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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 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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