Here’s How to Combat Online Sales Stagnancy by Boosting Conversions

Is your Ecommerce Store Stuckat a Sales Plateau?

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The Million Dollar Question: How to Take

your Ecommerce Store to the Next Level

So, you come up with an exciting idea for an online store. You find a product, or the right set of products (or services) to sell, (or maybe you already sell them through physical stores). You evaluate the demand for the products, and you work hard on setting up a dependable supply & logistics chain. You research what your competitors are doing, and you write a business plan that takes into account almost every possible exigency.

Filled with hope and bubbling with excitement, you choose a name for your ecommerce store, you build a powerful website (or set of websites ready), you get it designed, you upload the products information and other content up on the site, and you invest time and effort in SEO, SMM, affiliate, and other kinds of marketing.

And things do go well, but not as well as you would like: you make your mark on the market, you reach a decent number of visitors on your online store and you get a moderate rate of successful conversions. ‘Not bad for starters,’ you think. But over a few months of time, you find out that your sales are stagnant: you realize that everything about your online store has entered the Mediocrity Mode. This is when you start asking:

• How can I revitalize my stagnating sales?• What can I do to take my online store to the next level?• How can I get more visitors on my website?• How can I get more conversions and sales from visitors?• What steps can I take to increase customer loyalty and get repeat business?

How this eBook helps you find answers…

This eBook assumes that you already have an ecommerce store, and you

are looking for a way to make it work better. We will focus on what

changes you can make to optimize your ecommerce store to provide an

engaging, sales-oriented experience to your customers, with the final goal

of getting more sales from your existing user base.

For this, we shall look at ecommerce best practices, innovative & effective

web design elements, strategies for reducing shopping cart

abandonment, and other tweaks you can perform to accomplish your

ambitions.

So, without further ado, let jump right into it!

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Building the Right Foundation: Ecommerce Best

Practices for Excellent Customer Experience

Designing and developing an ecommerce store is not too difficult. But running an online

selling operation takes a lot of ingenuity and effort. Funneling valuable traffic on your

website is a tough job in itself, but the toughest job is converting your visitors into paying

customers.

The most frustrating moment for the owner of an online store is when a number of

visitors reach the website, only to browse a little and then leave without buying anything.

While the very nature of online shopping leaves a lot of room for unfruitful interactions, if

you have a low conversion rate, you must be doing something wrong. Here are some

ecommerce best practices that you need to get right, right from the start!

1. Make Mobile Shopping Easy: A

large chunk of the people visiting

your website will access it through

their mobiles. Even if the final sale

is completed on PCs or laptops,

many of the queries will originate

on mobiles. If your products and

web pages do not display well on

mobile screens, you will end up

alienating a large chunk of

customers. So, if your website is

not already mobile compatible,

immediately design a responsive

mobile website or build a mobile

app.

.

2. Invest in a Superb Product Display: This is the easiest trick in the book, but too many

ecommerce store owners miss it. If you are selling thousands of products, the process of

clicking product images and uploading on your website can be rather tedious and time

consuming. But, if you fail to showcase the products in their best light, there is a good

chance that the users will not buy them. So, invest in professional product photography

and create high quality product images and videos.

3. Consider Creating Fun Product Interactions: Most brick-and-mortar store owners

know a secret of selling. They let their users touch and try their products. It is a scientific

fact that when customers touch an object, they like it better! While it is not yet possible to

make the customers sense the texture of products on online stores, there is one thing that

you can definitely do:

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You can let the users customize the products, or you can let them accessorize using a

number of different products. For example, if you are selling paints, you can let users try

our different colors in a virtual room. If you are selling clothes, you can let the users

create an avatar and place different clothes and accessories on it!

4. Invest in User-Friendly AND Search-Engine Friendly Content: A general product

description is better than none, and a well-written marketing copy is the best. If feasible,

create a powerful marketing copy for all the products, or at least all the categories. The

content needs to offer a clear value proposition, and it should convince the visitors to buy

the product. You also need the right text in the call to actions buttons, and the content

needs to use emotional triggers to entice the users.

5. Offer Easy and Simple Checkouts: While everyone likes to browse through tons of

products and goods to finally buy the one they like, no one likes filling address forms and

card data. Added to this is the fact that the user will most probably be directed to a

payment processor where he will have to submit further details to make the payments. To

ensure that you do not lose customers at the last point, ensure that your checkout

process is transparent, and that it is designed with the comfort of the user in the mind.

6. Build Trust through Design and Words: Unless your online store is extremely popular,

you will get a number of visitors that don't know anything about your company. Even if

they get interested in what you are offering, they may leave the website without buying

anything if they can't trust you. Show your contact information, use symbols for security

(e.g. logo of SSL security certificate), and provide testimonials. The look-and-feel of your

website will also play a major role in creating trust; so, design & develop your ecommerce

website well, create quality content and make sure that there aren't any bugs.

TakeawaysGet the Basics of your Ecommerce Store Right at the Start

Create a responsive website, or have a mobile app to make it easier for mobile users

to shop on your website.

Entice users with beautiful, well-lit and detailed images, content or videos of your

products.

If possible, empower the users to try or play with your products online.

Display trust features at strategic locations in your website to build confidence in

your store.

Focus on simple and straightforward checkouts to make buying easier for your

users.

Want to build a better store? Let’s talk about it

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Going Beyond the Basics

How to Identify Sales Leaks and Plug Them Up!

Let’s start with identifying the pain points of your customers. Here a close look at the main reasons that prompt users to abandon carts or terminate their shopping activity (Sources: Statista, Gartner and Forrester):

10 Reasons Shoppers Leave your Store without Buying

1) Costly or Slow Shipping: When most of your competitors are providing free shipping,

if you charge high prices for shipping, there is a chance that you will lose the customer

when he or she becomes aware of the extra cost. Also, a user indulging in an impulse

buy may choose not to buy a product if you are unable to deliver it fast.

2) Long, Confusing and Annoying Checkout Process: As discussed above, the checkout

process has to be simple and easy. If the users need to fill lots of information and if the

forms are lengthy, many users may get turned off. Also, checkout spread over pages

without clear progress indicators can be a major annoyance to shoppers. Similarly, if

any charges are sneaked in during the final stage of the checkout, the user may feel

cheated and abandon the cart right there.

When someone visits your online

store and checks out a bunch of

products, but fails to make a

purchase decision in your favor,

you are bleeding money. As long

as you follow the above basics,

your website will provide a decent

shopping experience to the users.

But even then, there can be a

number of deeper reasons why

people decide to defer their

buying decision or give up on

your store altogether.

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3) Lengthy Payment Security Processes: One of the biggest pains in online shopping is

jumping through the hoops of payment processing. Not only does the user need to enter

the CC/DC or other payment related information, but he or she may also need to enter a

One-Time-Password to validate the transaction. If the process breaks (page crashed or

incorrect information) and the customer needs to go through the entire cycle again, there

is a chance that you will be left facing an abandoned cart.

4) Payment Support Issues: While lack of support for specific payment methods can be a

deal breaker, users may also choose to shop elsewhere if the price is presented in a

foreign currency. This issue is especially relevant for websites that cater to an international

audience – along with the multi-language support, providing complete support for

foreign currencies is also necessary.

5) Lack of Product Information: While product images do a good job of attracting the

users, shopper always look for detailed information on any product. Users also want to

know about the different features of the product and compare it with other similar

products. If you have failed to upload the necessary information, the customer may veer

towards a provider that has taken the pains to deliver enough information.

6) Lack of Proper Navigation: An ecommerce store that doesn’t have an intuitive

navigation makes it impossible for the user to find what they are looking for. A ‘search’

button can help the user out in this situation, but if these features are not functioning

smoothly, or if they do not exist, it becomes difficult for the users to locate their desired

items. In this case, they will bid your store adieu.

7) Looking for Discounts or Coupon Codes: When a savvy online shopper sees the option

to ‘Enter a Promo Code’ or ‘Enter a Discount Code’ during the checkout process, he or she

may go on a hunt for promo codes or discount coupon to shave some price off their

purchase. This can cause them to defer the purchase, or may send them on a trail for

other ecommerce stores that offer more easily accessible discounts.

Apart from these reasons, there are several other reasons –

that you have no control over – why the users may choose to

leave your ecommerce store without making a purchase:

They are just looking around or researching

They find the item too expensive and decide not to buy, or

buy later

They are called away from the PC or mobile due to some

reason

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8) Lack of Security: While more people around the world are opening their minds to

paying and buying online, the fear of getting cheated out of their hard earned money

lurks at the back of online shoppers’ minds. If the website ‘looks’ shady, or if the users

don’t find your ecommerce store trustworthy, there is a good chance that they will leave

without buying anything.

9) Website Time Out or Crash: Shopping online on a slow internet connection can be a

real pain. Yet, there are lots of users around the world who embark on an online shopping

expedition, burdened with a slow Internet speed. For such users, heavy website pages are

a bane: they tend to time out or crash, making it impossible for the users to complete a

purchase.

10) No Sign of Customer Support: Although most online shoppers don’t need to take the

help of some employee from the ecommerce store, there are times when chat or call

support can be the difference between sale and no sale. Ecommerce sites that do not

offer customer support stand to lose the custom of dithering, borderline buyers.

TakeawaysThis is What’s Stopping Customers from Buying on your Ecommerce Store

Complicated checkout process

High shipping costs

Long shipping duration

Less than perfect navigations

Lack of payment options

Security & privacy concerns

Insufficient product information

Product unavailable

Long, detailed forms

Casual customers just looking around

Want to build a better store? Let’s talk about it

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10 Things You Can Do to Boost your Conversion Rates

We have taken a look at the

most common reasons why

you are leaking sales. That’s

the twilight zone, and things

over there look rather bleak.

And it is frustrating: if you see

high shopping cart abandon-

ment, and 55-75% of all your

customers abandon their carts

and leave your website, you

have a right to be annoyed. In

fact, most ecommerce

websites lose more than half

of their customers at the last

stage.

But there’s good news: even

without driving more visitors

to your website, you can

increase your sales by taking

the conversion ratio one

notch higher.

The fundamental question is: how do you get more of the people who visit your website to make a decision to purchase? Here are some methods that will help you boost conversion rates by removing the most common barriers to a successful online sale:

1. Offer Free Shipping, Ship Fast: High shipping prices can act as a deal breaker. So, if

possible, offer free shipping. Customers are also impatient – if the shipping duration is

long, they may abandon the cart and try some other online store. But, as long as the

shipping rates and durations are clearly mentioned up-front, this won’t cause cart

abandonment. However, if you slyly add shipping costs to the total cost at the end of

the purchasing process, many users will leave and never come back.

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6. Bolster Smooth Navigation with Superb Search: For shoppers that are browsing for

products on your store, it becomes very easy to find what they want if you have

categorized the products intuitively. By using bread crumbs and other pointers, you can

deliver a smooth and enjoyable browsing experience to the users. At the same time, by

offering powerful search features, you can make sure that no users leave your store simply

because they cannot find what they are looking for.

7. Help Section for Discounts & Coupons: Most users expect some kind of discount on

products, and most stores offer conditional discounts. By placing a ‘Help’ button near the

field where the users need to enter the discount code, you make it easier for them to

understand what discounts they are eligible for. A separate page on the website

highlighting the key promotional and discount offers can also help. The bottom line is

this: users should be able to access general discount information without too much

hassle.

8. Highlight your Security Features: Online shoppers are keenly aware of the need for

security while making payments online. And, most of us are afraid of getting swindled by

phising websites. So, you need to give clear and prominent signals about your

trustworthiness. Show clearly that the payment is being made on a SSL. Also, display your

contact information and Sales & Returns policy conspicuously.

9. Be Light and Fast: You cannot rely on the users to have a speedy internet connection

every time. So, it is imperative that you use every trick in the book to ensure that the

pages are lightweight and fast loading. This is especially significant for websites that see a

substantial number of visitors from mobile devices – which typically experience surges

and decline in the internet speed.

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2. Simplify Payment Processes: To ensure that your customers do not have to enter

payment and address data again and again, offer the option to remember the data. Once

the data is saved, the customer doesn’t have to enter it again, and the entire payment

process is shortened. Of course, you will need to ensure that security of the customer

data, but it’s worth investing in.

3. Offer Exhaustive Payment Options: Unless you are limited to one geographical

location, you need to offer support for different currency types. At the same time, you also

need to offer support for a wide range of payment types. This will enable you to cater to a

larger audience and ensure that you don’t lose a sale simply because of payment support

issues.

4. Focus on Proper Product Display and Information: To attract clients, you need

beautiful product photographs or product demo videos. But, that is not enough. You also

need to offer enough details about a product. Product descriptions go a long way in

helping visitors make purchase decisions. Also, mention clearly whether the product is in

stock or not.

5. Keep the Checkout Process Simple: Online buyers do not like to fill long forms, and

they do not tolerate a long checkout process. One reason behind Amazon’s popularity is

their one-button, single-click checkout process. Make the checkout process as simple and

speedy as possible – don’t do things that make the users rethink their decision.

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10. Offer Live Chat or Call Support: While online help documents can be a way of

dealing with most of the common customer queries, you can transform an irresolute

shopper into a certain buyer by enabling him to chat or call your support staff. Of

course, this also means that you will have to set up the mechanisms for support as well

as train and retain staff. So, you need to identify how big an issue this is in your specific

case before making an investment.

To optimize your website for user behavior that you have no

control over: user deciding to buy later, user leaving the site

due to insufficient funds, user losing connectivity, or other

such reasons, you can keep the flame of hope burning by:

Keeping the Carts Alive: Just because someone has abandoned a cart doesn’t mean

that they do not want to buy. There is a chance that they will come back to your

website and buy the goods. So, it is best to keep the shopping cart alive for at least a

few weeks. So, when the user comes back to your website, she can start right from

where she had left off and quickly buy the products.

Emailing Visitors to Come Back: Emails are very effective at getting customers back

to your site. An email reminder to people who have abandoned their carts can get

them back on your website. Many times, people abandon carts for reasons that have

nothing to do with your website. In such cases, a reminder can prove very helpful to

users and can help you make a sale.

TakeawaysThis can help you turn visitors into paying customers!

Create a responsive website, or have a mobile app to make it easier for mobile users

to shop on your website.

Deliver free (or low-cost) and fast shipping

Offer intuitive, smooth checkout and search

Simplify payment processes

Support wide range of payment options

Display products attractively and offer enough product info

Offer intuitive navigation and powerful search features

Make it easier for users to access discount information

Display security symbols at strategic locations

Ensure that your ecommerce store loads fast

Consider offering live support through chat or phone

Want to build a better store? Let’s talk about it

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Finding your Mojo: 20 Tweaks, Experiments and

Techniques for Skyrocketing your Online Sales

Blend of constant innovation and calculated experimentation is the fuel that propels an

online store. I am not asking you to throw away your winning formula and replace it with

an unknown quantity. But even if you take care of all the above factors, there will still be

scope for improvement.

Also, there’s more than one way to approach each of the core problem. What works for

one ecommerce website or online store won’t necessarily work for others. But, no one is

stopping you from testing new ideas, features and approaches on your website.

After you have taken care of the core areas impacting your sales, you still need to hone

your online store further and reach the next level. Here’s a list of ideas that you can start

testing (if you haven’t already!):

1) Try Grand, Page-Dominating Product Images

What we see has a huge impact on our desire to buy. Do you remember reading the

words “Images shown are indicative only” on boxes for food and other stuff? Advertisers

know that larger and richer images create a favorable picture of the product in the minds

of the reader – even when readers know that the actual product differs from the displayed

images.

Try putting up larger and better product images that make users fall in love with the

product and trigger an instant impulse buy. Just check out how irresistible Louis Vuitton’s

Fuselage Sneaker Boot looks, dominating the page:

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2) Experiment with Image Placement and offer Zoom Display

In case the product has one main image and several other images around it, you can

change the placement of the main image, remove some of the distracting images and

offer different options for viewing the image in detail. Something as simple as a product

image zooming feature can help tip the balance in your favor. Another feature you can

play with is offering the customers a 360-degree view of the product. See how Amazon

accomplishes the goal with simplicity and style – users simply need to roll over the image

to zoom.

3) Serve Product or Services Videos

Many a times, visitors shop online for products that they have only heard of. By displaying

a video of the product in use, you can inform and persuade visitors at the same time. In

case you offer services, you can experiment with videos outlining features and business

benefits of your services – a large number of people prefer watching videos to reading

text. A good example is Amazon’s Kindle Fire product page – the attractive and

informative video offers a good alternative to the page cluttered with tons of text details

regarding the product.

4) Offer Early-Bird Discounts

Creating a sense of urgency can help convert hesitant buyers. If possible, for certain

products or services, offer steep discounts for the first few buyers. Let the discount

percentage taper off as time duration increases. In case you sell rare products or products

that tend to go out of stock, you can try hammering home the fact that the product is

available for a limited period to create a similar sense of urgency. Test this for a wide range

of products to see what difference it makes to your sales.

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5) Don’t Ask for Credit Card Details

One of the major benefits of offering anything substantial for free is that you at least get

user’s credit card details in return. But, if you are at the initial stage and simply want to

popularize a specific product or service, it may be a good idea to try offering it for free

with no strings attached – not even asking for card info. Just email and name followed by

download. If this doesn’t drive downloads, nothing will. See how the marketing gurus at

BaseCamp do it:

6) Allow Guest Checkout

Too many online stores insist on registration before checkout. Registrations are useful as

they provide customer information and help build a stronger database. But, many visitors

leave without registering or buying. If you don’t already offer it, start offering guest

checkout and see how it goes. While this may mean lesser registered members, the

tradeoff can pay well in terms of increased sales.

7) Offer Free Trials

For some products and services, it is feasible to offer free trials. This is especially true

when your product is new and you are confident of its ability to wow the users. So, try

offering free trials on products to spike the interest of the visitors. You can also play

around with the duration of the free trial: usually longer trials get more buyers. Of course,

this strategy will not work for all kinds of products or services. So, it is best to shortlist the

items that can benefit for this technique and test the outcome.

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8) Put Value on Free

If you are already offering free trials or major discounts, try and put a monetary value on

the free usage. For example, if you are offering a free trail for some software product or

application, you can say “Get Free trail worth $500.” Or, “Save more than $250 by buying

[insert product] today!” Buyers are more likely to try something for free if they can see it

as savings or earning in real money. While savvy online shoppers can see beyond

gimmicks, if you are offering real value, there is a good chance that this will help you get

more sales. Check out how Netflix uses this technique to persuade users into signing up

for a free trial.

9) Try text links as Call-to-Actions

Along with prominent CTA buttons, place text CTAs as links. By placing links at the key

points in a sales copy, you encourage the customers to click and make a deal right after

reading a convincing point. This tactic can yield best results for products or services that

have a long and detailed sales copy.

10) Customer Reviews

Display product reviews from customers or from magazines or blogs. Most users research

products online before buying – if they get a good review right on your page, chances are

that they will buy from you. It may be difficult for smaller online stores to be reviews, but

it is best to give it shot. Taking steps to encourage user review at the same time is

recommended.

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11) Emphasize Secure and Flexible Shopping

A sign guaranteeing the quality of the product, or a sign showing the online transaction is

totally safe can help reassure the users. So, place such symbols through your pages. If

relevant to your offering, you can also display customer testimonials and highlight your

social media presence to build trust. This small tweak can work wonders for smaller,

growing ecommerce websites.

Additionally, you can highlight your commitment to quality in a separate page. The link to

such a page can be placed prominently to reassure any dithering buyers. Check out how

Play dot com’s page assures users.

12) Offer Live Chat or Calling

What happens when a customer is interested in a product or is trying to buy a product

but runs into problems, or has questions? Try offering a Live Chat option to stop losing

potential buyers. But, try this only if you are able to provide reliable chat support. Top

stores (Flipkart, for example) in evolving ecommerce markets like India offers telephone

assisted sales to fulfil the needs for first-time online buyers. The personal touch can pay

off big time and help foster loyalty.

13) Compare Single Step with Multi-Page Checkout

Some online stores use a single page checkout, while other prefer a multi-step checkout.

Should you break down the checkout process in shorter steps or can you craft a simple

single page checkout? Try reducing or increasing the step by one and see if this has any

results on the sales. You may be surprised at how a little variation can change the results.

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14) Offer Clear Options to Buyers

While a single, well-placed CTA button can serve quite well, it is good idea to try out

several CTA buttons spread throughout the page. This can be especially effective for

products and services that require long descriptions and page scrolls, or for products that

require good research and long sales funnels.

The tricky part is finding a balance between the central CTA and other links that provide

more information or suggest alternatives. You don’t want to dilute the power of the key

call to button, but at the same time, you need to suggest other possible actions (add to

wish list, read reviews, etc.) to the roving eyes of the users. See how Flipkart tries to find a

balance:

15) Offer Promotional Discounts and Encourage users to Generate Promo Codes

Customer’s contact and credit card information is valuable. If you are finding it tough for

people to register with your site, or want to build a customer database, you can ask the

users to generate a promo code by filling up certain information.

Most ecommerce websites, especially the big players, accept discount codes. Try offering

product coupons with every purchase or registration on your site, or send coupons to

loyal customers via promotions emails and encourage them to buy at discount rates. This

tactic has a better chance of success if you can maintain exclusivity of coupons. Word of

caution: such discount coupons can drive sales, they also eat into profits.

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16) Add Social Share Buttons to Checkout Pages

Word-of-mouth is the best way of promoting your ecommerce store and products online.

While it is not a good idea to pester users to share products while they are still in the

buying process, it is advisable to ask them to share their purchase on social media after

they have made the payments.

17) Offer Express Checkout to Registered Users

One of the most annoying parts of online shopping is filling in credit or debit card

information again and again. Ecommerce sites that securely store customer’s card number

or other details can offer express checkout. In case of regular purchases of similar kinds,

the purchase details can also be made available to the logged in user to speed up the

checkout process. A good example of this how FreeCharge offers superfast checkout to its

logged in users in two quick steps:

18) Shorten & Validate your Web Forms

While most shoppers are tech-savvy, a lengthy or detailed web form can be a big turn off.

Reduce your form fields to bare minimum – if some information is not mandatory, don’t

ask for it. You can ask for it after the payment is made.

Visitors also don’t like it when they fill up a form only to get a message that they have

made some mistake and need to re-fill it. Try a form that immediately tells visitors

whether information entered in a field is correct or not.

19) Reduce Order Summary Displays

While displaying the Order Summary is a good practice, if you display it alongside the

form and on every step of the checkout process, you may be causing a few cart

abandonments. When impulse buyers see the information too many times, they may

change their mind and decide not to spend so much money. So, display it just once, when

needed, and then get rid of it.

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20) Open Forms and Sign-Ins in Modal

Windows

At times, visitors are distracted by all the

links and blinks and information

surrounding the form. Once the

customer opens a form, make sure that it

opens in a modal window to ensure that

the form is not left unfilled. In case

distracting elements on the page are

keeping users from filling the form, this

approach can lead to a stronger

engagement with users and more goal

conversions.

TakeawaysFeatures, Tweaks and Ideas you can try for higher conversions Try Grand, Enticing, Page-Dominating Product Images

Experiment with Image Display & Placement

Explain Product Features using Short Videos

Launch Early-bird Discount Campaigns

Offer Free Trials, Make it Easy to Buy

Show Clear Money Value of Free or Discounted Products

Offer Multiple Call to Actions on Lengthy Pages

Highlight Shipping Flexibility and Benefits

Offer Live Chat and Calling

Testing Single Checkout against Multi-Stage Checkout

Offer Express Checkout Option to Registered Users

Add Social Share Icons and Encourage Users to Share

Entice users through time-bound Promotional Offers and Discounts

Keep Web Forms Short, Validate them

Open Forms and Sign-Ins in Modal Windows

Reduce Order Summary Displays

Want to build a better store? Let’s talk about it

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Cygnet Infotech LLC Mack-Cali Centre III, 140 E, Ridgewood Avenue, Suite 415 ST, Paramus, NJ 07652 Tel: +1-646-915-0021

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Where to go from here?We are sure that some of the ideas outlined in this eBook will help you optimize

shopping experience, improve customer engagement and help you convert more of

your visitors into buyers. But this is just the first step.

You can take your online store to the next level by:

Personalizing User Experiences

Optimizing your Shopping Cart

Implementing Powerful SEO & SMM Campaigns

Launching Targeted Email Marketing Campaigns

Creating Multilingual and Multi-Currency Stores

At the same time, you can improve efficiency and reduce your staff’s

workload by:

Integrating Ecommerce with Existing Systems

Automating Key Admin tasks

Automating Most Marketing Activities

And lots more

At Cygnet, we offer comprehensive ecommerce solutions that can elevate your

ecommerce store to the next level. To get a free, zero-obligation consultation, and

to find out how exactly we can help you:

Get in Touch with Us