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.
Use product recommendations to upsell and cross-sell
Why Product Recommendations are Crucial
Product recommendations can act as a powerful tool for an online retailer. They help you upsell and cross-sell by showcasing similar or complementary products to a customer’s current selection, enhancing the chances of them adding additional items to their cart. Adopting this strategy allows you to increase the average order value, thereby boosting your overall sales.
Mastering the Art of Upselling
Upselling is more than just persuading a customer to buy a more expensive variant of the selected product; it’s about adding real value. Whether it’s about offering a product with more features, a larger capacity, or an extended warranty, the idea is to demonstrate that the higher cost is worth the added benefit.
Using intelligent recommendation algorithms, you can strategically position these higher-valued alternatives where your customers can seamlessly see and consider them. Remember to keep your upsells closely relevant to the original product and ensure that they do not stray beyond the customer’s budget to maintain their shopping experience positive.
The Benefits of Cross-Selling
Cross-selling, on the other hand, involves recommending complementary products that enhance the utility or effectiveness of the item in the customer’s cart. Successfully cross-selling can lead to a fuller, more satisfying shopping experience for your customers, encouraging them to continue shopping with you in the future.
If you’re selling a mobile phone, for instance, relevant cross-sells could be a phone cover, screen protector, or earphones. It’s essential to time these suggestions wisely and not overwhelm your customer with too many at once. The best time usually is when the customer has made a firm buying decision on a primary product.
Implementing Recommendation Features on Your Product Pages
Product recommendations can be implemented in various ways on your product pages. Consider using sections like ‘Frequently bought together’, ‘You might also like’, ‘Inspired by your browsing history’, or ‘Customers who bought this also bought’ on your product pages. Incorporate dynamic algorithms that tailor suggestions based on the customer’s past purchases, browsing history, and popular items amongst similar users to make recommendations more effective.
A product recommendation section does not only have to appear on product pages or at checkout. You can utilise email marketing and send personalised product recommendations to those who have previously shopped with you, aiming at tempting them back to make another purchase.
The Power of Personalisation in Product Recommendations
One key secret to successful cross-selling and upselling is personalisation. If your ecommerce store can suggest products that feel curated to the individual, the recommendations are more likely to convert to sales. Use data and your understanding of customers’ preferences and buying habits to make your product recommendations more personalised and relevant. Doing this can rapidly improve your conversion rates, as customers often appreciate the personalised touch and are more likely to trust a brand that understands their needs.