As an ecommerce marketer, you’re never completely satisfied with your website’s conversion rate. You’re always looking for that small tweak that will help you eke out a slight increase in clicks.
Especially for high-traffic sites, even a small increase in conversion rate can mean a big increase in revenue. But what should you optimize? Which changes are proven to move the needle?
In reality, there are unlimited options for changes you could make. You could change the copy, the visuals, the offer, the CTA color, and so much more. But what should you focus on right now?
Here are 5 tactics that are proven to boost ecommerce conversions and drive more revenue for your business. Best of all, these are actionable tips that you can implement easily on your own ecommerce website right now.
1. A powerful four letter wordWe’re all susceptible to the lure of the word “free”. As marketers, we might be hesitant to offer free shipping. But free shipping can actually increase conversions and average order value, potentially offsetting your shipping costs.
The data bears this out. Shoppers will spend up to 30% more per order if shipping is free. In fact, 58% of online shoppers will add more items to their cart to qualify for free shipping. A more scary stat: 61% of shoppers are likely to cancel their orders if free shipping isn’t offered.
What if you already offer free shipping? How can you boost ecommerce conversions even further? We have seen significant boosts for brands that repurpose their free shipping offers into a lightbox pop-up offer.
For example, Coleman Furniture offers free shipping AND in-home setup on their furniture. It’s written right next to the price. If a website visitor tries to exit the page, a dynamic pop-up appears with a “Free Delivery and In-Home Setup” offer. They’re not changing their offer, they’re just bringing it to the forefront and emphasizing it. It’s a simple strategy that works because not everyone will notice right away that you offer free shipping (even if it’s in bold print next to the product image).
Some brands don’t want to offer free shipping below a certain dollar threshold, which may make you hesitant to implement it. In this case, we can show a dynamic lightbox pop-up that displays a different message depending on the shopping cart total. If the cart total is below the minimum threshold, the lightbox displays the amount shoppers still need to add to their cart. If the cart value is over the threshold, the lightbox will show a message telling them that they qualify for free shipping.
2. Make it personalGone are the days of one-size-fits-all online shopping. In fact, 70% of customers expect some level of personalization. What are they looking for? Shoppers want relevant product recommendations or discounts on products that they’re interested in.
Preference quizzes are the perfect way to give shoppers exactly what they want. Most website visitors have seen plenty of opt-in forms where they have to give up their email in order to receive an offer. Preference quizzes turn the opt-in on its head, by presenting a fun quiz first, before an email address is requested. In this example, a visitor is prompted to take a quiz to learn about her skin type (1). She’s prompted to answer a series of questions and in order to get her results, she has to enter her email address (2). After she enters her email address, she sees a tailored product recommendation based on her quiz answers (3). This “foot-in-the-door” technique increases sign-ups by creating a low-friction entry point and opening a curiosity gap that can only be resolved by entering an email address. Even better, the highly tailored product suggestion increases sales.
3. Make just the right offerHere’s another example of how personalization can help your customer and consequently increase order values. Nothing epitomizes cross-selling better than the cashier at McDonald’s asking “You want fries with that?” Dynamic lightboxes make it simple to recommend complementary products that go well with the products your customers have already bought.
For example, Litter Robot uses a pop-up that triggers when a shopper has added the Litter Robot to their cart. They remind the shopper that they might want to pick up a power supply since it’s not included with the Litter Robot. Even better, the pop-up won’t appear if the power supply is already in the cart, making it a great customer experience. It’s not only good business, but it’s also helpful for the customer who’s hoping to use their new device as soon as they receive it.
4. Don’t let them get awayDynamic pop-ups can also make a big difference in reducing the number of abandoned shopping carts. There are several ways B2C brands can use this technique for best results:
- Capture the email address of visitors who are exiting checkout and offer a coupon that they can use right then or later.
- Remind shoppers of an existing coupon just as they’re about to check out.
- Use multi-step checkouts in which the customer enters their email address in the first step. This makes it easy to follow-up with customers by email if they abandon the process anytime after the first step.
5. Use discounts…wiselyDiscounts have been used since the dawn of commerce to drive sales. There’s no doubt that discounts influence online shopping behavior (up to 70% of purchase decisions are influenced by discounts).
However, there’s a downside to discounting. Overuse of coupons can erode a brand’s value and render it almost impossible to charge full price for items. JCPenney is a cautionary tale. In 2012, they decided to eliminate the word “sale” from their marketing materials. Unfortunately, their customers had been conditioned to expect frequent sales. In three months following the change in strategy, sales fell by 20%.
Fortunately, there are a variety of options for ecommerce brands who want to reap the benefits of discounts while minimizing the downsides. Madison Avenue Couture uses one-time use coupons to prevent coupon abuse. They send us a massive list of coupon codes so that each new website visitor can get their own unique coupon code.
This prevents coupon code sharing or re-use. It also prevents multiple submissions from a single ISP. When a website visitor is about to exit, this coupon pops up: The happy shopper enters their email and a unique coupon code is presented on the Thank You Page and in a series of follow-up emails. Each code can only be used by one shopper, just once.
These 5 tips are not the only ones that can help you boost your ecommerce conversions. If you’re interested in actionable tips on how to use discounts strategically, check out this webinar from Digioh and Zaius that covers more on this topic.