8 Ways to Increase your Ecommerce Conversion Rate - BrightonSEO April 2019 - Faye Watt

edicomedia.com/brighton-seo
8 Ways to Increase your
Ecommerce Conversion Rate
Faye Watt // Edico Media //
@fayewatt

@FayeWatt edicomedia.com/brighton-seo
Who am I?
• Digital Marketing Specialist
• Edico Media
• @FayeWatt
• Bristol SEO Meetup

Why CRO at
BrightonSEO?

It doesn’t matter how amazing your
SEO is or how much traffic you get if
those users don’t convert

There are 100s of ways you can
increase your ecommerce conversion
rate…

We are going to look at just
8

1. Personalisation

Personalising
your homepage
can increase
sales by 7%

35% of Amazon’s sales come from
personalised recommendations

Previous
browsing
history

Current cart
contents

Gender

Previous
purchase
history

Don’t over
do it!

Bad Example

HP
Homepage

HP
Product page

Where has
Jonathon
Banks gone?

Good Example

Wayfair
Current cart
contents

Wayfair
Previous
browsing
history

2. Cross-sells

Compatible
products can
be essential to
a user’s
purchase

Offer
alternative
products in
different styles,
colours, price,
etc.

Oasis
No alternative
or compatible
products

River Island
Both
alternative and
compatible
products

Beware of
Ad blockers!

Ad blockers hide secondary products
on 26% of ecommerce websites

Debenhams
Without ad
blocker

Debenhams
With ad
blocker

22% of UK users have an ad blocker
installed

43% of users aged 18-24 will use an
ad blocker this year

3. Product Images

56% of users interact with product
images before any other page
element

Have at least 3
product
images

Products in
scale

Product
features

Lifestyle image

Accessories

Sainsbury’s
Only have 1
small image

John Lewis
• 8 photos
• 1 video
• In scale
• Lifestyle
• Feature
• Accessories

4. Reviews

95% of users rely on reviews to
evaluate a product

Users are more likely to choose a
product that has a 4.5-star rating
from 50 reviews than a product with a
5-star rating from only 4 reviews.

Make it as easy as possible for users to
leave a review

Don’t require
account login or
creation

Require
minimum
personal
information

Explain why
personal
information is
required

Remind users to
leave reviews

Nike
Require users to
create an
account to leave
a review

Adidas
• Don’t require
user account
• Only ask for
email
• Explain why

5. Shipping Costs

55% of users abandon checkout due
to high delivery costs

Absorb the cost of delivery into the
price of the product

Display shipping
fees on the
product page
*even if it’s free!*

Include the
shipping cost on
the cart page and
total cost
*even if it’s free!*

Ancestry
Don’t specify the
cost of shipping

Ancestry
Force
users to create an
account before
shipping is known

Ancestry
Don’t explain the
high-cost shipping
fee

Apple
Display the free
delivery on
product pages

Apple
And include it in
the cart total

6. Guest Checkout

25% of websites don’t offer a guest
checkout

34% of users abandon checkout if
there is no guest checkout option

Delay account
creation until the
order
confirmation
page

List benefits of
creating an
account

Make the guest
checkout the first
option on the
page

Topshop
Require users set
up an account
and don’t list any
benefits

Debenhams
Allow users to
checkout as a
guest

Debenhams
Allow account
owners to also
checkout as a
guest

7.
Checkout Interruptions

26% of users abandon their cart
because the checkout process is too
long or complicated

Minimise the
number of form
fields

Display each step
in the checkout
process

Use shipping
address as billing
address by
default

Hide coupon field
behind a link

Don’t have
character limits
or restrictions

Keep password
requirements to
a minimum

Apple
There are 35 form
fields

Apple
Don’t indicate
required form
fields

Boots
Character limit
on address fields

Boots
Don’t set billing
address by
default

River Island
Don’t hide
coupon field
behind a link

ASOS
Have only 12
form fields

ASOS
Hide coupon field
behind a link

ASOS
Apply billing
address by
default

ASOS
Auto-complete
address

8. Promoting Trust

17% of users abandon checkout
because they don't trust the site with
their credit card information

Security
icons

Security
badges

Reassuring
copy

American
Eagle
Outfitters
No security icons,
badges, or copy

Tesco
Reassuring copy
‘secure card
payment’

Tesco
Multiple security
badges

Tesco
Tooltip
explanation

The 8 Ways

1. Personalise your
homepage

2. Promote
alternative and
compatible products
on the product page

3.Use multiple
product images

4.Provide user
reviews

5. Display shipping
costs on product
and cart pages

6. Always offer a
guest checkout

7. Simplify your
checkout process

8. Promote trust
with icons, badges,
and copy

Thanks for Listening!
@FayeWatt
edicomedia.com/brighton-seo

8 Ways to Increase your Ecommerce Conversion Rate - BrightonSEO April 2019 - Faye Watt

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