For any international ecommerce entrepreneur the goal is to grow site traffic and increase your overall conversion rate.
With 25% of the world’s population now shopping online, by 2021 global ecommerce is expected to make up a staggering 17.5% of retail sales worldwide.
So, there’s plenty of money to be made. But, it’s not just about the products you’re selling, it’s how you market those products that will ultimately make you that sale.
Tracking and improving your conversion rate is how you make money. It can mean the difference between profitability and going under.
From website structure, to international shipping options, there are literally dozens of ways ecommerce entrepreneurs can help increase their conversion rate. And, some of them might be simpler than you think.
So with that in mind, let’s take a look at how you can improve yours.
You may well say that this is one of the most integral parts to selling a product. Making it sound like something you actually want to purchase is naturally very important. But, interestingly many ecommerce copywriters get this wrong time and time again.
The usual approach is to write a description that just describes what’s clearly already evident for your potential customers. It’s often thought that this approach will be more favorable with search engines in terms of keywords, and whilst this is part of the process, don’t forget to write product descriptions that sell to ‘real people’.
So, with that in mind, there are some simple steps to help improve your product descriptions.
a. Buyer persona
All good product descriptions start with understanding who you’re selling to. If you don’t narrow down who you’re selling to, you could very easily end up with a diluted message.
b. Describe features and benefits
Sounds obvious, right? But it can be easy to leave out the main benefits of your product when you’re describing it. Remember to think about the main motivations of your buyer persona. Include details of ‘what’s in it for them’. Adding in the benefits answers the questions of the buyer before they need to ask them.
c. Use your brand’s tone of voice
Using your brand tone of voice is a great way to keep your product descriptions in keeping with the rest of your site. If your brand is witty, then include this in your product descriptions for consistency. Good product descriptions should sound like you.
Natural skin care brand Frank Body knows just how to tap into the Gen Z/ Millennial market by using a chatty and informal way to describe their products, much like how the younger generation would speak to their friends. The use of play on words and references to drinks might make for a strange way to describe body scrubs, but with the company now worth $20 million – something’s clearly working for them.
d. Create scannable content
If possible, list part of your product description as bullet points. People usually prefer to skim content quickly and by keeping content digestible and in bullet point form, potential customers will be able to grasp the concept of your product faster.
In a world where people are infatuated by health, smoothie brand Innocent use bullet points to give a quick overview on the health benefits of one of their juices. It’s clear to see, even if you don’t want to read the full description.
e. Use sensory words
According to ecommerce platform giant Shopify, using sensory words within your product descriptions is a great way to bring your product descriptions to life.
Another juice brand, this time we look at Tropicana for inspiration. It’s just orange juice after all. But, the clever use of sensory words captivates you to think it’s more than just juice…
Make sure you’re optimizing your product descriptions for search engines by including words related to your keywords. A great free tool for finding keywords is Ubersuggest which can help increase your website traffic by focusing on your keywords.
People usually won’t buy something unless they can see it. And, when you’re selling online, this becomes even more important as you’ll need to work twice as hard to display your products in a visually appealing way.
Product images are hugely important in the online shopping process and an area that naturally shoppers take into serious consideration before they make a purchase.
Here’s how to ensure your products standout:
a. High-quality images
Sounds obvious, but many websites make this mistake. Almost half of online shoppers consider high-quality images to be the defining factor when making a purchase. Best practice would be to pick a default image and add several smaller thumbnails.
b. Include different angles
To give the viewer an in-depth view showcase your product from every angle. You may even want to give an in-action shot of your product in ‘real life’ to show how people use it.
Leather goods retailer Nat & Nin use more than 5 different angles of one of their handbags to give the buyer a look at every possible detail.
c. Give context
If you’re selling a sofa, then showcase it in a living room. Customers like to see what they buy in a relatable scene.
Online furniture company Made.com bring in other products to ‘set the scene’ for their potential buyers.
d. Provide a zoom in feature
This gives even more detail to your customer.
The best way to work out what’s helping you increase your conversion rate is to test how you display your products. Whether that’s playing around with the number of images, changing the default image or the product angles. You’ll need to work out what’s best for you.
We’ve covered the copy and images to compliment your text. But, what about product videos?
Whether you’re selling clothes, tech products or household items – any product can benefit from a video.
Video is king – that’s what they say, right? However, video is surprisingly one of the most underused ecommerce selling tools.
Why make product videos? Well for one, buying online can be like entering into the unknown. You have no idea what the product will really look in real life, but a video of that product is at least one way of connecting your potential buyer with a more in depth look.
But, we don’t simply mean just a 360° video…If you’re selling cleaning products, then show your customers a demonstration. If fashion is your industry, then a catwalk video of the item in question helps potential buyers see the cut and fit. Tech product? Let’s see a demo on how it works.
Naturally, vacuum cleaning technology company Dyson knows how to set its products apart with the use of compelling video. Priced at the top end of the market for vacuum cleaners, Dyson is on point for its use of demo videos to demonstrate just how top of the range they really are.
What about smaller ecommerce stores? Camping shop Simply Hike knows how difficult it might be for a potential buyer to purchase a piece of camping equipment, like a tent, without seeing it in person.
They go the extra mile to showcase their tents in the most hands-on way. It’s not just a simple 360° tent video, it’s a full video showcasing the product in action, in the place it’s intended to be used and showing all its functionalities.
Video is simply much more compelling than just text and images, and it’s more digestible for your site visitors.
And, scary stat alert…It’s been proven that people are 4 times more likely to watch a video about a product, rather than read about it.
In fact, 96% of consumers finding video helpful when making an online purchase.There’s another benefit too. Apart from simply showcasing your product better, video benefits your SEO ranking and can increase backlinks to your site.
Pricing is one of the first things a consumer will see when considering the purchase of one of your products and staying competitively priced will ensure you can keep converting those potential customers.
With the ever growing popularity of online shopping it’s proving more difficult to stay competitive. You need to keep up-to-date with your competitors’ behaviour when setting your prices to enable you to have a competitive edge in the market.
Comparing your pricing to your competitors is a simple and easy way to understand where you should price your product and to ensure you’re choosing a pricing model that won’t deter shoppers.
A quick and efficient one for increasing your conversion rate.
Add ‘related products’ to each product you sell. This is a tactic used repeatedly by ecommerce marketplace giant Amazon, which groups together products under the frame of ‘frequently bought together’.
It’s a clever marketing strategy that shows you other highly relevant items which you might not have originally searched for. And, what’s more, you’re doing the hard work for your customer, as now all they need to do is click ‘add to cart’.
There’s nothing better than creating a sense of urgency for your international shoppers.
Including stock numbers or indicators such as ‘limited stock’. in your product descriptions is a great way to nudge people to make a purchase if they’re worried a product might sell out.
So, we’ve covered the brand positioning and product marketing. But, what about your overall site performance.
From site speed, to website copy, there are a number of steps you need to follow that don’t relate to your products, but will go a long way to helping you increase your conversion rate.
Some you might find surprising.
This might not be top of your list as ways to increase your conversion rate, but listen up.
Scary figures state that just a two-second delay in page load time can increase bounce rates by more than 100%…Might be time to make sure your site is ‘up to speed’ quite literally.
Online shoppers hate long loading time. Studies have shown that even just a 100-millisecond delay in load time can cause conversion rates to drop by 7%.
And, marketing expert Niel Patel puts it all into perspective: “If an ecommerce site is making $100,000 per day, a 1 second page delay could potentially cost you $2.5 million in lost sales every year.” Ouch.
You can check your site speed through Google Analytics by going into ‘Behaviour > Site Speed’.
Want to know how to improve your site speed? Moz has a quick guide you can start putting into practice.
The first thing a potential customer will see is your homepage. Essentially, your homepage makes or breaks your conversion rate and websites with simple layouts have a higher conversion rate.
Trying to display and show off all your products on your homepage is simply too much for a potential customer to take in. Boost conversions by limiting the number of choices for your potential customer.
Don’t forget that the attention span of your website visitors in naturally very low. An interesting way to improve this is to use whitespace within your website design. Having white space means it’s easier to direct people towards the action you want them to take.
Having whitespace makes your website more scannable and easy on the eye. Just look at Apple for some serious whitespace inspiration. Their website uses whitespace and big imagery to guide the user to key CTAs and let their products do the talking.
According to HubSpot, creating an easy to follow journey from homepage to checkout is one of the most important factors when looking at conversion rates. And, unfortunately, website navigation is often overlooked when it comes to conversion rates. A few top tips to consider include:
a. Include specific product categories in main navigation
This is one less step for your site visitor. Setting product categories in the main navigation should encourage a higher percentage of people to fully explore your site.
b. Use the right number of categories
This requires a little more thought. You’ll need to find the right balance of key categories in your main navigation without having too few. If users have to hover on one category to get to the next and so on, it makes the user experience immediately less seamless and can lead to site drop off.
c. Conversion only pages in main navigation
By this we mean the pages we’ve just talked about – pages that will actually lead to sales. Keep pages such as ‘about us’ ‘delivery’ ‘returns’ in the footer of your site. Keeping the number of menu options to a minimum and only including pages that will lead to conversions will again enhance your user experience.
Sounds simple, but when was the last time you looked over your website copy? It’s not just your product descriptions that you’ll need to work on. Your website copy gives customers an overall understanding of what your brand is and the tone you want to set.
You can follow the same steps as we mentioned in the product descriptions, like understanding your customer persona.
If your ecommerce site has been around for a while you might want to consider a website rewrite if you notice your conversion rate dropping.
Trends come and go and the same can be said in terms of writing styles. What once might have been the correct way to position yourself online, might now be completely different.
Take ecommerce sofa company Loaf. To the average person, buying a sofa is a pretty mundane simple process, where you’re buying into the type of design you like, rather than brand.
However, Loaf take a different approach to their website copy and brand voice. Their laid back, chatty, informal language gives the sense that they’re ‘one of us’ – it’s exactly what we’re talking about when it comes to writing great website copy.
The way they call furniture ‘stuff’ and the use of ‘shacks’ instead of stores, really gives you a sense of what this brand is all about and why you would ultimately want to purchase from them.
When a user is tempted to purchase a product, sometimes all they need is a little prompting, and the right CTA is key to that. A clear action that says exactly what you want them to do.
For example testing ‘buy now’ versus ‘order now’ or ‘add to cart’. There are numerous options to consider in the ecommerce space.
Research has also suggested that colour can have a big impact on your conversion rate. HubSpot revealed the extent of this, after seeing a 21% increase in conversion rate after changing their CTA button to the colour red.
When creating your CTA remember to think about customer intent and making an effective customer journey.
Testing your CTA is a great way to play around with colours, text and placement and see what impact this has on your overall conversion rate.
In 2018, Forrester’s 2018 Retail Wave found that smartphones were involved in more than $1 trillion (USD) worth of retail purchases in the US alone. If that doesn’t make you sort out the mobile optimized version of your site, then I’m not sure what will!
Not having a mobile optimized site is no longer an option. It’s not just sales that are made frequently on mobile sites. Searchability has a huge influence on mobile too.
So much so, that Google announced in 2018 that it would be indexing websites based on the mobile version first. So, ensuring your website is mobile friendly is a huge factor in potential customers even finding your ecommerce site.
Whilst you shouldn’t aim to have any broken pages of course, it can happen. And, a great way to utilize them is to turn lost visitors in loyal customers.
According to Optinmonster, taking time to optimize your 404 page text and creating an on-brand design can actually reduce your bounce rate and increase your overall conversion.
By using witty text and fun visuals, you can navigate your lost site visitors back to your main site. You can include a search bar, links to popular products on your site or a CTA to ensure your potential customer doesn’t just leave your site.
Check out this example from Urban Outfitters on how to do 404 pages right:
An optimized 404 page can help visitors stay on your site, sign up for your email list or even become a customer.
Whilst some might have misconceptions about popups, they can actually be incredibly beneficial to your overall conversion rate.
Popups can convert your traffic, build your email list, drive more sales and reduce your cart abandonment rate.
Popup provider WisePops states that creating and launching new popups on your site is one of the easiest ways to drive more ecommerce sales month-over-month.
There are a number of different popups which can help benefit your conversion rate. From exit, lightbox, mobile, email and video popups, you’ll need to test which one or which ones will work best on your site.
Remember to keep it user friendly though! Adding countless popups to every part of your website runs the risk of ruining the site experience for your user.
Your popups should create value or offer an incentive. It’s often misunderstood that popups negatively impact your conversion rate, but if that’s the case, it’s a problem with the offer of the popup.
Some serious popup inspiration comes from Kate Spade, which uses bright colours, an attractive offer and minimal fields to fill out.
And, when you have an international store you’ll want to think about translating your popups so each market can see your offer in their own language.
Luckily, with translation solution Weglot, your popups can be translated to give you targeted messages dependent on the country you’re selling in.
This is where your new site visitors might head straight to if they don’t know you as a brand or what you stand for. When selling internationally, you might have a great reputation in your home country, but your new markets won’t know you yet.
Interestingly, an about page is often overlooked as a potentially powerful conversion tool.
Consumers generally purchase from people they know, like and trust. Your about page is a great way to build relationships with potential clients so they feel like they know you.
Make your page easy to read, tell a story if it fits with your brand and make it simple and uncluttered.
Weglot customer Kirk has an about page to admire. A coherent story, describing his passion for light and nature beautifully sets the tone for why he is now a lamp maker.
If you’re running a PPC campaign, it’s because you’re trying to increase your sales, not your brand awareness. That’s why having dedicated landing pages are much more beneficial. A landing page is created to help a potential buyer take an immediate action.
The quality of your landing page also has a direct relation to the ‘quality score’ you’ll receive when running your Google Ads campaign.
You quality score is determined by the following factors:
The better your quality score, the lower the price per click will be of your campaign, meaning you’ll get more value from your paid campaign.
Take a look at the landing page from ‘Masterclass’.
They’ve added a video for more context, exactly what’s offered in terms of number of classes and reiterated the exclusivity. Then there’s the call to action to ‘take the class’ and the clever idea of offering a second button with ‘give as a gift’.
And, the beauty of selling internationally is that with an automatically translated website, your original landing page can be translated into as many languages as you want to ensure your ad campaigns are fully localized.
Need help creating a landing page that’s sure to convert? Check out this guide.
Look at this one as an easy win. For one, it’s free. And, if your products and services are creating excellent customer feedback – then utilize it!
Customer feedback is one of the best ways to convince future customers to buy without the need for a hard sales pitch.
Adding unbiased comments to your website gives you more credibility and establishes trust with a buyer that hasn’t purchased from you before.
It’s common practice to go straight to the reviews of a product to determine whether it’s worth your time purchasing from a particular website and it’s a more powerful way than simply listing the features of your products.
What better way to persuade potential customers than with your satisfied customers.
Just look at the numbers – 92% of consumers say they read customer reviews before making a purchase – astonishing figures you can’t fail to ignore.
Testimonials are a great way to convert prospects into sales and create real social proof. Take a look at Shopify as a shining example. A quote, image from the reviewer and a link to a video of their customers’ story, ticks all the boxes for testimonials done right.
You’re an ecommerce business after all, which means making sure your checkout process is as streamlined as possible will be a key priority to converting prospects into sales.
There’s nothing worse than an ecommerce store making it harder than needed for you to purchase a product.
It will simply lead to that dreaded abandoned cart.
Notice you’re not converting your customers’ baskets? Then you’ll need to take a look at your checkout process, as it’s likely the place where it’s all going wrong.
Let’s make one thing clear – ensuring your checkout process is an easy, seamless process will increase the likelihood of you making that all important sale.
Having to click through multiple pages should be avoided at all costs. If an item is already in a customers basket, then they’re at least halfway to making a purchase. But, worryingly, the global average rate of cart abandonment is 75.6%.
So helping customers to ease the buying process is going to be detrimental to improving that terrifying statistic.
When the customer has first contact with a brand, it’s incredibly important that they can checkout as a guest.
Forcing your potential customers to register before completing a purchase has a hugely negative impact on your conversion rate – which is estimated for 35% of abandonment rates.
It breaks the buying process if you create a time-consuming signup.
Once the consumer has decided to make a purchase, the checkout process should be as simple as possible to ensure you don’t lose that sale – so reducing the number of clicks is usually a good idea.
If your store is only just up and running, it’s unlikely you’ve managed to create a reputation just yet.
Which means people will rightfully be dubious about your site and the prospect of buying from you.
This is where site security comes in. It might seem like a small thing, but it can have a big impact on your conversion rate and reassure your potential customers that their payments are protected and that you’re a legitimate site.
There are a few ways you can do this:
Offering a currency switcher for your international site visitors will help them understand the price of your products in their own currency.
When you’re selling internationally, it’s a must to offer the same level of service for both your local audience and your new markets.
Whether you’re using WooCommerce or Shopify, or one of the other ecommerce platforms, currency converters are quick and simple to install on your site.
Selling in a new market means you’ll need to adapt to a new infrastructure. So when you’re selling internationally, it’s logical that you’ll need to ensure you’re offering the right payment option for you markets so your potential customers can actually make a purchase.
This step requires research into the markets you’re planning to sell into as even neighbouring countries that share the same currency and follow very similar online transactional regulations can have vastly different ways of making payments.
Take France and the Netherlands – these countries aren’t structured around the same major payment methods. In the Netherlands, a national system called iDeal is one of the most popular payment methods, whereas France’s online economy relies almost exclusively on credit/debit card payments.
In countries outside of the EU, payment methods vary even more: in China, for example, WeChat Pay and AliPay have overtaken classic credit cards in terms of market share for payment methods.
Understanding how your consumers pay is key in converting that prospect into a sale.
Customer expectations have risen.
And when it comes to delivery times, it doesn’t help that global marketplace giants Amazon are planning a new drone delivery service that will give a customer their item in just 30 minutes. It’s not just this type of incredible technology but even users of Amazon Prime expect all online stores to be able to meet their expectations of next day delivery.
And this is most definitely reflected in statistics, whereby 45% of consumers expect delivery times of 2 days or less.
If you’re looking to enter new markets then one of the first things you’ll need to ensure you’ve worked out is offering international delivery.
But being transparent about the costs is crucial. Shipping fees added on at the end of the checkout process without warning is a big deterrent for conversion rates.
Offering a shipping calculator on your product pages is a good way for your customers to figure out what exactly they’ll be paying depending on their location, so there’s no last minute surprises.
Of course, including a detailed page with a breakdown of shipping costs and extra taxes per country is also mandatory as potential buyers will most likely look to this before they consider whether to purchase from your store. You’re likely to lose potential buyers if they can’t understand what exactly they’re paying 5 extra dollars, pounds, euros, or yen for – so make sure you’re being as transparent as possible!
Whilst the above serves as some serious advice in helping increase your conversion rates, it’s also important to test your checkout experience.
Working out where the user is dropping out will be integral to helping your ecommerce store convert.
Your conversion rate can be dramatically increased by looking at your user and making sure they’re satisfied with their site experience.
It isn’t just all about making sure you’ve marketed your products correctly or streamlining the payment process.
People increasingly want ‘real’ ‘human’ experiences with brands. They want to feel connected to a company and to know that the brand ‘understands’ them. And, when working in international ecommerce, speaking to your customer in their language is absolutely key to improving their overall user experience.
There are some simple steps you can take to make your customers feel like they matter.
75% of consumers will only buy in their own language (according to a report by CSA Research). So, offering your website in more than one language just makes sense if you’re selling internationally.
The ‘official’ online language might be English, but 47% of the web is non-English speaking, which means you’ll be missing out on a big opportunity if you don’t offer a localized website for your new markets.
Although website translation sounds like a daunting process, not to mention costly, there are quick and simple solutions that make going multilingual simple.
Weglot is an automatic translation solution that translates and displays your content into more than 100 languages. It requires no code knowledge or developer skills and you can have a fully translated ecommerce website up and running in under 10 minutes, no matter which website CMS you’re using.
You’ll have a fully translated checkout and product pages too, so your customers will understand the whole purchasing process.
And, when it comes to SEO, Weglot takes care of this completely, so your newly translated website will also be indexed on Google in your new languages.
This is a feature that eases the user experience for your potential customer. Being directed to the right country store is one less click and gives them an instant localized experience.
And, if you use website translation solution Weglot, you can automatically turn this feature on or off, depending on your preference! Your potential customers will be redirected by browser language.
A study from Zendesk, revealed that 92% of customers feel satisfied when they use live chat compared with other forms of communication – such as email, social media etc.
Which just goes to show that the importance of a live chat feature is here to stay.
Things get even more interesting when we look at the stats from Martech, which revealed that 51% of customers are more likely to purchase from a store if there’s a live chat option.
And going even further, 29% of consumers are more likely to make a purchase from a store if it simply has the option of a live chat – even if they don’t use it.
What does this tell us? Live chat promotes accessibility to the brand, helps consumers make purchasing decisions and gives them that level of comfort and trust.
Primarily, it increases customer satisfaction as the customer knows they can chat with a ‘live’ person instantly.
But, let’s not get confused between a live chat and a chat bot. The benefits of a live chat are that customers get real, human interaction, where their questions can be followed up personally.
There are a number of live chat integrations you can install on your website, with a number of them integrating on various CMS platforms.
One of the easiest ways to reduce the burden on your customer service team is to have a clearly defined page with all the most frequently asked questions.
Especially in international ecommerce, one of the first queries a customer will have is to do with shipping costs, delivery times and countries you actually deliver to.
This eases the buying process for your potential customers as they can find all the necessary information together in one place.
Sounds like a no brainer right? But you’d be surprised at the number of ecommerce websites that don’t think to include a search bar for their products.
And why offer a search box within the design of your website? For one it satisfies the ‘I want it now’ behavior of consumers.
SEO-e blog give a number of valuable reasons as to why a search box should be mandatory for any ecommerce business. Such as, making your website more customer-centric and helping you gather valuable customer insights.
What customer insights can you gather? For one, how your users navigate your site and their general intent – which is key information for adjusting your site to improve overall conversion rate. This also leads you to gather new keywords which can help your overall site performance.
You might start to see trends in searches. This could mean you have certain pages that are missing key search terms within the content which you had originally thought was well targeted.
A quick look at ecommerce fashion retailer ASOS and we immediately see their search box is a key feature to their website layout. And this feature becomes crucial for a site with literally hundreds of thousands of articles.
They’ve made their search bar intuitive just like Google, so whilst you search for an article, it’s already coming up with search suggestions, letting the website do the work for you:
Naturally, refunds are always going to be higher for online retailers, in fact, according to a study by UPS, refunds are 3x more prevalent.
And whilst there are tactics to reduce returns (which link back to product descriptions, images and video we talked about earlier), what you need to focus on is a clear, easy and hassle free returns policy.
Of course, you might think we’re missing the point here as the whole reason of this guide is to help increase your ecommerce conversion rate, but hear us out.
According to nChannel, an inconvenient returns policy will deter 80% of shoppers.
So you won’t actually be able to drive any sales if you’re already deterring a huge number of your website visitors from a bad returns policy.
Even though dealing with returns is less than ideal and can greatly impact your profit margins, nChannel also points out some good news.
Of the 60% of online shoppers that make at least one return/exchange a year, 95% will make a future purchase with the same online retailer if the return experience was positive.
So how can you improve your returns policy? Firstly make sure it’s easy to find on your ecommerce website. It should be easily accessible for users from the homepage and product pages.
Then consider your return terms. Such as:
Want to enhance your returns policy even further? Then start offering free returns…According to Narvar, 69% of online shoppers are deterred from a purchase if they have to pay to return the item.
Above all making it easy for customers to potentially return an item gives them the trust and reassurance to purchase from your store in the first place.
Don’t forget to continuously adjust and update your returns policy based on new technological enhancements.
And, remember, different countries offer different return capabilities. So you’ll need to keep on top of that too. Such as in France there’s the option to leave a parcel in your letterbox to be picked up by a delivery company without the need for trips to the post office.
Customer loyalty schemes are both an easy and low cost way to market to your existing customers, rather than acquiring news ones.
According to Quicksprout, you’ve actually got a 60-70% chance of selling to an existing customer compared with just 5-20% for a new prospect. On top of that, acquiring a new customer is 7x more expensive than gaining a sale from an existing one.
For one, your current customers are already engaged with you. They have already purchased from you, so by offering a loyalty programme you’ll increase the likelihood that they’ll purchase with you again.
How you choose to create your customer loyalty programme is down to you and knowing the behaviour of your customers will be key to the type of reward you offer. Loyalty programmes can run from point systems to money off vouchers when you spend a certain amount, etc.
The possibilities are endless, but what it all comes down to is building a community and giving your customers a reason to return to your store.
What do online shoppers increasingly look for? Discounts, promotions and offers of course!
After all, who doesn’t like a freebie?
And when you’re after a chunk of the €881 billion ($994 billion USD) the international cross-border eCommerce market is expected to surpass in 2020, competition has never been fiercer…
Offering a promotion to your customers is a great way to stand out amongst your competitors.
If you can, offering free shipping is an attractive way to entice the increasingly common shopper that appreciates simple pricing structures and a ‘what you see is what you get’ online shopping experience.
It’s a common trend seen by online retailers, whereby shopping carts are often abandoned at the checkout once the customer has seen the final cost with added shipping included, particularly when you consider selling internationally and the different costs this will entail.
According to BigCommerce, maintaining a steady cost from the product page to the checkout will increase the likelihood of your potential customers following through with a purchase.
In today’s competitive environment, offering free shipping is a must!
You might think this is one extra added cost, but in fact, you simply need to increase your product prices to cover the costs. But make sure you’ve included this factor in your financial models so the costs are fully managed from a profit point of view.
Back to creating a sense of urgency again. Much like including the number of stock left per product, adding in limited time offers such as ‘free shipping’ or ‘10% off everything’ for a set period of time can increase your conversion rate.
According to Crazy Egg, limited time offers are a great middle-of-the-funnel tool for getting visitors to become buyers. Offering short promotions is a great way to get people moving and give them that last nudge they might need.
We just need to look at the graph below (via Smart Insights) to see the power of email marketing.
As the highest referrer by conversion rate, email marketing is incredibly effective at driving sales – so it’s time to get your email marketing in shape.
And, email marketing accounts for approximately 23% of sales. But we’re not just talking about a once monthly newsletter. We’re looking at strategic email marketing focusing on:
a. Email signup welcome emails
Send a welcome email to all new signups. If you’ve got new leads through your popups, then now is a great time to get them to convert by sending them a welcome offer. And, 42% of people are more likely to read welcome emails than any other email
b. Cart abandonment emails
Often considered as one of the most effective forms of email marketing – it’s a great way to contact customers that signaled they were about to purchase from you.
Interestingly, 69% of people don’t go through with their orders, but, great news – 63% of abandoned carts are potentially recoverable. So a follow up email is well worth the time investment.
You can read a full guide all about cart abandonment emails here.
That was probably a lot of information to take in! And, now hopefully you’ve got a number of new ideas that you can start implementing on your ecommerce site.
There are a lot of quick wins listed above for you to try out immediately, such as re-writing your website to meet the needs of your customer, making use of popups for lead generation or even just changing the layout and wording of your product descriptions.
Then for those ecommerce businesses looking to go further, creating product videos, looking into the structure and layout of your website or working on your delivery times will require a longer and more expensive set up process, but will ultimately have a positive impact on your overall conversion rate.
But, remember, testing is key. Every online store is different and understanding your customer will ultimately help you identify what lessons you can learn from our 35 tips..
Above all, if you’re looking to sell internationally one of the quickest ways to achieve this goal is through website translation. Weglot offers a quick and simple solution that will give you a multilingual website in under 10 minutes.
Looking to make your ecommerce website multilingual? Discover more about Weglot and try it for yourself – on any website technology – with our 10 day free trial.