Selling things online is an arduous task, and even a single lifeless cog can affect the smoothly running machine. Right from segmenting your customers to well timed post-sales follow ups to keep them in the purchase loop, everything entails close attention to detail and a single slip up can prove costly.
All the information and expertise you need is out there in the digital domain, so we’ve taken it upon ourselves to get it to you.
Here’s the first of a three blog series where we comb the internet to bring you some of the best conversion tips from industry experts. Everything you need to know about optimizing your website, acquiring new users as well as retaining the existing ones is in here. Strap on!
Tip 1- Who are your customers? Create a customer persona
Do you truly know who your buyers are? Do you understand their motivations for buying from you? If the answer to these questions is “no”, there is a good chance you’re not exactly seeing the promised results from your marketing efforts.
Thousands of e-commerce stores across the world struggle with their marketing and product development. And more often than not, this is because they can’t understand or define their target audience.
To solve this problem, you need to dig deep and fully understand your customers. This is where customer personas come into play. In fact, 71% of companies that exceed revenue and lead goals have documented customer personas.
Come this way to read more on this.
A particularly quick way of understanding your customers is asking them these simple yet complicated questions
- How well does this buyer know your product?
- What other media offerings do they consume?
- What problems (jobs) are they hiring you to do?
- What impact does your product have on their overall life?
- What jobs are you better positioned to do than your competitors?
- What questions separate one persona lead from another?
- Who influences their buying decisions?
- How do they respond to different rhetorical appeals?
- What communication channels do they prefer?
- How early do they adopt new technologies?
Use the persona creator tool at Xtensio to create a more “visual” persona.
Final results may look like this
Tip 2 – Home Page Optimization
The homepage of an e-commerce website is a lot like a prime-time television slot. Every product is vying to be there, but only the very best get the slot. It can be thought of as the storefront of your website. This is where you allure, mesmerize, convince, coax, and seduce the visitor down the funnel.
Here’s how you can go about it.
1) Use artwork to make an emotional connection with new visitors on the homepage
Creative imagery is a powerful tool for making an emotional connection with your visitors. However, you should be discerning in your use of imagery throughout your e-commerce funnel, since images can have a significant impact (both positive and negative) on key conversion rates.
Look at what mariecatribs did.
2) Keep the most popular categories right in front of the visitors.
Giving your visitors a direct option to skip to a category will make them less irritable and provide an engaging user experience.
When you have a long range of different products, having a brand index might also make sense.
3) Give them an amazing search box.
Make your search bar omnipresent. Make it unabashedly tag along with the visitors as they explore your homepage, like zappos.com does.
If they are at the bottom of your page or scrolling your homepage, don’t make them scroll all the way up to find the search box. Check out what shoebuy did.
4) Personalization based on browser history
As you can see in the screenshot below, checking out a couple of books like Hooked, Change by Design, Don’t make me think etc on Amazon will result in the website personalizing your entire experience by remembering your search history and making recommendations based on the same.
User data such as user-location, traffic sources, previous purchase and browsing history can greatly help eCommerce businesses personalize their user experience, leading to higher LTV.
5) Will front page carousel improve your conversion rate?
Here are the complete details of a marketing study : http://angner.se/blog/marten-helped-us-find-new-ways-of-doing-business/blog-content
The study shows clear indications that a static conversion optimized top area is more interesting to the users and leads to more engagement!
The A/B-testing result of the public site was totally in line with the eye-tracking study. After the two versions were split tested for a couple of days, the result, albeit derived from a small sample, spoke louder than words. The old version of the site only got 2.06% clicks while the optimized version got 40.53% clicks. The overall engagement also improved slightly.
There is another side of this argument here (An Exploration Of Carousel Usage On Mobile E-Commerce Websites)
A) Don’t use a carousel just to get additional content on the screen. Think of carousels for one particular use case: providing additional content within a specific context. Use a carousel when vertical space is limited, as it is on mobile, and when the content is directly related.
B) Don’t use a carousel if the content isn’t interesting or useful. The first slide has to sell the next slide to the user. Why would someone advance a slide to get another marketing banner unless something is in it for them? Like the rest of our content, carousels need to be engaging in order to be effective. If people aren’t interacting with your carousel, it might not be your carousel’s fault.
C) First slide is important: Don’t use a carousel if you need the user to see all of the content. Even if your carousel is effective, remember that most users aren’t going to see every slide. All of your slides should be ordered by importance. If viewing multiple slides is important but not necessary for your content, I recommend using thumbnails as controls because users are more likely to view multiple slides.
So there you go, some solid tips to grow your fashion e-commerce sales. We’ve got more of the same to come in the next installment so watch this space. Meanwhile, you can leave your thoughts below or write to us at firstname.lastname@example.org