If “why won’t people buy anything” is a question you ask almost daily, then maybe it’s time to have a look at your website and see if improvements can be made.
Here are 8 tips that may help you improve conversions in your ecommerce store.
- Descriptions on products
- Write your own, don’t use manufacturer’s descriptions. If you use manufacturers descriptions, then you could be penalised by Google for duplicate content, you may also be in breach of copyright.
- Include product dimensions, available colours, if a product is dishwasher or dryer safe and any care instructions. Also customer benefits (why they should buy).
- If a product uses batteries describe what size/type & if are they included with the product. If an item is rechargeable, include the recharge time etc.
These are all things people want to know and it allows them to build a picture of the product in their head.
- Make sure “In stock” or “Out of stock” on each product is clearly indicated. There is no need to show quantities. Customers need to feel confident that if they order it, they will get it in a quick space of time and there is nothing more frustrating for a customer to receive a part order because something was out of stock at the time of ordering.
- Size guides – provide a size guide on clothes & shoes. It can be a good idea to have an individual size guide for each product brand as sizes can vary between brands.
- Video – show a product in action or use a turntable and film the product going around, so it can be seen from all angles.
If video is not an option, include several different shots of the product. In the box, out of the box, side on etc.
- Clearly indicate postage & shipping fees, don’t make a customer search for this or get “shipping shock” at checkout.
- Payment types accepted in your cart. Have these clearly displayed or have clear navigation to explain which payments you will accept.
- Credibility; testimonials, social media activity – let customers know that you are real and active, so they can see the business is open for business. Dispatch their orders on time as you say you do (email dispatch notifications when an order is dispatched).
If you say you dispatch in 24 hours, do it! If you can’t dispatch in that timeframe, let customers know ASAP. Some orders are time sensitive and could be needed for a birthday in the next few days.|
- Landing pages. If a customer clicks on an advertisement or a link, do they go to the page that they should? Don’t send them to your home page and then expect them to search for the information. Have the link go directly to the product or category that you were advertising.
Take a look at these 8 areas of your ecommerce store and see if improvements can be made. Yes, it can be time consuming to get everything right, but by spending a bit of time working on these few things, your ecommerce conversions could improve, which is great for that all important bottom line.