Why Free Shipping is Worth It

Free Shipping

After scouring the internet for an answer to my question “what shipping method leads to most sales?” the conclusion was widely unanimous: offer free shipping on your site.

Not only is free shipping the #1 criteria for making a purchase, where 73% of people listed it as “critical,” but it is also a driver in purchasing more items at once. In fact, 52% of American shoppers have added items to their e-commerce shopping cart to qualify for free shipping. So not only will free shipping get people to follow through with their purchases, but it could actually encourage your customers to purchase more items.Continue reading

Customers Who Chat Before Purchasing Convert 40% More

Live Chat

It can be very tempting to only provide an email or contact form for visitors to reach you if they have questions. However, in this day and age of instant communication, they want an answer right this second.

Can your customers ask questions 24/7? Visitors who engage with a live chat, especially, expect a quick response.

I found these statistics:

  • Customers who chat before purchasing have a 40% higher conversion rate.
  • Live chat has the highest satisfaction levels for any customer service channel, with 73%, compared with 61% for email and 44% for phone.
  • It is also 400% less expensive than phone support.
  • Over 60% of millennials use live chat for questions.

Add a Live Chat if your store doesn’t already have one! What has been your experience with having (or not) a Live Chat on your site? Let me know in a comment below!

 


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*** This is a guest blog post by Matt Tanguay where he shares his numbers-backed findings in the form of Ecommerce conversion tips ***

Why You Should Offer a Guest Checkout

Guest Checkout

According to Baynard Institute, the average shopping cart abandonment rate for e-commerce stores hovers around 68.63% (as at January 2016). This means that 7 out of 10 people leave your site after committing to the purchase process.

28% of US online shoppers abandon their cart because they don’t want to register/create account just to make a purchase. And that alone is why you should offer a Guest Checkout experience on your store.

ASOS, for example, removed the account creation step on the checkout login page and it reduced their abandonment rate by 50%. And I found that 10 out of 11 ecommerce sites considered as having the best checkout experience offer a guest checkout. That counts for something.

A couple of notes:

  • The same email address should work with multiple guest checkouts, to allow the same person to make more than one guest purchase with their email address.
  • You should offer account creation after checkout, in the Thank You page.

 

Are you already offering your buyers a Guest Checkout? If not, is this convincing you to implement it?

 


Sources:

 

*** This is a guest blog post by Matt Tanguay where he shares his numbers-backed findings in the form of Ecommerce conversion tips ***

Can Product Videos Increase Conversions?

Product Videos

You probably already know this, but yes they do. Their impact is actually quite extreme.

So do you have a video on every product page? Here’s why you should.

  • Videos up your conversion rate, with the likelihood of purchase rising to 85% after a customer has seen a product video.
  • Video reviews on product pages increase visitor session duration by 340%.
  • E-commerce merchants know that consumers feel 52% more confident when they encounter video content on their shopping journey.
  • Videos on product pages contribute to 127% increase in pages visited per shopping session.
  • 4 in 5 millennial shoppers find online product videos helpful when researching future purchases.
  • According to Neil Patel, viewers are anywhere from 64-85% more likely to buy after watching a product video
  • 72% of people would rather use video to learn about a product or service.

And it doesn’t have to be a professional production. An authentic and fun video recorded with a smartphone can be just as effective, if not more.

You could record yourself or a friend unpacking the product, and using it or wearing it, and commenting on it.

 


Sources:

 

*** This is a guest blog post by Matt Tanguay where he shares his numbers-backed findings in the form of Ecommerce conversion tips ***

Should Product Categories Be Listed Directly in Your Menu?

Mega Menus

Baymard Institute recommends to place the main product categories directly in the main menu. This means that the level 1 navigation in the header menu (on desktop) or the burger menu (on mobile) is your main categories. That way, visitors can get a quick glance at what your site offers without having to click, hover, or scroll.

Here’s the best combination I figured out so far:

 

On desktop…

If you have about seven or fewer main product categories:

  • Show those categories directly in the header menu. Some websites managed to fit up to about 10 categories. However, I find that it looks overwhelming.
  • Each menu item one triggers a Mega Menu panel. Show the sub categories as columns – ideally 3 to 5). (See example)
  • Optionally show an image for each column, or for a few featured items. (See example)

 

If you have more than seven main product categories or a lot of sub-categories:

  • Have a single Shop button (or a similar label) which triggers a two-dimensional Mega Menu.
  • Alternatively, if you can figure out a simplified version of your categories, you can still show a handful of items at the top, and have a two-dimensional Mega Menu under each. (See example)

 

On mobile…

Show a collapsed Shop menu item for the product categories.

  • (See example)
  • When tapping it, it expands your main categories under it.
  • The Shop item doesn’t link to anything (I don’t recommend having a general Shop page). To keep things simple, they need to choose a category.
  • This will make it easy to also list your other important pages (About, Order Tracking, etc.) below the Shop item.

 

If you only have fewer than about 7-10 main product categories:

  • Show them as level 1 navigation in the burger menu. (See example)

 

Also consider having a Link Bar.

  • Put it right below your header to feature some of your main product categories.
  • Growth Rock saw a 5% increase with 93% statistical significance by adding a Link Bar. (See a mockup of the concept) (See example)

 

Hope this helps! Thoughts? What kind of menu layout do you have on your site, and why?

 


Sources:

 

*** This is a guest blog post by Matt Tanguay where he shares his numbers-backed findings in the form of Ecommerce conversion tips ***

How Important Are Product Reviews on Your Online Store?

Product Reviews

As part of the extensive research I do to inform my detailed ecommerce UX Audits, I found these stats about product reviews. So instead of just telling you that you should make sure to have product reviews on your site, I’ll try to prove it.

 

Here are some stats about reviews…

  • 95% of users relied on reviews to learn more about products.
  • 90% of users want to filter reviews based on rating
  • 57% of online customers are seeking website with product reviews, while 70% of mobile shoppers reported being more likely to purchase from a mobile site or app with reviews.
  • 70% of mobile shoppers are more likely to purchase a product if it has reviews
  • Sweepstakes are proven to improve review generation by up to 100%
  • Consumer reviews are nearly 12 times more trusted than descriptions that come from manufacturers.
  • According to Reevoo, reviews produce an average 18% uplift in sales.
  • Incentive keywords in review requests increase reviews by 68%
  • 85% of consumers trust online reviews as much as personal recommendations.
  • Shoppers rated the availability of product reviews as an important factor in their decision for big-ticket purchases.
  • As for the 65% of consumers, 10 is minimum number of reviews.
  • 82% of shoppers seek out negative reviews; among shoppers under 45 this number jumps to 86%.
  • 42% of customers leave the feedback, while 55% who aren’t cited needing motivation for that.
  • 3 out of 4 shoppers find tag-based reviews more useful.

 

How should you implement product reviews?

Below are my recommendations based on those research findings:

  1. Have minimum 10 reviews (and the associated rating) per product.
  2. Show a rating distribution summary, and add the ability to filter reviews based on the rating.
  3. Give an incentive for your buyers to write a review.
  4. Email buyers soon after they received their product to ask them for a review.

 

So, do you have product reviews on your site?

Reviews are an absolute MUST, and they will have a major impact on your conversion.

How many reviews do you have on average for each product? There are ways to get them easily.

  • You can connect to AliExpress’ reviews.
  • You can offer your products for free to friends or people in this group in exchange for a review.

 


Sources:

 

*** This is a guest blog post by Matt Tanguay where he shares his numbers-backed findings in the form of Ecommerce conversion tips ***