5 Ecommerce Shopping Cart Conversions Strategies

1) Show Visitors Exactly Where They are ... and Where They can Go

Clear site navigation is not only crucial for search engine optimization -- users who land on a product page need to know exactly where they are within the site architecture. Make it easy for them to browse other categories with breadcrumbs on every page. If you're not familiar with the term, breadcrumbs refers to a component of your site navigation that lets users see where they are and where they have been. Let's take a look at Zappos for an example:

See that orange callout in the top left corner? Those are breadcrumbs! So even if someone lands on this page directly from a search engine, he or she can easily digest what other options are available: other shoe types, other types of boat shoes, other shoe brands. The hierarchy is crystal clear, which means the user experience is swift and painless.

2) Make it Unbelievably Easy to be Contacted

I know you're an ecommerce marketer, but some people are just more comfortable using the phone. If not to place an order, then to assess the professionalism of a company, to ask product questions, or to give feedback. Give these people an opportunity to talk to you in their preferred method by placing your phone number on every page of your ecommerce website. In fact, an A/B test from LessEverything showed that simply placing a phone number more prominently on the website generated a 1.8% increase in overall site visitors to paying customers. That's an easy change to make that leads to money right in your pocket.

3) Follow Product Page Best Practices

Design your product pages to be as simple and striking as possible so they pass the blink test -- the commonly accepted three seconds you have to orient a new visitor to your website so they don't get overwhelmed, causing them to click their browser's back button.

Since the average visitor's attention span is so short, stick to a product page outline that is clear and effective. You can do this by displaying the checkout or add to cart button near large, high-quality images and away from cluttered text like user-generated reviews or comments. Use no more than three columns, and limit the amount of distractions around the page.

AHAlife does an excellent job of simplifying their product pages to increase shopping cart conversion rates. Their product page layout is two columns, the product is featured more prominently than any page copy, and the eye is drawn to both the large image area and the buy now button.

4) Include User Reviews and Unique Content

Many ecommerce product pages include hackneyed, generic product descriptions -- I get it, it's much easier to just plop in the manufacturer's description. But doing so not only subjects your website to duplicate content penalties that harm your SEO, but it does nothing to convince your shoppers of your product's value. In fact, a study from CompUSA and iPerceptions showed 63% of consumers are more likely to purchase from a site if it has product ratings and reviews.

Write unique, compelling product descriptions, and encourage user reviews so your website can reap the SEO benefits and appeal to buyers who may be on the fence. One company who always does it right is ModCloth -- take a look below for an example. This product alone has generated over 234 user reviews which are displayed right on the product page. And if you've ever read their product names and product descriptions -- browse through "The Story" behind "Ignite the Night Dress" -- you know they have a sense of humor in their copy that appeals to their core demographic.

5) Offer a Secondary Call-to-Action for Non-Buying Visitors

The sooner you embrace the notion that not everyone on your ecommerce product page is ready to buy, the better. To capture the attention of non-transactional leads, use a secondary call-to-action that offers value. Of course, make sure this button does not cannibalize your primary add to cart button. Let's take a look at a company that's doing this right, ecommerce vintage eyewear company Warby Parker.

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Convertion rate optimization por Agencia365