If you can earn lakhs of rupees by creating an e-commerce store and running ads, then everyone is a millionaire today. Do you think that successful e-commerce stores have become so successful by putting in so little effort? Not. Advertising plays only 20% of your e-commerce. The remaining 80% is optimization. So, in this article today, we will talk specifically about performance marketing, which can help you increase your e-commerce store’s conversion. I will share our strategy with our clients at our agency, ZIKIS, and which successful e-commerce stores are using very well.
So, read the article till the end because if you apply all these tips and tricks to your e-commerce store, I am 100% sure you will see good e-commerce store’s conversions.
7 Strategies to Increase Your E-commerce Store’s Conversion
Strategy 1: Microsoft Clarity
The first thing I will explain to you is an example. Suppose you go to a mall and enter a clothes store there. Now, whatever things are kept there are kept according to your behavior and psychology. For example, you will see that cheap clothes are usually kept on the front side and whenever you are returning from the store, you should see the same cheap clothes at the end also so that you do not go back empty handed.
If I take this as an example, you must know what type of behaviour the users engage in on your website. Which pages are they visiting the most? Where are they spending their time the most? So, having a tool called Microsoft Clarity is very important. Whenever a low-converting client comes to our agency, we first tell him to install Microsoft Clarity. Through that, you can understand your users’ behaviour. Where is he spending most of his time?
For example, if he is leaving the checkout page. If he is not buying the product, why is he not doing so? You can check all these things out through live screen recordings. You can use this specific data to customize and optimize your website accordingly and see the best experience for your user. Because until you do not understand your audience, you are left far behind in the conversion stage.
Strategy 2: Abundant Card
Suppose you bring many users to your website through ads or organically, but very few are converting to or buying your product. Let me explain this with a small example. I am your user. I came to your website. I scrolled through some products. I liked one product. I added it to the card. But when it came time to make the payment, I left the product on the card and exited your website. There can be multiple reasons for this. It could be that the user was not in the mood, or there was a glitch in the payment, or he did not even think of buying.
So, we call this an Abundant Card. You will get an abundant card recovery section if your website is on Shopify, where you can see how many people have left products on your card and have not made a purchase. Now, you need to understand that if someone leaves your product in the card, that is your warmest audience, and converting them is comparatively more straightforward. The best way to implement this is through email automation or WhatsApp automation.
For example, I came to your website. I left one of your products on the card but did not purchase it. You can notify me through email and WhatsApp. For example, you said you left some items on your card. We are giving straight ₹ 100 cashback if you purchase it now. So what happens here? I will be introducing myself. I was not getting any discount earlier, but now I am getting a discount. So I may buy that product immediately. In this way, you can share discount codes and offers through automation on WhatsApp and email and recover your surplus cards, increasing your store’s conversion rate by 100%.
Strategy 3: Shopable Videos
These successful e-commerce stores are running from a small secret trick and are increasing their conversions by using it.
Let me tell you its secret sauce. We call it Shopable videos. They are using shoppable videos on their website. Let me tell you, it’s a simple concept. Suppose I am watching a product video on your website, and I want to buy that product. So what do I have to do? I have to exit that video, go to your product page, and buy it. But what can you do through shoppable videos? You can directly embed the link of your product in your video. If I like that,t product, I directly c, click from there and reach the checkout page. And this is one of the best ways because what happens with this? Your user does not have to face many difficulties. If he likes any product, he will reach the checkout page directly.
But now you must think about how we will do it if we add shoppable videos on our website. If you have a website on Shopify, there is an app called Reel Up through which you can very easily add shoppable videos. And let me tell you the best part: there are many videos of products on your social media. So what can you do? You can convert these videos into shoppable by reusing them on your website. What will happen with this? Your organic presence will be visible.
Along with this, your videos will be converted directly to checkout. Sometimes, if you put videos on the website, their quality is not good. So, the AI of Reel Up automatically enhances your videos so that the user experience remains smooth. Now, you will find many apps to add shoppable videos to Shopify. But I am suggesting Reel Up specifically because if you do any post-purchase activities, you have done email, WhatsApp, or SMS automation. You can also directly add shoppable videos through this app. This will increase your post-purchase activities, and you will also get excellent conversions on the current website.
Strategy 4: Bundles
Now, I will tell you about four small secret tricks you will find in almost all successful e-commerce stores. The first is bundles. You will see that many such stores run offers of buy two or buy three ads. For example, my new product is for ₹199. So I can create a bundle and say you can buy three of the same product at ₹699. So, what happens with a bundle? You are increasing the basket size of your users and converting your low-ticket users to high-ticket users. Apart from this, if you have multiple products on your website, then you will see that significant marketplaces like Amazon, Myntra, and Flipkart use the Frequently Buy Together tab a lot.
For example, I purchased a camera. So, along with the camera, they will show me the memory card, camera bag, and lens below in Frequently Buy Together so that I can increase my basket size. And if you also have multiple products on your website, then you can try this trick to increase the basket size of your users.
Apart from this, you must have noticed one more thing: limited stock or delivery. If you see any product page, it is written there that only 20 are left in stock or that you will get this delivered in seven days, and some specific date is mentioned. So, these are all widgets that make the user feel urgent. If I am looking at a product and I like it and only 10 stocks of it are left, I would like to purchase it immediately so that it does not go out of stock. Suppose the user sees that it is written in the widget that the delivery will be available by this particular time.
In that case, the trustability factor increases, ultimately increasing your conversion. You must have seen what marketplaces like Myntra do, which is written below the product. For example, 121 people are viewing this right now, and how many people are currently viewing that product? They also mention that thing there. So, this creates a FOMO, which ultimately increases your conversions.
Strategy 5: Reviews
I will tell you the pointer in almost all my YouTube videos. But this is one of the most important parts if you want to increase your e-commerce website’s conversion. And that is reviews. Because if there is not even a single customer review on your website, then you cannot bring conversion because the persona of the Indian user is very different. Trustworthiness is significant for them. So you need to add reviews. Now, if your website is freshly created, you have no customers. So you can tell your friends to add some reviews here. You send them your product. They will click the image and add some good reviews. Due to this, the user’s trustworthiness will increase, and ultimately, your sales will also increase from there.
Strategy 6: GokQuick
Now, let’s talk about our next pointer. The biggest problem in e-commerce in India is that there are too many RTO orders or too many fake COD orders. To solve this, you have to do many things because, ultimately, you may be getting a lot of conversions, but you will still lose because your orders are fake or are being returned too much. So what can you do about this? There is an app on Shopify named GokQuick through which you can accept partial COD orders.
For example, if your product is ₹1299, you will take ₹200 before dispatching the product and the rest after delivery. Apart from this, you can add discounts to prepaid orders through this. For example, if my product is ₹1299, I am selling it for 1099 in prepaid and ₹1399 in cash on delivery. So what will people do? They will usually do prepaid orders because they are getting discounts there, and along with this, you can also get OTP verification done on COD.
For example, if I want to buy a product, I have to place it on COD order, then it will first get OTP verified from my mobile number so that whenever my product is delivered, there is no issue of address or phone number. We avoid fake COD orders the most. Now, you can do one more thing on your website through this. For example, there is a user whose history of COD orders in the past has not been good. So, what will this app do? It automatically removes the option of a COD order for that specific user from your website so that you can avoid fake COD orders.
Strategy 7: WhatsApp Automation
Conversion rate can increase only when you convert your existing customers into repeat customers. The best way to do this is through WhatsApp automation. There are many tools available in the market. But I am telling you about WhatsApp automation because you will get the highest engagement rate from customers here. For example, if someone purchases your product, he will directly receive an order confirmation. The order tracking link will be sent. If you want to share some offers or a new collection only for your existing customers, you can do it directly through WhatsApp. And these customers are your most engaged customers. Therefore, you do not have to run advertisements for them repeatedly. You can cater to them only through WhatsApp and email automation.
Now, in email automation, create a newsletter where you educate them and, at the same time, introduce your latest offers, discounts or collections. These are some tips and tricks you can use to increase your e-commerce store’s conversion. Now tell me in the comment section which of these tips you have already used on your website or if there are any tips that I have not mentioned in this article.