Conversion rate is one of the most important parameters showing the effectiveness of marketing campaigns. The conversion can include making a purchase, adding a product to a cart, subscribing to a newsletter or filling out a form. Sometimes despite access to advanced marketing tools, the effects of the campaign are not satisfactory. How to increase conversion rate and boost sales?
Well-designed pop-ups can contribute to an increase in the number of conversions in the online store, and in addition, they are well perceived by the audience. The pop-up windows should be user-oriented, adjusted to their behaviour on the page. The content must be tailored to the needs and preferences of the recipient. However, we should remember to choose the right moment of pop-up emission. First of all, you cannot prevent a potential customer from having a customer journey. He or she should be allowed to get acquainted with the offer or product parameters. Only if for some reason the user decides to leave the site, is it worth stopping them with an exit pop-up, offering free delivery, for instance.
Floating bars are a good alternative to pop-ups. They effectively attract the attention of the website visitor without affecting the user experience. Bars can appear at the top or bottom of the page – it is a good idea to monitor which place converts best. How to create effective bars? One way is to evoke the feeling of urgency in a recipient. Seasonal offers, time-limited deals or setting the time until the end of promotion will work. This is a great way to increase conversions in your online store and engage users.
Up-selling is a form of complementary sale, which consists in increasing the value of the shopping cart. What also matters here is the moment of displaying a message about the possibility of buying, for example, a more expensive product with better parameters or a higher standard. Both in the case of up-selling and down-selling, the marketing automation tool gives you the opportunity to set automation rules and display push notifications at the right time and with the right content. Triggers will be launched as a result of a given event on the website, e.g. when the user has removed the product from the cart. Thanks to triggers, you can adjust communication to specific events. With the help of a marketing automation tool, you can test many scenarios and customise advertising messages.
Down-selling is another marketing technique that allows you to rescue shopping carts. It consists in offering a potential customer a cheaper equivalent of a product that does not fall within their economic range. The technique will work, among others, when the recipient directs the cursor to the cross button closing the page or removes the product from the cart. Based on the automation rules, a push notification is displayed to the recipient regarding the possibility of buying a cheaper product with similar parameters.
Abandoned carts are one of the main problems faced by online store owners. There are many ways to increase the conversion rate. With the marketing automation tool, you can launch a campaign motivating users to re-engage, offering e.g. a discount on time-limited products, free delivery or consultant’s help in choosing a product. It should be remembered that campaigns will start to bring planned results after conversion optimization, i.e. making changes to campaigns based on historical user behaviour. Actions leading to an increase in the conversion rate optimization (CRO) depend on the sector, specificity and goals of each online store.
One of the ways to build trust is to increase the credibility of the online store. It is worth using social proof marketing. Social proof is a very effective tool that favours conversion. Users do not always have time to compare products in different online stores, but they trust recommendations. It is worth encouraging customers to share their opinions on the product card, post a counter on the website showing how many people bought a given product or decide to start cooperating with influencers.
One of the most effective marketing strategies is live sales notifications. It is worth displaying users the latest activities of other users, e.g. purchases, registrations, adding a product to the cart or the number of users on the website. These can have the form of static notifications as well as pop-up modules. The pop-up window should contain a product image, a description, as well as the customer’s name or city.
To increase conversion in your online store, it is a good idea to show potential customers which products are popular with other users. One of the ways to do so is a counter showing the number of visits on the product card. Depending on the specificity of the store, you can showcase other customer activities, such as purchases or registrations.
Push notifications are a great way to promote any offers from the online store. They are displayed to users added to the list of subscribers even if they leave the page. By means of notifications, you can send personalised messages to recipients, e.g. based on their website behaviour. Thanks to notifications, users can receive promotional offers, discounts, information about a new collection or sale. A big advantage of this form of communication is also the possibility of establishing relationships with the audience and building bonds.
The appearance of the website, functionality, intuitiveness, and high aesthetics are factors that have a considerable impact on the increase in conversion and sales in the online store. How to personalise the store? First of all, it is worth showing the user recommendations based on previously viewed products on the website. The up-selling technique also fits into the concept of personalisation – based on the products added to the cart, the store automatically suggests products that may appeal to a potential customer. A good solution might be to display slogans showing what other people have bought, e.g. “Users most often choose…”. Such a statement suggests which products are noteworthy.
Customers are visual types of people, so you should take care of professional photos of the products offered and use them to the full. It is worth attaching a video showing the object “on the move”. Instead of a standard category description from the manufacturer, it is better to create your own text. In addition, the use of keywords will help in website optimization.
To sell more, you should get to know the needs and preferences of your target audience well. With modern marketing automation tools, the analysis of customer data is even easier. It is worth getting to know their motivations, behaviour on the website or preferred product categories in order to be able to properly personalise the website and marketing messages.
A/B tests give you information on which marketing campaigns convert best. When running an online store, there is no room for guessing or adapting advertising messages to your own preferences. Thanks to A/B tests, we will find out which change and how it affects the effectiveness of advertising activities. In theory, you can test many variants, but in practice it is better to decide on a few that seem to be potentially the most effective.