Do you constantly see your Shopify traffic count rising yet no sales being made? It can be frustrating, to say the least.
One of the things a lot of online sellers struggle with is turning visitors into buyers. I get asked this question frequently on social media, and through my years of testing and spending millions on paid traffic, there are ways you can improve your statistics and start enjoying that “ka-ching” sound which we all love to hear.
Firstly, e-commerce is simple math, so you primarily need to understand this formula:
Website Sales / Website Traffic = Conversion Rate
If you can work on the things you have control over, such as your conversion rate, then magical things start to happen. So you’re probably wondering right now…. How can you increase your conversion rate?
1. Picking The Right Audience
The first step in increasing your conversion rate is to make sure you are targeting the right audience. You could have the highest converting store on the planet, but if you’re sending the wrong traffic then no one is going to buy.
To start with, you need to understand ‘who’ is it that is going to be interested in your product. That way you can build an Avatar or customer profile around that person. To do this, start to answer questions such as:
- What gender are they?
- How old are they likely to be?
- Where do they hang out?
- How would they talk?
- What kinds of celebs, shows, and magazines would they follow?
By doing this you will end up with a profile of the person who is ‘most’ likely to purchase. It doesn’t have to be perfect, but having a broad outline of the person you’re going to target is a crucial step in improving your conversion rate.
2. Ramp Up Your Social Proof
Have you ever purchased from Amazon before? If so, what was one of the main things you considered when deciding what to buy?
Chances are, one of the things were the reviews. 85% of consumers trust online reviews as much as personal recommendations.
Let’s face it, we have all made a decision based on the experience of others.
“If it’s good enough for them, then it must be good enough for me”
As a Shopify store owner, it’s important you have an element of social proof if you want to increase your conversion rate. There are a few different ways you can do this, they are easy and simple to implement:
Customer Feedback Reviews
Installing an app like Loox allows you to display picture customer reviews for your product. This is even more powerful than just written reviews as it shows the customer with the product.
Images are a lot easier to process than text, plus they add an element of authenticity in a world where online customers are becoming more and more skeptical of written “faked” reviews.
Image Source: petcanva.com (using Loox's grid layout gallery)
Trust badges are a different form of social proof. When customers see that you are aligned with other brands, it helps your social status.
One thing you should use is trust badges on your store, these could be the Google reviews badge (if you use them), Payment processors such as PayPal, Visa, MasterCard, etc to show that payments will be secure or other security badges such as McAfee, Norton or being a Google trusted store.
Has your product been featured on any major websites? TV shows, Magazines or outlets? If so, you can use the title ‘as seen in’ and use those brands logos on your product or home pages. This will bring a massive amount of social proof to improve your conversion rate.
3. Improve Product Descriptions
One of the biggest mistakes people make on their store is not putting enough effort into their product descriptions. Your product description plays a massive role in increasing your conversion rate. After all, it’s one of the influencing factors that determine whether or not the customer clicks that add to cart button.
When writing a product description you need to sell the BENEFITS of the product and NOT the features.
Customers want to know exactly what the product can do for them, how can it help them solve their problem? Can it save them money? Can it save them time? Will they look/feel better using the product? You need to be able to convey across these points as benefits if you want to increase your conversion rate.
For example, let’s take a car:
Feature – Sat Nav
Benefit – Travel anywhere in your country and never get lost
Feature – Cruise Control
Benefit – More relaxing and less strenuous on long distance journeys
Feature – Air Conditioning
Benefit – Remain cool in hot and humid weather
Start turning your product features into benefits, it’s important you learn how to make your product descriptions compelling and captivating and watch your conversion rate increase.
All of these strategies mentioned are easy to implement. Instead of constantly focusing on what’s wrong with your adverts & ad copy, take the time to look at why your current traffic isn’t converting and taking action to improve it.