- In this video, I'm going to show you
how to increase your e-commerce conversion rate
by up to 20%
with these six, easy-to-do, simple optimization tips.
If you like what you hear, you wanna hear more,
subscribe like and comment down below to hear more.
I am personally
on the team of people
that will be responding to your comments,
so please come on, people, comment below.
Shout out to Remy, shout out to Nelson, comment squad.
A conversion rate is a percentage of visitors
who complete a desired action.
This includes completing a web form,
signing up for service,
clicking a link below to download something,
like HubSpot's free CRO Planner link in our description,
or purchasing a product.
If you have a high conversion rate,
it might be because your website looks good
and does what people want.
If you have a low conversion rate,
it might be because your website is garbage
and doesn't do what they want
or is too slow and takes too long to load.
If a conversion rate is a percentage of visitors
who complete a desired action,
then an e-commerce conversion rate is the number of people
who complete a checkout,
the ones who actually purchase on your site.
So not the number of people who came over your house
but more like the number of people
who actually ate your food.
While it's cool to have a lot of guests,
awesome, great for you,
it's even better to attract the ones who are willing to buy.
Conversion rate optimization is a process
marketers go through to turn more of their website visitors
into prospects and customers.
CRO lets you get more high quality leads, earn more money,
spend less money on getting new customers
and overall just be better.
I don't know how else to say it.
It makes your website way better.
Here's some tips
on how to optimize your e-commerce page for conversions.
One, make navigation simple and easy.
When people come to your site,
they wanna find what they're looking for quickly.
If they can't find it on the first click of the page,
then they'll go away and buy from a store
that is way easier to navigate.
Two, offer free shipping.
86% of customers abandon their shopping cart
because of the cost of shipping.
By offering free shipping in the header of your site,
you can take away some of that customer anxiety
while ensuring a smooth checkout process.
But Tory, free shipping will hurt our profit margins.
But not necessarily.
You can accomplish this anxiety-inducing tasks
without hurting your overall profit.
Let me say that again.
You can accomplish this anxiety-inducing task
without hurting your overall profit.
You do this by baking the cost of free shipping
into the cost of your product.
By slightly marking up the price of your product,
your customer will cover the cost of free shipping
without ever really knowing it
or ever really caring.
This lets you offer free shipping
that will lead to a boost in your conversion rates
without hurting your profit margins.
Remember, conversion rates
typically take a healthy leap forward
when free shipping is featured.
Number three, showcase social proof.
If you want people to view your products as high quality,
let customers write authentic reviews of them.
Put these reviews at the top of your product pages
so it can make people want to buy more.
When a product gets just five positive reviews,
the likelihood of it being purchased increases by 270%.
Number four, triple check your copy.
You need to make sure that your descriptions are correct.
We're talking about grammar and structure.
Make it easy and simple to understand.
If you want, you can be creative with your description
but know who you are talking to.
Who is the buyer persona you want to attract
and will that creativity serve them or serve you?
Number five, put explainer videos on your product pages.
Adding videos is a good way to show your product.
When you watch a video,
it is way easier to understand the size,
the fit and the purpose of the product.
It also helps if you're trying to get a hold of people
who prefer video over text
which is a lot.
It's a lot of people, a whole lot,
a ton, like a bath filled with weights.
Number six, personalize for dynamic content.
- [Audience] What's dynamic content?
- First off, great question.
Second off, raise your hand next time, buddy.
Dynamic content is generally defined
as any digital online content that changes over time
based on types of data.
Think of it as a billboard that changes what it shows you
depending on not only who's driving down the street
but also what their food preference may be.
A great example of this is online stores.
They often use dynamic content
to show you other things that are related to the product
that you're looking at, in that moment.
They can offer sales and coupons
and try to get people like you and I to buy more.
Personalize for dynamic content.
Creating and delivering dynamic content allows you
to present different information on your website
based on factors such as visitor's demographic
or geographic data.
Are you or someone you know suffering from PCRM?
Hi, I'm Tory from HubSpot and PCRM is no laughing matter.
- [Voiceover] Symptoms include losing track of prospects
and reports that don't make any sense.
- But finally, there's help with HubSpot,
the number one CRM platform for scaling companies.
HubSpot helps you adapt quickly, align your teams
and achieve adoption like never before
and you can get started now for free.
Stop letting leads slip through the cracks.
Sign up here.
We can help.
Dynamic ads are useful because they allow you
to show different people different things
that are tailored specifically to their needs.
Seven, test different CTA placements options in wording.
Changing the copy on the CTA buttons is a good way
to increase conversion rates.
Sometimes you can change up just one word
and it'll make a really big difference.
For example, if they know what they want
and need to buy it quickly,
you can simply write, 'Get yours now'.
If someone isn't quite sure, but they're interested
in buying something from your website,
then you might have a button that says 'Learn more'.
These are all low effort, high impact ways
to encourage people to click, to buy.
While most studies that test people's reactions
to the CTA button do not produce significant results at all.
The ones that do produce results that have a big impact.
On-page conversion list average at 49%.
Speaking of the ones that have a really big impact,
let's take a look at a company.
They use one of these very tactics that I just spoke on
to see a 591% increase in conversions.
Watch along and comment below to tell me
which tactic you think they put into action.
Ring the bell.
Nature Air is a Costa Rican domestic airline company,
operating flights in the countries of Costa Rica,
Nicaragua and Panama and Central America.
They cater mostly to tourist traffic.
Due to the global recession,
online sales and digital sales have plummeted.
Nature Air decided to focus on digital marketing
to increase conversions.
Here, a conversion is complete
when the visitor books a flight ticket.
So, the goal is to increase the number of customers
who buy tickets versus the number of customers
who just view the site.
Sound familiar?
They started by adding a very prominently placed,
book now button.
This call to action is direct, crisp and clear.
It also has very clear instructions
for filling in the details.
The design is kept simple with only the very essential data
for booking a ticket like origin,
destination, dates of journey
and number of travelers being required to be filled.
Overall conversions from this move increased by 591%.
This led to a 70% increase over the highest sale
in the same month in the previous year.
You have your tips. You have your definitions.
Now is time for the tool of the week.
HubSpot created an all-inclusive plan
for e-commerce businesses to track their sales,
conversion rates and go to market plans,
included in your free, that's F-R-E-E.
Download is a template
to document your marketing and sales plan
in e-commerce conversion rate calculator
and a way to document your go to market plan for products.
Oh! You taste that value.
Wrapping up, look, being completely real,
CRO is hard and requires time, dedication
and an extreme willingness to learn
before you will ever notice any true strides.
But with these tips and a bit of consistency,
you'll see some conversion gains.
That's all for now.
Leave a like at the door before you leave.
Until next time, adios.
Nature Air decided to focus on digital marketing
to increase conversions.
Conversions are great
but have you ever had a conversion?