We love attracting traffic to our online stores because we identify it with our business, but traffic is an expense in itself. This is obvious, but for web traffic to turn into money we should be able to capture part of its value: that’s called conversion in online commerce, and I’m going to describe eight strategies which have been tested out at BrainSINS – and Amazon – to increase conversion rates.
These are a number of measures which we have verified increase a store’s conversion rates. That doesn’t mean that you should apply them all or implement them all in the same way. All I’m saying is that these strategies work:
1. Recommendations in the homepage that remind users of what they viewed in their most recent visit and propose successful products:
- a block of personalized recommendations based on the most recent item viewed by the user
- a block of recommendations displaying the bestselling items
2. Recommendations in the product page that give ideas – preferably more expensive ones – to users.
Have you ever started viewing a cheap product and then seen one next to it that is a bit more expensive and better , then move on to a slightly better one, and end up with an item that is much more expensive than the first one? Also, if you are looking at a remote control toy car, it’s only normal that are shown some batteries, right? So you can do all that online by means of:
- a block of recommendations showing alternative products to the item being viewed by the user
- a block of recommendations showing complementary products to the item being viewed by the user
3. Recommendations in the shopping cart page.
In supermarket check-out lines, we are always shown things to entice us into buying, and they cannot choose which products to place where we line up to pay. In an eCommerce store you can place a block of recommendations showing complementary products to some of the items in the user’s shopping cart.
4. Recommendations in the category page with a block of personalized recommendations based on the user’s profile, restricting recommendations to products in the same category.
5. Recovery of abandoned shopping carts:
- a first abandoned shopping cart recovery email one after the abandoned shopping cart is left in the store
- a second abandoned shopping cart recovery email on the day after it is abandoned
6. Email retargeting to remind a user of the products viewed via newsletters:
- every fifteen days for users who have visited the store in the last month
- every month for users who have visited the store in the last 3 months
7. A little behavioral targeting.
For example displaying a popup to capture the email addresses of users who visit the shopping cart page and of those whose email addresses we don’t have yet.
8. And a bit of gamification
Users who have made more than 5 purchases can be shown a discount code for their next purchase.