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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.

Published in: Marketing
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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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