Tips to Improve Your Online Conversion Rate
2. Discovery (i.e., site search): Tactics such as autocomplete site search — i.e., the likely search term is filled in before the visitor is finished typing it into the search box — and displaying products as they're being typed into the search box have proven effective at minimizing the amount of abandoned site searches and increasing conversion from site searches, Bair said. When displaying search results, consider using "badging" to highlight new items for returning visitors as well as best-sellers for new visitors.
3. Selection (i.e., product detail pages): It's critical to have the necessary information — e.g., recommendations, shipping information, reviews — on your product detail pages to aid consumers in the purchase decision process, Bair said. Leverage data that you have on shoppers to create a more relevant experience. For example, if you know a customer has bought petite-sized apparel from your brand in the past, serve them up petite-sized options. Another option on your product pages is to create a sense of urgency with time-sensitive offers. Fab.com is doing this very well, Bair noted.
4. Purchase (i.e., shopping cart page): Much like your product detail pages, you need to have all the information customers are looking for (e.g., coupon information, taxes and shipping fees) on the checkout page to help them complete their transaction. Garnet Hill uses pop-up messages on the checkout page to help upsell customers. In fact, the retailer is hoping to drive certain customers — those whose total purchase amount won't produce a positive margin when paired with a free shipping offer — back into its website, essentially halting the checkout process. This unorthodox strategy has proven effective at driving up the brand's average order value (AOV), however.
Test to find a balance when it comes to free shipping, Bair said. If the threshold to get free shipping is too low, your AOV will suffer; if the threshold is too high, your conversion rate will take a hit. Make sure customers know on the checkout page how much more they need to spend to get free shipping (e.g., "Spend $9.42 more and receive free shipping"), Bair added. And when they do reach that free shipping threshold, make it known to them.