E-commerce: Seven Straightforward Tips to Improve Web Conversion
When it comes to online marketing, conversion rates are key. With that in mind, Jeff Schueler, president of Usability Sciences Corp., a Dallas-based Web usability company, offered seven tips to improve conversion on your e-commerce site in a session at the Internet Retailer conference, held earlier this month in Chicago:
1. Encourage account creation. “People inherently don’t like to register,” Schueler said, “so integrate account creation into the shopping cart process, but do it after the customer has paid.” This accomplishes two things: First, the customer doesn’t feel pressured to register in order to buy something from you, and second, you’ll already have the customer’s info from the shopping cart, so all she’ll need to do is create a user ID and password.
Schueler stressed the importance of not requiring registration, but rather, selling it as a benefit. Let customers know the perks associated with providing their information, such as advanced notice of sales or special discounts, he said.
2. Use enhanced product imaging to drive conversion. “Online shoppers want all the functionality they can get to help them see, touch and feel an item before they purchase it,” Schueler noted. The abilities to zoom in or rotate a product image are examples of enhanced imaging. Schueler cited one online retailer with the following results: Forty-six percent of people who converted on the site used enhanced imaging, while just 19 percent of non-converters used enhanced imaging.
3. Make product comparisons easy. Your site should allow the side-by-side comparison of up to four products, Schueler said. Important features to include on the comparison page are easily located prices, the abliity to remove a product from the comparison and the ability to add to the shopping cart from the comparison page. The ability to compare products is especially relevant to apparel merchants, who may have a particular item in multiple shades, he said.