of popups can’t be used to boost your sales.
For example, Amazon has a small popup below the sign in / sign up area of their main header to encourage users to personalise their experience with an online account. Whereas American brand Walmart uses a similar popup to draw the users attention to their grocery delivery service.
You can use popup tools such as the Pop-up+ extension to create popups for a range of purposes, such as displaying a special offer after a user has hovered on a page for a specific time duration. Or to capture the attention of users that indicate they are about to leave the website.
Just be sure that you don’t go overboard with popups as they can have an adverse effect on user experience. And, as we previously mentioned, there are strict requirements for how popups should be displayed to mobile users.
6. Harness the power of product feeds
Did you know that as of the start of 2018, Google Shopping accounted for 82% of all retail search advertising spend in the UK?
This staggering number isn’t so surprising when you consider that Google Shopping effectively allows you to sell products directly from the first page of Google without having to worry about your website ranking high in the organic results.
However, featuring your products in shopping feeds such as Google Shopping and Facebook takes a bit of time and effort. So to make life easier, you can use tools such as Product Feed to quickly promote your products in a variety of lucrative sales feeds.
Did we miss anything?
So that wraps up our shortlist of ways to boost your conversions in 2019. If you think we may have missed a useful tip or killer extension then get in touch and let us know.
Learn more about Form Commerce’s eCommerce solutions and see how we can help you with all of your digital needs.