En masse, online shoppers are a predictable brood, and knowing their habits and triggers will help you to sell more of your ecommerce products to a greater number of shoppers. This article is all about closing the deal on those hard-to-win sales by incorporating these five proven conversion techniques based on research and conversion tests conducted by the experts at Conversions On Demand.
Guide Your Visitors With Color
Help your shoppers out. They’re on your site because they want to find something they like, and when they do, they want to purchase those items easily and efficiently. Marking a clear pathway to checkout with color coded text and CTA buttons will help to facilitate those sales without frustrating your customers.
Draw your visitors’ eyes to the text and actions that motivate them to take the next step: amount saved, discounted pricing versus original pricing, and “checkout.”
Use Trust Messages/Symbols in Just the Right Place
Customers want to be reminded, even subliminally, that they are in a secure environment before they entrust their payment information to your care. Placing SSL security badges next to your CTA buttons works remarkably well in conversion testing, with generic trust badge designs performing just as well as the more recognizable symbols of security companies.
In order to be PCI compliant, your ecommerce store will need to have secure encryption software in place to protect your visitors, not to mention give your site a ranking boost since Google now factors security into their algorithm. In light of this, remember to use your trust badges to your advantage by placing them strategically in your shopping cart.
Guaranteeing Your Pricing Will Make a Difference
One way to circumvent shopping cart abandonment is to reassure your on-the-fence shoppers that your pricing is the lowest. At this point in the process, thrifty shoppers are going to be anticipating buyer’s remorse. They’re going to be asking themselves, “Do I really need this? Is it the best price? Will I regret this purchase tomorrow?”
Anticipate these questions and answer them before they can jump ship.
Shopping Cart Errors are a Turnoff!
Programming errors in your shopping cart are like bad breath on a first date: nothing shuts down a good thing faster. This is going to take loads of quality assurance testing by your team in all the different media (mobile, tablet, various browsers, etc.). Also consider the way common shopping errors such as “credit card is expired” and “please enter billing address” are presented to your user. Popups can be startling and off-putting, especially if they resemble system error notifications. Shopping cart errors should be stylized within your shopping cart as innocuously as possible.
Tackle Shopping Cart Abandonment
In order to circumvent the dilemma of shopping cart abandonment, certain cart recovery tools will interject messages with incentives to complete a purchase at those critical moments when a shopper is about to leave. According to Conversions On Demand, these types of tools successfully recover otherwise abandoned carts 28% of the time.
Get To It
Once you’ve created a high-converting website, you can tackle your marketing campaigns with confidence, knowing that the traffic you win through PPC and SEO will have the best chance of resulting in a sale once they reach your website.
What other techniques have you tried that have resulted in better conversions on your ecommerce site?
Smigler, Scott. “5 Quick Tips to Improve Your Ecommerce Conversions.” http://blog.hubspot.com/ecommerce/quick-tips-guaranteed-improve-conversions. (December 17, 2014.)