- [Neil] Hey everyone, it's Neil Patel
and today is another day of SEO Unlocked
and today we're going to be covering
conversion rate optimization.
When you're going through this training course
to boost your eCommerce sales,
make sure you take your time.
So when I go over specific action items and tactics,
especially like the ones that I'm going to be covering today,
take your time
and if you have to feel free and rewind and re-watch,
but make sure you get them down
and every single one
because it'll help you increase your conversions.
It's all about adding all of them up.
It's one thing won't boost your sales by 30, 40 50%
but if you do all these things
even though they help a little bit,
but when you combine them all together
it actually helps a lot.
The overview, last week we covered getting started,
this week it's all about SEO and CRO.,
then next week, we're going to get into sales channels
and last but not least, in week four
we're going to be going over marketing channels.
So let's dive into the first lesson of this week
which is CRO.
Amazon announced that it had revenues of $75 billion
in the first three months of the year.
Just imagine that, $75 billion.
That's a lot of money.
No wonder Jeff Bezos is the richest person in the world.
For eCommerce in general,
you're not going to convert as well as Amazon,
but for every a hundred visitors that you get
one to 2% will convert into a paying customer.
They'll buy a product from you,
they buy multiple products from you,
they may buy some upsells or down cells,
but in general, one to two out of every hundred visitors
will convert into a paying customer.
Your funnel usually looks something like this.
People will come to your website,
you'll generate a lead maybe an email,
they'll end up buying a product from you,
they may keep coming back and buying more and more
and the reason Amazon does so well
is their pyramid is upside down,
in which they're getting visitors
and the visitors are actually a big portion.
They're getting customers
but the repeat buyers base is huge
and that's what's making them do so well.
I want to do some quick math
before we really dive into some conversion techniques.
As I mentioned,
roughly one or two out of every hundred people
are going to end up converting and buying a product from you.
So let's say you're making or getting 600 visitors a day
and each sale is roughly $45,
at a 1% conversion rate,
that would be roughly $98,000 in income for the year.
Now, if you boosted your conversion rate to 2.5,
a little bit better than the average of one to 2%,
you'd be at $246,000.
That's an additional $147,000 in additional revenue
without adding any extra costs to your business,
other than the fact that of course, the more proxy you sell
there is some costs of the product itself
and the inventory and shipping.
By focusing on product pages we call them PDPs,
you can increase revenue With a few simple tweaks.
So let me breakdown a really good product page.
If you look, there's a HD product shot on the left side
to really clear crisp image.
Got the logo in the top left,
phone number on the top right to build trust,
product descriptions, even customer reviews
that helps a lot,
the pricing and CTA and then brand guarantee.
Two things that I want to emphasize on this page
is a phone number.
Yes, Amazon may not have a phone number
but you're not Amazon,
and I don't mean that in a rude way
but the reality is none of us are Amazon.
So we have to go a little bit more further
just to get that extra sale
and the brand guarantee is huge too.
Things like badges that say free no contact delivery,
those kind of things can help boost conversion rates.
With your website you want to optimize your meta descriptions.
Meta descriptions will help boost conversion rates.
So if you take your title tag
and you look at your product pages or the landing pages
and you make sure your title and meta description
is appealing, it evokes curiosity,
lets them know what they're going to get,
isn't too long where it gets cut off from search
and isn't the optimal format
which is natural, compelling content,
you're going to end up generating more sales,
and if you want to analyze your meta tag,
go to Ubersuggest,
and in Ubersuggest put in your URL
and click on the site audit report on the left side.
It'll break down and analyze your whole site from your SEO,
but also your meta tags as well and give you a report on it.
Here's multiple product shots.
This is one of the easiest ways to boost conversions.
When people are looking at a product
they want to see every single viewpoint from it.
How does it look from the front, from the back?
How does it look being used or worn?
What if you want to zoom in or zoom out?
Can you show someone actually walking in the product
or using the product
that could be through a video or a GIF?
Are the quality of the images better or high quality, right?
You don't want blurry images.
Humans respond 6,000 times faster to visual images
than they do over text.
So make sure that you're using visuals.
But when you're using visuals,
you want to make sure that you're compressing your images
so that way your page loads fast,
because every second delayed in load time
is going to cost you conversions.
So compress your images, but still keep the quality up.
There's a lot of tools that do it online,
just use one of them.
You also want to articulate your product descriptions.
What is it?
How is it made?
If you have a story,
talk about the story and the history behind it.
Turn the features into benefits
and use a combination of logic and emotion.
When you tie both of those two things in together
because some people are more emotional,
some people are more logical,
but when you combine them both
you're going to hit all sides and boost your conversion rate.
You want to dissect every aspect of your product
and clearly articulate it.
That's how you get more sales
from your product descriptions.
Like I mentioned, logic and emotion combined do very well.
Some people are left brained some people are right brained,
but when you combine both of them
that's when you see more conversion lifts.
Don't just appeal to one side or the other, appeal to both.
Some of the words that you can also use
to boost your conversion rates are on this page.
Effective, instantly, immediate, introducing.
There's tons and tons here.
I'm not going to go through all of them.
You can pause the video if you want.
Just take a screen capture of this
and it'll give you ideas of words that you can use
in the future.
Interesting stat and this is from the Elastic Path.
For CTA buttons,
people are more likely to click on Add To Cart
than they are to click on Add to Bag,
or Add to Shopping Bag, or Add to Basket.
There's multiple words that you can use
but stick to the basics.
People prefer Add To Cart.
Don't get fancy or anything like that,
stick with what people know and are used to.
Another thing that I recommend that you do on your pages
is answer frequently asked questions.
See, unlike shopping in-person,
you're going to have questions
because and probably even more questions
because you can't see the product.
You can't touch the product.
So by answering the most common questions in the FAQ section
you're going to save people time.
It shows that you've thought through every single use case
and it helps boost conversions.
It's simple, this one thing
won't drastically increase your conversions
but if you combine everything that I'm talking about
it really does help.
That's why I don't want you to forget your FAQs.
You also want to do exit intents.
You can use products like Hello Bar to do this.
So when someone's leaving your website
they're not buying anything,
I typically offer them a discount 5%, 10%, 20%
in exchange for their email,
that tends to work really well.
You can try digital downloads.
I haven't found that to work as well like eBooks
and stuff like that for eCommerce,
but I have found coupons to work really well.
Another interesting stuff for you
is the average cart abandonment is 69.23%, that's high.
Think about how much money people are leaving on the table.
It's roughly 260 billion dollars.
That's a lot of money.
The Baymard Institute documented
that the average eCommerce site
can gain another 35.26% increase in conversions
through a better checkout design
and abandoned cart flow,
as well as email sequencing
to get people back and purchasing again.
Here's an example of the cart abandonment sequence.
You want to be specific,
be true to your brand, be personal,
you can follow up through email.
I tend to offer an incentive
for people to come back and buy.
I also try to include case studies, reviews, testimonials,
sometimes even video formats of that and email
that tends to help a lot too
and get people to come back and then buy again.
Customer reviews are huge.
People take that for granted,
but here's something interesting.
When you buy products,
you tend to stick with brands that you know.
41% of shoppers worldwide are willing to shop from brands
that they're less familiar with
based on product reviews and customer video reviews,
or even unboxing reviews.
For this reason you need to focus on reviews,
the more the better.
Nearly 95% of customers
turn to reviews when shopping online.
I swear by them.
I base almost all my purchases on Amazon
based on the reviews.
If the review suck, I don't buy.
An additional conversion hack that you can use
is leveraging scarcity and urgency
and I'll show you an example of this in a bit.
You can do this to your headlines or call to actions,
but the more urgent people know
that, hey, your product may be running out of inventory,
the more likely they are to buy
and you don't want to trick or deceive them.
If you're not running out of inventory
don't say that on your page,
but you can do things to speed along their decision.
Like if you buy it right now,
we'll deliver it to you the next day,
or give you two day free shipping,
or if you select this option
you can save right now this amount of money.
All these little things really help
and it causes more urgency
and causes people to buy versus taking their time.
When you're going through your whole
conversion optimization process
when it comes to eCommerce, it's the whole funnel,
from the ads, to the landing pages,
to the product pages, emails, upsells.
You got to go and optimize everything.
One thing won't really change your business
but combining all of them
is what's really going to drive you more sales.
It all starts from the traffic
and at the very end,
when you go through all the steps,
it'll end up generating you more revenue
and there's a ton of little steps
but they all add up from offers, to email campaigns,
to upsells, down cells,
every time you have a new product launch
telling people about it,
all of this stuff really does help.
If you're on Shopify, checkout Zipify Pages,
it's an easy way to generate more upsells.
We love it to death.
Also, I want you to go to neilpatel.com/training
and click on Ecommerce Unlocked.
Check out the product page conversion checklist.
Make sure you go through this
so that way you can optimize your product detail pages
and this will help boost your conversion rates.
We also have an optimization spreadsheet for you.
Pull it out, it'll help you optimize your conversions again.
So some action items for you,
go to neilpatel.com/training.
If you're already not there, click on Ecommerce Unlocked.
Go to week two lesson one
and download these three action items
from split testing ideas
to measuring your results with the Optimization Spreadsheet
to using Conversion Rate Optimization testing guide.
When you go through all these files
it'll help you get more results.
These worksheets, these templates they're really important,
so I want you to use them
and if it takes you a little bit extra time, don't worry,
but they're there to help you out
and give you ideas so you don't have to start from scratch.
Thank you for listening to this lesson.
I look forward to helping you grow
your eCommerce sales and traffic.