We think conversion rate is the coolest stat, because once you get it right it turbocharges your whole brand. If 100 people visit your store and one checks out, that’s a 1% conversion rate. Taking that just one percentage point up to 2% will double your sales. Double your sales – did that get your attention?! In this blog we look into the tactics used by brands with incredible conversion rates and learn that in a lot of ways it’s much easier than you might think to optimise your store.
Conversion rate is a reflection of the effectiveness of your store in turning visitors into people who have bought something. The key ingredients are all pretty simple, obvious even, but great conversion rate often is a result of them all adding up. And so whilst many folks have a store that is great in some ways, conversion rate often means being great in every way. We’ll detail the main things that you can work on if you’d like to double your conversion rate and double sales, following the customer journey through your site.
Immediate impact on the quality, trust and feeling of the brand. Crisp, quality photography makes the customer feel like the product will be quality. Customers like to make sure that sites are secure and can trust them. Teemill is professionally built and super secure, so using one of our pre-built themes this shouldn’t be an issue. Make sure you stick to a light, clean, professional theme with a white background that suits your brand to a tee.
The best products on the homepage will make the customer feel like the store is packed with brilliant products. Language like New, bestseller will make the customer feel like the product is new and that other people have checked this out and trust this brand.
Reasoning can make people conclude what you want them to, but it’s feelings that create action. To persuade you have to create feelings. Feelings and the actions that come from them are what drives conversion rate.
And feelings can be fickle. A pixellated photo, a typo, naff navigation or a bum product can kill the mood and the customer will click away and be gone. The way to think of great conversion rate is not to increase the number of people who check out, but to decrease the probability that they don’t. So on the homepage set the scene, keep it freshened up every now and then and give them no reason not to carry on to a product page. It’s your shop window.
When designing your homepage it should feature your very best imagery and also be the most relevant.
Customers who use your navigation have already made a decision: They are interested in your brand. In most cases they haven’t decided specifically what they want, but they will use your navigation to gather up a selection of products that they can choose from. This is a sensitive stage as a customer is not committed to a purchase yet, so if your navigation requires effort, the customer will not persevere. Even if a customer has seen a product they like, if getting to it takes effort they will be gone.
After using the menu the user will use the filters in the category page to drill down on their preferred sizes and colours. The focus of the menu is just to get the user through in a stress free way, so keep menu labels short and simple
New is one of the most clicked on menu items in e-commerce, and so a New section for Men and another for Women is a really good idea. You can pack your bestsellers in another category, and break down products into product categories like t-shirts, sweats and accessories. Think like a shopkeeper and curate your navigation thoughtfully.
The category page is where customers start picking specific products that they like. Keep up the quality: Decent category banners and clear and self-explanatory category titles reassure the customer they’re looking at stuff relevant to them.
It’s often overlooked, but the category description gets read by people – It tells the customer how to feel about the collection and gets them in the mood to buy. No introduction? No reason to buy.
Talk about what’s in the collection and tell an engaging story about why it’s great. Google will also read this and use the words to assess the quality and relevance of the page.
It’s a good idea to sort the order of your products in a collection strategically. Putting your best products at the top of the category is strongly recommended. On laptops they will appear on screen before the customer scrolls down, and on mobile they will be the first few items as the user scrolls through. The best stuff will keep the user engaged and on your site.
One of the fastest ways to improve the overall quality of your store is to delete the rubbish designs and leave only the best stuff. If in doubt, or if you haven’t (or wouldn’t) buy it for yourself, it’s probably not good enough.
Make sure you add variety too if you have a new or bestsellers collection. Customers viewing these collections are browsing so it’s a great chance to display a variety of items as the customer might buy more than one. Curate your collection so that products that would go together, or that are similar, are together. Mix up your styles so there is variety in the collection: A customer scrolling through 20 white tees will get bored, whereas a customer who sees a mix of stuff will keep scrolling until they find something they like.
A customer on your product page is a customer who has made a decision to seriously consider purchasing your product. They are at the point of commitment. You are looking to add value here, and give the customer a chance to inspect the product and reassure them about any doubts they might have so that they feel happy enough to buy the item.
As well as an incredible design, a product page relies on two key components. Great images and a great description – one without the other and the customer is gone.
Teemill makes great product photography super easy – it comes standard. You can use our magic photoshoot or upload your own photos that you’ve taken yourself.
Importantly make sure your text is professional and establishes who you are and what you’re about.
The product description is what the customer reads just before buying – It’s so important, and so often ignored as boring, that we’re going to give it a whole section below. The words on your website is what persuades them to click the buy now button, so just before we talk about the words, we’ll cover the button:
We test and optimise the wording in the Add to Bag button to increase conversion rate. But you control the colour. It’s something you can experiment with, just like you can experiment with pricing.
When you are choosing a button colour, go for something that stands out. If you have an all black and white site that reflects your brand colours, go for an orange, red or green. It might be odd and stand out compared to your brand colours – that’s the point. You want your primary buy now button colour to leap from the page.
But back to words – whilst that mouse or finger is hovering over that bright, clear button – the user will be doing a last minute read of the wording. Will it make them feel like they just have to have this in their life? Or will the words worry the customer away…
If you would like some more information on how to make your store pop, make sure you check out our Youtube Channel and this specific video on Conversation rates through Teemill stores.
Copy is the pro name for words on your website, and words are extremely important. People actually read this stuff, in particular, people who have looked at the pictures and are tempted. It is a complex thing to study a purchase, but most people read the copy to qualify their temptation – to justify the purchase, to get a little more inspiration to reassure themselves that they really do feel that way about the product, or to check that it is what they think it is.
If you have a store with good traffic, incredible photography and great designs, you will succeed in getting customers as far as the product page. It’s your words that will persuade them to click the button.
With descriptions their main effect is to qualify the checkout. They are read after the customer has looked at the pictures and is about to make their mind up to buy or not to buy. No description, a bad description, a repetitive or dull description with errors – are all reasons why people might not check out.
Lastly it’s worth considering how to sustain that conversion rate over time as customers come back for more. If you want to get customers to buy multiple times and increase your LTV or customer lifetime value, they need something new each time they come back. So when sending out newsletters if you find your conversion rate not as high as you would like, it might be that you need to freshen up your store and add some new designs.
If you have done all this, you’re well on your way to increasing conversion rate. And at 1% conversion rate, going just one point up to 2% will double your sales at the same amount of traffic. That’s what makes the conversion rate such an exciting thing to start working on.