YouTube video (speaker Tory, HubSpot) explaining six practical ecommerce conversion-rate optimization (CRO) tactics: simplify navigation; offer free shipping (bake cost into prices); showcase social proof (customer reviews); proofread and tailor product copy; add explainer/product videos; and personalize with dynamic content. The video also advises A/B testing CTA placement/wording and shows a Nature Air case study where a prominent “Book now” and simplified booking fields reportedly increased conversions by 591% (and yielded a 70% month-over-month increase vs. the previous year). The presenter highlights HubSpot’s free CRO Planner/toolkit as the Tool of the Week.
Questions this video answers
January 19, 2022.
86%.
Five positive reviews.
591% increase in conversions.
70% increase over the highest sale in the same month in the previous year.
Chapters
In this video I am going to show you how to increase your ecommerce conversion rate by up to 20% with these six easy to do simple optimization tips. If you like what you hear, you want to 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 a 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 the 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 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 are some tips on how to optimize your ecommerce page for conversions. 1. Make navigation simple and easy. When people come to your site, they want to find what they're looking for quickly. If they can't find it on the first click of the page then then they'll go away and buy from a store that is way easier to navigate. 2. 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 Tori, free shipping will hurt our profit margins. But not necessarily. You can accomplish this anxiety inducing task 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%. 4. 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 ahold of people who prefer video or 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 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 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 visitors, 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. 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. 7. Test different CTA Placements, options and 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 lifts average at 49%. Speaking of the ones that have a really big impact, let's take a look at a company that used 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 in Central America. They cater mostly to tourist traffic. Due to the global recession, online sales and digital sales had 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 it's 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, an 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. Conversions are great, but have you ever. Have you ever had a commercial.
