With Google serving up over 400 million searches a day and over 757 million daily users on Facebook, you think there’d be more online millionaires out there taking advantage of all this wonderful traffic. But there aren’t – and why not?
Because far too many of us are seeking ways to drive more traffic instead of focusing on what’s important – like how to convert the visitors we already have. We’re way too worried about traffic when traffic is not the primary issue. Most of us don’t have a traffic problem, we have a conversion problem.
Focus On The Right Problem – First
We can boost ecommerce revenue by first converting more of the visitors we already have. By addressing our conversion problem first, we’re able to make more money with the same number of visitors. Why? Because a higher percentage are actually buying something. Only after improving our ability to turn visitors into customers should we consider additional traffic. We have to get our marketing priorities in order – or we’ll simply continue wasting precious traffic opportunities. Here’s the order:
- Effective conversion process first, and then
- More relevant traffic
Boost Ecommerce Revenue – Quickly
We’ve rounded up 13 easy to implement conversion tactics currently working wonders for our clients. Apply those appropriate for your business and watch your conversions rise:
- Customize Your Thank You Page – Use your thank you page to inform your new customers about your business and – if appropriate – introduce them to another relevant offer. You know exactly what they’ll spend money on, so use this info to offer them something of higher value. Your thank you page is also a fantastic place to introduce them to your social business pages so they can get more information. Don’t forget to add social sharing buttons so they can share the product or service. Pro tip – don’t share the thank you page url – share the product, service, or landing page url.
- Stop Making Them Register Before Purchase – This is one of the biggest conversion killers on the planet – yet we see it over and over again! Make the sale first – and then – use your thank you page or an auto-responder series to deepen your new relationship and acquire additional info. If you’re currently requiring people to register or open accounts before purchase, stop doing so immediately. Don’t even test this – just do it!
- Up-sells And Cross-selling – Once you have a buyer that has completed a purchase – offer them a related product of higher value relevant to the purchase. Bundling can work wonders here. Split test and study your analytics to discover what brings your highest average order value. This is another method where the lift can be felt almost immediately.
- Don’t Make Visitors “Re-enter” Shipping Address – If the mailing address and billing address are the same – why make your customer enter it twice? By “hiding” the unnecessary fields, it not only makes the form look smaller, but also makes the checkout form appear less complicated and easier to complete. I have personally bounced out of a cart when I discovered I was supposed to retype all of that info. I told myself I’d do it later – and I never did.
- Remove Adsense – ESPECIALLY FROM YOUR CART – As an affiliate I made a killing from people that had an Adsense block on their product pages or in their cart. I simply targeted that page and offered a huge discount in the title. Enough said… The owner of the site lost the sale, made 3 cents when their visitor clicked away – and I made $45 by completing the sale. The goal is to have pages that convert traffic – not pages that attract traffic for Adsense.
- Use An Exit-Pop – If your visitor has already decided to leave your site, you might as well take the opportunity to use an exit-pop and display an offer they simply cannot refuse. This is your last chance to salvage the relationship – so try to offer them something irresistible. If they’re trying to leave your shopping cart, pop a phone number, a huge discount, a free consultation, more info – or an irresistible combination of all the above. Be sure the offer is relevant to the page they are on, the keyword they came in on, or the traffic source that brought them there. Pro Tip: You need to test this, but you can also add a countdown timer with the pop up offer and inform them of the “one time offer…”
- Once They’re In Checkout, Get Phone And Email First – This is one of my favorites. If the prospective customer bounces after beginning the checkout process, you can try to recover the sale with a professional phone call or an email campaign specifically setup and customized for this purpose. In order for this to work, you’re obviously going to need to get the phone and email in the first stage of the checkout process. The call may go something like this: “Hello Philip, I notice that you were unable to complete the checkout process, if the system had problems and for some reason kicked you out, I can help you complete the process and answer any questions or concerns you may have. I also have an additional discount for you. Do you have any questions I can help you with…?”
- Remove Unnecessary Fields From All Forms – This includes those in your shopping cart and any form on your site you’d like to be more effective. Split test all forms found in every stage of the process. I know it’s hard to turn down an opportunity for more visitor information, but wouldn’t you rather make the sale? Make the sale first – and then use follow up channels to get additional information.
- Make Your Phone Number Prominent At Every Stage Of The Process – Especially in the cart. – If they have any questions, make it easy for them to call and ask. The idea here is to make it much easier to call than bounce. If you want this to work, you’ll need to make the phone number prominent and then be sure that someone is there to answer the phone when it rings.
- Offer A Live Chat Option On Every Relevant Page – Live chat is the perfect solution for visitors about to bounce or that simply have a question. If they don’t have a phone number or cannot easily find a solution, they’ll bounce – and along with it, an opportunity to develop a life-long customer.
- Remove All Hyper-Links In The Cart That Do Not Move Customers Forward – Remove navigation links, the search box, the logo link to the homepage, etc. Obviously, we want to test all of this, but we don’t want any distractions during the checkout process. Be sure that the navigation is back in place on the Thank You page.
- Add Relevant Testimonials Into The Checkout Process – If they’re in the checkout process to purchase your product or service, then have testimonials from people talking about the positive impact your products or service has had on their lives. Don’t lie or fake it – and don’t make them “cheesy”. Short, sweet, and relevant to the service or product. Split test with images, without images, different fonts, and in various locations. If done correctly, testimonials can help to alleviate anxiety, but if done incorrectly, they become a distraction to completing checkout. Test everything.
- Use Remarketing To Convert Visitors Who Leave Without Buying – A “lost” visitor no longer has to “stay” lost! At least not if you’re using remarketing. Remarketing – also known as retargeting – allows you to target visitors who’ve left your site as they surf the world wide web. It works by a cookie dropped on the visitors as they arrive on your site. The visitor is added to a list that you’ve set up and you’re then able to run campaigns based on various targeting parameters. If the visitor lands on a site that is part of the network – and the Google network is enormous – it’s possible for you to show them an add. For instance, you can target “similar audiences” to grab a broader reach, or you can set up campaigns based on other visitor demographics to define a more narrow reach. Since you already know what brought them to your site, you can use this information to help move them further down the buying funnel. Remarketing works amazingly well if you structure your campaigns in a way that helps move the prospect further into the buying process. Structure your banners and landing pages in a way that meets your prospect exactly where they are in the process. You get another chance to bring visitors back to your site and convert them.
These 13 ecommerce revenue boosters should have your conversion juices flowing pretty well, but there are many ways to increase your roi without adding more traffic. Feel free to share anything currently working well for you.