Now that people are visiting your website its time to convert them into actual paying shoppers. On average only 2% of traffic to retailer websites will convert. Why? Retailers focus so heavily on sourcing traffic they forget to invest into a website that is built for conversion.
Don’t fall into this trap.
Here are 3 must-dos to set yourself up for success and convert those shoppers into revenue.
#1 Create convertible content. Make sure your storefront is creating content that converts. I’m not just talking about blog posts here. Landing pages, product descriptions, etc. all need to be written with conversion in mind. Make it sticky, purposeful, easy to understand, unexpected and actionable. You may have noticed I borrowed some of those from Made to Stick by Chip & Dan Heath, one of my favorite books. The point is, no shopper is going to take action when they can’t figure out what you’re trying to sell. My favorite example for this is Casey Neistats landing page. Convertible content is all about grabbing the shoppers, or users, in this case, attention and driving them to where they should be.
#2 Optimized shopper flow. Shoppers need to navigate your store with ease. When you walk into a store like Apple there are clear path indicators for you to follow. Your website needs to take the same approach and guide shoppers on their journey. Get them interested, guide them, and convert. Failure to optimize the flow of your shopping experience can frustrate the shopper and cause them to bounce on over to your competitor. Think about walking into the Apple store. It’s extremely simple to navigate. If you’re looking for a phone you visually can see where the phones are. Make the experience simple and pleasing. One downside to being an online retailer is the lack of sensory engagement. Get creative and think of ways to stimulate the shopper along their simple shopping journey. A great example is the new Apple AirPod page. When you land on the page the AirPods slowly drift out of their case. This simulates you being at the store and taking them out of the case yourself. Even though you’re lacking the physical touch the visual stimulation makes up for it to a certain degree.
#3 Abandoned cart prevention. The average cart abandonment rate is 70%! That’s a lot of lost revenue. Every retailer needs a game plan to prevent and recover those carts. The 3 biggest reasons a shopper will abandon their cart are; 1. comparing your price with competitors 2. saving a product to purchase later or 3. they got distracted and forgot to come back. This means you need to implement preventive measures to curtail this shopping behavior, otherwise you're just throwing revenue away. A great example is showing your top competitors prices right on your website. Websites like Kayak, Expedia, etc. pull data from all the major airlines into a single location. You can also pull pricing into your website. The benefit of this is to prevent shoppers from leaving your site. Another preventative measure these sites deploy is something I like to call the urgency indicator. Look at the image below from the Expedia site. It say’s “3 left at $509.” Urgency creates panic in the shopper, making them feel the need to make a choice now.
Maximizing conversion is all about thinking like a shopper. Remember you need to create content that will engage, make the shopping experience a simple journey and deploy behavioral design to reduce lost revenue.
Ready to maximize your conversion rate?
Book your free live website analysis with conversion rate optimization expert, Matt Mattson.
About the author. Matt Mattson is the founder of Honeypot, a conversion optimization agency, and Denver Retailers, a coalition of retail experts.