|Image Credit – Neil Patel|
Hey everyone, it’s Neil Patel and today is another day of SEO Unlocked and today we’re going to be covering conversion rate optimization.
When you’re going through this training course to boost your eCommerce sales, make sure you take your time. So when I go over specification items and tactics, especially like the ones that I’m going to be covering today, take your time and if you have to feel freehand rewind and re-watch, but make sure you get them down and every single one because it’ll help you increase your conversions.
It’s all about adding all of them up. It’s one thing won’t boost your sales by 30, 40 50% but if you do all these things even though they help a little bit, but when you combine them all together it actually helps a lot.
The overview, last week recovered getting started, this week it’s all about SEO and CRO., then next week, we’re going to get into sales channels and last but not least, in week four we’re going to be going over marketing channels. So let’s dive into the first lesson of this week which is CRO. Amazon announced that it had revenues of $75 billion in the first three months of the year.
Just imagine that, $75 billion. That’s a lot of money. No wonder Jeff Bezos is the richest person in the world. For eCommerce in general, you’re not going to convert as well as Amazon, but for every a hundred visitors that you get one to 2% will convert into a paying customer.
They’ll buy a product from you, they buy multiple products from you, they may buy some upsells or down cells, but in general, one to two out of every hundred visitors will convert into a paying customer. Your funnel usually looks something like this. People will come to your website, you’ll generate a lead maybe an email, they’ll end up buying a product from you, they may keep coming backhand buying more and more and the reason Amazon does so well is their pyramid is upside down, in which they’re getting visitors and the visitors are actually a big portion.
They’re getting customers but the repeat buyers base is huge and that’s what’s making them do so well. I want to do some quick math before we really dive into some conversion techniques. As I mentioned, roughly one or two out of every hundred people are going to end up converting and buying a product from you. So let’s say you’re making or getting 600 visitors a day and each sale is roughly $45, at a 1% conversion rate, that would be roughly $98,000in income for the year.
Now, if you boosted your conversion rate to 2.5, a little bit better than the average of one to 2%, you’d be at $246,000. That’s an additional $147,000in additional revenue without adding any extra costs to your business, other than the fact that of course, the more proxy you sell there is some costs of the product itself and the inventory and shipping. By focusing on product pages we call them PDPs, you can increase revenue With a few simple tweaks.
So let me breakdown really good product page. If you look, there’s a Byproduct shot on the left side to really clear crisp image. Got the logo in the top left, phone number on the top right to build trust, product descriptions,even customer reviews that helps a lot, the pricing and CTA and then brand guarantee. Two things that I wantto emphasize on this page is a phone number. Yes, Amazon may not have a phone number but you’re not Amazon,
and I don’t mean that in a rude way but the reality is none of us are Amazon. So we have to go a little bit more further just to get that extra sale and the brand guarantee is huge too. Things like badges that say free no contact delivery, those kind of things can help boost conversion rates. With your website you want to optimize your meta descriptions.
Meta descriptions will help boost conversion rates. So if you take your title tag and you look at your product pages or the landing pages and you make sure your title and meta description is appealing, it evokes curiosity, lets them know what they’re going to get, isn’t too long where it gets cut off from search and isn’t the optimal format which is natural, compelling content, you’re going to end up generating more sales, and if you want to analyze your meta tag, go to Ubersuggest, and in Ubersuggest put in your URL and click on the site audit report on the left side.
It’ll break down and analyze your whole site from your SEO, but also your meta tags as Welland give you a report on it. Here’s multiple product shots. This is one of the easiest ways to boost conversions. When people are looking at a product they want to see every single viewpoint from it. How does it look from the front, from the back? How does it look being used or worn?
What if you want to zoom in or zoom out? Can you show someone actually walking in the product or using the product that could be through a video or a GIF? Are the quality of the images better or high quality, right? You don’t want blurry images. Humans respond 6,000 times faster to visual images than they do over text. So make sure that you’re using visuals. But when you’re using visuals, you want to make sure that you’re compressing your images so that way your page loads fast, because every second delayed in load time is going to cost you conversions.
So compress your images, but still keep the quality up. There’s a lot of tools that do it online, just use one of them. You also want to articulate your product descriptions. What is it? How is it made? If you have a story, talk about the story and the history behind it. Turn the features into benefits and use a combination of logic and emotion. When you tie both of those two things in together because some people are more emotional, some people are more logical, but when you combine them both you’re going to hit all side sand boost your conversion rate.
You want to dissect every aspect of your product and clearly articulate it. That’s how you get more sales from your product descriptions. Like I mentioned, logic an demotion combined do very well. Some people are left brained some people are right brained, but when you combine both of them that’s when you see more conversion lifts.
Don’t just appeal to one side or the other, appeal to both. Some of the words that you can also use to boost your conversion rates are on this page. Effective, instantly,immediate, introducing. There’s tons and tons here. I’m not going to go through all of them.
You can pause the video if you want. Just take a screen capture of this and it’ll give you ideas of words that you can use in the future. Interesting stat and thesis from the Elastic Path. For CTA buttons, people are more likely to click on Add To Cart than they are to click on Add to Bag, or Add to Shopping Bag, or Add to Basket. There’s multiple words that you can use but stick to the basics.
People prefer Add To Cart. Don’t get fancy or anything like that, stick with what people know and are used to. Another thing that I recommend that you do on your pages is answer frequently asked questions. See, unlike shopping in-person, you’re going to have questions because and probably even more questions because you can’t see the product.
You can’t touch the product. So by answering the most common questions in the FAQ section you’re going to save people time. It shows that you’ve thought through every single use case and it helps boost conversions. It’s simple, this one thing won’t drastically increase your conversions but if you combine everything that I’m talking about it really does help.
That’s why I don’t want you to forget your FAQs. You also want to do exit intents. You can use products likeHello Bar to do this. So when someone’s leaving your website they’re not buying anything, I typically offer thema discount 5%, 10%, 20% in exchange for their email, that tends to work really well. You can try digital downloads.
I haven’t found that to work as well like eBooks and stuff like that for eCommerce, but I have found coupons to work really well. Another interesting stuff for you is the average cart abandonment’s 69.23%, that’s high. Think about how much money people are leaving on the table. It’s roughly 260 billion dollars. That’s a lot of money. The Barnyard Institute documented that the average eCommerce site can gain another 35.26%increase in conversions through a better checkout design and abandoned cart flow, as well as email sequencing to get people back and purchasing again. Here’s an example of thecart abandonment sequence.
You want to be specific, be true to your brand, be personal, you can follow up through email. I tend to offer an incentive for people to come back and buy. I also try to include case studies, reviews, testimonials, sometimes even video formats of that and email that tends to help a lot too and get people to comeback and then buy again.
Customer reviews are huge. People take that for granted, but here’s something interesting. When you buy products, you tend to stick with brands that you know. 41% of shoppers worldwide are willing to shop from brands that they’re less familiar with based on product review sand customer video reviews, or even unboxing reviews. For this reason you needto focus on reviews, the more the better.
Nearly 95% of customers turn to reviews when shopping online. I swear by them. I base almost all my purchases on Amazon based on the reviews. If the review suck, I don’t buy. An additional conversion hack that you can use is leveraging scarcity and urgency and I’ll show you an example of this in a bit.
You can do this to your headlines or call to actions, but the more urgent people know that, hey, your product maybe running out of inventory, the more likely they are to buy and you don’t want to trick or deceive them. If you’re not running out of inventory don’t say that on your page, but you can do things to speed along their decision.
Like if you buy it right now, we’ll deliver it to you the next day, or give you two day free shipping, or if you select this option you can save right now this amount of money. All these little things really help and it causes more urgency and causes people to buy versus taking their time. When you’re going through your whole conversion optimization process when it comes to eCommerce,it’s the whole funnel, from the ads, to the landing pages, to the product pages, emails, upsells.
You got to go and optimize everything. One thing won’t really change your business but combining all of them is what’s really going to drive you more sales. It all starts from the traffic and at the very end, when you go through all the steps, it’ll end up generating you more revenue and there’s a ton of little steps but they all add up from offers, to email campaigns, to upsells, down cells, every time you have a new product launch telling people about it, all of this stuff really does help.
If you’re on Shopify,checkout Zipify Pages, it’s an easy way to generate more upsells. We love it to death. Also, I want you to goto neilpatel.com/training and click on Ecommerce Unlocked.
Check out the product page conversion checklist. Make sure you go through this so that way you can optimize your product detail pages and this will help boost your conversion rates. We also have an optimization spreadsheet for you. Pull it out, it’ll help you optimize your conversions again.
So some action items for you, go to neilpatel.com/training. If you’re already not there,click on Ecommerce Unlocked. Go to week two lesson one and download these three action items from split testing ideas to measuring your results with the Optimization Spreadsheet to using Conversion Rate Optimization testing guide.
When you go through all these files it’ll help you get more results. These worksheets, these templates they’re really important, so I want you to use them and if it takes you a little bit extra time, don’t worry, but they’re there to help you out and give you ideas so you don’t have to start from scratch. Thank you for listening to this lesson.
I look forward to helping you grow your eCommerce sales and traffic.