How a marketer increases the conversion rate of an e-commerce website?

How a marketer increases the conversion rate of an e-commerce website?

Once customers are aware of and have considered the product, the next step in the marketing funnel is to convert them into customers. This is the third stage of the marketing funnel, conversion—the process of getting a potential customer to take the desired action.

For the fictional Zingo Cases leather phone case business, they want customers to purchase their leather cases or other leather-based products.

Related: How a business creates awareness for its products?

Source: Exposure Ninja

Here are some marketing strategies Zingo Cases uses to make a purchase conversion happen:

Pursue abandoned carts

A percentage of Zingo Cases’ customers reach the final checkout page and enter their email addresses but don’t make the purchase. This is called an abandoned cart.

Previously, Zingo Cases wasn’t pursuing abandoned carts. They would let the customer leave the website, and the abandoned cart would simply disappear.  Now, they decide to pursue these carts by sending a follow-up email. In the follow-up email, they remind the customer of the products they put in their digital shopping cart but did not purchase.

Not all abandoned cart emails Zingo Cases sends lead to a purchase. However, some do. These purchases increase the overall conversion rate of the product pages.

Additionally, Zingo Cases examines its entire checkout flow to determine if any challenges are keeping potential customers from ordering, such as too many information fields. A simpler checkout process may lead to a reduction in the abandoned cart percentage.

Add better photos

While Zingo Cases had decent product photos, they were several years old. They decided to use a professional photographer to take updated product photos.

In addition to standard product photos, Zingo Cases added more relatable photos, called lifestyle photos. These lifestyle photos show people using phone cases in everyday settings, such as at home, at work, and outdoors. Make sure lifestyle photos represent the diversity of people who may use the product.

To further show off the features of the phone cases, Zingo Cases also hired a graphic designer to create mini animations. The animations displayed on the website help explain the special features of their phone cases.

The higher-quality photos and animations help encourage customers in the conversion funnel stage to take action and make purchases.

Strengthen the copy

In addition to the new photos, Zingo Cases decides to rework the copy on their website. Copy is written material that encourages customers to buy a product or service.

Previously, the copy only described the product features, which was not very compelling to customers. Now, the copy includes an emotional appeal, explaining how the customer’s life might be different with Zingo Cases’ leather phone case. An emotional appeal persuades a customer to imagine how they might feel using the product, making it more likely they will make a purchase.

The business also reworks its frequently asked questions (FAQ) page to include common questions they receive in emails. The new questions and answers, such as how to care for the leather case, help remove common concerns potential customers have about the products.

Experiment with A/B tests

After reworking the photos and product page copy, Zingo Cases would like to test the changes to ensure they are leading to more sales. They would also like to test product page changes such as where to place product reviews and additional product recommendations.

To test these webpage changes, they run A/B tests. The A/B test is when a marketer compares two versions of a webpage to determine which has the highest conversion rate.

Zingo Cases tests several versions of product web pages. They determine the most effective version and increase their conversion rate by .8%. The changes lead to a $150,000 increase in yearly sales revenue due to just a few product page changes.

Key takeaways

The marketing strategies Zingo Cases used to increase their conversion rate were adding better photos, strengthening the website copy, conducting A/B tests on product page changes, and pursuing abandoned carts. By implementing their strategies, the business increased its conversion rate and overall revenue.

Zingo Cases has now made potential customers aware of and built interest in their products and turned them into paying customers. Now, they have to turn those customers into repeat customers and loyal brand advocates.

Also Read: Learn to Create Customer Personas

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