How to increase the percentage of conversions on your WooCommerce product pages
You have huge traffic, but few sales? The owner of any online store dreams of having a large influx of visitors, but without converting them into customers, without shopping, all your efforts will simply be useless.
For this reason, the conversion rate of your online store is an important indicator to assess the success of your work and improve the efficiency of your WooCommerce store.
What is the conversion rate?
The conversion rate is the percentage of visits that resulted in the necessary actions related to e-commerce. Frequently, conversions mean purchases, but in general, many other things can be a conversion.
Below we give a summary of the best practices for creating product pages that have a good conversion.
Make it easy to find the right products
When a person visits your online store and browses the grocery page, time is already beginning to go. If a visitor needs to spend too much time and effort to find what he needs, there is a high probability that he is not converted into a client.
Simplify things, it will help your visitors to make a purchase faster. To do this, you must implement the following features:
Improve site search: add live search, filters, indexing, etc. using Algolia. You can also speed up your search with Elasticsearch.
Improve your site navigation: A multi-level navigation system makes it easy to find a product based on a category, price range, color, size, or any other available product attribute. This can be implemented using Ajax-Enabled Enhanced Layered Navigation.
Improve Product Comparison: Product Comparison is a step in the purchasing decision process. Visitors want to compare features, benefits, and prices to see which product suits them best. Try product compare to implement this.
Turn on live chat so that visitors can contact you immediately. This can be done using the Beekeeping for WooCommerce plugin.
Use high-quality product images.
People mainly rely on the visual component. The product image is the “holy grail” for any grocery page. Due to the absence of any physical contact, any online store relies largely on the product image as a guide for customers. Product images should answer some questions so that the visitor does not have to read long product descriptions.
Here are some simple tips for improving product images and choosing a general strategy for creating visual content:
High resolution is obligatory: visitors who received images of goods in the high resolution were three times more often converted into buyers. Customers believe that low-resolution images are pushed away from further product exploration, and your company seems unreliable and amateurish.
Zoom Capability: Customers love the zoom feature — interactive zooming or panning of product images. As practice shows, 38% of online shoppers are more likely to buy goods in stores where there is a possibility of zoom products.
The ability to rotate the product through 360: using a 360-degree view of the product allows you to explore different sizes, angles, and perspectives of the product. Statistics show that online stores have a 6% increase in sales when they display products with a 360-degree rotation (compared to static images).
For example, Wiggle.co.uk offers a 360-degree view and zoom on its product pages, which allows customers to increase, rotate the product and change the viewing angle of the product.
Discard the jargon in the content
Words work effectively. You must accompany your grocery page with quality content so that your customers can make a purchase faster. Make your content easy to understand, try to write exactly the way your target audience communicates. Be as authentic as you can be in your writing style as if you were talking to your friends.
Remember that you are not just providing information to your customers, you are showing who you are, and this is one of the ways to convince you to make a purchase. Qualitative descriptions can potentially increase your conversion rate by 78%.
Do not try to hit people with your unusual, complex business language – it simply does not work.
You write for people – they study your site, their purchase decision will be based on what they read. Invest in product descriptions so that they sound positive and friendly. This will show visitors that you are an open and attractive brand.
See how Wristology makes product descriptions like you are their friend.
Save lost conversions
Do you know that about 98% of visitors will not buy anything from you during their first visit? Yes very many. This is a difficult problem for numerous online stores, especially because the traffic has to be seriously fought. Imagine how many conversions they are losing!
However, there are many options to save these seemingly lost opportunities. Here are some examples.
Customize the wishlist (wish list of purchases): sometimes visitors are not ready to purchase the product right away. It is important that you have buttons for adding a product to your wish list so that visitors can save the product and return to it later. In the end, you can save the conversion.
Remind customers by email of an incomplete order: you can gently remind customers of abandoned baskets by sending them a letter with the goods that they added to the basket. You can set up automatic sending of similar letters using the built-in feature in WooCommerce, Mailbot application or the Beekeeping for WooCommerce plugin.
Compare yourself with other competitors
Each product and service has its competitors – direct and indirect. Studies show that people always compare purchases. Before making a purchase, they first visit at least three sites to find the best product.
Use this fact to your advantage – compare your products with others, so that users do not have to do it.
People usually look only at the most important things, such as price and product features. You can manage such a dialogue with the client. Suppose that your product is more expensive than your competitors; then you can make your benefits more vivid and visible in your comparison chart.
Thus, you can explain to visitors why buying an expensive product from you is more profitable than buying a cheaper alternative.
The product comparison table will help you keep visitors to the site. Again, you can display your product as a better choice, as Formstack does compare to other form designers.
Where to get it
As well as the official WooCommerce marketplace, there are also dozens of free and premium add-ons developed by third-party companies. This gives you a huge choice of options for extending your WooCommerce store and adding any feature you can possibly imagine, without needing to hire a developer. For example:
-Want to create a one-page WooCommerce order form, wholesale ordering page or restaurant order system? Use the WooCommerce Product Table plugin to list products in a table layout, complete with extra product data, variation dropdowns and add to cart buttons.
Interested in generating recurring revenue from your store? Use the WooCommerce Subscriptions extension to sell repeat payment plans.
-Do you need a more flexible way to sell extras for your products, such as checkbox options and text input fields? You can do this and more with the Product Add-Ons plugin.
-Need to show extra information without taking people to a separate page for each product? Add a WooCommerce quick view plugin and display extra information and images in a quick view lightbox.
By optimizing the pages of your products, you increase what a product page exists for – conversions. There are many ways to increase the conversion rate of your pages, but the main idea is to create a positive product purchase process.
You can achieve this by ensuring that users can easily find the right products, view high-quality images of the product, explore understandable content, get rid of mistrust and make a purchase without difficulty.