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How to increase e-commerce conversions for apparel and accessory companies
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How to Optimize Your E-Commerce Site
A Guide for Apparel and Accessory companiesby Jun Loayza of Viralogy
Goal: Increase Revenue
Lets be honest. The goal of every project your company engages is to either generate more
revenue or cut costs.
We understand this, and have created a guide that WILL help you generate more revenue with your
e-commerce site.
How to Increase Revenue
In this guide, we are going to focus on proven methods that successful companies use to convert their visitors by
generating more sales per visit and more items per sale.
1. Increase sales conversions for current visitors2. Drive more traffic to your site
(For more information about how an e-commerce site can leverage the social web to drive more visitors, check out our Social Marketing Guide)
There are 2 ways to increase revenue:
The Problem
converts visitors at an astounding 35%This means 1 out of every 3 visitors buys something
100 e-commerce sites on the internet convert visitors at an average of 10%-15%
The majority of e-commerce sites convert visitors at an average of 2.5%-5%. This means that only 2-5 visitors out of every 100 that land on your site are buying a product.
The Top
You
The SolutionTop 17 methods to improve conversions
Home Page
1. Tell them what they want to hear
“I am a 25 year old male living in Southern California looking for some refreshing clothing for the warm weather coming in Spring.
What products can you offer me that solve my problem?”
Do you have what I need?
Targeted call to action
Value: I immediately know this site has what I need
Do you have what I need?
1. Tell them what they want to hear
1. Tell them what they want to hear
“I am a 19 year old woman looking for fashionable, trendy clothing on a budget.
What featured products do you have on sale for me?”
Can you give it to me at a good price?
Price is immediately made clear
Value: I know how much I can expect to pay
Can you give it to me at a good price?
1. Tell them what they want to hear
1. Tell them what they want to hear
Key Takeaway:Understand exactly who your visitors are and what they are looking for on your site.
Therefore, you need to measure, measure, and then measure your data some more. Use Google Analytics as a simple, free analytics tool to understand your visitors.
Link: http://googleanalytics.com
Incentive to buy today
Value: I am more likely to buy because I’m aware of a special discount
Offer special deals to your visitors
2. Create incentives for immediate action
Take note:You don’t have to give incentives 100% of the time, but make sure to analyze and compare your sales and profit when you run an incentive campaign and when you don’t.
Mix it up a bit and change the incentive every month, season, and for holidays.
2. Create incentives for immediate action
Products recommended for me, located right on the home page
Value: I’m here for the products. If I see something I like immediately, I am more likely to make a purchase decision.
Visitors come to see your products. Show it to them.
3. Show them what they want to see
Viralogy will integrate a recommendation app on your home page that understands your visitors and provides them with a set of products that have a high probability of converting into a sale.
How to implement a recommendation app on your home page:
3. Show them what they want to see
Contact Us:
[email protected]://Viralogy.com
Viralogy shows visitors products that they’re likely to buy
Clear incentive to give my info
Value: If I like what you offer, then I’ll give you my valuable information
Why should I give you my information?
4. Get their information
Caution:The pop-focus method of the previous page can at times be very intrusive for a shopper and potentially turn them away from the site.
If visitor bounce rate increases because of the pop-focus method, switch to an on-page version of the newsletter form.
We recommend using Aweber for all newsletter marketing.
4. Get their information
Link: http://aweber.com
Category Page
5. Not all visitors are the same
The three types of shoppers:
The price sensitive shopper“I am looking for the best deal at the cheapest price. It’s all about low cost items and saving money!”
The competitive shopper“I am looking for the newest, top of the line product. I love being the first one among
my friends who is on top of the newest trend or style.”
The emotional shopper“I love wearing what all of the celebrities and stars are wearing. I stay on top of who is wearing what, and go for the most popular items on sites.”
Newest, Most Popular, and Price filtering
Value: Every type of shopper has the ability to filter items to their preference
5. Not all visitors are the same
How to target the three types of shoppers:
5. Not all visitors are the same
Take note:Filters are excellent, but you have to make sure you show the right type of filter first.
Sort by Top Sellers
Sort by uniquely recommended products for each visitor
Sort from A to Z
Sort by price
Value: A clear, cohesive view of my purchase options
6. Don’t be shy. Show it off
Show 25-50 products on a single page
List name, color,and price
Show the visitor how much he will save
Caution:It’s great to show off a lot of products; however, too many products and too much information can clutter the page.
If the page is cluttered and the shopper has too many options, decision paralysis can occur.
Decision Paralysis: When a shopper is presented with so many options that she chooses to not buy instead of choosing from the multitude of options.
To prevent decision paralysis, keep the page clean with uniform spacing, large product images, and readable text.
6. Don’t be shy. Show it off
View and ‘add to cart’ via the category page
Value: Easily accessible products through the category page
7. Give them quick options
Simple browsing and selection through the category page
Show multiple product SKUs
Show Quick View on hover
Key Takeaway:The faster and easier the shopping experience is for the visitor, the more likely that the visitor will convert into a sale.
Browse and purchase capabilities from the category pages allow shoppers to click less, and spend more time making educated decisions about what to buy.
7. Give them quick options
Value: I am able to easily browse all categories without returning to the home page
8. Place categories just a click away
Categories should be accessible 100% of the time
Complete category layout for easy browsing
Product Page
Product is the clear focus of this page
Value: A large image with many views draws my attention
Make the image large and in charge
9. Product Image is KING
Products just make sense when they’re worn
Value: I can see myself wearing the product
Have a model wear the product
10. Show the product in use
Key Takeaway:How does the shirt fit on a person? How would it look on me?
These are questions that are immediately answered when the product is worn by a model.
The goal is reduce ambiguity and uncertainty. The more certain and confident the shopper is about the product, the more likely she is going to buy.
10. Show the product in use
vs
Clearly marked price comparison
Value: I know how much I will save if I buy this product
Show the old price tag compared to the sale price
11. Make savings blatantly obvious
Showcase of products that compliment the currently viewed item
Value: I will likely add products to my shopping cart that go together as a complete outfit
Up-sell and cross-sell through targeted recommendations
12. Sell more through recommendations
Dynamic Insights easily adds the following features to your site:
1. People who bought this also bought...2. People who viewed this also viewed...
How to implement product recommendations on the product page:
12. Sell more through recommendations
Contact Us:
[email protected]://Viralogy.com
Viralogy recommends products that shoppers will likely purchase together
Shopping Cart
Value: This site is legitimate and I can trust it with my money
Can I trust you with my purchase?
13. Establish full confidence
Reasons why the shopper can trust you
Value: If I see a product I like, I can easily add it to my cart!
What products can I add to complete my outfit?
14. Never stop selling
Apparel and accessories that compliment what’s in the shopping cart
How to implement product recommendations in the shopping cart
14. Never stop selling
Contact Us:
[email protected]://Viralogy.com
Viralogy recommends products that shoppers will likely add to their cart
Dynamic Insights analyzes the products in the shopping cart, compares them to what has been purchased in the past, and produces recommended products that will likely convert into an up-sell for the shopper.
Value: All my questions are answered and I can focus on making the purchase
How much will it cost to ship? When will the products arrive?
15. Answer all questions immediately
Exact price and ship-time
Key Takeaway:Ambiguity is bad. If a shopper feels unsure about anything, whether it’s the legitimacy of the site or how much shipping will cost them, then they’re likely to take their business elsewhere.
Don’t wait for them to ask you the questions. Beat them to it by answering all questions clearly on the page.
15. Answer all questions immediately
Clearly marked threshold for free shipping
Value: I have a clear incentive to spend just $20 more to save $7 on shipping
Use threshold notifications as incentives to shop more
16. Give them a reason to add more
Exact additional spend needed
Value: Makes it easy for me to click the ‘checkout’ button
What makes a button appealing to click?
17. Buttons that click
1. Increase the size:
2. Add icons:
3. Add gradients and depth:
4. Use colors that stand out:
5. Describe what the button does:
Love your shoppers
The techniques discussed in this guide are meant to help you generate more revenue; at the same time, your ultimate goal should be to make your shoppers happy.
A happy shopper purchases a product. A happy shopper tells her friends about your brand and your products.
It’s not just about recommending products so that a shopper will buy them or about giving free shipping so that the customer will spend more; it should be about making the overall shopping experience pleasurable and fun.
Use these techniques to keep your shoppers smiling and buying!
Viralogy Dynamic Insights
Targeted purchase recommendations that increase sales conversions and items per sale
Contact Us Today:Joseph [email protected]
818.939.9978http://Viralogy.com
Special thanks and credit to Jason Billingsley
his work and knowledge made this guide possible
