Generating a great deal of targeted traffic to your eCommerce store is crucial in order to create success. Unfortunately, though, it’s only half of the battle. You actually need to get these customers to convert when they do land on your website.

There’s very little point in spending all of your time growing your audience if you’ve not taken the time and care to convince them that you’re the person they should be buying from. 

There are numerous reasons why a customer may or may not convert, but the most significant one is how well a customer knows your products. In fact, not being able to learn about a product in person is one of the biggest drawbacks online stores have when compared to brick-and-mortar alternatives.

In this piece, we’re going to look at some vital eCommerce conversion rate optimization tactics that can help your store to deliver an exceptional shopping experience for every customer.

Even if you run a drop shipping eCommerce operation, these tips and tricks are still worth having in your arsenal. 

#1: Product Photography from Various Angles

Having a professional who knows their way around a camera should be one of your first priorities. 

As mentioned above, a customer can’t look, touch, and smell products, so it’s up to you to show them why your product is right for them.

You want each and every image to be bright, crisp and beautifully shot. But if you really want to give your customers the best possible product experience, you should certainly consider shots of the product from various angles. This gives a customer a sense of what it’s like to be in front of the product in person.

Just take a look at this example from nike.com:

Source: Nike

Customers can get a great feel of the style of this sneaker;  how the material might feel to the touch, and, most importantly, whether or not this particular style is of interest to them.

It’s easy to see how multiple shots of a product can make customers feel far more comfortable in parting with their cash.

#2: Explainer Videos

If a picture is worth a thousand words, what is a video worth?

Human beings are very visual, and we naturally lean towards video over other types of content. And this is because the human brain can process visual cues an incredible 60,000 times quicker than text alone. 

This is exactly why explainer videos are absolutely ideal for talking an audience through a complex product that may be difficult to understand through just words. In fact, Wyzowl’s statistics state that 97% of businesses claim that an explainer video has helped to increase user understanding of their product.

The same study also outlines that 81% of respondents reported an uptick in sales for that same product.

With all that in mind, is this something you can afford to ignore? 

Sure, it might be the case that this strategy may take some time and money, but as we’ve outlined, the rewards should be well worth it. 

#3: Concise Product Descriptions

Never make the mistake of assuming that your website shoppers automatically know the full capability of your product. And the last thing you want to do is have them searching high and low to figure it out either. In fact, nearly half of people just skim through content to find what they need.

If there’s anything that may not be crystal clear to them from the outset, it begins to raise alarm bells, and in most cases, that lead has gone elsewhere.

Often though, the art of creating great product descriptions that sell lies in the writer’s ability to describe the small features that make all the difference.

Take a look at this example from hardware brand DeWalt:

Source: DeWalt

This particular MIG Hammer features a vibration-absorbing grip for improved user comfort and is a light 14oz for a fast swing and reduced fatigue.

These features may not seem especially interesting, but if you’re looking for a high-quality hammer, this particular product is going to stand head and shoulders above most other similar products on the market. 

This attention to detail is essentially a two-in-one deal that will help to improve conversion rates which in turn increases return-on-investment (ROI).

#4: Utilize Customer and Infuencer Reviews

In 2020, any good marketer worth their salt knows precisely how powerful legitimate reviews are for business success

In fact, according to Learn.g2, almost 95% of shoppers will read online reviews before committing to making a purchase, and 72% of customers won’t take any action until they’ve seen what others had to say. 

This is why it’s vital to give your shoppers a better understanding of your product, and encouraging them to buy through integrating reviews is a great way to do that.

One of the best examples of this is from cosmetics brand Lush; below the example shows one of their products. As you can see, before the customer even clicks on the product, they are shown a review:

This is a good way to entice customers to click on the product to find out more about it. That said, this one review alone is not necessarily enough to encourage someone to buy the product. In this instance, once the user clicks through, there are 80 more written reviews on that product page, including these examples, which clearly articulate how the product looks, smells, and feels:

Source: Lush

Having customer reviews combined with a key influencer in your area of business will only add more authenticity and attraction to your e-commerce business. Here’s how FirstSiteGuide uses a few influencers in the blogging niche to give their resources a ton of traffic and authority.

Source: FirstSiteGuide

There really is no better way of offering an unbiased glimpse into how effective your product is like reviews.

By relying on the views and opinions of real customers and influencers, you can prove that your products deliver what they promise. 

#5: Show Your Customers Who You Are

Folks don’t simply buy products anymore; they buy into the brands behind them.

As per We First Branding, 87% of consumers say they purchase their products based on their values, and a brand advocating for a cause they care deeply about. Conversely, 76% of consumers would altogether boycott a company if that brand were seen to place support behind an issue that contradicted those values.

This is why it’s absolutely crucial that you’re letting your audience know about your brand culture, the ‘why’ behind what you do, and your core values. 

By doing this, you’re creating a powerful narrative which, as we’ve already explored, is a great way to build an instant relationship with your target audiences.

Check out this example from American razor brand Dollar Shave Club:

There’s a good chance you’ve seen this before, and that’s because the brand does such a fantastic job of ticking the following boxes:

  • What they do – deliver razors to your door for $1.
  • Why they do it – customers no longer need to spend on excessively expensive razors.
  • What they stand for – offering jobs to the local community and helping customers save money.
  • Company culture – the brand uses a humorous slant on their marketing, giving customers a glimpse behind the curtain.

Of course, this isn’t to say that you need to place humor at the core of your brand in order to tell your story, but what it is, is an excellent opportunity to explore and be creative. 

Letting your shoppers know what you’re all about and what it is you stand for can really help get your brand name out, thereby increasing conversions over the long-term. 

Creating a consistent brand image that appeals to customers makes them more loyal, as they develop an emotional connection with the brand over time. And customers with an emotional attachment to a brand have a 306% higher lifetime value.

#6: Chatbots

According to Backlinko, 69% of consumers prefer to use chatbots for the speed at which they can communicate with a brand.

This stat really tells us something about the role that chatbots are having in the eCommerce sector.

In fact, most websites these days are taking advantage of this technology – this has been incredibly useful during the pandemic when in some cases, companies haven’t been able to make the most of their customer service teams. 

Essentially, a chatbot serves as a digital customer service representative that can answer basic questions about products 24/7.

A great example of this is Levi’s chatbot, which answers users questions without them needing to trawl through endless text or even pick up the phone:

This process is efficient, innovative, and makes the whole process of shopping much more accessible.

However, what really stands out is their “style bot” that helps users find the perfect jeans by creating a tailored process.

Levi's Chat Bot Questionnaire
Source: Levi’s

Clothes shopping, particularly for jeans, online can be a bit of a minefield, and this innovative solution puts the customer back into the driving seat. 

The great thing about this kind of technology is the fact that customers are already invested in these solutions. The fact that 35% of consumers have already purchased an item with the help of a chatbot, and 40% of us don’t mind whether a chatbot or a real human helps to answer queries, tells us as much. 

Takeaways

In this blog, we’ve covered six ways to help your site convert higher product sales, but in truth, there are many other options you can try; it really is just a case of experimenting to see what works for you.

However, on a fundamental level, each site visitor must know precisely what your product is and how it works. Every tip we’ve covered here is basically geared towards ensuring that your audience doesn’t need to spend time finding out this information. Once you’re able to remove any ambiguity, your site will be in great shape to succeed.

And of course, you should use these tips to help grow the eCommerce business that you’ve recently acquired from Flippa.

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Ricky Wang

Ricky Wang is the founder of RickyWang.com where he provides online guides and resources to help aspiring entrepreneurs build and grow profitable online businesses. He also founded AppSurp, a great place for software deals. Feel free to connect with him on Twitter and LinkedIn.