Putting broccoli on your kid’s plate doesn’t mean he’ll eat it. But does one refusal mean it’s time to give up? Of course not. Get creative! You’re a marketing genius, right? Just pretend you’re trying to convert customers on your ecommerce site instead:
- Put cheese on the broccoli. (Offer a bonus with purchase!)
- Tell him Spiderman eats broccoli. (Celebrity endorsements!)
- Let him see another kid his age eating it. (Post testimonials!)
- Bribe him. (Offer coupon codes!)
- Tell him broccoli will help him grow tall. (List the benefits, not just features!)
- Blend the broccoli into something else. (Make it easy for your customers to buy!)
- Tell him that if he doesn’t like it, he doesn’t have to eat it. (Post your refund policy!)
- Let him grow his own broccoli. (Get the customer engaged with contests, polls or comments!)
- Serve the broccoli raw with ranch dressing. (Build alternative formats – such as a version for mobile!)
- Offer it again another night. (Re-engage hesitators with last-ditch messaging or a live chat!)
Yes, there are plenty of ways to increase your conversion rate. Here are another 23 ideas:
- Lower your prices.
- Change your call to action.
- Lower your shipping rates.
- Improve your off-site ad copy to make it more appealing and more accurate.
- Add a trust seal to all pages, not just the homepage or check-out page.
- Use landing pages (instead of just a homepage) and try several versions.
- Make your navigation more user-friendly.
- Add more payment methods, such as PayPal.
- Increase your site’s speed so pages load faster.
- Add more photos of products (e.g. in other colors).
- Add a video showing how to use your products.
- Add before and after photos or use videos to show the benefits of your product.
- Improve the ad copy on the ecommerce site itself.
- Decrease the number of clicks it takes to make a purchase.
- Make your site more visually appealing and professional looking.
- Track the results of your changes.
- Optimize your site with keywords and phrases.
- Increase the number of ways your customers can reach you (phone, email, live chat, etc.).
- Add a “Deal of the Day.”
- Include a Frequently Asked Questions section.
- Respond to questions immediately.
- Post any money-back guarantees you offer.
- Show “Best Sellers.”
- Indicate other items that people interested in Product A purchased. (Like Amazon’s “”Frequently Bought Together.”)
- Put newsworthy pieces in a prominent location. (Example: Post a link to the story about smoking causing memory loss next to your new herbal smoking-cessation product.)
- Evaluate your current click-throughs to see what’s working and what’s not.
- Offer free or low-cost gift-wrapping for those who don’t want to pay for shipping twice.
- Offer easy sign-in through Facebook.
- Recommend products according to the customer’s recent purchase.
- Send email reminders for those who still have items in their shopping cart.
- Add a photo of yourself to build trust.
- Offer e-gift certificates with birthday, anniversary and Mother’s Day reminders. (“Your mother’s birthday is tomorrow. Quick, send an e-gift certificate!”)
- Add a search function.
- Monitor the Web for detracting statements (such as bad customer service or faulty products). Apologize. Fix the problem. Re-engage the customer with a generous discount to encourage them to do business with you again.
With the typical ecommerce conversion rate (number of orders divided by number of visits) is anywhere from 1 percent to 2.5 percent, anything about 2.5 percent is good. Aim high without giving away all your profits. Cheese-covered broccoli is a compromise. Chocolate-covered broccoli is a shutout.
What’s your biggest struggle with ecommerce conversion? Share your challenge here.
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