Ecommerce conversion optimization tips and strategies are a dime a dozen. If you can see it on the page, you can optimize it. You should always obsess over the details, especially if they are your lowest hanging fruit. Below are five of my favorite tips that can produce quick wins. Don’t waste another minute A/B testing or doing anything else. Implement these five things and instantly see your conversion rate increase.
Get Rid of Distractions
Wouldn’t it suck if you were not allowed to create more than one webpage per website? Everyone would have way too much information on their single page websites. With that said, people love to over stuff their webpages with too many call to actions. When you present too many options on your site you confuse, overwhelm, and disorientate your visitors.
To avoid confusion, you should conduct a site audit. In this site audit, you review every webpage on your website and make sure that every page has a specific goal or purpose of its existence. If you have a webpage that is trying to accomplish more than one goal, you should split it up into multiple webpages.
In terms of distractions, the biggest mistake I see when it comes to ecommerce websites is the top navigation. Avoid the tendency to display too many links in the navigation. Displaying too many links on the top navigation are silent ecommerce killers. It is already hard enough to get traffic to your website, don’t blow it by distracting your own visitors. I would assume you would rather have every user to directly check out your product and convert as opposed to reading the about page and leaving.
Check out Google’s Nexus Site. Just the absolute minimalistic navigation on the top, nothing to distract you from checking out their line of nexus products and a clear buy now call to action on the top right.
Take a Mobile Only Approach
Mobile traffic now exceeds PC traffic. The first computers kids see these days is not a desktop PC but rather a smartphone or tablet. This rings especially true in developing countries. They don’t even know what a desktop PC looks like! This is the very reason why you should not take a mobile first approach anymore. You should take a mobile only approach.
What this means is to completely forget designing your site for desktop computers. Design only for mobile because it is where everything is going. Everything on your website should be easy to tap and swipe. If you have to pinch to zoom everywhere then your website is not mobile optimized.
I love referencing Bonobos because their site is so good in a lot of ways. For this example, notice how they have taken a mobile only approach. No need to have a desktop design, mobile is all that matters.
Show Beautiful Unique Photos
A picture is worth a thousand words. A beautiful picture is worth a million more. A good picture can make or break a sale on your website. It’s simply common sense. Airbnb, an online marketplace for people to rent spare rooms and homes, has taken beautiful pictures to a whole new level. They have built an army of professional photographers whose sole purpose is to take beautiful photos of people’s homes. This not only elevates the prestige of their brand but also helps connect more renters with leasers increasing conversion and sales. Having a catalog of beautiful pictures has become Airbnb’s livelihood.
If you are selling a physical product, make sure you have photos of your product from every angle. It is preferable, if you are able to have a complete 360 degree view. You don’t need a fancy interactive widget to accomplish this. Have product photos from the top, bottom, front, back, left, and right.
Sometimes you are not in the business of selling physical products. That shouldn’t excuse you of not having photos on your website. If you sell digital products or services having photos is even more important. You still have to have pictures to show people what it is you are actually selling. Behind the scenes photos, screenshots, or a slide from a powerpoint presentation can all be leveraged to sell non-physical products.
Here’s a concept photo of a product that’s currently in development. The HEDock, an Apple Watch dock that I’m working on.
Be Clear and Concise
Be clear and concise is perhaps one of the biggest marketing cliches. Everyone starts out with intentions to be clear and concise. The problem is, we often overthink our delivery. Product pages on your site should layout your major key selling points in short easy to read LARGE font. Don’t try to force feed a novel length product story. Don’t waste precious time and money creating an interactive page expecting the user to explore every crevice to dig out your key selling points. Lay it all out there in plain sight.
Taking inspiration from Guy Kawasaki’s 10/20/30 Rule of Powerpoint, I have a 1/2/3 approach to webpages. Take 1 webpage, have the user spend no more than 2 minutes on the webpage, and have no more than 3 key selling points or call to actions. Get to the point and get out of the way. People don’t have time to read through the fluff, so don’t waste your time making fluff up.
Build for Today Not Tomorrow
All of us have aspirations, goals, and ambitions. This is all very normal for entrepreneurs and business owners. Sometimes we can get carried away which doesn’t help us when it comes to building ecommerce websites. Some of the mistakes I see are placeholder pages that don’t ever get built out. Sometimes I also see category structures overly built at the cost of user experience and conversions.
It is good to have a vision of where you want to be, but it is bad if you are building for tomorrow without building today. Its a preventable paradox by simply taking a step back and evaluating what webpages you need to build. Keeping in mind that six months is an eternity when it comes to the internet. It is senseless to try and build a website 2 years out. To grow your ecommerce properly, build for today and gradually make additions when you actually have content for it. Business and technology changes too fast these days. You need to stay lean and agile to stay competitive.
Now it’s your turn. How has these tips improved your conversions on your ecommerce site? Do you have a set of quick tips and tricks that you personally love? Share them in the comments below.