How to Master the Art & Science of Ecommerce Conversion
Ecommerce conversion success is an art, as well as a science. Nearly everything is important for success in ecommerce—from pricing to how fast your pages load to the quality of your images. And yet, success seems evasive to most.
Here are some easy tricks to master the art, as well as decipher the scientific rationales behind eCommerce conversion.
The Art of eCommerce Conversion
When you have to get the undivided attention of a viewer for more than a few seconds, regular product images won’t do. This doesn’t mean you have to have beautiful models or scenic backgrounds; there are lots of ways and means to beautify your eCommerce portal.
For instance, if you are selling a bracelet, simple product photography will look dull. Browse Pinterest, Etsy and Instagram to identify the differences between the most popular and engaging pictures and your own. Take note of their image backgrounds and innovative use of filters and think about how you can apply similar effects to your own photos.
Whether you are selling an ink pen or adult diapers, you need to have a variety of images in your product gallery. For instance, when buying an ink pen online, a person can’t actually touch it or see how it will look in their shirt pocket or hand. Thus, having multiple images from different angles and in different scenarios can work wonders in helping shoppers convert on a purchase. Better yet, try writing something with that pen and scanning it into your portal so that shoppers can not only observe how it looks, but also how it functions.
A while back a famous ballpoint pen company hired sketch artists to make sketches of people (for free) using the company’s pen. People from all over the country wanted to get their ballpoint sketches made, and their eCommerce website saw instant traffic and conversion as a result. Now that’s artful, out of the box thinking for you.
Now let us consider the scenario of adult diapers. Kind of gross, isn’t it? What can you do if you are selling something like this? Plenty.
You can create illustration images or vectors instructing how to use adult diapers. Or you could display testimonials of people who are overcoming this ordeal in day to day life with their happy, smiling pictures. With some effort, you can make your little web nook a place of solace for those caring for geriatric patients.
It is not necessary to have a beautiful product to have a visually appealing eCommerce portal. Think beyond the ordinary and you will master the art part of eCommerce conversion, no matter what your business.
The fact is, eCommerce website builders like ShopIntegrator have made it possible for everyone to create websites in minutes. This has led to a phenomenal rise in below average eCommerce portals. What sets apart successful eCommerce business from fly-by-night businesses is their long-lasting commitment and their ability to master both the art and science of conversion.
The Science of eCommerce Conversion
The reason science is so revered and trusted is that every theory or rationale is backed by rules. Similarly, there are also “rules” for eCommerce conversion.
Once we get the basics like a speedy site, easy navigation and page quality under control, we have some new conversion rules to follow. These rules have been established from the use of scientific tools like heatmap and analytics.
People will purchase from you only if they are comfortable. IBM’s Cyber Monday research laid out the bare fact that people use smartphones to browse, followed by tablets to buy. This makes it imperative for eCommerce companies to go by the way of responsive or adaptive websites.
The second-most important conversion rule is free shipping, or at least shipping at an affordable rate. This is one of the most significant reasons for shopping cart abandonment. To see today’s shopping cart abandonment rate, check Listrak.
Follow-up emails triggered by certain activities on websites (such as shopping cart abandonment) are considered to be the latest scientific rule to boost conversion. Most eCommerce platforms have emails queued for almost all actions on a website. This is one of the most powerful conversion techniques so far.
Another factor that may be spoiling conversion success is lengthy forms and a complicated check out processes. It can not only create mistrust (because the customer may feel you are impinging on their privacy) but also lead to frustration when their crucial time is wasted while trying to figure out how to complete the transaction.
Pricing plays a role in conversion, too. Carlos del Rio from Unbounce explained that while price testing may be a good idea, public price testing is not. Arbitrarily varying prices can lead to legal and ethical issues. Despite the risks, many websites use test prices and the fluctuation is regular. This could be one of the biggest conversion killers, too.
The Only Constant is Change
Digital marketers all over the world are researching and coming up with new rules, ideas and out-of-the-box solutions to help eCommerce websites increase their conversion rates. However, the most important scientific fact to remember is that nothing is constant. What is true today might not be true tomorrow.
For example, since late 2013 sliders and carousels have been under much scrutiny, claiming they are bad for SEO as well as usability. First, they shift focus from the main content. Second, they slow down page loading. Lastly, they don’t work properly on mobile devices. What was once touted as the latest eCommerce gimmick is now considered, at best, a distraction.
To stay ahead of the curve, keep researching, keep reading eCommerce and marketing articles, and keep trying new things on your website. In an ever-changing eCommerce scenario and amongst fickle customer loyalty, it pays to always stay ahead of the curve.