4 Hidden Strategies That You Can Implement Today to Increase Your eCommerce Brand’s Conversion Rate
Conversion rate optimization (CRO) is often neglected by many eCommerce brand owners.
As someone who has run Shopify stores personally, there are a variety of aspects of your business that you can focus on.
Whether that is product improvement, customer support, running paid traffic, redesigning your website, or building an audience with social media marketing, there are an endless array of tasks that you can focus on.
However, there are a few tasks that rise above the rest as needle-moving activities that can make or break your business’s ability to scale and grow profitably.
One of these tasks is creating and testing conversion-optimized product landing pages for your eCommerce website.
Have you ever considered the cost of NOT optimizing your eCommerce brand’s website product landing page(s)?
Let’s say your brand drives 100,000 unique monthly visitors from paid traffic to your website. You send your paid traffic directly to a product page that converts 2% of those website visitors (this is roughly around the standard eCommerce conversion rate).
But what if you doubled that conversion rate to 4%? (or possibly more) You would have effectively doubled your revenue per visitor while spending the same amount of marketing dollars on paid social media ads.
Not only that, you also drove your cost per customer acquisition down in half, allowing you to effectively spend more on paid ads to acquire more customers (and more customers means a bigger email list that you can drive recurring revenue and repeat buyers from).
While I can’t spill all the CRO-themed strategies that can make a substantial impact on your eCommerce brand, here are 4 CRO-approved strategies that you can implement for your product page(s) as soon as today to help you move the needle further:
1. Optimize the above-the-fold section of your product landing page on your eCommerce store.
People’s attention spans in today’s world are short. They are bombarded by marketing and advertising left and right.
You only have a split second or so to hook and capture your customer’s interest once they land on your product page.
You want to make sure you highlight the main benefits of what they are getting and make it easy for them to understand your offer while simultaneously building trust.
Here are great examples of product pages with well-optimized above the fold sections:
https://www.organifishop.com/products/organifi-green-juice-1-bottle
https://shop.perfectketo.com/products/exogenous-ketones-keto-supplement
Here are a few points you’ll notice about optimized above the fold sections:
- The primary benefits and/or USPs are outlined clearly and briefly with check marks or icons/illustrations
- There is some form of social proof. Showing the number of reviews (or customers) works well, as does displaying a customer testimonial.
- A distinct call to action button (i.e. Add to Cart) that visually stands out on the page
Let your customers know right away what your product can offer them, and back it up with social proof to quickly establish trust after they land on your product page.
2. Incorporate user-generated content (UGC) video testimonials (or images if you do not have videos)
Social proof is paramount for building trust with new customers that are just learning about your brand and it’s product offerings.
People want to buy what other people have already bought before. And they certainly would rather trust what their peers and friends say than what a brand says about its own products.
Let your customers shine and tell their story of how your product made their life better in whatever way shape or form that means to them.
Video is one of the most powerful and authentic mediums to allow your customers to sell your brand for you.
Moreover, a video testimonial allows your customers to capture the unique benefits that they experienced with your product. This will differ across various customers, so it is even better if you can incorporate multiple unique perspectives and angles.
You never know which video testimonial will make it click with a new customer that pushes them over the edge to buy from you.
Just imagine what UGC video testimonials can do for your conversion rate.
For reference, here are some brands that make use of UGC video or image testimonials on their website:
3. Use an ‘Us vs. Them’ comparison table.
While emotions sell, customers often need some form of logic to justify their emotional decision to purchase.
Let your comparison table shine and highlight the unique advantages, benefits, USPs, and features that you offer in an easily digestible and logical manner.
If your product is unique and/or superior, don’t be shy about showcasing what makes your offer irresistible.
Here are links to few great examples of us vs. them comparison tables featured on product pages:
4. Use icons and/or illustrations to visually showcase your product’s unique benefits and USPs.
Unreadable copy and lack of visual design makes your product page hard to scan and read.
Incorporating icons and illustrations breaks up your copy, makes it scannable, and allows you to highlight what is unique about your offer in an easy-to-digest format that does not overwhelm your potential customers.
Here are some great examples of product pages effectively using icons and illustrations:
https://skinnyfit.com/products/peach-mango-collagen
https://shop.perfectketo.com/products/exogenous-ketones-keto-supplement
And there you have it. These are just 4 strategies that many eCommerce websites are not fully implementing (or are unaware of) that you can use today to give your eCommerce website a leg up over the competition.
There are many more CRO-related strategies I will cover in other posts but these should be plenty for now to give your eCommerce store a boost.
If you would like some help with implementing these strategies for your eCommerce store’s website, feel free to reach out to work with me and the rest of the Pivofy team directly over at pivofy.com .
We have successfully worked with hundreds of D2C and B2B eCommerce companies to grow their business using customized and unique eCommerce website design solutions.
We look forward to hearing from you. Thank you.
-David