Recently we published an article on the Storenvy blog (we integrate with Storenvy) on things you can do to make people buy stuff on your store (that’s called converting visitors into sales). That article focused on things you can do on the Storenvy platform, but we wanted to share the info with everyone else using different platforms. So here it is, things you can include in your store to make it more converting!
Having an e-commerce store isn’t always fun and games. Even if you’ve added great products, you’ve integrated with Printful, you think that droves of visitors will find your site and buy your amazing products. Unfortunately, it’s a bit more difficult than that. There are many factors that influence a visitor’s behavior, which changes the likelihood of them buying something from your store. That can range from doubts about quality, trust in your brand to follow through, to uncertainty of what they’ll receive. Here are some things that can work in your favor – small changes that make a big difference to how your potential customer perceives your store.
1. Include Testimonials to Demonstrate Good Experiences
When other people see that others have had a good experience, that makes them believe that they also have the chance of having a good experience with your store. WikiJobs found that they got 34% more purchases when they added testimonials.
Make sure they’re real! Get the person’s photo, and it’s even better if you can link to their site. Even better if you can focus on a specific pain point – quality, shipping time, customer service. These are much more effective than generic praise.
Includes: a photo of the person saying it, addressing real-life benefits, with a full name, position, and link to his relevant business.
Generic, doesn’t explain why it’s good, doesn’t have a photo.
2. Social Proof to Trigger Herd Instinct
Deep down psychologically, when we see lots of other people doing something, we’re compelled to do the same thing. It comes down to survival instinct. Because if everyone else is doing it, it has to be good, right? That’s why you should include examples of other people enjoying your product. That can come in different ways. Here are some of the most common:
Social shares – not only should you have share buttons next to each of your products, but you should also show the amount of people that are diggin’ it.
Showcase influential customers – by showing your potential customers that other people, who are pretty cool, are using your product. That can be the trigger to make people trust your product. If you’re selling apparel, you might want to share photos of people in your garments, or wherever your products might be found. Some goes for an “as seen in” if you get any press coverage or internet attention.
3. Upfront Shipping to Generate Trust
Trust is one of the most important factors to generating a sale. Something that kills sales, are hidden costs. That’s why you should be upfront when it comes to shipping. It might scare people off at first, but in the long run you’ll have dedicated customers who aren’t afraid of being swindled and hit with hidden costs.
4. An “about us” section to add a story, personality, human connection
You should never underestimate the power of a personal connection. Use your space to tell your story, give your product a history, and convey your personality. Anyone is much more inclined to buy something when they feel a connection to the person, the story, the cause, the journey.
5. High-quality product pictures for accurate imagination
The typical e-commerce storefront is 60% made up of product images. Since you’re not able to show your product to your buyer, they’re entirely relying on your photos to get an idea of what they’re buying. That’s why it’s so important to have not only good-looking pictures, but also photos that give an accurate idea of what the product’s like in real life. That means photos from several angles, photos with people so that you can get an idea of the fit (for clothing) or size (for objects like bags). Zoom features are a bonus!
6. Accurate Sizing Info to Eliminate Sizing Doubts
If you’re selling apparel, one of the biggest factors working against you is that your buyer can’t try on the clothes. That means they don’t know if it’ll look good on the, considering each body is a little different.
That’s why you should include as specific information as possible, so that your buyer can get an accurate idea of how the garment will fit. You can find some product descriptions and sizing guides for the garment suppliers you’re getting them from.
The same goes for any other products – indicating their dimensions will only give the buyer a better idea of what they’re buying. Trust leads to purchases.
7. Product descriptions to enhance the product
Product descriptions are tools that work in tandem with the product photos. There are elements that work as tools to tell your customer more about the product they’re considering buying to give them a better idea, and at the same time is a sales tool that’s available to you. You can use this space to add a story, a background, list the uses, and make it sound appealing to your potential buyer.
A great example is “Let’s get Anatomical”, a store that sells art prints on old dictionary pages. But take a look at how they describe their product to make it sound like so much more:
“This listing is for an amazing image printed on an upcycled vintage dictionary page. We rescue old dictionaries and books from thrift stores and other sources and give them new life by printing vintage, heirloom, old-world style images onto their pages. You will be purchasing a unique and beautiful print. Framed, you will have a fun, unusual work of art to hang on your wall.”
Your product descriptions should also be realistic, as to not mislead your buyers. If your photo is of a poster that’s framed, then make sure to clarify if the frame comes with it!
Small things make a big difference
When you put all of these things together, you’re working at creating a wonderful experience, building trust and making your site a place where your customers feel comfortable shopping. Cultivate this trust-based relationship, and you’ll be guaranteed word-of-mouth praise and returning customers.