When you run an eCommerce business, there are all sorts of marketing strategies infused within your sales funnel that are designed to promote more online shopping, but try as you might, sometimes your conversion rate is still far lower than you would like.
If you have noticed that potential customers seem to navigate away from your online store just as it looks like they’re going to begin the checkout process, then it’s probably time to explore some conversion rate optimisation tactics on your product pages.
The good news is that it’s absolutely possible to increase conversions in Shopify, it will just require some extra legwork and big-picture thinking.
Why Does Conversion Rate Optimisation Matter?
Depending on which studies you look at, cart abandonment rates (where shoppers add an item from an online store to their cart, only to exit out of the page before completing the purchase) may be as high as 80%.Today, global eCommerce conversion rates hover around 2.58%, and experts suggest that if your own store’s rate dips below 2%, then you need to reassess your methods.
Although this threshold may seem incredibly low, especially considering that the average global website conversion rate is more than 4.3%, but you have to bear in mind that eCommerce is an incredibly crowded space, and it’s only getting more competitive by the day.
More than 1.8 billion people shop online regularly now, and that number will only continue to grow; to satisfy that demand, somewhere between 12 and 24 million eCommerce sites across the globe have sprung up.All of this is simply to say that if you do not prioritise conversion rate optimisation, your online store will be lost to the background noise. You’ve taken the time to set up a shopify, now all that’s left to do is enhance the functionality and user experience of your platform to enjoy the highest possible conversion rate.
Methods for Increasing Conversion Rates in Shopify
Perhaps you’re seeing a fair amount of traffic filtering through your site every month, but those interested leads simply aren’t making purchases. These are some of the most effective methods for inspiring buyers to take that final leap.
1. Draw Attention to Social Proof with Reviews and Testimonials
Regardless of your industry or target audience, social proof is an incredibly powerful selling tool. More than 95% of people making an online purchase will check reviews before they buy, so there’s no question that just a few positive words from a handful of past customers about a product will help convince leads to complete the purchase.
The simple fact is that consumers trust the words of other customers more than they trust product descriptions manufactured by brands, so it’s a good idea to find a comfortable way to ask for customer reviews if you want to convert more traffic on Shopify. Perhaps this means sending a request for a review with every order confirmation, or sending a follow-up email asking, “how did we do?”
Either way, this will provide you with a wider body of social proof that you can display to potential customers, which will give them the confidence they need to complete a purchase.
2. Make Your Call to Action Unmistakeable
Ecommerce sites often get hung up on the finer points of their Shopify design, and they forget the basics of what makes online sales (and sales in general) work. The reality is that shopify ecommerce website design is a little like a rabbit hole from an aesthetic standpoint—the deeper you dive, the more you’ll want to dig.
There are virtually limitless visual options to explore, but never forget your essential goal with your platform: selling products. You can dress up your site to ascribe with your brand personality, but a beautiful interface doesn’t necessarily translate to sales; you need to make sure that users are consistently reminded that they aren’t just browsing a lovely website when they’re interacting with your store, but that they are actually shopping.
The best way to encourage action on your site is by including a prominent add to cart button on your product pages. This doesn’t mean that you need to compromise on the curated design of your site, only that you need to find a way to incorporate a strong call to action, such as a button, so that those browsing the page are subtly yet firmly encouraged to buy.
3. Incorporate A Live Chat Feature
Customer service is something that many businesses have trouble navigating, but live chat is consistently ranked as one of the most favorable options in this realm. Users who engage in live chat don’t have to sit on the phone dedicating all of their energy to finding answers, and they also don’t have to wait around for a reply to an email.
You don’t need to deploy live chat on every single page of your site, or at all times. The best option is to strategically offer live chat support at the times that have proven to be your most high traffic, and to target your support interactions to pages with your most costly products since customers considering a large purchase are most likely to have questions.
4. Harness The Power of Social Media
There’s no question that social media plays a massive role in the way that people make online purchases. In fact, nearly ¾ of consumers rely on their social networks to help influence their buying habits, so if you haven’t installed a Facebook pixel to your Shopify store, then you could be missing out on incredibly valuable insights.
Once you have successfully added a Facebook pixel to your site, you will be able to understand your audience’s habits and preferences better. The pixel tracks six standard events when an interaction with your website begins on Facebook: when visitors view a page, complete a search, add an item to their cart, enter their payment information, and complete a purchase.
Armed with information about where your funnel is breaking down, you will be able to optimise your site for conversions more effectively, and you’ll also be able to craft more effective and engaging campaigns.
5. Don’t Bury The Lead
Any journalist can tell you that you want to put the most important information at the top of the page in order to engage your audience immediately. In addition to catching shoppers’ attention with a striking headline, you want to make sure all of the relevant details about a product can be seen clearly without shoppers having to click any extra buttons, like “see more.”
By the same logic, you want to prominently feature visual elements, including any relevant photos and graphics, that exemplify your product—make sure that users can see precisely how striking your products are immediately without having to scroll or click. If you offer a specific product in a range of colours, make sure that you feature all of those offerings in a single, convenient location so shoppers understand the variety at their fingertips right from the start.
Start Converting More Traffic to Sales in Shopify
When you’re focused on producing the best possible products for your Shopify store, you may not have the bandwidth to dedicate to conversion optimisation—that’s where Australian Internet Advertising comes in.
Our team is deeply experienced in this field, and we’re prepared to help you maximise your potential with a comprehensive, custom-tailored approach; contact us today to begin converting a larger percentage of your traffic to sales in your online store.