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8 Ways to Increase your Ecommerce Conversion Rate - BrightonSEO April 2019 - Faye Watt
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In this talk, Faye will share 8 actionable steps you can take to improve your ecommerce conversion rate. This talk explores the different steps in the customer journey, from the homepage to the checkout process, and highlights how you can improve the path to conversion and drive more sales on your ecommerce store.
Faye WattFollow
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8 Ways to Increase your Ecommerce Conversion Rate - BrightonSEO April 2019 - Faye Watt
- edicomedia.com/brighton-seo 8 Ways to Increase your Ecommerce Conversion Rate Faye Watt // Edico Media // @fayewatt
- @FayeWatt edicomedia.com/brighton-seo Who am I? • Digital Marketing Specialist • Edico Media • @FayeWatt • Bristol SEO Meetup
- @FayeWatt edicomedia.com/brighton-seo Why CRO at BrightonSEO?
- @FayeWatt edicomedia.com/brighton-seo It doesn’t matter how amazing your SEO is or how much traffic you get if those users don’t convert
- @FayeWatt edicomedia.com/brighton-seo
- @FayeWatt edicomedia.com/brighton-seo
- @FayeWatt edicomedia.com/brighton-seo There are 100s of ways you can increase your ecommerce conversion rate…
- @FayeWatt edicomedia.com/brighton-seo We are going to look at just 8
- @FayeWatt edicomedia.com/brighton-seo 1. Personalisation
- @FayeWatt edicomedia.com/brighton-seo Personalising your homepage can increase sales by 7%
- 35% of Amazon’s sales come from personalised recommendations
- @FayeWatt edicomedia.com/brighton-seo Previous browsing history
- @FayeWatt edicomedia.com/brighton-seo Current cart contents
- @FayeWatt edicomedia.com/brighton-seo Gender
- @FayeWatt edicomedia.com/brighton-seo Previous purchase history
- @FayeWatt edicomedia.com/brighton-seo Don’t over do it!
- @FayeWatt edicomedia.com/brighton-seo Bad Example
- @FayeWatt edicomedia.com/brighton-seo HP Homepage
- @FayeWatt edicomedia.com/brighton-seo HP Product page
- @FayeWatt edicomedia.com/brighton-seo Where has Jonathon Banks gone?
- @FayeWatt edicomedia.com/brighton-seo Good Example
- @FayeWatt edicomedia.com/brighton-seo Wayfair Current cart contents
- @FayeWatt edicomedia.com/brighton-seo Wayfair Previous browsing history
- @FayeWatt edicomedia.com/brighton-seo 2. Cross-sells
- @FayeWatt edicomedia.com/brighton-seo Compatible products can be essential to a user’s purchase
- @FayeWatt edicomedia.com/brighton-seo Offer alternative products in different styles, colours, price, etc.
- @FayeWatt edicomedia.com/brighton-seo Bad Example
- @FayeWatt edicomedia.com/brighton-seo Oasis No alternative or compatible products
- @FayeWatt edicomedia.com/brighton-seo Good Example
- @FayeWatt edicomedia.com/brighton-seo River Island Both alternative and compatible products
- @FayeWatt edicomedia.com/brighton-seo Beware of Ad blockers!
- @FayeWatt edicomedia.com/brighton-seo Ad blockers hide secondary products on 26% of ecommerce websites
- @FayeWatt edicomedia.com/brighton-seo Debenhams Without ad blocker
- @FayeWatt edicomedia.com/brighton-seo Debenhams With ad blocker
- @FayeWatt edicomedia.com/brighton-seo 22% of UK users have an ad blocker installed
- @FayeWatt edicomedia.com/brighton-seo 43% of users aged 18-24 will use an ad blocker this year
- @FayeWatt edicomedia.com/brighton-seo 3. Product Images
- 56% of users interact with product images before any other page element
- @FayeWatt edicomedia.com/brighton-seo Have at least 3 product images
- @FayeWatt edicomedia.com/brighton-seo Products in scale
- @FayeWatt edicomedia.com/brighton-seo Product features
- @FayeWatt edicomedia.com/brighton-seo Lifestyle image
- @FayeWatt edicomedia.com/brighton-seo Accessories
- @FayeWatt edicomedia.com/brighton-seo Bad Example
- @FayeWatt edicomedia.com/brighton-seo Sainsbury’s Only have 1 small image
- @FayeWatt edicomedia.com/brighton-seo Good Example
- @FayeWatt edicomedia.com/brighton-seo John Lewis • 8 photos • 1 video • In scale • Lifestyle • Feature • Accessories
- @FayeWatt edicomedia.com/brighton-seo 4. Reviews
- @FayeWatt edicomedia.com/brighton-seo 95% of users rely on reviews to evaluate a product
- @FayeWatt edicomedia.com/brighton-seo Users are more likely to choose a product that has a 4.5-star rating from 50 reviews than a product with a 5-star rating from only 4 reviews.
- @FayeWatt edicomedia.com/brighton-seo Make it as easy as possible for users to leave a review
- @FayeWatt edicomedia.com/brighton-seo Don’t require account login or creation
- @FayeWatt edicomedia.com/brighton-seo Require minimum personal information
- @FayeWatt edicomedia.com/brighton-seo Explain why personal information is required
- @FayeWatt edicomedia.com/brighton-seo Remind users to leave reviews
- @FayeWatt edicomedia.com/brighton-seo Bad Example
- @FayeWatt edicomedia.com/brighton-seo Nike Require users to create an account to leave a review
- @FayeWatt edicomedia.com/brighton-seo Good Example
- @FayeWatt edicomedia.com/brighton-seo Adidas • Don’t require user account • Only ask for email • Explain why
- @FayeWatt edicomedia.com/brighton-seo 5. Shipping Costs
- 55% of users abandon checkout due to high delivery costs
- @FayeWatt edicomedia.com/brighton-seo Absorb the cost of delivery into the price of the product
- @FayeWatt edicomedia.com/brighton-seo Display shipping fees on the product page *even if it’s free!*
- @FayeWatt edicomedia.com/brighton-seo Include the shipping cost on the cart page and total cost *even if it’s free!*
- @FayeWatt edicomedia.com/brighton-seo Bad Example
- @FayeWatt edicomedia.com/brighton-seo Ancestry Don’t specify the cost of shipping
- @FayeWatt edicomedia.com/brighton-seo Ancestry Force users to create an account before shipping is known
- @FayeWatt edicomedia.com/brighton-seo Ancestry Don’t explain the high-cost shipping fee
- @FayeWatt edicomedia.com/brighton-seo Good Example
- @FayeWatt edicomedia.com/brighton-seo Apple Display the free delivery on product pages
- @FayeWatt edicomedia.com/brighton-seo Apple And include it in the cart total
- @FayeWatt edicomedia.com/brighton-seo 6. Guest Checkout
- @FayeWatt edicomedia.com/brighton-seo 25% of websites don’t offer a guest checkout
- @FayeWatt edicomedia.com/brighton-seo 34% of users abandon checkout if there is no guest checkout option
- @FayeWatt edicomedia.com/brighton-seo Delay account creation until the order confirmation page
- @FayeWatt edicomedia.com/brighton-seo List benefits of creating an account
- @FayeWatt edicomedia.com/brighton-seo Make the guest checkout the first option on the page
- @FayeWatt edicomedia.com/brighton-seo Bad Example
- @FayeWatt edicomedia.com/brighton-seo Topshop Require users set up an account and don’t list any benefits
- @FayeWatt edicomedia.com/brighton-seo Good Example
- @FayeWatt edicomedia.com/brighton-seo Debenhams Allow users to checkout as a guest
- @FayeWatt edicomedia.com/brighton-seo Debenhams Allow account owners to also checkout as a guest
- @FayeWatt edicomedia.com/brighton-seo 7. Checkout Interruptions
- @FayeWatt edicomedia.com/brighton-seo 26% of users abandon their cart because the checkout process is too long or complicated
- @FayeWatt edicomedia.com/brighton-seo Minimise the number of form fields
- @FayeWatt edicomedia.com/brighton-seo Display each step in the checkout process
- @FayeWatt edicomedia.com/brighton-seo Use shipping address as billing address by default
- @FayeWatt edicomedia.com/brighton-seo Hide coupon field behind a link
- @FayeWatt edicomedia.com/brighton-seo Don’t have character limits or restrictions
- @FayeWatt edicomedia.com/brighton-seo Keep password requirements to a minimum
- @FayeWatt edicomedia.com/brighton-seo Bad Example
- @FayeWatt edicomedia.com/brighton-seo Apple There are 35 form fields
- @FayeWatt edicomedia.com/brighton-seo Apple Don’t indicate required form fields
- @FayeWatt edicomedia.com/brighton-seo Boots Character limit on address fields
- @FayeWatt edicomedia.com/brighton-seo Boots Don’t set billing address by default
- @FayeWatt edicomedia.com/brighton-seo River Island Don’t hide coupon field behind a link
- @FayeWatt edicomedia.com/brighton-seo Good Example
- @FayeWatt edicomedia.com/brighton-seo ASOS Have only 12 form fields
- @FayeWatt edicomedia.com/brighton-seo ASOS Hide coupon field behind a link
- @FayeWatt edicomedia.com/brighton-seo ASOS Apply billing address by default
- @FayeWatt edicomedia.com/brighton-seo ASOS Auto-complete address
- @FayeWatt edicomedia.com/brighton-seo 8. Promoting Trust
- @FayeWatt edicomedia.com/brighton-seo 17% of users abandon checkout because they don't trust the site with their credit card information
- @FayeWatt edicomedia.com/brighton-seo Security icons
- @FayeWatt edicomedia.com/brighton-seo Security badges
- @FayeWatt edicomedia.com/brighton-seo Reassuring copy
- @FayeWatt edicomedia.com/brighton-seo Bad Example
- @FayeWatt edicomedia.com/brighton-seo American Eagle Outfitters No security icons, badges, or copy
- @FayeWatt edicomedia.com/brighton-seo Good Example
- @FayeWatt edicomedia.com/brighton-seo Tesco Reassuring copy ‘secure card payment’
- @FayeWatt edicomedia.com/brighton-seo Tesco Multiple security badges
- @FayeWatt edicomedia.com/brighton-seo Tesco Tooltip explanation
- @FayeWatt edicomedia.com/brighton-seo The 8 Ways
- @FayeWatt edicomedia.com/brighton-seo 1. Personalise your homepage
- @FayeWatt edicomedia.com/brighton-seo 2. Promote alternative and compatible products on the product page
- @FayeWatt edicomedia.com/brighton-seo 3.Use multiple product images
- @FayeWatt edicomedia.com/brighton-seo 4.Provide user reviews
- @FayeWatt edicomedia.com/brighton-seo 5. Display shipping costs on product and cart pages
- @FayeWatt edicomedia.com/brighton-seo 6. Always offer a guest checkout
- @FayeWatt edicomedia.com/brighton-seo 7. Simplify your checkout process
- @FayeWatt edicomedia.com/brighton-seo 8. Promote trust with icons, badges, and copy
- @FayeWatt edicomedia.com/brighton-seo Thanks for Listening! @FayeWatt edicomedia.com/brighton-seo
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