If you have an online store, there are two methods to increase your sales and revenue: acquire new customers or increase your conversion rate, which means turning more visitors to your e-shop into buying customers.
The conversion rate, expressed as a percentage, is the ratio between the number of buyers and the number of visitors to your website. According to several studies, the average conversion rate in France is 3%, meaning 3 customers buy from your online store out of 100 visitors.
In e-commerce, your store’s conversion rate is one of your main KPIs (Key Performance Indicators) that should be measured, tracked, and of course optimized. So, how can you improve your conversions? What are the concrete marketing actions that can help skyrocket your Shopify conversion rate?
Trustt offers you a marketing strategy with a 5-point action plan to improve your website’s conversion rate.
Table des matières
1 – Optimize the Conversion Funnel on Shopify
Your goal as an e-commerce merchant: to lead your website visitors to become buyers, thus getting them to the checkout stage. Before that, the internet user goes through several steps: landing on your store’s landing page, browsing different pages and product sheets, reading descriptions, articles, advice and reviews, composing their cart, filling in shipping information and payment methods. There are numerous steps, and your goal should be to facilitate this journey, called the conversion funnel, up to the final action: the checkout stage. Today, customers want to buy quickly and easily. If the purchasing process is too complicated, there’s a risk that the visitor won’t complete the process. So how can you improve your conversions on Shopify?
- To optimize your conversion funnel, carefully study each step of the customer journey to identify areas of loss: is it related to page loading time, the payment step, choosing the delivery method, creating a customer account…?
- Also consider “optimizing your website pages for mobile version. According to the” study The French and Mobile Commerce conducted by OpinionWay in February 2021, “more than a third of French people make at least one purchase per month from their phone.” With the development of applications allowing direct purchases on social networks, such as Instagram for example, you must absolutely take this channel into account to improve your conversion rate.
2 – Improve Your Shopify Site Content to Boost Your Conversions
An unfortunate spelling mistake on a web page can cost you a sale. The content of your online store pages must therefore be perfectly written and compelling. There are techniques for this, such as using trigger words, also called call-to-action. Playing on emotions, through advice or images, is also essential.
Product Page Content
Don’t just settle for technical information on the product page. To differentiate yourself from competitors and create a connection with the consumer, use this space to communicate. Talk about your company, your values, especially if you have a brand stance. Play on emotions, enhance your pages with photos that showcase your products, but also show their use in everyday life. All these actions help to increase your conversion rate and also improve your search engine ranking on platforms like Google, thus increasing traffic to your online store.
Clearly Display Shipping and Return Conditions
Shipping and return policy are two key points in e-commerce. The more shipping options you offer (home delivery, pick-up point, in-store), the better your chances: customers like to have choices.
Similarly, the more you facilitate customer returns, the more likely your visitors will be to make a purchase, as they know they can easily change their decision if necessary. Clearly display on your checkout page the number of days allowed for returns. Extend this period during holidays or vacation times to remove any potential barriers. If possible, facilitate returns with prepaid labels to print, reusable packaging for sending back… These simple actions help reassure customers and contribute to increasing your conversions.
Discover Trustt
Trustt is a digital marketing solution that allows you to create a virtuous circle between your brand and your consumers.3 – Offer Attractive Deals to Increase Conversion Rate
Online, internet users are on the lookout for good deals: referral codes, promo codes, bundles… Don’t hesitate to use marketing techniques to boost sales. On Shopify, you can easily create “bundle” offers or product packs:
- Buy 2 products, get the 3rd free,
- 20% off when buying 3 or more products,
- Buy 1 product, get the 2nd 50% off
Beyond increasing your average basket size and your sales, these offers also allow you to create urgency and therefore encourage the purchasing action. Don’t forget to play on the limited effect of the promotion, which can be a duration (promotion valid only for 24 hours) or a number of orders (free product for the first 100 sales with code XXX). These proven marketing techniques easily improve your Shopify conversion rate.
4 – Display Customer Reviews on Your Shopify Site to Increase Your Conversions
According to an IFOP study, “88% of consumers consult reviews before making an online purchase” and “85% read up to ‘10 reviews’”. A reassured visitor is more likely to proceed to the purchase stage. This is precisely the objective of customer reviews: to reassure and build trust with visitors through social proof. To do this, integrate customer reviews directly on your product pages and conduct review campaigns to obtain as many qualitative feedback experiences on your products as possible.
Online shoppers seek these testimonials and shared experiences before making a purchase. They want to be sure they’re making the right choice, that the product is suitable for their needs and meets their requirements. Thanks to platforms like Trustt, you can easily integrate a review module to collect qualified customer reviews on your Shopify. In addition to improving your conversion rate, this technique also allows you to improve your Google ranking and thus generate more traffic to your Shopify site.
5 – Have a Strategy for Recovering Abandoned Carts
In 2021, “69% of online carts are abandoned before payment is finalized” (source affde). The internet user creates a cart but doesn’t complete the purchase process for various reasons: price too high, questions related to shipping, lack of time… These visitors have nevertheless spent time on your website and know your products, so you absolutely must follow up with them because half the work is already done! For this, you have several marketing techniques to bring them back to checkout:
- Send a specific email: “your product is waiting for you in your cart”,
- Program email sequences with reminders,
- Do advertising retargeting on social networks (Instagram / Facebook),
- Create specific marketing offers to send by email,
- Set up an exit pop-up to try to retain the customer before they close your website page.
Finally, know that 45% of cart abandonment emails are opened and that 50% of those who click in the “email end up buying. It would be a shame to miss out on this opportunity!”
With these 5 actions, you now have all the keys in hand to skyrocket the conversion rate of your Shopify store.
