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Effective Strategies for Increasing E-Commerce Conversions

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Are you running an E-Commerce website? Want to boost your conversion rate? Read on to learn the powerful mind-tricks used by successful online retailers. Implement them to boost your sales!

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Effective Strategies for Increasing E-Commerce Conversions

  1. 1. (£925 THE lécwyo/ we GUIDE To PSYCHOLOGICAL TRICKS TO BOOST PURCHASES Are you running an ecommerce website’? Want to boost your conversion rate? Read on to learn the powerful mind-tricks used by successful online retailers. Implement them to boost your sales! Social Proof I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I II Human nature means we are easily influenced by peer groups. This is why successful online retailers use the ‘social proof’ technique. I uinnut rcciimmcnil this product more’ 9 O O O WELL-PLACED REVIEWS Strategically place reviews and testimonials around your website. This will show the prospects that other people like you. 9 out of IO on Iiirj liIiI'ir-SS (‘Wlli‘l S fmiriil ("I-S iI‘lC)gl'f1{)l'lIC ll‘-. (‘llll' S USP BAR HIGHLIGHTING 3 How OTHERS E HAVE BEEN HAPPY 1 Place this on your 2 homepage and watch : your sales rise. Stuart Smith bought this yestersay ENDORSEMENTS : FROM FRIENDS Endorsements from friends. Show your customers what 2 their connections have recently purchased. . ..lll IDENTIFICATION Appeal to their sense of identity and place them in a certain social category. Give them something to aspire to. They will read on and buy your product to help them reach that goal. This item was not what I was exp: -ctingl O C’ Q Q ALLOwA ; FEW NEGATIVE 5 REVIEWS This can actually increase trust. Especially if you respond to the review. Shows you go out of your way to satisfy customers. Pricing Tactics SOCIAL 5 SHARING Get your existing customers to share your content with their network. Display these shares in a 1 counter. This adds extra weight to your claims. I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I II There are certain pricing triggers that either put people off or cause them to click. However, not all target audiences are the same. so it's also about finding what does and doesn't work for the different segments. -» £1137 E J USE .97 INSTEAD OF .99 This is an improvement on the left digit effect. Most retailers will use £9.99 to make the customer think it's cheaper. But as customers get more savvy and shop around. you can get ahead by making it £9.97 70% OFF! wAs £20 NOW £6 SAVE £14 SHOWTHE E PRICE-SAVING NExT TO THE PRODUCT Put the old price next to new price. and include the percentile saving. I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I II FREE fl DELIVERY USE NUMERICAL DIGITS INSTEAD OF WORDS It takes less time for the brain to process. The typical Internet user has a low attention span. So it's important to help make their mind up quickly. Half-price becomes 50%. W OFFER 5 INCENTIVES 5 TO BUY MORE For example. free shipping on orders over £2S. They’ll be tempted to chuck in a few more items. TEST CUSTOMER 3 PSYCHOLOGY with different pricing tables. Go with the one that gets results. This is self- explanatory. Tailor your 2 pricing strategy to your market by finding out what they respond to. I I I I I I I I I I I I I I I I I I I I I III I I I I I I I I III I I I I I I I I I I I I I III I I I I I I I I I III I I I I I I I I I I I I I IIII I I I I I I I IIII fsluu orilij LESS SYLLABLES MAKE THE PRICE APPEAR SMALLER The brain associates the number of syllables with quantity. The more syllables in a price. the more expensive it seems. So three hundred and ninety nine pounds 1 I I I 1 MOULD PEOPLE'S 5 PERCEPTION 2 OF VALUE You can do this by placing the ideal purchase in the middle. i. e. if you have three options, people will tend to go for the middle option. Not too cheap. not too expensive. Ir‘; * II; 3;") . . g _ USE PRICE 5 ANCHORING E TECHNIQUE This is where you have 3 product options. The cheapest acts as an anchor. The middle is what they're after. But the most expensive is better value because if they spend an extra few pounds. they get 2 twice as much. DECOITIES three-nine-nine. Scarcity, Fear of Missing Out (FOMO) or Loss Aversion I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I II We are hardwired to fear scarcity. In nature, scarcity means the difference between life and death. As an online retailer. you can take advantage of this psychological factor. We use cookies to ensure you : fluid get the best user experience 5 ' ' I from our website. Please state ' you agree to our Cookie Policy. ONLY A FEW E LEFT IN STOCK USE COOKIES and put the price up when they next visit Tl"5 ~'| dd5 U"8e”CY ‘° I‘- the site. You won't have made a sale. but at least they know Mr1l<€$ thel“ think that if next time not to dither. This is a form of psychological "I97 d°"'t 3“ "°W ‘hf-‘Y'" engineering. I miss their chance. ON LY2 REMAINING I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I II fl= =l LIMITED TIME 5 REMAINING This can be a good way to urge people into a buying decision. Use a real time I countdown to hammer home the point. Good for special offers. DEVELOP SEASONAL 3 PRODUCT RANGES and have seasonal | imitations. This creates a continued sense of urgency 2 that can increase your overall sales throughout the year. BE CAREFUL By law you can't lie to people about scarcity. But you can get around this by saying things like ‘only five left at this price'. Then periodically adjust the prices by a small amount. Site Layout and Colours The way the site is laid out can have a dramatic effect on a person's psychology. These tips will help you get it right. People also bought” ADD TOCART AT THE CHECKOUT PAGE. offer additional. relevant products they might need. This is a great way to upsell. DON'T BE QUIRKY WITH THE LAYOUT People don't want to waste time learning how to use your website. Use established template standards to win their trust and loyalty. You can still imbue it with your unique brand identity. I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I IFTARGETING A 5 SPECIFIC COUNTRY. research their cultural attitudes to colours. Find out what is positive and 2 vice-versa. and tailor the site to the findings. BUT FOR A MIXED §AUDENCE however. use a neutral colour like orange. IF YOUR TARGET MARKET IS MALE. use red CTA buttons. Men are attracted to red because of its strong sexual associations. II I I I I I I I I I I I III I I I I IIII I I I I I I I IIII I I I I I I I I I I I I I I I I I I I I I I I I IIII I I I I I I I IIIIIIIIIII I I I I I I IIII If m . if I 174ml? I. -_-. _ A. -_ . ... I I I I I I hunt I -u. on ° I I I I I I I I ‘BUY NOW‘ BUTTON §oNTHEmGHT TOGETHER We read from left to right. It might tempt them to buy P5YCl‘°l°8l‘33"Y 355°Cl3‘l”8 the left with the past. and a cheese knife to go with their cheeseboard. It's about the "ISM With the l“W"°- connecting things in the Put It 0" the “Sm 5° the)’ mind of the shopper. 5 see it as part of their ' : destiny. PLACE RELATED 5 ITEMS CLOSE THE LESS-IS-MORE TECHNIQUE Don't overload the prospect with too many options. This can actually have a paralysing effect on potential customers. Help them narrow their choice. They'll be grateful. Photography and Video I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I II The problem with online shopping is that you can't touch and smell the product. You can. however. artfully recreate that sense of ‘real-world shopping’. BOOST SALES ; and reduce return rates by featuring videos of the products. People need the onscreen product to match up with the actual receiving of it. The best way to do this is show a video of someone using the product. TAi<E PLENTY OF E ‘DETAIL SHOTS‘ Online shoppers like to 2 zoom in and see all the little details to reassure themselves that what they're buying is worth it. USE HI-DEF PHOTOGRAPHY. full of texture. This is like art: it creates the illusion that you're buying something tangible and not just a bunch of pixels on a screen. Closing the sale at checkout Okay. you've laid out your website perfectly. compelled them to place more items in their basket than they need. now for the final hurdle: closing the sale. Many ecommerce websites fail. But you're not going to. o—o—o—o—o DIVIDETHE CHECKOUT “QUICK CHECKOUT" OPTION EXPERIENCE INTO 3 FOR EXISTING CUSTOMERS SMALLER CHUNKS 2 Saves them a lot of time. They'I| return to you simply because it's easier. They'd rather 2 spend an extra quid than have to go through the bonding process all over again and enter details elsewhere. People are put off by long forms. Dividing it up makes it seem less hassle. and as they move onto each stage they have a sense of ‘getting somewhere’. USEA PROGRESS BAR during the checkout process. Creates a sense of achievement and this makes a purchase more likely. EVERY TIME A CUSTOMER COMPLETES A CHECK-OUT TASK. reward them with a green tick. Makes them feel valued, like they've done something right. "5 I _ u°""‘C'". .""" : : n 17W""” 5 ‘I’ P3¢"l"8 E ' _l l'. ,ll I E: -~- = ~—~-~ : + postage . ‘.: ".: ::. :.: :"" 4' t3)‘ 2 CREATEA PERSONAL FEEL to the checkout experience. People like to buy from people. Employ a 2 professional copywriter to craft something with personality. ABANDONED CARTS: AVOID PRESENTING if you captured their email : UNEXPECTED COSTS address. send them a ‘where AT THE CHECKOUT d'ya go? ’ emai| .This makes This is 3 surefire way to them feel wanted and abandonmentjust don't they may return to do it _ ever! finish the deal. Reciprocation and Commitment Reciprocation is the idea that if you give something to a prospect they’ll give you something in return i. e. a sale. Similarly, if you give away something for free with ‘no-strings-attached’ they'll tend to feel committed and will actually stay with you. These techniques predate ecommerce. But are still relevant. Make use of them and give your conversation rates a boost. .92 HI OFFERA FREE GIFT 3 BEFORE ORWITH PURCHASE Most people are good by I nature. They'| | feel inclined to give something back. CONTENT MARKETING Provide great value content that provides needed information to searchers. From a psychological point of view. this is a form of bonding. They'll be more likely to reward you with a sale. GIVE THEM A FREE TRIAL By doing So. you tap into their innate sense of wanting to commit to something. Authority I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I Io ~‘. ‘ ‘us: E PBI“ unis: Q I've worked in this industry for 2; years. This is amazing. I I I I **°-"W ' » EXPERT s/ ~“~P‘°R0‘v'ED E IFYOUWORKWITH ENDORSEMENTS PARTNERS that have a high-level reputation. display their logos. For instance. if 2 you use a highly-trusted payment portal that everyone loves and respects. display their logo for instant trust. People are conditioned to IFYOU HAVE seek authority for guidance. Bygemng expmm . ACCREDITATIONS endorse your product. you FROM REGULATORY craft a positive perception BODIES and the like. in the minds of the display the badges. This adds audience. weight to the authority. Now you're ready to succeed. Take these mind-tricks and turn casual users into loyal buyers! ‘_. .-———-T THE éte GUIDE TO WHATEVER THE EW TITLE is HERE D»'+T»"«DI»"<. L NET datadial

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