Increasing the conversion rate is something every website aims to do, whether you’re in the B2B or B2C sectors, obtaining a steady stream of customers is the ultimate goal. In order for your website to convert its customers, you need to invest time and money into continually striving to achieve the best customer experience possible. It can be difficult to know what elements of your site and which marketing approaches work best in order to achieve this sought-after conversion rate.
So, here’s 3 conversion rate optimisation tips to increase your conversion rate! P.S. Ever wonder how Jimmy Choo or Reiss measure up on conversion rate? Check out our luxury brand CRO comparison eBook here.
#1 Make sure you’re products are transparent
Buying products online carries with it an element of uncertainty. There have been many cases where a customer has purchased an item, it’s arrived and it looks nothing like the picture shown on the ecommerce site! To avoid confusion and minimise frustration, make sure you upload all relevant product images to increase your chances of a conversion, whilst minimising the chance of a return transaction. You can combat transparency in a number of ways, you can include a ‘zoom’ functionality on your product pages, or simply upload a ‘close-up’ shot of the material, or, if you think your customers would benefit from a product video think about embedding one into the item page.
#2 Make your USP as obvious as possible
This sounds basic, but with so many fashion brands competing for custom, you need to make sure that as soon as the customer lands on your website, they understand immediately what you can over them over a competitor. Whether it’s cheaper pricing, a fantastic loyalty scheme, great sales offers or free next day delivery, you need to shout and shout loud! How can you make your USP truly stand out? Site-wide banners that are coloured a contrasting, eye-catching colour can work wonders, or having your USP spelt out in your tag line can become a constant reminder for anyone who glances quickly at your site, helping them understand in a snapshot what your fashion site can provide them with!
#3 Help the user find exactly what they’re looking for
Again, seems obvious, but in terms of helping the user, we don’t just mean customer service. Having a comprehensive search box can help the user locate exactly what they’re looking for. Enabling the search bar to bring back non-product-related results is a bonus. For example, a user might search ‘contact’, or ‘help’ and your site should be able to provide them with the relevant pages. You can also help the user by offering a filter system through your products. For example, visiting very.co.uk, you can filter by colour, size, customer review, price range and even by next day delivery.