Date post: | 18-Dec-2014 |
Category: |
Business |
Upload: | bigcommerce |
View: | 1,487 times |
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© 2013 Bigcommerce Pty. Ltd.
Store Design
Make sure your site is product-
focused
and easy to navigate
Use a clean, uncluttered layout
- Showcase your brand in a modern way
- “Busy” websites don’t convert well
Images should put the focus on your products
• 67% of consumers rated image quality as “very important”
• Highest quality default image you can get
• Multiple images, multiple angles
• Show product in use when possible
Customer Case Study: BicyclesOnlineBig, beautiful images showcase their products.
Use detailed product names
- Always use the brand in the name
- Include descriptive keywords for better SEO results
- Use the product name in the URL, heading and breadcrumb — an SEO must
Write killer product descriptions
• Don’t copy/paste standard descriptions
• Unique, detailed descriptions = better SEO
• List key features in bullets for easy scanning
• Provide both a summary and full description
Add videos to improve SEO and conversion
- 53 times more likely to get a front-page Google result, 41% higher click-through
- Visitors stay on site 9% longer, are 65% more likely to buy
- Show products in use, close-ups to highlight features
Include trustmarks to increase buyer confidence
• Add trusted logos from credit card companies, VeriSign, TRUSTe, Better Business Bureau, etc Unique, detailed descriptions = better SEO
• Familiar trustmarks increase sales by up to 36%
• Highlight fair trade and cause marketingif applicable
Feature product reviews
• 4.6% increase in conversion, 18% increase in sales
• Show both sides of the story: shoppers who read bad reviews convert 67% more
Allow social sharing
• 50% of consumers use social media to share product reviews
• 68% read product reviews on social networks
• Adding social sharing also helps increase awareness
Highlight products and promotions with banners
- Show your customers what’s popular and relevant
- Link to product pages or apply discounts on click
Purchase and Checkout Flows
Remove the common barriers
to buying.
© 2013 Bigcommerce Pty. Ltd.
© 2013 Bigcommerce Pty. Ltd.
Perform a purchase audit
- How many steps does it take to make a purchase?
- Who does the work: you or your customers?
Important metrics to review
• Bounces
• Click mapping
• Average items per cart
• Frequency of purchase
• Abandonment rates
© 2013 Bigcommerce Pty. Ltd.
Follow these best practices
• Limit checkout to 6 steps or less
• Offer 1-step checkout if possible
• Don’t ask for information twice
Continue to close the sale through checkout
- Just because they made it to checkout doesn’t mean they’ll buy
- Add a brief product description to checkout or make one easily accessible
Reasons customers don’t complete a purchase
• 14%: No guest checkout option
- Offer guest checkout, ask to sign up after first purchase
• 12%: Worried about providing too much information
- Highlight privacy policy
• 11%: Checkout process takes too long
- Shorten checkout, compare process to competitors
• 7%: Not enough payment options
- Add more options to increase sales
Customer Case Study: Bump My LockIncreased sales by adding multiple ways to pay
Don’t let shipping scare off customers
• Simplify and clarify your shipping options
• Never hide shipping costs — make the final price final
• Offer in-store pickup: 31% of shoppers picked up locally given the option, 27% of those made additional purchases
Abandoned Cart Saver
Bring back visitors who left your
Store before buying
© 2013 Bigcommerce Pty. Ltd.
More than 70% of all shopping carts are abandoned
But 75% of abandoners still intend to buy
Use an automated abandoned cart saver- Recover an average of 15% of lost
sales
- Emails are automatically sent to shoppers who add to cart then don’t buy
v
Customer Case Study: Night-Gear“In the last month alone, we recovered over $8,000 in sales we would otherwise have lost.”
Customize your message to win shoppers back
• Offer limited-time discount
• Offer free shipping to counteract biggest abandonment factor — shipping costs
• Include images of the abandoned products
© 2013 Bigcommerce Pty. Ltd.
Limit abuse of discounts
- Don’t always offer discounts: sometimes a reminder is enough
- Foil discount seekers by setting rules to vary discount triggers
Conversion Checklist
Make sure your design is clean and modern
Use big, high quality product images
Write detailed product names and descriptions
Include videos and trustmarks
Feature product reviews and social sharing
Perform a purchase audit
Make it easy as possible to buy from your site
Be clear on shipping costs
Use an abandoned cart saver
Start improving your conversion today!
Bigcommerce has all the tools you need to improve conversion built right in.
Implement the conversion checklist
For more e-commerce advice, ask the experts