Which changes are going to have the biggest effect on my store’s conversions?
The thing is, there are dozens of things you can do to improve your store’s conversion rate, here are just a few from my checklist of “75 Quick Conversion Boosting Test Ideas”:
Add social proof
Reviews, testimonials, media mentions, 3rd party endorsements and even the number of Facebook likes you have are all influencers.
Uncover and overcome sales objections
Hotjar polls are ideal for this. Ask people why they didn’t buy today using an exit poll.
Test your call-to-action
Which works best for you, ‘Add-to-Cart’, ‘Buy Now’ or something else?
Have a clear value proposition
Why should someone buy from you? What makes your store truly unique?
Write benefit-driven product descriptions
Don’t just trot out boring features, tell the story… Tap into the ultimate emotional benefits your product gives your customer and allow them to picture themselves owning your product.
Test free shipping vs. flat rate vs. free shipping threshold vs. variable
Do you have slightly higher priced products but offer free shipping, or do you have a spending threshold to qualify? There’s no one universal rule, you have to test this for your store and your customers (as with anything).
Surprisingly, cheaper doesn’t always convert better. Reassuringly expensive plays a part too sometimes. There’s always a sweet-spot where conversions are highest but without sacrificing profit by offering a ridiculously low price.
Do you have a genuine and believable reason to make someone purchase today?
Does your guarantee/returns policy take all the risk from your customers’ shoulders and place it firmly on yours? If it doesn’t you’re turning the skeptics and fence-sitters away from becoming customers.
But which one should you tackle first?
Well, with all that said, what I have found to be the single biggest influence on conversion, is your offer.
Take a look at the screenshot from Google Analytics. It’s a Landing Page report showing the variation in conversion rate for each of our top 10 products on one of our stores.
The only variation is the product (and arguably the Facebook traffic because this is a multi-niche store).
But the point is, all other things being equal, changing your offer is by far the biggest lever for conversions.
So if your conversion rate is low, try different products or changing the appeal of the current product. Can you add a free bonus or free shipping?
Don’t get me wrong, you need to pay attention to the other stuff I mentioned above because things like pricing and your guarantee form part of your offer…
But if your products are naff, miss the mark for your target market or are wrongly priced with harsh shipping costs, your conversions will suffer.
Hope that’s useful 🙂
As a footnote, this post was inspired because someone asked me what a typical conversion rate is and what changes can affect it.
Well, 1-3% is respectable for e-commerce. Anything higher is better.
Amazon converts at around 17% so that’s what we should all strive for ????