seoplus + has been a Shopify partner for almost five years. During that time, we’ve spoken to hundreds of online store owners, from national chains to brand new local stores. The most common concern or frustration for store owners is low conversion rates. New store owners generally underestimate how difficult it will be to get consumers to open their wallets.
From these discussions as well as managing digital marketing campaigns for multiple ecommerce stores, we see factors that differentiate top performing stores from struggling stores.
We’ve compiled what we believe are the key factors that differentiate top performing stores from struggling stores.
Here are the 10 factors that impact your conversion rate.
Problem: Online shoppers have the ability to quickly review multiple competing products, so your prices should be competitive, ideally lower than your competition.
Solution: Do your research. Look for competing products. If your prices are significantly higher, make sure you can justify the cost. The best places to search for prices are exactly where your customers are doing their research – Google and Amazon.
Problem: Consumers are skeptical. They don’t trust complaints and they may not even believe the product will be delivered.
Solution: You have to build trust. This can be done in 2 ways.
A. Confidence signals: The most obvious is that of confidence signals. These include:
- Testimonials / Reviews
- Social proof
- Social media links
- Certifications / accreditations
- Clear contact information including email, phone number, and address
B. Design / copy: The second way is to go through your overall design and your copy. Suppose consumers will be very skeptical and change your website accordingly. If your website looks amateurish, consumers are unlikely to trust the website.
Ask yourself or your friends, “What about my website that might not be trustworthy?” How can I fix it? “
Problem: Friction is everything that makes it difficult for your potential customer to complete a purchase. For example, do you only offer PayPal as a payment option? Does an unorganized site structure make it difficult to find products?
Solution: For friction, you can perform heuristic analysis. This is a manual review / tour of the website where you ask “What is making this purchase difficult?” “,” How could I make it easier to make a purchase? “,” Are there any unresolved issues / questions on this page? “
You can also ask users to test your website using tools such as usertesting.com and userbrain.net. Experts say they use 3-5 users are sufficient to identify most problems.
4. Value proposition
Problem: Consumers don’t know WHY they should buy from you instead of competing products. If they don’t see the value, they won’t buy. Keep in mind that just because you see the value doesn’t mean that others do too.
Solution: First you need to know the benefit for your customer. You have to create value propositions. These are the reasons why customers should buy from you. This should be clear in the title, product descriptions and sprinkled on your website in copy.
- The most comfortable T-shirt in the world
- The only indestructible hockey stick in Canada
There are 3 locations for ecommerce value propositions:
- A value proposition for your entire store – this should be in the title of your homepage. The example below shows why the world’s most successful ecommerce store is doing so well – delivering incredible value to customers.
- A value proposition for each product or collection – Manitobah Mukluks highlights the value of the product through this visual on each product page.
- Value points to create even more value (eg free shipping, money back guarantee, etc.). These can be added to all of your pages as bullet points, in a bar at the top of your website, or via icons and copy like in the images below. In this example, bebemoss.com has 3 value points that will resonate with consumers who appreciate having an impact:
Problem: Selling online is completely different from traditional retailing. With online stores, you compete with the biggest retail companies in the world. Amazon, Walmart and all other major retailers are just a click away. The more competitive your niche, the harder it will be to be successful. If you sell a generic product that is available on the Internet, you are almost certain to have a hard time.
Solution: You need to give consumers a reason to buy from you rather than anyone else. It also helps in choosing the right niche. For example, instead of trying to sell men’s clothing, aim for something more specific like heated men’s socks or custom hockey jerseys. Don’t find yourself competing with the big retailers because you won’t win.
Problem: If you don’t offer free shipping, your conversion rates will be impacted. According to “Usability Sciences“The most cited reason for cart abandonment was” the shipping costs and options were unacceptable. “
Solution: Offer free shipping when consumers spend a certain amount. It can also help increase the average sales amount. I spoke to a store owner yesterday who sells products between $ 7 and $ 15 each. It offers free shipping when customers spend $ 65 or more and their average order value is $ 73. Without this minimum, it would be much lower.
7. Poor quality images
Problem: Poor quality images (or a single image) are a big drag for most consumers. Think of your store as a dating site. Dating profiles are always carefully selected to impress and show the “product” in the best possible light.
Solution: Invest in high quality images. Ideally several images and even video if necessary. Your pictures should be awesome, just like a dating profile picture! It’s not nice to have. You need high quality images of your products.
8. No funnel
Problem: You rely too much on cold traffic to generate sales. If the majority of traffic to your store is brand new, your conversion rates will be low. They don’t know you or trust you yet. Solution: You have to bring potential customers to your website over and over again. You have to establish a relationship with them. The most effective ways to do this are remarketing ads, email marketing, and content marketing.
According to this article On Business Insider, the average conversion rate of loyal customers is almost 100% higher than that of new visitors.
An easy way to look at your website marketing is to use three types of campaigns:
- Consciousness – Show your ads to potential customers who have never heard of you. This is the first step in the marketing funnel.
- Conversion – Show your ads to potential customers who already know who you are but haven’t bought yet.
- Repeat – Put your ads back in front of customers so that they buy from you again.
9. Only rely on your e-commerce store
Problem: It’s a challenge for new stores. They often have no notoriety, no confidence. All of your traffic is coming to your main website, and prospects don’t yet know and trust you. People buy from people they know, like and trust.
Solution: Sell your products in marketplaces such as Amazon, eBay, Walmart, and Etsy. It is not uncommon for online stores (especially news ones) to generate the majority of their sales in marketplaces. I have a client who sells 10 times more products on marketplaces than on their own website. The downside is that market fees reduce your margins, so you need to make sure that your margins support this approach.
The first step is to configure and optimize your product feed. We recommend that you use Feedonomy for food management and market sales, but there are other tools that are more affordable if you are just starting out.
10. The wrong niche
Problem: They say “niches get richer” applies more to e-commerce than anything else. The majority of the stores we work with that are successful target a specific niche. Those who fail tend to target large or hyper-competitive niches.
Solution: There is no hard and fast rule about choosing a niche. We recommend that you choose a niche that meets some or all of the following criteria:
- Repeat business opportunities
- Not too competitive
- Growing market
- Avoid fads
- Target a passionate community (Golfers, gamers, etc.)
Here is an article from Hubspot on choosing a profitable niche.
Building and running a successful eCommerce store is tough. According to medium.com, 95% of Shopify stores fail. So if you are planning to start a store or already operate a store, make sure your website is set up for conversion. And, if you think you’ve done everything on this list and the store still isn’t converting, consider getting feedback from potential customers. You can email your friends, post your store to a Facebook group or Reddit group, or use a paid service (like those listed in point 3) to get feedback.
Good luck with your store and feel free to contact seoplus + if we can help you in any way!