7 CRO Hacks to Improve Conversion Rate of Your E-commerce Site

Business.com / Sales / Last Modified: February 22, 2017

A few conversion rate optimization ideas that can help make your E-commerce store the best fit for your target audience.

Most businesses believe that the live chat option is a way to answer visitors' questions.

True, but my advice is to use a proactive approach and exceed their expectation. Reach out to them and answer their questions, instead of waiting for them to contact you.

E-commerce is a trillion dollar industry, and growing. Every year, the number of people spending their time and money on E-commerce is increasing. According to eMarketers,  E-commerce will expand to 12.4 percent of the world’s economy by 2019.

This might mean different things to different people, but for ecommerce storeowners, this is the perfect opportunity to grow their business and get more customers.

Related Article: Build Websites That Sell: 16 Ways To Increase Your Conversion Rate

The only problem is, competition is tough.

Today, if a customer looks for something online, they have multiple choices available at a click, and they are most likely to go for the option that best fits their need. This is why in order to grow your business and outrank competition, you need a CRO strategy that allows you to lose no opportunity, letting you win in the long run.

Here are a few conversion rate optimization ideas that can help make your E-commerce store the best fit for your target audience.

Please Reduce Those Form Fields

As an E-commerce business, you not only need more conversions but also user data that will guide the changes within your website. Most websites out there use 'forms' to elicit user data. But, here's the real question; how many form fields within the form are too many?

Reducing Numbers of Contact Fields

According to a research, forms with three form fields tend to get 25 percent higher conversions as compared to the forms with four or five fields. Flying Scot is an airport parking company based out of Glasgow that reduced the form fields on its booking page, and saw a 35 percent increase in form submissions.

Takeaway: If you want users to give away personal information more frequently, ask them for the most necessary information. Value their time.

Consider Removing Automatic Image Sliders

This one might bring worry lines on your forehead, but these sliders that you put on your home page thinking they look great, and they do, but they are costing you conversions. According to a study, there are a number of reasons why an automatic image slider might not really be the smart thing to do.

  1. A user loses some control over a website due to the automatic rotation of slides, and it can be very annoying, especially if a user has dyspraxia issues.
  2. If the user on your website is not a native English speaker (or the language of your website is not his mother tongue) he will naturally read slowly, and the auto movement of the slider will make it impossible for him to read comfortably. This could lead to the user bouncing off the website.

NNGroup.com conducted an eye tracking study and confirmed that banner blindness is very real. This means that a user tends to ignore anything that looks like an advertisement, even if it isn't.

Example of a banner advertisement

If you look closely, you will see that users are completely ignoring the banner slider above and moving directly to the content available on the page.

Takeaway: If you want users to continue their journey on the website and convert from visitor to lead, you need to avoid sliders and focus on one single offer on your home page. If you try to use one page to serve multiple purposes, you will end up confusing your users.

Use Photos That Are Real and Relatable

High-quality photos and images can be a huge advantage for E-commerce websites, and can help increase a website's conversion rate many times over. But, if you have been using stock images, you have been investing money and killing your conversion rate.

Stock images are definitely high-quality and perfectly angled, and this is exactly why they don't work. If you look at it from a user's point of view, these images don't seem real. You ideally want to give your users the impression that what you are showing is real, authentic and possible.

Discard those stock images. Instead, use high quality but real images on your website and see how it’s helping your conversion rate.  Recently, we worked with a client in the fashion industry; we ideated their photoshoot and once the new version of their website went live, their conversion rate improved by 10 to 15 percent within the first two months.

Photo shoot images of model in black dress

Human images tend to work great with B2C industries. With B2B, if you have high-quality product images that a visitor can virtually feel, chances of converting that visitor into lead will be higher.

Related Article:Sales Ahead: 30 Tactics Proven to Increase E-commerce Conversion [INFOGRAPHIC]

Examples of top selling items on The Workplace Depot website.

On Workplace Depot, we used high-quality product images and over the last couple of months, overall conversion rate has gone up to 8 percent.

Takeaway: Putting real images allows users to trust you more. Always A/B test to see if images with humans are working better or high quality product images are the best fit for your work. 

Don’t Underestimate CTA Placement

CTA is the most important element of the product page. No matter where a user is coming from, you ideally want him to focus on the CTA button on the product page, to click and convert into a paying customer.

Example of a well placed CTA button on retail site

A visible placement of the CTA is very important. Your CTA should be so obvious that a user should be able to see it at a single glance. Our quick research on more than a 100 different E-commerce websites (both B2C and B2B) suggests that the ideal placement of CTA should be above the fold. Do some A/B testing by placing the CTA on different areas above the fold and see which one works best for you.

Use the 'Principle of Scarcity' to Your Advantage

Creating a sense of urgency can play a vital role in converting visitors into customers. Robert B. Cialdini in his book "Psychology of Persuasion" talks about scarcity in detail. He says that people tend to place a higher value on an object that is scarce, and a lower value on one that is available in abundance.

Thanks to technology and advancement, you can now easily apply the scarcity principle to your ecommerce website to instantly increase the demand of a product. In order for the scarcity principle to work for you, you need to convince people that they need to buy immediately, before supplies run out. This increases the fear of missing out on the desired opportunity. Expedia does it really well.

Example of Expedia flight details

We all know that air ticket purchase is one hell of a deal, and prices can fluctuate in a matter of hours. Expedia uses urgency as a psychological trigger, encouraging customers to get their credit cards out, and book flights right away, instead of spending (or wasting!) time on market research.

Takeaway: One idea is to ask your website developers to display an inventory meter to show visitors when the inventory is low and this will give a psychological nudge to spike conversion rate. 

Display Your Phone Number

Trust plays a pivotal role in converting visitors into leads and paying customers. Like it or not, a business phone number on your website increases the trust factor. As more and more people are going mobile, having a phone number can increase the number of calls from potential clients that your sales team can easily convert.

Regardless of whether you are B2C or B2B, having a phone number on your website will allow visitors to contact you, help answer their questions and concerns and chances are, this way more people will convert into paying customers.

Takeaway: Adding a phone number doesn’t really cost much, but it increases your conversion rate to a huge extent. My advice is to include this expense in your marketing budget. 

Exceed Customer Expectations Through Live Chat

Live chat is another vital feature that I always recommend to every ecommerce website. Studies suggest that 77 percent of the people who use live chat believe that their questions are answered quickly and efficiently.

percentage of customers who think their questions have been answered quickly and efficiently

This will not just set you apart as a brand that provides excellent customer service, but will generate traffic from word of mouth, bringing in new customers.

Takeaway: Enable live chat on your website and use it to provide excellent customer service to your visitors.

Related Article: One Size Fits All: How Responsive Web Design Helps Get You More Conversions

Conclusion:

These were a few of the CRO tactics that you can implement immediately on your website and see how your audience reacts to it. My advice is to try one tactic at a time and analyze the results, so that you can understand and assess which one brings the biggest number of conversions to your website.

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