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© 2013 Bigcommerce Pty. Ltd.
Store DesignMake sure your site is product-focusedand easy to navigate
Use a clean, uncluttered layout- Showcase your brand in a modernway- “Busy” websites don’tconvert well
Images should put thefocus on your products• 67% of consumers rated imagequality as “very important”• Highest quality defa...
Customer Case Study:BicyclesOnlineBig, beautiful images showcasetheir products.
Use detailed product names- Always use the brand in the name- Include descriptive keywords forbetter SEO results- Use the ...
Write killer product descriptions• Don’t copy/paste standard descriptions• Unique, detailed descriptions = better SEO• Lis...
Add videos to improve SEO and conversion- 53 times more likely to get a front-page Google result, 41% higherclick-through-...
Include trustmarks to increasebuyer confidence• Add trusted logos from credit cardcompanies, VeriSign, TRUSTe, BetterBusin...
Feature product reviews• 4.6% increase in conversion, 18%increase in sales• Show both sides of the story:shoppers who read...
Allow social sharing• 50% of consumers use social media to shareproduct reviews• 68% read product reviews on social networ...
Highlight products andpromotions with banners- Show your customers what’s popularand relevant- Link to product pages or ap...
Purchase and Checkout FlowsRemove the common barriersto buying.© 2013 Bigcommerce Pty. Ltd.
© 2013 Bigcommerce Pty. Ltd.Perform a purchase audit- How many steps does it taketo make a purchase?- Who does the work:yo...
Important metrics to review• Bounces• Click mapping• Average items per cart• Frequency of purchase• Abandonment rates© 201...
Follow these best practices• Limit checkout to 6 steps or less• Offer 1-step checkout if possible• Don’t ask for informati...
Continue to close thesale through checkout- Just because they made it tocheckout doesn’t mean they’ll buy- Add a brief pro...
Reasons customers don’t complete a purchase• 14%: No guest checkout option- Offer guest checkout, ask to sign up after fir...
Customer Case Study:Bump My LockIncreased sales by addingmultiple ways to pay
Don’t let shipping scare off customers• Simplify and clarify your shipping options• Never hide shipping costs — make the f...
Abandoned Cart SaverBring back visitors who left yourStore before buying© 2013 Bigcommerce Pty. Ltd.
More than 70% ofall shopping cartsare abandonedBut 75% of abandonersstill intend to buy
Use an automated abandoned cart saver- Recover an average of 15% of lost sales- Emails are automatically sent to shoppersw...
Customer Case Study:Night-Gear“In the last monthalone, we recovered over$8,000 in sales we wouldotherwise have lost.”
Customize your message towin shoppers back• Offer limited-time discount• Offer free shipping to counteractbiggest abandonm...
Limit abuse of discounts- Don’t always offer discounts: sometimes areminder is enough- Foil discount seekers by setting ru...
Conversion Checklist Make sure your design is clean and modern Use big, high quality product images Write detailed prod...
Start improving your conversion today!Bigcommerce has all the tools you needto improve conversion built right in.Implement...
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3 Keys to Next Level Conversion

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We’ll teach you how to improve your store and turn shoppers into buyers. Get tips on:

Store design and layout
Product descriptions
Product reviews
Videos
Checkout flow
And much more

Whether you’re just starting off in e-commerce or have been selling online for years, these valuable insights can help you sell more.

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Transcript of "3 Keys to Next Level Conversion"

  1. 1. © 2013 Bigcommerce Pty. Ltd.
  2. 2. Store DesignMake sure your site is product-focusedand easy to navigate
  3. 3. Use a clean, uncluttered layout- Showcase your brand in a modernway- “Busy” websites don’tconvert well
  4. 4. Images should put thefocus on your products• 67% of consumers rated imagequality as “very important”• Highest quality default image youcan get• Multiple images, multiple angles• Show product in use whenpossible
  5. 5. Customer Case Study:BicyclesOnlineBig, beautiful images showcasetheir products.
  6. 6. Use detailed product names- Always use the brand in the name- Include descriptive keywords forbetter SEO results- Use the product name in theURL, heading and breadcrumb — anSEO must
  7. 7. Write killer product descriptions• Don’t copy/paste standard descriptions• Unique, detailed descriptions = better SEO• List key features in bullets for easy scanning• Provide both a summary and full description
  8. 8. Add videos to improve SEO and conversion- 53 times more likely to get a front-page Google result, 41% higherclick-through- Visitors stay on site 9% longer, are65% more likely to buy- Show products in use, close-ups tohighlight features
  9. 9. Include trustmarks to increasebuyer confidence• Add trusted logos from credit cardcompanies, VeriSign, TRUSTe, BetterBusiness Bureau, etc Unique, detaileddescriptions = better SEO• Familiar trustmarks increase sales by upto 36%• Highlight fair trade and cause marketingif applicable
  10. 10. Feature product reviews• 4.6% increase in conversion, 18%increase in sales• Show both sides of the story:shoppers who read bad reviewsconvert 67% more
  11. 11. Allow social sharing• 50% of consumers use social media to shareproduct reviews• 68% read product reviews on social networks• Adding social sharing also helpsincrease awareness
  12. 12. Highlight products andpromotions with banners- Show your customers what’s popularand relevant- Link to product pages or applydiscounts on click
  13. 13. Purchase and Checkout FlowsRemove the common barriersto buying.© 2013 Bigcommerce Pty. Ltd.
  14. 14. © 2013 Bigcommerce Pty. Ltd.Perform a purchase audit- How many steps does it taketo make a purchase?- Who does the work:you or your customers?
  15. 15. Important metrics to review• Bounces• Click mapping• Average items per cart• Frequency of purchase• Abandonment rates© 2013 Bigcommerce Pty. Ltd.
  16. 16. Follow these best practices• Limit checkout to 6 steps or less• Offer 1-step checkout if possible• Don’t ask for information twice
  17. 17. Continue to close thesale through checkout- Just because they made it tocheckout doesn’t mean they’ll buy- Add a brief product description tocheckout or make one easilyaccessible
  18. 18. Reasons customers don’t complete a purchase• 14%: No guest checkout option- Offer guest checkout, ask to sign up after first purchase• 12%: Worried about providing too much information- Highlight privacy policy• 11%: Checkout process takes too long- Shorten checkout, compare process to competitors• 7%: Not enough payment options- Add more options to increase sales
  19. 19. Customer Case Study:Bump My LockIncreased sales by addingmultiple ways to pay
  20. 20. Don’t let shipping scare off customers• Simplify and clarify your shipping options• Never hide shipping costs — make the final price final• Offer in-store pickup: 31% of shoppers picked up locallygiven the option, 27% of those made additionalpurchases
  21. 21. Abandoned Cart SaverBring back visitors who left yourStore before buying© 2013 Bigcommerce Pty. Ltd.
  22. 22. More than 70% ofall shopping cartsare abandonedBut 75% of abandonersstill intend to buy
  23. 23. Use an automated abandoned cart saver- Recover an average of 15% of lost sales- Emails are automatically sent to shopperswho add to cart then don’t buyv
  24. 24. Customer Case Study:Night-Gear“In the last monthalone, we recovered over$8,000 in sales we wouldotherwise have lost.”
  25. 25. Customize your message towin shoppers back• Offer limited-time discount• Offer free shipping to counteractbiggest abandonment factor —shipping costs• Include images of the abandonedproducts© 2013 Bigcommerce Pty. Ltd.
  26. 26. Limit abuse of discounts- Don’t always offer discounts: sometimes areminder is enough- Foil discount seekers by setting rules to varydiscount triggers
  27. 27. Conversion Checklist Make sure your design is clean and modern Use big, high quality product images Write detailed product names and descriptions Include videos and trustmarks Feature product reviews and social sharing Perform a purchase audit Make it easy as possible to buy from your site Be clear on shipping costs Use an abandoned cart saver
  28. 28. Start improving your conversion today!Bigcommerce has all the tools you needto improve conversion built right in.Implement the conversion checklistFor more e-commerce advice, ask the experts
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