Introduction
As an ecommerce store owner or manager, you’ve most likely seen a high web traffic to your site but remained puzzled on how to convert this into significant sales. You’re not alone.
Growing web traffic is a fundamental goal for any ecommerce store owner. However, high traffic volumes don’t inherently translate to thriving business performance. What’s crucial is leveraging that online traffic into actual sales through a high conversion rate - and that’s where your product pages come into play.
Your product pages are the critical linchpins that turn browsing visitors into paying customers. If you’re driving a substantial amount of traffic, yet seeing lacklustre conversion rates, it’s time to revamp those pages to better captivate your potential shoppers. To help you make the most of this untapped resource, we’ve curated a complete list of tips and optimisations that can significantly enhance the efficacy of your product pages and transform them into potent conversion engines. Read on to find out how to optimise your ecommerce site and improve your turnover.
Offer personalised recommendations based on browsing history
The Power of Personalised Recommendations
Offering personalised recommendations based on a customer’s browsing history can be a powerful tool to increase conversions. It brings an element of personal touch to a customer’s shopping experience, helping them feel valued and understood.
Making Personalised Recommendations Matter
Not all personalised recommendations are created equal. It’s one thing to offer an item “because you browsed this”, and another to offer an item that truly complements or enhances the products your customer is genuinely interested in. This requires smart analysis and usage of browsing history data.
How To Implement Effective Personalised Recommendations
Implementing effective personalised recommendations begins with tracking and understanding your customer’s browsing patterns, which can be complex. A versatile ecommerce platform can often provide this functionality, or you can utilise specialised software solutions. These tools analyse browsing histories, purchase histories, and other user behaviour to make informed recommendations.
Keeping Personalised Recommendations Fresh
Just as important as providing personalised recommendations is keeping them fresh. Regularly updating the recommendations you give to customers based on their recent browsing history can increase the likelihood they’ll find something new they’re interested in, leading to higher conversion rates.
The Benefits of Personalised Recommendations
Personalised recommendations are tailored to the individual user’s tastes, which can deeply enhance the shopping experience and improve perceived value. In fact, a study by Segment revealed that 49% of shoppers ended up buying an item they weren’t planning on due to a personalised recommendation.
Testing and Optimising Your Personalised Recommendations
Like with any other conversion strategy, it’s essential to regularly test the effectiveness of your personalised recommendations and make necessary adjustments. This could be achieved through A/B testing different recommendation algorithms and presentation strategies for continued optimisation.