increase-ecommerce-conversion-rate

If you asked most brands if they’d want to increase their conversion rate, they’d instantly say “yes.”

And if they had the chance to double it, many would be willing to do whatever it took.

While having some upwards momentum for your eCommerce business is a big factor in doubling your conversion rates, there are also a number of seemingly-small changes that can make an enormous impact in driving sales very quickly.

Do we have your attention yet?

In this post, we’re going to look at 8 ways to double your eCommerce conversion rate overnight (or close to it!), showing you some of the most fast-acting strategies we’ve used to help our clients sell more in less time. 

Quick Navigation To Conversion Rate Strategies

1. Create Campaigns Centered Around the ‘Digital Sales Funnel’

Too many businesses make the crucial mistake of neglecting to set up a digital sales funnel. 

Digital sales funnels are designed to offer multiple touch points that appeal to users who are at different stages of their buyer’s journey, nurturing users through discovering your brand to researching it to deciding to hopefully purchase (and repurchase!). 

A long-time customer isn’t going to care about an ad campaign promising them 10% off their first order, for example, and a new cold audience member typically is less likely to convert the first time they see your brand.

Funnels allow you to use the right messaging at the right time and get users closer to purchasing. 

While there are plenty of variations of the digital sales funnel online, the basic digital sales funnel is as follows:

  • Discovery. The user learns about your brand for the first time. This can happen thanks to events like someone sharing your product on social, through a PPC ad, or when they google and your product or content pops up. 
  • Research/Consideration. The user is considering purchasing from you. At this stage they may look into what you have to offer, consider your brand mission and pricing, and look at your competition.
  • Purchase. Customers take the plunge! They purchase from you and convert.
  • Loyalty. Some funnels leave this step out, but it’s an important one. You want customers to come back and buy from you multiple times, and to become advocates for your brand. Re-engagement campaigns are important here.

Most people need to interact with a business multiple times before they feel comfortable or motivated enough to convert.

It may take the average customer around 7 times to convert, though this depends heavily on your specific industry; someone looking at buying a £15 makeup palette will be ready to take the plunge sooner than someone researching a new car. 

This is where retargeting comes in.

Speed Up the Funnel: Use Retargeting on Facebook Ads

Retargeting through Facebook and Instagram Ads is an excellent way to drive a significant number of conversions very quickly.

This is particularly true since retargeting is where brands easily achieve the highest return on ad spend, both for the individual campaigns and for the funnel overall. 

Retargeting allows you to reach warm audiences, meaning they’re already familiar with your brand.

Because of this, already somewhere in the research and consideration stages (or even in the loyalty stage) and they’re significantly more likely to convert. 

Retargeting also ensures that you aren’t letting anyone slip through the cracks; studies have shown that website visitors who are retargeted are 43% more likely to convert than those who don’t see retargeted campaigns.

Our own work has proven this time and time again.

We recently helped our client Beebombs use retargeting to achieve a 10% conversion rate from clicks to purchases, whereas discovery (cold) ads typically converted at around 5% for us.

This is literally doubling your conversion rate overnight.

You can use retargeting on Facebook Ads to do the following:

  • Reach users who have recently visited specific product pages with dynamic campaigns that show them the same product they were looking at before. 
  • Connect with users who abandoned their cart. You can do this by targeting those who saw your “view cart” or one of your checkout pages but who did not also see your order confirmation page.
  • Show customers complementary products that would pair well with what they’d purchased in the past. If the customer buys a crate for a new puppy, you could follow up with campaigns showing them training treats, breakaway collars, and chew-proof beds. 
facebook-custom-audiences

Different strategies can be used at different points of the digital sales funnel to build awareness and attract customers, so get creative and consider how to best reach users.

But keep in mind, that retargeting may be most effective when you combine it with an offer, a discount code, social proof & more hard hitting call to actions.

Pro Tip: Funnels Aren’t Just About PPC

Digital sales funnels can be used for pay-per-click (PPC) campaigns, but you can (and should!) use plenty of non-PPC touch points, too.

Content marketing and opt-in offers are both excellent for lead generation, and email is excellent for lead nurturing, driving conversions, and re-engaging customers. 

Make sure that you have campaigns designed to reach users at every point of the digital sales funnel, and you’ll be more effective at driving sales. 

2. Feature Reviews on Every Product Page 

Customer reviews placed on every product page will send your conversion rates skyrocketing.

Plenty of research supports this, including the following:

Feature reviews prominently on the product pages, having them listed beneath the product images and description.

If possible, allow customers to upload pictures with their reviews; this is particularly valuable in clothing and beauty industries, but it’s a great tip across the board.

product-reviews

 It’s also a good choice to make reviews a core part of product displays, including showing a star rating for each product in the search results on your site. 

If you’re looking for a quick and easy way to add reviews to your site, look for plugins or apps that integrate with your CMS system.

You can find a great list of tools for Shopify here, WordPress here, and BigCommerce here

3. Set Up Abandoned Email Campaigns

Abandoned carts are a massive source of lost revenue if you fail to recapture them.

These audience members are extremely high-intent, and even if they were only adding an item to the cart to see the final cost or in hopes of generating a discount code, they were interested enough in your products to take the time to do so.

Keep in mind that as many as ¾ of all users who add something to your cart will still fail to convert.

This can happen for a number of reasons, and it’s on you to re engage them so that they actually complete the purchase. 

Autoresponder email campaigns for abandoned carts are a must-have, and they’ll increase your conversion rate significantly.

Studies have shown that abandon cart email rates typically have somewhere between a 10-20% conversion rate, so you don’t want to miss this opportunity. 

Have email campaigns ready to go so that within 24 hours of a customer failing to convert, they’ll receive an email that looks something like this in their inbox:

abandon-cart-email-example

For best results, consider offering coupon codes or discounts to encourage users to convert.

These are high-intent users, and free shipping or 15% off can go a long way. 

If you’re setting up your campaigns, here’s a timetable that we recommend following:

Time After Abandoned Cart Abandoned Cart Email Content
1hr Send them an email with the subject line “Looks like you forgot something!”
24hrs Email explaining the features and benefits of the product that makes it unique, like “Don’t miss your chance at our bestselling, machine-washable jeans!” 
48hrs Offer the user a discount code to encourage purchasing. (10% or £X off their purchase)
72hrs Send an email campaign with reviews and testimonials of the specific product, including snippets of reviews next to the product image and UGC.
96hrs Leverage urgency by offering an ultimate 20% off but reminding users that it’s their last chance. 

4. Have Fast, Easy Checkouts 

The last thing you want to do is get a potential customer all excited about purchasing and then lose them just because the checkout process is a giant pain in the rear.

Believe it or not, this happens more often than you’d think.

One study found that 28% of all abandoned carts happened due to a long or complicated checkout process, and 8% of abandonments happened as a result of “not enough payment options.” 

fast-shopify-checkout

You want your checkouts to be quick, easy, and flexible.

Give users the option to login and save their information for future purchases, but don’t require it (as requiring a login can actually cause abandoned carts, too).

Try to only ask for key information needed, and offer multiple payment options, including both credit cards and instant pay options like those from PayPal and Visa.

5. Ensure Your Site Loading Speed is Fast 

Is your site fast? Is your mobile site fast? If the answer to either of these questions is no, we’re positive that you’re bleeding customers.

The vast majority of users expect near instantaneous access to whatever they’re viewing online.

If your site doesn’t load fast enough, they’ll assume it’s glitchy or just get impatient and click away.

This threshold is lower than you’d think to; almost half of all users won’t wait more than two seconds while waiting for an eCommerce site to load.

Yep, you read that right: Two seconds.

You need to make sure that your site loading speed is up to scratch, meaning that it’s loading in two seconds or less.

This may require you to compress your images if you haven’t already, or eliminate any auto-play videos that could be slowing down desktop and mobile load times.

You can use tools like Google’s PageSpeed Insights to learn more about your site’s speed on both mobile and desktop, and see what factors may be slowing it down. 

google-page-speed-insights

6. Leverage Each Social Channel’s Selling Features

Plenty of social media platforms have their own unique features designed to help you sell more.

Facebook, Instagram, and Pinterest in particular take the lead here, each of which offer strong selling features meant to promote in-app purchases for your brand.

Take advantage of these features; they can help you increase visibility, showing your products to both existing customers and new potential followers.

A few features in particular to look at include:

  • Facebook’s Shops. Facebook allows businesses to enable “Shop” tabs, where they can categorise and add product’s, including images and details like pricing, which users can then click to purchase. Once you’ve added products to your Shop, you can tag on-platform post images with the product itself.
  • Instagram’s Shoppable Posts. You can create both in-feed posts and Stories on Instagram that have clickable product tags. Users click, see a product’s name, and can click again to see more information. They can then choose to purchase if they wish.
  • Pinterest’s rich pins. Pinterest allows you to create “rich” pins, which are dynamic and will update as the product information on your site changes. If you’ve got a special sale going on, for example, the pricing will update on otherwise static pins, keeping all information relevant.

Look at the platforms that you’re already working with, and consider using these features in conjunction with paid ads for maximum visibility. We can help with that here

7. Use FOMO-Based Opt-Ins 

If you’re tired of hearing the younger generations shout “FOMO!” before they do something stupid, you aren’t alone.

That being said, FOMO-based approaches in marketing can also increase conversion rates overnight.

FOMO stands for “the fear of missing out,” and it’s all about scarcity-driven urgency.

If people think they might miss out on the next big thing (whether that’s this season’s “in” lip stain or a limited-edition tent that holds up even during a hurricane), they’ll want to act now.

That goes for product availability and great sale prices, too.

You can use these strategies with your opt-in messages and popups on your site.

They can help convert tentative users, especially when you’re offering “only good for ten more hours!”-styled discounts. The promise of “exclusive” and “insider” benefits for email subscribers can also work well.

email-sign-up

Some businesses will use pop-ups that show up as soon as a user is on their site.

Others will set the pop-ups to show up when the site has cues that the user may be on their way to leaving the site. Test them out to see what works best for you.

8. Invest In An Understanding of Your Customer 

Whenever you’re running any kind of marketing campaign, make sure that you’re using audience segmentation to the fullest. 

Audience segmentation is exactly what it sounds like: The practice of dividing up your audience into different distinct niches, categorising them by unique buyer personas. 

A makeup brand like Sephora, for example, may have the following audience segments:

  • Beauty “enthusiasts,” who are 18-25 and consider makeup a hobby 
  • Professional women with higher levels of disposable income, ages 25-30, who are willing to spend money on good products to look great for work
  • Women with sensitive skin who need to spend more on quality products less likely to cause breakouts or irritation.
  • Professional makeup artists who are purchasing products to use on their clients. 

Each individual group would respond to different types of messaging.

Individuals with sensitive skin, for example, want to see testimonials about how that foundation is eczema-friendly, while makeup artists may be more interested in “Buy £200 get £50 off” copy.

The more relevant your messaging is to each individual user, the more effective it will become, doubling your conversion rate instantly.

Targeting the right audiences with the right messaging will significantly increase your success overall.

To be successful with this strategy, you need to invest time and energy into understanding exactly who your audience is and what segments they can be broken down into.

There are some analytics platforms that can give you information about your audience’s demographics, and even Facebook’s Insights can tell you about their basic interests, but this will be something you need to spend some time doing on your own.

Think about your existing customers and why they’ve chosen your brand.

What products are they drawn to, and why do the specific features and benefits they value matter so much to them?

Sending out a survey to past and existing customers is always valuable here, as you can get feedback into who they are and why they chose your product.

You can use this when creating buyer personas moving forward, which will help you target the right people at the right time with the right messaging, creating marketing campaigns that hit home and drive conversions.

Final Thoughts

Driving sales online can be difficult, but any of these 8 easy changes can help you take the momentum you already have and run with it, increasing and even doubling your eCommerce conversion rate overnight.

You’ll have more visibility, your campaigns will become more effective, and your messaging will resonate more with your audience, benefiting you in every way.

While it may seem a little overwhelming, pick just one or two changes and implement them right away. You can add on one at a time as you have the bandwidth to do so, and continually watch your conversion rate go up.

Interested in faster growth for your eCommerce business? Get in touch with us here to learn more about how we can help

Jack Shepherd
Co-Founder @ The Social Shepherd⁣

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