Want to know how to improve sales on your ecommerce website?
Today, we’re going to look at just that.
Here below, you get 13 psychology-based tips to improve your ecommerce conversion rate.
Ready to dive right in? Let’s go.
Is Your Conversion Rate Good or Bad?
First things first:
What is a conversion rate?
What’s the average ecommerce conversion rate?
And, is your conversion rate good or bad?
What is a conversion rate?
A conversion rate is the percentage of website visitors who complete an action. (For example: the number of people who buy a product).
The action could also be email signups, social media shares, adding products to their shopping carts…
But to keep things clear, we’ll focus on sales.
What’s the average ecommerce conversion rate?
According to Moz, the average ecommerce conversion rate is 1.6%.
This percentage depends on the industry.
Travel ecommerce websites have an average conversion rate of 2.42%. On the other hand, retail stores average 1.39%.
Your industry might have a slightly lower or higher conversion rate.
As a rule of thumb, aim for a 1.5-2% conversion rate.
Is your conversion rate good?
Here’s how to figure out if your conversion rate is good or bad.
Go to your Google Analytics account and check your website traffic for a certain period of time, like a year.
Then, check the number of sales you’ve had on your website during that time period.
When you’ve figured out your sales and website traffic, calculate the following:
(Total e-commerce sales/Total website visitors) X 100.
(2/100) X 100 = 2%
That’s your website conversion rate.
Compare it to the average conversion rate. Are you satisfied with it or should it be optimized?
If the latter, read on.
Here are 13 ways to get more sales.
1. Clarify Your Unique Selling Proposition
If your conversion rate is too low, it could be up to this one, simple thing.
You might not be communicating your unique selling proposition (USP) clearly.
But wait. Why does this matter?
Your USP is what makes people choose your brand instead of your competitor’s.
It’s what makes them pay more for a product than they need to because the value of the product is so clear to them.
iPhones are the best selling smartphones… Yet, they’re much more expensive than many other brands.
Today, those brands include many of the same functionalities. So what makes people pay a premium price for an iPhone?
2. Use High-Quality Images to Sell More
Your images are a major reason why people buy your products.
Because your customers can’t try or touch your products, they want to see images of them.
Preferably, different angles and images with zoom options.
Look at how Asos does this on its website:
3. Include Video to Show What Your Product Looks Like in Real-Life
A simple way to stand out and increase your conversions?
In fact, US consumers are 73% more likely to buy a product after watching a video about it.
So, how do you use videos?
Show what your product looks like in real-life.
If you sell clothes or accessories, that’s simple.
But don’t disregard video even if you sell things like makeup.
Here’s how Glossier uses videos in its product descriptions:
4. Include Calls to Action… But Don’t Confuse Your Customers
One mistake on many websites is that they don’t include a clear call to action (CTA).
A button that says “buy now” or “Sign up” or something else.
But on the other hand, some store owners make the opposite mistake…
…They include too many CTAs.
They ask customers to share, like, buy, save, and sign up.
That means people get confused.
And what’s the biggest conversion-killer?
That’s right… Confusion.
So make sure your CTAs are clear.
Your customers should always be able to answer the question:
“What’s the next step?”
Harry’s does a great job:
5. Upsell From a Cheaper to a More Expensive Product
Who are your best customers?
Nope, not those who come to your site and make a big order.
Instead, your best customers are recurring customers.
They come back for more.
And a great way to catch those customers early on is to upsell your products.
Let’s say a customer buys hiking boots.
You could upsell them with a tent or backpack — whatever it is your customer would be most interested in.
But… Where do you upsell?
You could include your upsell on the checkout page.
Or send an email after the purchase with product suggestions.
6. Use Live Chat to Increase Conversions.
Are you available to talk to customers during business hours?
Use live chat.
Alternatively, make it easy for customers to get in touch with you if they have questions. So, include a support box on sales-focused pages, like your product pages.
You can use a tool like Intercom or oLark.
7. Offer Free Shipping to Address Objections
61% of online consumers are at least somewhat likely to cancel their order if free shipping isn’t included.
That’s huge. Just consider the number of sales you might miss out on if you don’t offer free shipping.
Duh, include shipping in the price.
And if you can’t (for whatever reason), then state your shipping policy on the product page.
That way, you avoid frustrated website visitors who’ve gone through a lot of loops just to realize shipping isn’t included.
8. Remove Your Registration Button to Convert Customers
You might think that getting customers to register for an account on your website when completing a purchase is a great idea.
After all, these are customers who buy from you.
If you get them to sign up, you might get them to come back…
Unfortunately, that’s not the case.
As UIE realized in a UX test, removing your registration button can have a huge impact on your bottom line.
When they did this for a client, that client generated $300 million more over the next year.
Your registration button might get in the way of sales.
But just by removing it, you could see your conversion rate go up.
Oh, and what should you do to get those customers to stay if you can’t get them to sign up for an account?
Deliver an amazing product and provide the best customer service.
And in your confirmation email, you could ask them to sign up for your email list.
9. Catch Customers by Sending Them Cart Abandonment Emails
People often come to your website, browse around and add a few items to their carts.
Then they leave without completing their purchase… And never return.
They might forget. Or, they have objections. It’s easier to not take action than to figure out if your products can fix their problem.
Fortunately, there’s a simple thing you can do to get them to come back… And complete their purchase.
What is it?
Set up a cart abandonment email funnel.
When someone abandons their cart, an email is triggered. This email shows what their cart contains and asks them to complete the purchase.
You could go for a discount to give that extra incentive.
But why not instead create enticing copy that gets people excited to complete their purchase?
Your bottom line increases… And you might just have gotten a new customer who can’t wait to hear more from you.
10. How Increasing Your Prices Might Get Customers to Buy
If your product doesn’t move, you often get this advice:
Run a sale or offer discounts.
What if the opposite was true?
So, what if you could increase prices… And get more customers to buy?
Here’s the thing.
Exclusivity immediately increases the perceived value of your product.
In his book “Influence: The Psychology of Persuasion”, Robert Cialdini tells the story of a woman who accidentally increased her prices.
Before, no one had bought her jewelry.
They sold out in a heartbeat.
This doesn’t mean sales or discounts don’t work. They do.
But if you can get more sales and keep prices, that’s the ideal situation, isn’t it?
11. Show That Your Product Moves Fast or Is Limited-Edition
Exclusivity helps you sell more.
And so do two other powerful psychological principles:
Scarcity and urgency.
Here’s how Booking.com uses this in their product listings:
You feel “I have to complete my purchase NOW or I’ll lose out.”
So if you have a product that’s moving fast or you don’t have many items left in stock, tell people that.
If a product is limited-edition, show it on your website.
12. Create a Clear Website to Keep People Interested
Here’s the deal:
One of the biggest reasons your ecommerce conversion rate is too low is that your website is confusing.
For example, take a look at Harry’s website:
It’s extremely clear, no?
Yes. And that’s exactly why you need to create a website that’s clear and focused.
- Include lots of whitespace. See how Harry’s uses a lot of whitespace (or negative space)? This makes it easy to direct people’s attention to your CTAs.
- Don’t cram your homepage with products. Again, look at what Harry’s does. Its website isn’t filled with products. Instead, it shows one product (it’s subscription plan above the fold. You can use this by including either an image of your most popular product and direct people there. Or include a simple, clear image of a few products and a button that directs them to your shop.
- Use a font that’s easy to read. Again, clarity is everything. Use a font that people don’t have to squint to read.
- Keep it simple. Your copy, images, CTA buttons… They all need to be simple. For example: Include the copy you need… Not to fill up a page.
13. Show Your Products Are as Good as You Say They Are
One of the main objections people will have about your products?
“Will this work for me?”
How can you overcome this?
You could tell them your products rock and leave it at that.
But will anyone believe you? After all, they’re your products. Of course you think they’re awesome.
Instead, show that your products work by featuring customer testimonials, stories, and praise.
Create a hashtag for your product so people can use it in their posts.
This is what Daniel Wellington does… And it works wonders.
Here’s how Glossier uses before and after to show its products get results:
Over to You!
These are our 13 best tips on how to improve your ecommerce conversion rate.
To put this into practice, use one or two of these tips and test them.
Once you have those working for you, move on to the next step.
It’s that simple.
Have your own conversion optimization tip to share?
Write a quick comment below.