You have spent a lot of effort to attract visitors to your site. Your website navigation is friendly to customers. You have integrated web-friendly design with all mobile devices. The keywords have been placed in a lot of different forums to help the site enhance SEO rankings. But all that work will be meaningless if the users only access the site for a few minutes then leave. So how to make users linger on the website longer to increase the conversion rate? HappyPoints will helps you figure out in this article.
Let’s start with the most important thing in the eCommerce industry, the most essential thing determines the life and death of the business: CUSTOMER INSIGHT.
So what is customer insight? Customer Insight is a thought, a desire deep inside that affects the buying decision of customers, but they rarely tell you that – especially in the eCommerce industry when all customer transactions usually perform online. Imagine that the process to understand customer insight is the same as the way to conquer love. Your partner will never tell you what she really wants from you, but if you can hit those inner thoughts, you win.
If you want to optimise the conversion rate, you have to study customer insight. This insight is although somehow difficult to identify and less visible, if you can figure out what it is, the conversion rate is no more a big deal for your Shopify Store. HappyPoints will give you some hacks to make your conversion rate skyrocket by creating a Shopify store aimed at customer insight.
Hack #1: Clarify product’s information
The journalist has a rule when writing an article: “Put the lead-up front”. In other words, this means a story should be started by crucial details play the main parts in the story.
Shopify store owners can apply this when writing product description box. The majority of customers will do careful research about special features of the product, does it worth the money, before purchasing it. As a result, at the product page, the information should be seen at a glance, and have functions details as well as special features of it. Let your customers be clear about the product’s value, it can be a huge effect on their purchase decision. For example, if you’re selling micellar water makeup remover for sensitive skin, you might want to show your customers crucial information about its function such as your product can remove waterproof makeup without creating irritation on the skin.
However, there are a vast number of stores underestimate the details of the product’s information. They provide only a picture of the product and a piece of product’s information, some don’t even public their price.
The ambiguity about the product information can reduce customer’s buying desire, they might feel your site sells unreliable products or lacks useful information to promote their purchasing decisions (price, delivery fee, certificates). As a result, they bounce off to look for the needed information and might never come back to your site due to worst experience. This is one of the main reasons why your Shopify store has high traffic but no conversion.
Fenty Beauty is a good example of applying this principle. In the product description box, the bronze’s function is clearly described: “BLENDABLE, BUILDABLE, TRANSFER-RESISTANT”. This will help customers know thoroughly about the ability of the product. Furthermore, they can scroll down in “Tell me more” part to explore more about product ingredients.
Hack #2: Utilise high-quality images and 3D videos/GIFs
High-quality images are an essential part of the ecommerce website. 67% of consumers say that the quality of products influence their selecting and buying products. Research has revealed that the first thing visitors glance at is images of a website, then the content. Therefore, images are a powerful assistant to support the content of the product. Try to take pictures of your product from different aspects to give visitors a multidimensional view of it.
In addition, adding GIFs or videos that show your product in action can be easier to convince customers buying your goods. 85% of customers potentially making a buying decision after watching a video. The video doesn’t have to be lengthy, about 3-4 seconds of your model practically wearing/using it.
Hack #3: Add customer reviews section
A great way to generate trust from a new customer is through reviews. It can be considered as social proof for your products. The review from the previous shopper can ease the doubt of your potential customers and make them click to buy.
Actually, there are a huge number of online shoppers claim that they have a habit to read the review before actually purchase something; 90% of customers said that their buying decision is affected by the feedback on the internet.
Positive feedback can be the most reliable advertisement for the product. A survey has shown that 95% of shoppers believed in reviews more than product function description from the manufacturer.
Customers’ reviews should be added to your product page naturally in order not to make customers feel like you are promoting your products through that.
Therefore, when selecting a theme for a website, store owners should consider selecting which one includes a product review part. Understand this need, Happypoints provides for Shopify merchants FREE theme Upraiz which includes Product Reviews integration.
Product reviews are especially work in the beauty and skincare industry. This is how Paula’s Choice enclosed their reviews below products description to convince customers about the product quality.
Hack #4: Design persuasive Call-to-action
Displaying a clear call to action on the page you landing your customer is the most important thing on your site, especially for a selling website. A well-placed CTA can easily catch the eyes of your visitors, and they are much more likely to click on the CTA button.
Be clever when placing your CTA, this button should be placed in the top of your landing page. Visitors can see it at first glance, however, do not make it too big so your content will be covered. It should be eye-catching and clear enough to urge customers to click.
For example, in the product page, to make the buying process is easier for customers, you might want to bring your “ADD TO CART” button close to the top and parallel with products’ images.
Michael Kors is really smart when using simple word, and place their “add to cart” button on the top, next to their product. At this position, customers can effortlessly find the way to check out.
Not all the CTAs of the website must be “add to cart”. It can be simple such as form submit, lead generation or share a post. With each page of your website will have a different type of CTA. For example, to convert a visitor into a potential customer, one website frequently places some CTAs in product page such as “ONE MONTH FOR FREE” or “FREE TRIAL IN 3 DAYS”. In doing this, they give visitors a chance to experience their service before making a buying decision.
Hack #5: Deliver immediately customer service experience
HappyPoints recommended creating live chat or a chatbot on essential pages of your website. Unlike traditional shopping, customers can have their wonder answered by staff in a physical store, things are different when it comes to shopping online.
When shopping online, the customers have questions about your products but they get an answer after 1-2 days, their shopping interest may no longer exist. Live chat channels can reduce this risk. Consumers would like to have the answer fast and not wasting their time. Having team support at live chat channels can bring the extraordinary online shopping experience for customers as in physical store. They can get their answer at a rapid pace and it accelerates the purchase process.
One drawback about activates a live chat is that it requires a lot of labour and money. With who just start their Shopify store, it’s quite hard to fullfil this need. Therefore, HappyPoints has a piece of advice for you: create a chatbot automatically answer some common questions stored in data, and when you go online, you can directly answer it for your customer.
Remember, you don’t have to be a sales executive on live chat. You just need to be helpful and respond as fast as possible.
In short, increasing conversion rate is long process takes much time and effort. Your conversion rate can not immediately boost after one night. However, if you apply these 5 hacks appropriately, your conversion will gradually boost up.
If you are still wondering about how to set up your Shopify store to increase your conversion rate, contact HappyPoints now to receive expert support!