When it comes to online shopping, consumers have high demands. They have little patience for slow page load times, sparse product details, and clunky checkout processes — competitors are only a click away. It can take less than a minute for a company to lose a customer, permanently.
That’s why we put together this checklist — because small details can yield dramatic changes to your conversion rates. Here are 5 easy-to-implement ideas to get you started.
1. Acknowledge negative reviews
It’s only natural to want every single item on your website to be 5-star rated and well-reviewed. When you’re appealing to a broad customer base, however, perfection will be unattainable. There will be people who dislike your product, and there will be customers who complain as a result.
For marketers, negative reviews can feel like a punch to the gut — how do you recover from a low product rating?
The short answer is to stop overthinking the situation. Instead, ask your support team to take 30 seconds to respond to the angry customer. Explain why the situation happened and what you’re doing to fix it.
Consumers are smart and don’t expect their purchases to be perfect. They understand that ‘things happen’ and want to feel assured that your company will be supportive, in the event that something does go wrong. Transparency, honesty, and authenticity are exponentially more valuable than perfection.
2. Make it easy for people to save 'loved' items
Some e-commerce sites have built up lots of inventory. That’s a good thing — until consumers start getting frustrated with the 20+ product pages there are to browse.
Often, consumers will want to think about making a purchase before actually going through with it. The problem is that they don’t have time to search through pages of inventory to find a product they noticed for a split second.
You can simplify this process by making it easy for customers to save items that catch their attention. In addition to implementing this functionality, which customers may not be accustomed to using on a regular basis, create a call to action with a clear set of tips. That way, your website audience will clearly know that this option is available.
Over time, these ‘favorite’ clicks will help you learn more about your website visitors. You can collect data to study your audience’s buying patterns to better target them with precise messaging and offerings, and improve conversion rates. Even if you’re not sure what algorithms to build or what patterns to study, you can still start collecting this information to build your customer profiles now.
3. Let customers know when items are back in stock
‘Out of stock’ items are missed conversion opportunities. Even when customers are ready to buy something, they can’t — which is especially frustrating for customers who have taken the time to deliberate a purchase.
Sometimes, e-commerce stores will share expected dates for when items will be in stock. This is an important first step, but it’s not enough to keep customers engaged and increase conversions rates.
Today’s consumers have a lot going on in their lives, and often, a shirt will be at the bottom of their priority lists. As a result, your brand needs to take an active role in guiding audiences through the research process. Be proactive in notifying customers when something is back in stock — you can send an email alert or let them know when they’re browsing your website.
4. Write product description about your customers
One of the biggest problems with product descriptions is that they are too focused on the products you’re selling. Instead, product descriptions should be stories about your customers — how specific items fit into their lives.
When writing product descriptions, focus less on what you’re selling. Instead, get into your customers’ heads — learn their pain points, and help them imagine your products in their lives. Answer the questions ‘how’ and ‘why’ in addition to ‘what.’ And most importantly, don’t be afraid to have fun along the way.
5. Make it easy for customers to ask questions
The implementation of this tip can take many shapes and forms — it could be live chat, a helpdesk, or even a social media profile like Facebook and Twitter. Whatever it is, make sure that customers know that your door is open and that you’ve made it as easy as possible for them to reach out and ask you questions.
Hard-to-find information is a conversion rate killer. People don’t have the time or patience to sift through volumes of information to find the answers that they need.
All that your marketing team needs to do is to write a sentence that clearly states where people should go to find more information.
The ideas above can be built into almost any marketing workflow. You just need to make some subtle adjustments to your copy and work with your dev team to modify existing processes. The bottom line is that you should make it as easy as possible for your website audience to do their research. The subtle details will help.