Ecommerce CRO: Quick wins to deliver more from your existing traffic

In my previous article, I spoke about implementing seasonality, UX and image quick wins for your ecommerce site. In this post, I want to give you some tips on how to boost your sales by increasing your conversion rate, without having to increase your traffic.

Most retailers focus more on traffic generation than site conversion. While this may seem productive, increased conversion equals more sales, which means higher revenue and therefore, higher profitability.

So, let’s get to it.

1. Unlock on-site search opportunities

Improving your internal search configuration can also help you boost your sales. Look at your internal search data from GA to identify what users are searching for and what products are being returned in each case to identify potential issues such as:

When downloading the data, include at least 6 months to make sure you do not miss opportunities out because of seasonality. I also recommend removing any search terms with a low number of searches and low exit rate (you want to focus on quick wins that will drive the biggest impact).

Below are some of the things you can look at:

  1. Order by number of searches to find patterns on what type of pages users are struggling to find and provide recommendations to improve this. For example, if you see plenty of searches around brand terms, it might be a sign that your users are struggling to find brand pages. You can then make these more visible on the site.
  2. Look for content gaps. These are internal search queries with high search volumes that your business is stocking, but there’s no landing page on the site. In this case, create a landing page that matches that query.
  3. Look at search terms with high search refinements. This can be caused by search results pages not answering users’ intent. When your site’s search algorithm does not display the most relevant items, you might need to do some manual adjustments to bring the most relevant results to the top of the list. For example, for one of our clients, we realised that when users were searching for ‘front fastening bras’, clothing products were returned by the search page instead of bras.
  4. High search refinements can also be a sign of search pages returning a low number of products. You can do a site search in Google to find out whether your site is stocking more products than the ones returned by the search page.
  5. You will probably find some terms where the configuration of the search should be amended to cater for typos and misspellings (e.g. a user searching ‘bluebells’ only gets one product returned whereas a user typing ‘bluebella’ gets a wider range of items).
  6. The site search configuration should also handle synonyms and alternate terms to avoid it returning incomplete or zero results that could frustrate users. It’s quite likely you will find some instances of these on your list, which will need to be fixed.
  7. Enabling predictive searches to show visitors popular queries on the word they are searching for will quite likely have a positive impact on user engagement.

2. Optimise your category pages for conversions

It’s also important to make sure that your transactional pages (category and product pages) are optimised for conversions. Below are some features that will aid retail category page conversion to your site:

Quick view exampleLow stock examplesProduct snippet example

3. Popular products with low conversions

Start by performing comparisons between search demand and conversions at a URL level. You need to find product pages with large amount of impressions in GSC that are not being added to the basket (low conversion rate). While these products are in high demand, a low conversion rate indicates there might be something stopping people from purchasing. You can align this with your seasonality strategy mentioned here, since product demand will vary through the year, or repeat this exercise a few times a year (e.g. every quarter).

You can also do some CRO analysis on those landing pages to find out why they’re not converting. Below, I have summarised some of the most common patterns we find when doing this exercise for some of our clients’ websites:

4. Optimise your product pages for conversions

When it comes to product pages, here are a few ideas on how you can boost your sales on your product page template:

Returns policy examplePromotion example

Remember to mention any other key selling points, such as two-year guarantees. This gives the buyer a final bit of encouragement and trust before clicking to buy.

Product variant example

If you want to expand more on this subject, I’d suggest reading this article, which contains various methods of SEO optimisation for product pages.

There are so many ways to make the most of your existing traffic, but these tips will be a good start. If you need any extra help implementing these tips or want to discover more ways to optimise your site, please get in touch!

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