Even before “growth hacking” became a thing, retail store owners are diligent in finding ways on how they can increase their revenue.
Now that e-commerce is booming, business owners still eye the same goal ‒ increase their e-commerce conversion rate.
In fact, some would dive headfirst on to Google Advertisement and Facebook Ads just to drive website traffic and leads. However, this is not always cost-effective.
According to Matt Janaway, “E-commerce brands are increasingly reliant on Facebook Ads and Google AdWords to pull in traffic. That approach is not only costly, but it can also leave you too reliant on advertising spend. It could result in too many costly first-time clicks, without enough actual buyers to make a profit.”
So, how can you growth hack your conversions? Learn from the tips and tricks below:
Narrow down your target audience
Sure, market research can be time-consuming. But you have to realize that the days and weeks you spend on determining and narrowing down your target audience could help save you tons of money when it comes to cost per acquisition.
Knowing who your target audience is can help you focus your marketing efforts. For instance, your market research revealed that your target audience is mostly on Instagram. That means you should focus your marketing activities on Instagram rather than on Facebook.
To narrow down your target audience, think of someone who would benefit most on your products or services.
Scrutinize the sales funnel
Pronto Marketing defines “sales funnel” as an illustration of your target audience’s ideal buyer’s journey.
The reason it is called is a funnel because you can market and attract thousands of internet users to your website. However, only a percentage of those would be willing to leave their contact details. And among those who leave their details, only few will buy from you.
That said, it is important how your site visitors are going through their buyer’s journey on your e-commerce site.
You can start by using web analytics to measure where they usually fall out or leave. See if that particular web page is causing friction and prevents site visitors from converting. It can be as simple as missing call-to-action button or as complex as “product not available” page.
But basically, what you need to do is to fix your exit pages. Remove whatever it is that causes friction in your customer’s buyer’s journey.
Create high-quality product pages
While it makes sense to a lot of web developers and designers to improve the homepage, it is also important to put the product pages into consideration.
Here’s the thing: When you search for a product on Google, you do not type the retailer or manufacturer’s name. You would rather type in the product name itself. Thus, you are more likely to come across a product page.
That said, creating high-quality product pages allows you to make a good first impression. This can encourage conversions, which has a positive impact on your e-commerce business’ bottom line.
Improve your product descriptions
A good web design, high-quality imagery, and succinct product description can convince a site visitor to buy from your online store. In fact, a well-written product description can help boost your e-commerce conversions.
According to Brianna Cryar, “The best product description will not only convince customers that they want your product but that they need it and can’t live without it! A product description is your chance to tell people why your company is the best and why they should purchase your product.”
Here are some quick tips on how you can improve your product descriptions:
- Make sure that each of your product descriptions is unique.
- Proofread your product descriptions.
- Write product descriptions based on your target audience’s vocabulary.
- Tell how your products can help their situation.
Showcase social proof
Just like growth hacking, social proof is not really a new concept.
Imagine you are backpacking in a foreign country. What would be your gauge of the best place to eat? Most of the time, you would go where there is a queue of people. That’s social proof.
The same thing goes for e-commerce. Unlike when you are in a retail store, you get to hold and test a product. Shopping online means you have to rely on other people’s opinion ‒ social proof.
Customer reviews and star ratings can sway a customer’s buying decision. After all, these are people who already bought and get to experience your product.
Simplify the checkout process
Sometimes, no matter how awesome your e-commerce store’s design is or how well-written your product descriptions are, not all customers are ready to buy.
But according to a study conducted by the Baymard Institute, here are the top three reasons for cart abandonment during checkout:
- Extra costs, such as shipping fee, are expensive
- Users are required to create an account
- The checkout process is long and complicated
These reasons are something that you can actually control. Other than scrutinizing the sales funnel, you might also want to take a look at your online store’s check out process.
Remember that check out is a crucial point of the purchasing process. And if you do not mitigate and minimize friction, you are less likely to generate conversions.
Utilize live chat software
Apparently, e-commerce customers like to ask a question or two before making a purchase. On the other hand, Live Chat makes it easier for them to get the answers they seek.
And when it is easy for them to ask questions and get answers, the higher the chances that they will convert.
There are a few ways on how you can include Live Chat in your conversion rate optimization efforts:
- Live Chat: Allow customers to ask questions that can help them with the checkout process.
- Live Chat and Phone Call: Allow customers to drop their questions through live chat, ask for their contact details, and contact them to explain the checkout process better.
- Live Chat > CRM > Follow Up: This is ideal if you have a long sales cycle. Follow up is integral if you are offering a product with a high perceived value.
Ensure sensitive data security
According to a study conducted by the TNS PLC, a market research company based in London, 75 percent of online shoppers abandon their online shopping cart for security reasons.
Come to think of it, would you provide your credit card details and billing address to someone with questionable credibility? Definitely not.
However, changing your URL from “http” to “https,” as well as placing security logos, are not enough to build trust among your customers. Thus, it does not necessarily boost conversion.
But as Eric Leuenberger points out, “From the perspective of improving website conversion, presenting a security logo is only a small piece to an overall credibility-building strategy. Building trust effectively with customers that results in increased conversion require additional testing.”
In turns out that are a handful of tips and tricks that can help increase your e-commerce conversion rates. But what’s cool about the aforementioned growth hacks is that you do not necessarily have to increase your website traffic. It all boils down to providing a great user experience to your customers.