Having an online store with a good number of monthly visits thanks to a good SEO strategy, email marketing , Social Media or content zambia business email list marketing , together with a correct implementation of conversion techniques in e-commerce, should lead to an improvement in the conversion of your e-commerce and have a high conversion rate .
However, we know that not everything is so simple and that the conversion rate of an e-commerce site ranges from 1 to 2%, with the latter number being a fairly positive percentage.
Experiencing a low conversion rate can indicate many things, from a poorly developed sales funnel without prior analysis of user behavior on the website, to a slow customer service process, to a poor configuration of the product or service itself (unattractive to the consumer).
In this post we aim to give you some conversion techniques to use in your e-commerce and help you increase sales significantly. We will also see how a correct email marketing strategy can help us implement some of them.
5 techniques that improve your e-commerce conversions
1.- Pay attention to abandoned carts
abandoned carts
According to a study published by Shopify, 67% of shopping carts are abandoned and this can be due to multiple reasons: perhaps the buyer was distracted, went to other websites to compare prices, benefits, was just browsing or does not agree to pay for shipping.
In short, there are many reasons why your potential customer may abandon the purchase process with products in the basket, but beyond investigating why they have left (which is also very important), it is vital that you generate actions in which they feel reasons to return and complete the purchase.
It is advisable to create an email marketing campaign to remind them what they have left in their shopping cart and even give them a compelling reason to convert and complete their purchase.
At teenvio, thanks to our API , you can automate this process and send the user an email with the appropriate message to complete the sale.
For example, you might consider covering shipping costs or offering a discount after a certain purchase volume.
2.- Create coupons with discount codes
Aliexpress discount coupon
Coupon codes are a great conversion technique for e-commerce. Who would pass up an opportunity like this? Promotion, within a pricing strategy, is the greatest sales accelerator there is.
To attract the attention of potential customers, you can generate coupons or 3×2 type offers or linear discounts of a % or gross value, as in the AliExpress example of $5.
The coupon can be valid for only one category, that is, if you have an online store with different sections, you can create your discount coupons only for certain product categories.
Through email marketing you can generate a segmented campaign aimed at a specific audience and offer them this discount, rewarding their loyalty, for example.
To determine which category you will give coupons to, you must study which of these is more difficult to get conversions in. The idea is to sell products that have been in stock for the longest time.
3.- Deliver on what you promise in your AdWords ads
Google Adwords promotions
It is no secret that one of the most effective conversion techniques for e-commerce is Google AdWords ads, and this can have better effects if you clearly fulfill what is promised in your ads. For example , if in your ad group you promise to save up to 80% on the purchase of shoes, then you must make sure that the customer perceives the savings after arriving at your e-commerce or landing page.
Similarly, try to show a page with the same graphic elements that you showed in the ad, this way you will avoid the consumer feeling confused and leaving the page.
4.- Don't sell features, sell benefits
Whether in your paid Google ads or in the construction of your landing pages , another of the recommended conversion techniques for e-commerce is that you can highlight the benefits that the customer will obtain if they buy what is being promoted.
It is logical that when selling something, it is necessary to describe the product: color, size, etc. But what you really need to highlight is how that product is going to change the customer's life, that is, what value does it bring to their life?
That is why we are seeing the use of video in many e-commerce sites, as it is easier to show the competitive advantages of the product or service.
5.- Be clear with your Call To Action
ux design email marketing
Calls to Action are an excellent resource to “push” the user towards conversion, so it is unthinkable that a website does not use them. However, there are many cases in which e-commerce sites are not clear enough about the action they are asking for.
In fact, there are cases where calls to action only contain the word “continue” and this often confuses the user, because they do not indicate what they will achieve if they click that button.
The world of online commerce has changed and continues to change at a dizzying pace, and in order to generate a good user experience , you need to pay attention to this detail, which far from being insignificant, is a key aspect in getting the consumer to go through the sales funnel until they make a purchase.
In your sales process, you must be clear enough in your CTAs to prevent the user from getting lost, confused, and leaving. For example: “I want to buy,” “I want to register” are very clear calls to action that tell the user what the next step is.
Final Conclusions
Achieving an increase in conversions depends on a compendium of actions clearly identified for each case . For example, if you sell a common product that the customer can find in any other store, a technique that ensures conversions is to guarantee a sufficiently attractive price, while maintaining profitability, so that the customer buys it there or to provide a value-added service for the future buyer, such as a shorter delivery time.
Each case must be studied individually, analyzing the different variables, acting and defining the strategy based on the feedback obtained.
