So your products are great, your website is slick and mobile responsive, you’re getting traffic but you’re just not getting the conversion rate you think you deserve? Here are my DIY Tips of four things you can do today to improve your conversion rate on your online store.
I’m going to be blunt and say that a lot of people are pretty slack when it comes to their product descriptions, but I think where people fall short is that they just haven’t put thought into what a customer wants to know when shopping online. Something like “great dress for summer” or “pretty vase” is simply not helpful. Put yourself in the mind of your customer and add juicy product descriptions that fit the voice of your brand.
Feeling a bit stuck? A good place to start is:
- Product dimensions
- What is the product made out of
- For clothing, how does it fit and what size is the model wearing?
- How would you use the product?
- Why would you use the product?
- What problem is the product solving?
- Is there anything special about this product, i.e is it ethically made, is it limited edition, does it have a story? If so, talk about it!
From an SEO perspective, make sure you use keywords in your product descriptions, and ideally aim for 150 – 300 words in length.
Guys, as if I could write a blog without talking about website images! High quality images are so important. The lighting is important, the styling is important, and ideally the editing should be consistent. (If you’re in need of a photographer, you can click here for my fave local photographers.) But in this case, I’m not just talking about the quality of your photos, I’m talking quantity.
One image per product is not enough. As a shopper, I need to see more! If you’re selling clothing, shoppers are going to want to see the garment from many angles, with your model in many poses, and maybe even on different models of different shapes and sizes. They can’t touch and feel the clothing in person, so you need close ups and full length shots so your potential customer can see how the garment fits. If you’re selling homewares, I’d suggest simple product shots on a white background, as well as in-situ shots to show how to style your pieces, and so people can visualise the size and scale of your items.
OFFER FREE SHIPPING
Getting to the checkout stage and seeing those shipping costs added to their tab is a huge barrier for some shoppers. Offering free shipping on purchases is a proven way to increase your conversion rate. This can be done as a blanket offer on all purchases, or you can set a minimum spend. A lot of objections I see from small business owners about offering this is that they are going to lose money, and that shipping costs would eat into their profits.
Ideally shipping costs will be worked into the margins of your products. This is easier to do if you have your own brand and can set your pricing accordingly, but understandably it can be more challenging it you are buying products wholesale, and reselling, and therefore competing with other stockists of the same product. My advice, sit down and look at your margins and see at what point you can offer a free shipping threshold on your website. Once you’ve done this, make sure you make it super obvious on your website that you offer free shipping on all orders / orders over a certain dollar amount.
ENABLE CUSTOMER REVIEWS
It’s been quoted that 95% of shoppers read online reviews before making a purchase. Some research by Spiegel Research Centre found that online reviews make a big difference, particularly on more expensive items. The research also found that a perfect rating can raise questions, and having negative reviews, or not so glowing reviews, actually improves the perception of credibility on a website from a customer’s perspective.
On a Shopify website, adding customer reviews is super easy to do using the free Product Reviews app. Depending on what theme you’re using, you may need to add some code to your theme, or it might be as simple as ticking a box in the Customise menu on your product pages. You can also set up automated product review requests to email your customers a few weeks after their order has been sent.