Over recent years, E-commerce has blossomed from something of a niche alternative to more of a global standard. Business owners by the million are embracing online retail opportunities, but it is those from a somewhat amateur side of the fence that are benefiting the most. Thanks to tools and services like Magento, it’s never been easier to build, develop and operate an online retail site of the utmost quality with the least possible money and manpower.
Of course, there’s an important difference between running an online store and running a store that successfully converts visitors into buyers. Admittedly, there’s a fine line between the two, but it’s nonetheless important to push for every possible sale, on what works and address what doesn’t.
So with Magento stores in mind, here’s a quick overview of the most important tips of all for optimising conversion rates:
1 – Make Sure Your Bestsellers Are Shown
It’s no coincidence that you sell some things more than others – these are what the people are clearly most interested in. As such, it pays to show your best sellers as early on in the process as possible, which of course means bringing them to your home page. In order to check what your bestsellers are, it’s as easy as going into Reports->Products->Bestsellers in Magento Backend.
2 – Back to Basics
In order to ensure you don’t shun those that aren’t too keen on making online payments, give thought to allowing buyers to make payments over the phone or even by post, if that’s what they’d prefer to do. Minimal options for making payments can really hold back any Magento store.
3 – Show Yourselves by Video
An important tip for establishing trust is to put a face to the brand by way of imagery – video clips can work wonders. A good way of getting across the human element behind your Magento store is to shoot a short video clip depicting you, your staff and your offices, just to give prospective buyers an idea of who’s working for them and what goes on behind the scenes. Add this to your home page or any primary landing page.
4 – Think Local
If it’s in the best interests of your business to do so, consider paying particular focus to the locality in which you’re operating or are targeting. It can often be much easier to make a business succeed at a local level rather than national – using local terms and references in your content can make your Magento site a much more welcoming place for buyers.
5 – Calm the Categories
Just as it’s never a good idea to have a thousand products and no categories at all, it also won’t work in your favour to have dozens of categories that each contain just one or two products – it looks messy and slows down navigation. A general rule of thumb is to think around the 20 mark – if you have 20 examples of a certain product type or more, then in needs its own category. Anything less, group it with others.
6 – Prioritise Popular Categories
As with the home page best-sellers, it’s important to bring your best-selling categories to the attention of your visitors above and beyond all others. So rather than going with an alphabetized category list or one that just looks nice, make sure your best-selling categories are at the top.
7 – Carry Out Test Searches
If they can’t find what they want in a heartbeat, they won’t stay around long to look for it. AS such, it’s a good idea to carry out plenty of searches yourself to see what kinds of results come back when entering any given search terms. From single terms to plural items to phrases and even to typos, find out what’s being returned when your customers search for products.
8 – Strong Product Descriptions
And finally, the biggie of the list is undoubtedly that of making sure your product descriptions are spot on. Your Magento store counts on these to get the important aspects of each product across, so make sure that you:
- Do not use copied and pasted descriptions from other sites
- Do give each product its own unique description
- Avoid being too pushy with the sales pitch
- Use bullet points to list key details and make it easy to understand
- Go into as much detail as possible to cover all important aspects
It’s worth bearing in mind that strong and unique product descriptions also have a positive impact on SEO, so put the effort in and you’ll get out two rewards for the price of one!