How Ecommerce Conversion Rate Optimization is Impacted by Product Expertise:
Current eCommerce conversion rates range from 1 to 4%, leaving many online businesses wondering how they can improve them. With the low conversion rates, you would think consumers would not want to shop online.
But it seems that consumers want to shop online. When asked what exactly they like, the shopper mentions the possibility to buy 24 hours a day, 7 days a week (58%), prices (54%), and the best prices online (46%). What consumers don’t like is the lack of product specialization. A growing body of research shows that some of the biggest consumer frustrations come from a lack of experience in the business world.
A study by the Nielsen Norman Group found that 20% of e-commerce disruptions are due to unclear or incomplete product information. So it seems that low conversion rates don’t indicate that consumers hate online stores, but that individual store owners don’t position themselves as product experts, causing consumers to migrate to other online stores.
The good news is that optimizing the exchange rate for e-commerce is as easy as communicating the product experience with excellent product pages and descriptions. Here are three ways you can use your product experience to improve your eCommerce conversions.
Method 1: Develop a customer-centric journey that communicates product knowledge.
The customer journey is becoming an increasingly important part of online shopping. Traditional retailers are working to build consumer trust and position their businesses as experts in the products they sell. But it takes some work on your website and product pages to achieve the same goal. If you do it right, there are areas where you can handle it even better than a physical experience.
One of the ways brands can share their experience based on conventional products is through their sales force. From clothing to cars, it’s easier to give consumers a sense of expertise with an experienced salesperson who knows the product well and can help customers get the best fit.
But even that personal experience doesn’t support the customer ideal. Have you ever been to a store where you wanted to ask a question about a product?
(1) it can be hard to find someone to answer
(2) the person you don’t have regarding the specific product? For e-commerce merchants, this is an opportunity.
E-commerce allows store owners to publish excellent product information, which is well communicated, edited, and curated before being published. Once the content is posted, there’s no need for lunch, no bad day, and you’re never a “trained” entry-level worker — the same good information continues to be communicated effectively no matter who comes in. and can serve an infinite number of customers with a continuous positive experience.
Amazon discovered this in a big way. Jeff Bezos attributes Amazon’s massive 74% conversion rate to a unanimous and obsessive focus on the customer. Shopping on Amazon is almost like waiting for a seller who knows everything in the store.
Just as an experienced seller can help a customer find the right product by examining their problem from every angle, Amazon allows online shoppers to search for products from multiple angles, such as copyright information, product Q&A, videos, photos, and reviews. . .
Your goal should be to perform the same service. Provides detailed product information that is easily accessible and reaches customers of all learning styles and preferences. This means high-quality product descriptions, photos, videos, and other formats of product information, as well as recommendations for other additional products. Make sure your product pages are informative, helpful and increase your conversion rates.
Method 2: Use customer questions to share knowledge and optimize conversions.
Sometimes a teacher learns more from their students than they learn: asking for help can help a teacher find a specific topic and bring the most relevant knowledge to the student audience. Many students have the same questions, but not all raise their hands to ask the questions. This applies to education and also if you want to increase your e-commerce conversion.
Amazon is a perfect example of this principle in action. While there is no chat feature on Amazon’s product pages, there is a prominent customer engagement feature that allows customers to ask questions about the product.
This product question and answer feature directs them to a product question and answer section where most questions have already been answered. If not, the customer can send the question to other buyers or suppliers to answer and trust that proactive suppliers will answer the questions.
It is these questions that can help suppliers show you the most relevant information about their products and skills and provide excellent answers. One of the easiest ways to settle these questions and use them to better represent your product knowledge is through a software question and answer solution, which is a big boon to email success.
Rvupgrades, one of Volusion’s vendors, conducted a case study with Answererbase (which allows questions and answers for your own product), which showed that 75% of the product questions answered by Answererbase were converted to a new one. sale. The case study also covers how the product experience communicated by Q&A has improved your SEO and led to better search results, effectively communicating the product experience.
With these solutions, you can build a broad knowledge or experience base with relevant products so that customers can change instantly without receiving responses from Google and other vendors.
Here is the best information on how to optimize eCommerce conversion.
If you need a sample of these concepts at work, look no further; use only Amazon. We’ve mentioned Amazon several times … but did we mention $ 232 billion in annual revenue?
One of the most important tools Amazon uses to prevent customers from coming from elsewhere is communicating the product experience. They do this by creating excellent informative and customer-oriented product pages that allow customers to ask questions and give them the best chance for good discussions with customers. Their strategy is to convey product knowledge as clearly as possible.
So remember: optimizing the exchange rate is no mystery. With simple solutions like building a customer-centric journey, creating and posting reviews, and using a question and answer solution to fill in gaps on product pages, you are well on your way to generating more conversions for your product. your business.