5 Affordable Conversion Rate Optimisation Hacks for eCommerce

4 Minute Read

When it comes to eCommerce conversion rate optimisation, there’s a lot of options on the market to consider.

Of course, things like website speed, user-experience and an optimised checkout process are essential to the daily conversions of your eCommerce store.

But with an average 67% of all eCommerce visitors abandoning carts before checkout, there’s a huge gap to be filled with affordable conversion rate optimisation hacks.

Urban Outfitters - Conversion Rate Optimization - Landing Page

With the introduction of simple tactics, such as effective CTA’s, social proofing and urgency incentives, you can expect to see a growth in traffic and conversions.

This article will discuss some of the most effective and affordable examples of eCommerce conversion rate optimisation.


1. Free Shipping

The point where people are most likely to abandon their carts is when they enter the checkout process. There are several reasons for this, but over-inflated shipping charges tend to be one of the most common.

ASOS - eCommerce Conversion Rate Optimization

When most shoppers select a retailer to purchase from, they’re most likely to select those who offer a reliable service; those who guarantee on-time and ideally free shipping.

Whilst 42% of shoppers actively look for brands who offer free shipping, up to 36% of shoppers won’t buy from a retailer if they have to pay.

The good news is, there’s a lot of ways to combat this issue.

A lot of eCommerce brands will absorb the cost of shipping into the original product offering. You could even offer free shipping for particular categories, or simply put a minimum spend on orders as a means for them to qualify.

Whichever method you choose, ensure that you’re A/B testing any changes for an optimal result and implementation. Try it out, free shipping can be a great method of conversion rate optimisation.


2. Social Proof

People who shop online tend to do so from sites they trust, and the stats seem to reflect this. A recent study suggested that 86% of shoppers will only buy a product online once they’ve read 3 reviews.

Amazon - Social Proof - eCommerce Conversion Rate Optimization

Social proof is a brilliant and simple way to prove your brands legitimacy to visitors.

Some good examples to remember are:

  • Clearly displaying contact information.
  • Security badges to remind your visitors that their data is safe and secure.
  • Always offer an easy-to-read returns policy.
  • Proudly display your customer reviews – even a few negative ones can show legitimacy if you respond accordingly.
  • User testimonials are also a great thing to display.

3. Personalization

In today’s eCommerce landscape, brands cannot afford to run a ‘one size fits all’ model. Which is why website Personalization is such a vital part of your eCommerce Conversion Rate Optimisation strategy.

A good Personalization engine will cut through the clutter and speak directly to your website visitors. By providing closely targeted content, eCommerce brands are able to craft a far more specific and tailored experience.

Product Recommendations - Personalization

Based on shopper demographic and browsing history, brands can target visitors through personalised messages and product recommendations.

Despite small concerns in the media around privacy, 83% of online shoppers are still willing to share data for a more personalised and tailored shopping experience. In addition to this, recent research has also suggested that 91% of consumers prefer to shop with brands who offer relevant recommendations and updates.

If you can provide a personal, interactive shopping experience, you’re far more likely to increase conversions and boost sales.

Try out a Personalization tool as a great conversion rate optimisation hack.


4. Call to Action

If done effectively, a solid Call To Action could be the eCommerce conversion rate optimisation hack you’ve been searching for.

For starters, it’s best to stay away from generic CTA’s. How many sites do you visit with buttons instructing you to ‘submit’ or ‘sign up’ to something?

It’s best practice to create a stand-out CTA. Test out different text, colours, shapes and positions. It’s usually best to offer a reward to those who’re giving you their email. Try stuff like ‘Sign-up now for an exclusive discount’ and see how much of an impact it has.

Top Shop - Call to Action - eCommerce Conversion Rate Optimization

Check out how these guys use the width of their landing page to direct your eyes towards their CTA. They use a contrasting red tape to create the feeling of alertness, and use direct language to target you as an individual visitor.

One of the biggest advantages of collecting data through CTAs is the opportunity for re-targeting. By using an advanced Personalization tool, you’ll be able to deliver relevant marketing materials and increase your chances of boosting conversions massively.


5. Optimised Product Descriptions

A recent report suggested that 87% of shoppers say that product content is extremely important when deciding to purchase an item online.

An important first step to take with this conversion rate optimisation hack is product images. Ensure there’s at least 4 images, each on a plain background. They should also be pretty high resolution, at least 1000 x 1000 pixels.

If you have a good, developed understanding of your customers, you should be able to identify their pain-points and address these throughout your product descriptions.

Ensure to highlight the perks and benefits of using the product, not just highlighting the obvious features. But it’s important to note all the unique selling points of your product. Format your text well and play around with a variety of layouts – rather than just a paragraph of text… make it easily digestible!

Palace Product Descriptions

Take a look at how Palace injects brand personality into their product descriptions. This may not be the best route for you, but they fully understand the niche they’re talking to.

Final word on conversion rate optimisation for eCommerce…

As already mentioned, there is no shortage of things you can do to improve the conversion rate optimisation of your website.

Often, it can be the smallest of issues on your site that can have the most significant impact on conversion rates. Ironing these out is often the best place to start.

If you’re interesting in checking out more on website personalization for eCommerce – you can find it here.


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