Turn Visitors into Buyers

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Keys for killer e-commerce conversion

We’ll teach you how to improve your store and make sure your shoppers are clicking Buy. 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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  • Value pointsPower of testimonials/product reviews; they have individual athlete reviews and experts reviews and Trust mark impact
  • Pinterest research resource: http://abetteruserexperience.com/2013/03/8-reasons-you-should-start-using-pinterest-for-your-business-right-this-second/
  • Turn Visitors into Buyers

    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. Highlight products andpromotions with banners- Show your customers what’s popularand relevant- Link to product pages or applydiscounts on click
    5. 5. 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
    6. 6. Include trustmarks to increasebuyer confidence• Add trusted logos from credit cardcompanies, VeriSign, TRUSTe, BetterBusiness Bureau, etc Unique, detaileddescriptions = better SEO• Familiar trustmarks increase salesby up to 36%• Highlight fair trade and cause marketingif applicable
    7. 7. Customer Case Study:BicyclesOnlineBig, beautiful images showcasetheir products.
    8. 8. Use detailed product names- Always use the brand in the name- Include descriptive keywords forbetter SEO results- Use the product name in the URL,heading and breadcrumb — an SEOmust
    9. 9. 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
    10. 10. 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,are 65% more likely to buy- Show products in use, close-upsto highlight features
    11. 11. © 2013 Bigcommerce Pty. Ltd.Video expertise is not requiredCustomer Case Study: Yeti Coolers
    12. 12. 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
    13. 13. Testimonials & Product ReviewsIndividual, athlete and experts reviews
    14. 14. Allow social sharing• 50% of consumers use social media to shareproduct reviews• 68% read product reviews on social networks• Pinterest projected to account for 40% of allsocial media driven purchases• Adding social sharing also helpsincrease awareness & validation
    15. 15. Purchase and Checkout FlowsRemove the common barriersto buying.© 2013 Bigcommerce Pty. Ltd.
    16. 16. © 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?
    17. 17. Important metrics to review• Bounces• Click mapping• Average items per cart• Frequency of purchase• Abandonment rates© 2013 Bigcommerce Pty. Ltd.
    18. 18. Follow these best practices• Limit checkout to 6 steps or less• Offer 1-step checkout if possible• Don’t ask for information twice
    19. 19. 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
    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. 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
    22. 22. Customer Case Study:Bump My LockIncreased sales by addingmultiple ways to pay
    23. 23. Abandoned Cart SaverBring back visitors who left yourStore before buying© 2013 Bigcommerce Pty. Ltd.
    24. 24. More than 70% ofall shopping cartsare abandonedBut 75% of abandonersstill intend to buy
    25. 25. 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
    26. 26. Customer Case Study:Night-Gear“In the last month alone,we recovered over $8,000in sales we wouldotherwise have lost.”
    27. 27. 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.
    28. 28. Limit abuse of discounts- Don’t always offer discounts: sometimes areminder is enough- Foil discount seekers by setting rules to varydiscount triggers
    29. 29. 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
    30. 30. Start improving your conversion today!Bigcommerce has all the tools you needto improve conversion built right in.Try these techniques today with a Free Trial ofBigcommerce- www.bigcommerce.comImplement the checklist and measure resultsFor more e-commerce advice, ask the experts

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