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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 Mee...
@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...
@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...
@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 complica...
@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 ca...
@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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8 Ways to Increase your Ecommerce Conversion Rate - BrightonSEO April 2019 - Faye Watt

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.

8 Ways to Increase your Ecommerce Conversion Rate - BrightonSEO April 2019 - Faye Watt

  1. 1. edicomedia.com/brighton-seo 8 Ways to Increase your Ecommerce Conversion Rate Faye Watt // Edico Media // @fayewatt
  2. 2. @FayeWatt edicomedia.com/brighton-seo Who am I? • Digital Marketing Specialist • Edico Media • @FayeWatt • Bristol SEO Meetup
  3. 3. @FayeWatt edicomedia.com/brighton-seo Why CRO at BrightonSEO?
  4. 4. @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
  5. 5. @FayeWatt edicomedia.com/brighton-seo
  6. 6. @FayeWatt edicomedia.com/brighton-seo
  7. 7. @FayeWatt edicomedia.com/brighton-seo There are 100s of ways you can increase your ecommerce conversion rate…
  8. 8. @FayeWatt edicomedia.com/brighton-seo We are going to look at just 8
  9. 9. @FayeWatt edicomedia.com/brighton-seo 1. Personalisation
  10. 10. @FayeWatt edicomedia.com/brighton-seo Personalising your homepage can increase sales by 7%
  11. 11. 35% of Amazon’s sales come from personalised recommendations
  12. 12. @FayeWatt edicomedia.com/brighton-seo Previous browsing history
  13. 13. @FayeWatt edicomedia.com/brighton-seo Current cart contents
  14. 14. @FayeWatt edicomedia.com/brighton-seo Gender
  15. 15. @FayeWatt edicomedia.com/brighton-seo Previous purchase history
  16. 16. @FayeWatt edicomedia.com/brighton-seo Don’t over do it!
  17. 17. @FayeWatt edicomedia.com/brighton-seo Bad Example
  18. 18. @FayeWatt edicomedia.com/brighton-seo HP Homepage
  19. 19. @FayeWatt edicomedia.com/brighton-seo HP Product page
  20. 20. @FayeWatt edicomedia.com/brighton-seo Where has Jonathon Banks gone?
  21. 21. @FayeWatt edicomedia.com/brighton-seo Good Example
  22. 22. @FayeWatt edicomedia.com/brighton-seo Wayfair Current cart contents
  23. 23. @FayeWatt edicomedia.com/brighton-seo Wayfair Previous browsing history
  24. 24. @FayeWatt edicomedia.com/brighton-seo 2. Cross-sells
  25. 25. @FayeWatt edicomedia.com/brighton-seo Compatible products can be essential to a user’s purchase
  26. 26. @FayeWatt edicomedia.com/brighton-seo Offer alternative products in different styles, colours, price, etc.
  27. 27. @FayeWatt edicomedia.com/brighton-seo Bad Example
  28. 28. @FayeWatt edicomedia.com/brighton-seo Oasis No alternative or compatible products
  29. 29. @FayeWatt edicomedia.com/brighton-seo Good Example
  30. 30. @FayeWatt edicomedia.com/brighton-seo River Island Both alternative and compatible products
  31. 31. @FayeWatt edicomedia.com/brighton-seo Beware of Ad blockers!
  32. 32. @FayeWatt edicomedia.com/brighton-seo Ad blockers hide secondary products on 26% of ecommerce websites
  33. 33. @FayeWatt edicomedia.com/brighton-seo Debenhams Without ad blocker
  34. 34. @FayeWatt edicomedia.com/brighton-seo Debenhams With ad blocker
  35. 35. @FayeWatt edicomedia.com/brighton-seo 22% of UK users have an ad blocker installed
  36. 36. @FayeWatt edicomedia.com/brighton-seo 43% of users aged 18-24 will use an ad blocker this year
  37. 37. @FayeWatt edicomedia.com/brighton-seo 3. Product Images
  38. 38. 56% of users interact with product images before any other page element
  39. 39. @FayeWatt edicomedia.com/brighton-seo Have at least 3 product images
  40. 40. @FayeWatt edicomedia.com/brighton-seo Products in scale
  41. 41. @FayeWatt edicomedia.com/brighton-seo Product features
  42. 42. @FayeWatt edicomedia.com/brighton-seo Lifestyle image
  43. 43. @FayeWatt edicomedia.com/brighton-seo Accessories
  44. 44. @FayeWatt edicomedia.com/brighton-seo Bad Example
  45. 45. @FayeWatt edicomedia.com/brighton-seo Sainsbury’s Only have 1 small image
  46. 46. @FayeWatt edicomedia.com/brighton-seo Good Example
  47. 47. @FayeWatt edicomedia.com/brighton-seo John Lewis • 8 photos • 1 video • In scale • Lifestyle • Feature • Accessories
  48. 48. @FayeWatt edicomedia.com/brighton-seo 4. Reviews
  49. 49. @FayeWatt edicomedia.com/brighton-seo 95% of users rely on reviews to evaluate a product
  50. 50. @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.
  51. 51. @FayeWatt edicomedia.com/brighton-seo Make it as easy as possible for users to leave a review
  52. 52. @FayeWatt edicomedia.com/brighton-seo Don’t require account login or creation
  53. 53. @FayeWatt edicomedia.com/brighton-seo Require minimum personal information
  54. 54. @FayeWatt edicomedia.com/brighton-seo Explain why personal information is required
  55. 55. @FayeWatt edicomedia.com/brighton-seo Remind users to leave reviews
  56. 56. @FayeWatt edicomedia.com/brighton-seo Bad Example
  57. 57. @FayeWatt edicomedia.com/brighton-seo Nike Require users to create an account to leave a review
  58. 58. @FayeWatt edicomedia.com/brighton-seo Good Example
  59. 59. @FayeWatt edicomedia.com/brighton-seo Adidas • Don’t require user account • Only ask for email • Explain why
  60. 60. @FayeWatt edicomedia.com/brighton-seo 5. Shipping Costs
  61. 61. 55% of users abandon checkout due to high delivery costs
  62. 62. @FayeWatt edicomedia.com/brighton-seo Absorb the cost of delivery into the price of the product
  63. 63. @FayeWatt edicomedia.com/brighton-seo Display shipping fees on the product page *even if it’s free!*
  64. 64. @FayeWatt edicomedia.com/brighton-seo Include the shipping cost on the cart page and total cost *even if it’s free!*
  65. 65. @FayeWatt edicomedia.com/brighton-seo Bad Example
  66. 66. @FayeWatt edicomedia.com/brighton-seo Ancestry Don’t specify the cost of shipping
  67. 67. @FayeWatt edicomedia.com/brighton-seo Ancestry Force users to create an account before shipping is known
  68. 68. @FayeWatt edicomedia.com/brighton-seo Ancestry Don’t explain the high-cost shipping fee
  69. 69. @FayeWatt edicomedia.com/brighton-seo Good Example
  70. 70. @FayeWatt edicomedia.com/brighton-seo Apple Display the free delivery on product pages
  71. 71. @FayeWatt edicomedia.com/brighton-seo Apple And include it in the cart total
  72. 72. @FayeWatt edicomedia.com/brighton-seo 6. Guest Checkout
  73. 73. @FayeWatt edicomedia.com/brighton-seo 25% of websites don’t offer a guest checkout
  74. 74. @FayeWatt edicomedia.com/brighton-seo 34% of users abandon checkout if there is no guest checkout option
  75. 75. @FayeWatt edicomedia.com/brighton-seo Delay account creation until the order confirmation page
  76. 76. @FayeWatt edicomedia.com/brighton-seo List benefits of creating an account
  77. 77. @FayeWatt edicomedia.com/brighton-seo Make the guest checkout the first option on the page
  78. 78. @FayeWatt edicomedia.com/brighton-seo Bad Example
  79. 79. @FayeWatt edicomedia.com/brighton-seo Topshop Require users set up an account and don’t list any benefits
  80. 80. @FayeWatt edicomedia.com/brighton-seo Good Example
  81. 81. @FayeWatt edicomedia.com/brighton-seo Debenhams Allow users to checkout as a guest
  82. 82. @FayeWatt edicomedia.com/brighton-seo Debenhams Allow account owners to also checkout as a guest
  83. 83. @FayeWatt edicomedia.com/brighton-seo 7. Checkout Interruptions
  84. 84. @FayeWatt edicomedia.com/brighton-seo 26% of users abandon their cart because the checkout process is too long or complicated
  85. 85. @FayeWatt edicomedia.com/brighton-seo Minimise the number of form fields
  86. 86. @FayeWatt edicomedia.com/brighton-seo Display each step in the checkout process
  87. 87. @FayeWatt edicomedia.com/brighton-seo Use shipping address as billing address by default
  88. 88. @FayeWatt edicomedia.com/brighton-seo Hide coupon field behind a link
  89. 89. @FayeWatt edicomedia.com/brighton-seo Don’t have character limits or restrictions
  90. 90. @FayeWatt edicomedia.com/brighton-seo Keep password requirements to a minimum
  91. 91. @FayeWatt edicomedia.com/brighton-seo Bad Example
  92. 92. @FayeWatt edicomedia.com/brighton-seo Apple There are 35 form fields
  93. 93. @FayeWatt edicomedia.com/brighton-seo Apple Don’t indicate required form fields
  94. 94. @FayeWatt edicomedia.com/brighton-seo Boots Character limit on address fields
  95. 95. @FayeWatt edicomedia.com/brighton-seo Boots Don’t set billing address by default
  96. 96. @FayeWatt edicomedia.com/brighton-seo River Island Don’t hide coupon field behind a link
  97. 97. @FayeWatt edicomedia.com/brighton-seo Good Example
  98. 98. @FayeWatt edicomedia.com/brighton-seo ASOS Have only 12 form fields
  99. 99. @FayeWatt edicomedia.com/brighton-seo ASOS Hide coupon field behind a link
  100. 100. @FayeWatt edicomedia.com/brighton-seo ASOS Apply billing address by default
  101. 101. @FayeWatt edicomedia.com/brighton-seo ASOS Auto-complete address
  102. 102. @FayeWatt edicomedia.com/brighton-seo 8. Promoting Trust
  103. 103. @FayeWatt edicomedia.com/brighton-seo 17% of users abandon checkout because they don't trust the site with their credit card information
  104. 104. @FayeWatt edicomedia.com/brighton-seo Security icons
  105. 105. @FayeWatt edicomedia.com/brighton-seo Security badges
  106. 106. @FayeWatt edicomedia.com/brighton-seo Reassuring copy
  107. 107. @FayeWatt edicomedia.com/brighton-seo Bad Example
  108. 108. @FayeWatt edicomedia.com/brighton-seo American Eagle Outfitters No security icons, badges, or copy
  109. 109. @FayeWatt edicomedia.com/brighton-seo Good Example
  110. 110. @FayeWatt edicomedia.com/brighton-seo Tesco Reassuring copy ‘secure card payment’
  111. 111. @FayeWatt edicomedia.com/brighton-seo Tesco Multiple security badges
  112. 112. @FayeWatt edicomedia.com/brighton-seo Tesco Tooltip explanation
  113. 113. @FayeWatt edicomedia.com/brighton-seo The 8 Ways
  114. 114. @FayeWatt edicomedia.com/brighton-seo 1. Personalise your homepage
  115. 115. @FayeWatt edicomedia.com/brighton-seo 2. Promote alternative and compatible products on the product page
  116. 116. @FayeWatt edicomedia.com/brighton-seo 3.Use multiple product images
  117. 117. @FayeWatt edicomedia.com/brighton-seo 4.Provide user reviews
  118. 118. @FayeWatt edicomedia.com/brighton-seo 5. Display shipping costs on product and cart pages
  119. 119. @FayeWatt edicomedia.com/brighton-seo 6. Always offer a guest checkout
  120. 120. @FayeWatt edicomedia.com/brighton-seo 7. Simplify your checkout process
  121. 121. @FayeWatt edicomedia.com/brighton-seo 8. Promote trust with icons, badges, and copy
  122. 122. @FayeWatt edicomedia.com/brighton-seo Thanks for Listening! @FayeWatt edicomedia.com/brighton-seo

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