Not Getting Sales? Improve Your eCommerce Conversion Rate In 5 Easy Steps
Tired of spending money on driving website traffic to your online eCommerce store but not getting any sales? You are in the right place!
Improving your online store’s conversion rate requires a strategic and targeted approach. As experts in performance and eCommerce marketing, we have figured out what does and does not impact conversion rates and designed a formula that is the foundation of all of our clients’ marketing campaigns.
It works so well, that our eCommerce clients on average enjoy a 6%+ conversion rate (“good” is considered to be just 2% in eCommerce).
Successful campaigns with a high conversion rate do involve more than just creating ‘good’ ads; they require a nuanced understanding of your ideal customer, their pain points, communicating the benefits of your product (basically solving these pain points), building trust and creating an offer that actually sells.
In this article, I’ll delve into the intricacies of improving your eCommerce website conversion rate using our proven strategies.
Click these quick links below to get to what you are after (but I recommend reading the whole thing!)
Table of Contents:
- Create a Compelling Hero Offer
- Address Customer Needs, Wants, and Concerns
- Highlight the Problem-Solving Benefits of Your Product
- Optimize Website Design and User Experience
- Build Trust With Your Customers
- Claim Your Free Marketing Review
Before we dive into the strategies below, let me introduce you to Nouveaux Media. We specialize in crafting tailored marketing solutions for online businesses.
With years of experience in helping start-up and SME eCommerce businesses, we help our clients maximize their online presence, attract the best customers and ultimately grow their revenue. Our team combines creativity with data-driven insights to deliver results that exceed expectations.
For example, in 2022 alone we delivered over $22 million in value for our clients!
We work with top brands all around the world, with our ads delivering thousands of customers to our clients every year!
Ps. we are giving away free marketing reviews this month! Read to the end to learn how to apply.
Creating An Offer That Your Customers Actually Want
As a customer, why do you buy something?
Is it because you like the features of the product, or is it because you like the way it looks?
Maybe…but there are deeper reasons behind that purchase decision.
Customers make buying decisions based off of one thing only – emotion. They buy because of HOW the thing makes them feel, or how they think it will improve their lives.
A “Hero Offer” is the embodiment of this emotion feeling, packaged into something that is an “easy yes”.
It is not solely a big discount or a package deal – people don’t just buy things that are cheap (or luxury brands wouldn’t exist).
A “Hero Offer” is effectively communicating all the benefits that your product gives to the customer, and THEN packaging it in a way to get an easy yes.
Most businesses we audit do not understand this simple thing and solely focus on the price-package-discount instead of creating an emotional need in the customer FIRST and THEN giving them this crazy deal.
A hero offer is a powerful incentive that captures the attention of potential customers and motivates them to take action.
Whether it’s a limited-time discount, free shipping, or a bundled product deal, your hero offer should provide significant value to your target audience.
By showcasing your hero offer prominently on your website and marketing materials, you can entice visitors to make a purchase and increase your conversion rate.
Want to see some examples of a “Hero Offer”? Read this article here.
Address Your Customers’ Needs, Wants And Concerns
Building on creating the “Hero Offer” you must Understand your target audience’s needs, wants, and pain points. This is crucial for effective marketing and improving your eCommerce conversion rates.
Take the time to research your customer demographics and identify their motivations and challenges. Tailor your messaging and product offerings to address these needs directly, showing customers that you understand their concerns and how your product fixes this for them.
Needs and wants could also be a feeling.
For example, does your product make people feel happy? Will it bring them comfort and warmth, and help them disconnect after a long day (The Oodie does this very well)?
It could also be a direct need – for example, does your product save them money, or time? It is important to dig even deeper, as people don’t want to save time for just having more time. Rather, they may want to save time in their daily lives to spend more time with their kids, or have more freedom to do other things.
For a higher conversion rate, you MUST speak to these reasons people spend their hard earned cash on things.
Highlight These Problem-Solving Benefits Of Your Product
Show, don’t tell – this is a well known principle in marketing, however many brands we audit get this wrong.
The focus on the features of the product, rather than communicating in an easy to understand manner how their product solves problems, or as we discussed above, tackles pain points for the customer.
But how can you showcase this on your website?
We break this down into a few important “sections” that you need to have on your website, landing pages and product pages –
- Have a value statement front and centre
Take an old client of ours, Pure Heavenly Chocolate – who makes a chocolate bar for people with dietary requirements.
We worked with them over multiple years during their growth phase and took them from £500k a year in sales to multiple 7 figures – sadly, we are no longer working with them as they were sold to a larger group – who had their own marketing department. A shame, but it is what it is.
Let’s see what they are doing now –
Instead of saying “We sell chocolate, buy it now” they speak to the needs-wants-concerns of their customers in their main value statement and overall branding.
“Low Sugar. Dairy Free. Guilt Free Chocolate.” Not bad.
Could they improve this? Yes.
In our opinion, a better way of doing this would be to say “Delicious Chocolate, Made For Everyone” or perhaps “Enjoy Chocolate Again” and then have in the subheading “Low Sugar. Dairy Free. Guilt Free Chocolate Alternative”.
Next, we would then have icons delving deeper into the benefits of the product in an easy to understand and digestible (pardon the pun) format.
Videos showing the chocolate being eaten and enjoyed, accompanied with graphics showing the different flavours etc would also be effective.
Does that make sense?
Make your site faster and easier to use…yes, heard that one before?
Ill make this section brief as I am sure you have heard this one before over and over again!
A well-designed and user-friendly website is essential for maximizing conversion rates. Optimize your website layout, navigation, and checkout process to provide a seamless and intuitive user experience. Ensure that your website is mobile-responsive and loads quickly to accommodate users on all devices. By removing barriers to purchase and creating a positive shopping experience, you can increase conversions and drive revenue growth.
Phew, happy to get that one out of the way.
…but seriously, faster and more easier to use website = more sales.
Please make sure your site loads in 2 seconds or less and takes less than 2 clicks for customers to find exactly what they want!
Building Trust With Customers
Trust is a cornerstone of any successful customer-ecommerce store relationship and has a direct impact upon your conversion rates.
Building trust involves transparency, credibility, and excellent customer experiences.
Encourage reviews and testimonials from satisfied customers, showcase credentials and affiliations, and provide educational content to establish authority and reassure potential customers of your ability to actually deliver on your promises.
Showcasing customer video reviews, integrating your store with Google Reviews or Trustpilot – showcasing any accolades or awards you may have and having a clear cut returns policy are absolutely vital to ensuring customers carry out a purchase.
Looking for marketing support for your eCommerce store?
Ready to take your online marketing to the next level? I invite you to schedule a free marketing review with our team at Nouveaux Media. Whether you’re looking to optimize your existing marketing efforts or explore new strategies, our experts are here to help. Together, we’ll craft a customized plan to attract more customers and grow your brand. Schedule your free review today and unlock the full potential of your online store.
In conclusion, by implementing these five vital steps and leveraging the expertise of Nouveaux Media, you can enhance your ecommerce store’s conversion rate and drive sustainable business growth. Start optimizing your marketing efforts today and watch your online sales soar.
