As you know, conversion rate optimisation research can provide your business with key insights. These insights will delineate global standards when it comes to optimal performing websites. Some of the top online retailers have been evaluated, and a number of eye-opening tidbits have been revealed.
Whether you are a brick and mortar shop (moving on up in the cyber world), or a strictly online entity, there are certainly best practices to adhere to when it comes to eCommerce, and the expansion found therein. Here are some important aspects of successful eCommerce businesses.
Best Practices
The concept of best practices can be broken down into 4 distinct categories: shipping/shopping cart, statistics, presentation, and add-on features. Here you’ll find five shipping/shopping cart best practices, 3 statistical references, 2 presentation pieces and 4 additional features. Hopefully, these will provide you with key information to move your business in the same successful direction as some of the big players we learned from!
#1 – In Store Warehouse Facilities
The truth is, you are going to need space to store your products. If you take a lesson from Macy’s, you will see that they turned more than half of their stores into warehouse and shipping sites. They added counters in storerooms and the employees that stock the shelves also pack the shipping boxes. Best use of space is always optimal.
#2 – Guest Checkout
The guest checkout aspect of shipping (also utilised by Macy’s) allows people the freedom to place an order without the dreaded anticipation of too much spam inundating their email caches. 40% of people expect that intrusion! Instituting a guest checkout option also provides people some reassurance that their information won’t be saved. This is significant given the amount of online fraud and identity theft flooding the marketplace. The numbers show that nearly 26% of people will leave a site if they’re forced to register, and those sites that add a guest checkout, see a 45% customer purchase increase! Make sure you include the option on your site.
#3 – Free Shipping Promotions
Research shows that 93% of online purchasers will complete their orders when shipping is free. If you can’t afford to provide free shipping, it’s imperative that you make your shipping costs readily available. And really, it’s best to strive for a flat rate fee if you can. Your shipping rates can make or break the sale, so be certain you make the best decisions therein.
#4 – 3 Step Purchase Process
Whatever you do, don’t allow your purchase process to exceed three steps! That’s the maximum number if you want to see successful orders. In fact, there’s possibly a 21.8% conversion rise if you’ll make it one page! The less people have to do to place their orders, the more quickly you close the sale.
#5 – Clarity on Shipping, Delivery and Returns
We’re back to thinking about shipping prices because 57% of people who weren’t ready to buy, but were on your site, were actually just checking shipping costs. Again, make sure yours are readily accessible. 24% of people who abandon their carts based on delivery times, do so because a clear estimate wasn’t provided. Make sure your customers have an idea of when they will receive their products. You might be shocked by this, but 89% of people say they “always,” or at least, “sometimes,” check return policies. Include clear ones for their viewing pleasure. Another important note here, is that more than half of customer’s determine your site’s trustworthiness based on your shipping costs and return policies, and they expect to see that information on the product pages. A final consideration is the fact that hidden charges and payment security issues will cause the loss of over half your potential buyers.
#6 – Database Sign Up
If you’re really desperate for email addresses, and customer loyalty, you can utilize a one-time only pop-up asking potential customers to sign up for your database, newsletter, coupon program, etc. Don’t push it beyond that because people leave sites with too many pop-ups, and research implies that one is the limit.
#7 – Reviews and Recommendations
Studies show that 45.9% of online buyers utilize reviews and recommendations to determine a site’s trustworthiness, as well as whether or not they’d like to purchase the product they’re looking at. Case in point, global powerhouse Amazon, has an amazing review and recommendations reputation. People will buy things that they think their peers have approved of and would recommend to their friends. Make sure to include these on your site as well.
#8 – Shop and Collect
While you may be running your brick and mortar store elsewhere, those in your neck of the woods will go to your website to see what you’ve got in store. In fact, 71% of your visitors anticipate being able to see your in-store inventory.
#9 – Videos
If you want to increase your site’s conversion rate by 25%, add videos for your products. They are cost-effective and better received than other presentation options. You can embed them in the page to keep your customer right there and offer them a seemingly tangible call to action via this footage.
#10 – 360° Views
These can also increase your conversion rate by about 20%, and will lead to decreased return rates. However, they cost more than videos and could be a bit more challenging in the design arena. In fact, some research implies that it takes about 10 minutes per piece, so larger inventories would really be sluggish.
#11 – Shopping Cart Abandonment
It happens all the time. Truth be told, you’ve probably done it yourself. You go shopping online and then abandon the cart you so lovingly filled with all your desired items. Recent studies have shown that emails after cart abandonment can increase your chances of making the sale by about 13%. The key is to include: pictures of the items, reviews/recommendations from other customers, your guarantee and refund policies, as well as a call to action to get them back to your site. Use a three email step. Send the first one within 24 hours, the second 2 days later and the final one within a week.
#12 – Allow Online Purchase, In Store Pick Up
Listen, 25% of all purchases are made by people who buy online and pick-up in the store. Actually, half of online shoppers expect to have that option. This may mean you have to include a ship-to-store option if the item is out of stock in your nearest store.
#13 – Wish List Feature
Do not underestimate the power of hope. While we’ll call it a wish list here, and suggest that you add one to your site, the reality is that a wish list is a collection of things your customers hope to someday return to your site to purchase. Wish lists are the encouragement to return, and you want your customers to return. Install a wish list option on your site.
#14 – Live Chat
UK and US customers like the live chat idea. In fact, 31% of them say they’d likely make a purchase after chatting with someone online about the product. This is significant enough for Macy’s to already have in place and for Walmart to research. However, we realize it does take significant staff and proper planning to work optimally.
Wrapping it up
Competing with global giants might be intimidating, but understanding how and why their websites and eCommerce practices are aiding in their success can certainly bolster your own goal attainment. Given the fact that 11% of retail purchases happen online, it’s safe to say that this is the wave of the future.
You can choose to sit on the beach, or take the drop hanging ten on the pipeline to business victory. Honestly, all business ventures are risky, but when you’ve got access to researched conversion rate optimisation and eCommerce best practices, you are far ahead of the game. The win always goes to the one ahead! Get your board and bring those web surfers to your beach (ahem, your site).