Top 5 Ecommerce Optimisation Tips
Regardless of what you are selling online, I bet you’d like to sell more with ecommerce optimisation!
Conversions are the most important factor for any e-commerce business. By increasing your conversion rate, your business will generate more revenue, therefore ensuring you have the best optimisation at all stages of your customers journey the more likely you are to convert those prospective customers.
The best thing (apart from the increase conversions!) is that by putting in a little effort to optimise your content or product pages can have a dramatic impact on sales.
We’ve listed our top 5 optimisation tips, these are exactly how we increase conversions for our clients and we have the analytic data to back this up!
Optimisation your homepage and overall design
The first step to beginning ecommerce optimisation is to look at your online store with fresh eyes – see your design, photography, descriptions, shipping, security etc through the eyes of a first-time shopper.
The majority of prospective customers will arrive on your website’s home page first – unless they have come from looking for a specific product or affiliate marketing stream – ensuring your homepage design and wording are easily navigable making it and easy transition to your product pages. By thoughtfully designing your sites homepage and menus enables you to encourage your users to follow a specific path through your website this gives you a far greater degree of control over their experience.
One of the simplest ways to design a profitable path from your homepage is to promote “best selling products” or “special offers”. If you have a product that appeals to a broad audience of customers, it could be an ideal offer to place on your homepage. Likewise with sale items or end of stock clearances.
Product Description Optimisation & Photography
Just like great copy and design can enhance conversions on the home page, excellent descriptive text and good clear photography is often all it takes to significantly increase the conversion rate of your product pages too.
From digital offerings to physical products, all types of product benefit from an insightful detailed writeup. If you are stocking provided products there will be times when you need to use merchant-provided copy or product descriptions, however setting your site apart with by adding detail will optimise your ecommerce site and improve sales conversions.
When writing content for your product descriptions it’s worth considering working with a professional content creator to optimise your product descriptions if your budget allows.
If you are writing your own product copy ensuring you are focused on the product benefits not just features, also emphasizing why YOUR store is the best place to order from and how to return and get a refund.
Call To Action Positioning
I’m sure you should know by now that website design basics dictate that users should need to do little or no scrolling/ swiping to find what they need on your pages, the same applies to “calls-to-action”. Ecommerce optimisation is no different, ensuring the “buy now” or “pre-order” and quantity selectors are easily viewable towards the top of the page as soon as it’s loaded means users easily access that area of the site.
Shoppers should never have to wonder how to make a purchase or where the product information, description or options are. To ensure that buying from your ecommerce site is simple, always place your call to actions buttons within the top third of the page.
Social Proof & Feedback
Linking customer feedback will not only increase trust with your brand but also show that your products are worth purchasing. You can reassure the minds of prospective consumers by allowing customer comments, reviews and testimonials within each product page. Having customer feedback and a star rating on products and linking to product sites such as trust pilot will enhance trust worthiness and show that your products are actually being purchased.
Sharing a gallery of images from social media of “real people” demonstrates that purchasers are happy with your products and are keen to share their experiences. You can also show social media photos from pleased customers who have bought from you in the past, using hashtags and encouraging sharing of your products will always provide brand reassurance.
Creating a social media buzz will also funnel back to your website, a big bonus alongside the ecommerce optimisation achieved from sharing social posts from happy customers.
Last but definitely not least, create a secure environment for your prospective purchaser. Always make sure that you display any security emblems by the various payment processors you may have in place, like PayPal, Visa, MasterCard, and others. The more trusted emblems you display, the more comfortable customers will feel, and that’s a terrific way to expand your bottom line.
Before you can expect customers to give you their credit card information, you’ll need to establish an environment of trust, the best way to do this is with e-commerce security signals. Make sure that your website employs SSL encryption, which can be indicated by a padlock icon in the URL address bar of the visitor’s browser.
This tells visitors and shoppers that their personal details will remain safe from hackers and that you take the security of your customers extremely seriously.
With the highest quality images that show all the best features, well-defined product specs in all product descriptions, maximizing your use of all ratings and testimonials, and by making CTAs, shipping information, and security signal readily available, your ecommerce optimisation can boost conversions.
If you’d like to learn more, or find out how Drop_ can help your business, get in touch.