8 Steps Towards Reducing Ecommerce Conversion Friction and Boosting Online Sales

A big chunk of online shoppers (almost 80%, actually) drop their carts before buying.

Why? Because the online shopping experience can sometimes feel like solving a puzzle with a missing piece. Our mission today is to find that piece and make buying as easy as pie.

To accomplish that, we’re diving into eight straightforward steps to reduce ecommerce conversion friction and boost those online sales.

Whether you’re just starting out or looking to polish up your store, these tips are designed to smooth out the shopping experience for your customers. Let’s make sure they enjoy shopping with you.

Think Outside the Box with Social Proof

In simple words, social proof is showing potential buyers they’re not alone in their decision-making journey. It’s a great marketing tactic because it taps into the human instinct to follow the crowd, especially when the crowd is thrilled about their choices.

So, have you already enabled reviews and ratings on your site? That’s a great start! But let’s take it a notch higher. Why settle for the basics when you can truly stand out?

Best practices include showcasing:

• Customer testimonials
• Third-party ratings
• User-generated content (UGC)
• Real-time purchase notifications

Here’s how to implement these elements on your site:

• Don’t just slap them on your homepage and call it a day.

• Integrate social proof throughout your site, especially on product pages, to keep that trust-building momentum going.

• Encourage customers to share their experiences and photos. This provides authenticity and visually demonstrates the value of your products in real-life settings.

Now, let’s look at two brands that do this successfully:

1. ShopSolar, a company in the solar power kits industry, lights up the game with a real-time sales notifier.

Source: shopsolarkits.com

This genius move creates a sense of urgency and community. Seeing others invest in sustainable energy solutions can nudge visitors toward making a positive decision for the planet (and their wallets).

2. Breville, a premium kitchen appliances brand, turns the heat up on engagement by adding social proof all over its product pages.

They invite customers to share their own snaps and stories of culinary success. When you see glowing reviews on the Oracle coffee machine product page, paired with photos of perfect lattes, you can almost taste the quality.

Source: breville.com

By going beyond the basics, these brands sell experiences and build communities. Take a leaf out of their book and boost your conversion rates as customers feel more connected and confident in their purchases.

Publish Conversion-Focused Blog Content

There’s a tried and true way to transform your blog from a passive storytelling platform to a conversion powerhouse.

How? By crafting content that engages and informs while also gently guiding your readers toward making a purchase.

Here’s how to nail it:

• First, understand your audience’s needs and interests to create relevant and compelling content.

• Next, weave product links and CTAs seamlessly into your articles, making it easy for readers to take the next step without feeling pressured.
  
• Don’t just talk about your products. Demonstrate their value through tutorials, success stories, and detailed guides.

• Highlight the problems they solve and the joys they bring into customers’ lives.

• Use visually appealing images and easy-to-navigate layouts to enhance readability and engagement. Remember, the goal is to provide value first, then guide readers toward conversion as a natural next step.

A standout example of this approach is Sokisahtel, a trendsetting apparel brand. They use their blog to breathe life into their products. Each post is carefully crafted with engaging content that highlights the unique qualities and benefits of their products.

For instance, take their “Socks For an Active Lifestyle” guide to see how they embed strong conversion links right in the text and complement it with product images.

Source: sokisahtel.net

This strategic move captures readers’ interest at peak engagement, offering them a direct path to purchase without a moment’s hesitation.

It’s a smooth, seamless journey from interest to action, proving that when content and conversion strategies align, the path to purchase can be both delightful and direct.

Highlight Technical and Transactional Security

Internet users are increasingly aware of the importance of website security. 87% of them report that they aren’t willing to do business with a company if they don’t trust their security practices.

In addition, 71% of online shoppers admit they’d cut ties with companies if they discover that they’ve been giving away their data.

A simple remedy here is to avoid any misconduct regarding cybersecurity.

Another great tactic is to display trust signals on your website. Conversion-wise, this tactic is essential for converting visitors into customers.

Here’s how to employ it on your website:

• Start by ensuring your site uses HTTPS encryption, then showcase this and other security badges prominently. These symbols of safety can significantly boost buyer confidence.

• Place trust badges near crucial conversion points, such as the checkout button or payment information form.

• Also, be transparent about your data collection and protection policies. Educate your customers on how their information is safeguarded every step of the way.

Remember, consistency is key. These trust signals should be visible on every page of your website, offering constant reassurance to your visitors.

A company in the golf cart accessories space, Golf Cart Tire Supply, embodies the commitment to cybersecurity. They make their trust badges a cornerstone of their site’s design.

The header of every page on their website boasts badges related to payment processing security, transaction authorization, data collection, and encryption. This omnipresent reminder builds a secure environment, encouraging visitors to make purchases without second thoughts.

Source: golfcarttiresupply.com

In addition, their Privacy Policy page notifies their users of how they collect their data and what they do with it. It’s an extra step in reassuring customers that they’re completely safe with you, adding to their brand’s trustworthiness.

Source: golfcarttiresupply.com

Reinforce the Market for Your Product with Video

Videos are a game-changer for ecommerce. They can convey your product’s value in a way that text and images alone cannot.

A well-crafted video can boost conversions by providing a dynamic view of your product, explaining its benefits, and showing it in action.

Here’s how to do it right:

• Create videos that don’t just showcase your product but also tell a story about how it fits into the customer’s life.

• Highlight its features, benefits, and any unique selling points.

• Ensure your videos are of high quality, concise, and to the point, ideally lasting no more than 2 minutes.

Implementing this tactic involves placing your videos prominently on your product pages, making sure they’re easily accessible without overwhelming the content. Consider also including videos in your digital marketing campaigns and on social media to drive traffic to your product pages.

Vivion, an ingredients supplier, exemplifies this strategy perfectly on their bulk xylitol supplier product page. They feature a video that goes beyond mere product description. It dives into the benefits of using Xylitol and, crucially, the advantages of partnering with Vivion.

Source: vivion.com

This approach educates potential business partners about the value proposition of both the product and the partnership. By providing this dual layer of information, Vivion enhances the market understanding and appeal of its product, making it an exemplary model for how to leverage video in ecommerce effectively.

Boost CLV with Incentivized Subscription Sales

Maximizing Customer Lifetime Value (CLV) is vital for long-term ecommerce success.

One powerful strategy is to encourage subscription sales. This model ensures steady revenue and builds a loyal customer base.

Here’s how to get customers for life:

• Offer tangible incentives for choosing a subscription over a one-time purchase. Discounts, free shipping, and exclusive perks make subscriptions more appealing.

• Clearly communicate the benefits, such as convenience and savings over time. Highlight these benefits in your product descriptions and through dedicated sections or pop-ups.

• Implement this by integrating subscription options into your product pages. Make these offers easy to find and understand, and ensure the sign-up process is simple and straightforward.

• Also, consider leveraging email marketing to educate existing customers about the advantages of switching to a subscription model.

Transparent Labs, a brand in the natural sports nutrition supplement niche, exemplifies this strategy on their Vegan Mass Gainer Protein Powder product page.

They smartly offer both one-time purchase and subscription options. The latter comes with a 10% discount and free shipping, making it a no-brainer for customers looking for value and convenience.

Source: transparentlabs.com

This approach not only incentivizes the initial subscription sign-up but also promotes customer retention by underscoring the ongoing benefits of staying subscribed.

By adopting Transparent Labs’ method of making subscriptions attractive and beneficial, you can enhance customer satisfaction, encourage repeat business, and significantly increase the CLV. It’s a tried and tested strategy for turning occasional buyers into dedicated fans.

Provide Instant Results through Dynamic Search

In an era where time is of the essence, dynamic search functionality on your ecommerce site can significantly enhance the user experience.

It’s about giving your customers instant gratification by displaying results as they type.

Here’s how to use your website’s search tool to provide a great user experience:

• First, ensure that your search feature is quick and responsive. It should start suggesting products, categories, and relevant content as soon as the user begins typing.

• Incorporate high-quality images in the search suggestions to make the results visually appealing and easier to navigate.

• Include smart algorithms that learn from user behavior, improving the relevance of the search results over time.

• To implement this effectively, work closely with your web development team to integrate this type of dynamic search functionality into your site.

• Focus on optimizing the speed and accuracy of search results.

• Consider using cloud-based search solutions for scalability and performance.

Pandora, the popular jewelry brand, sets a great example with their website’s search feature. As you type your search query, Pandora’s site immediately springs into action, displaying product results along with vivid images and suggesting categories relevant to your keyword.

This not only saves time for the shopper but also enriches the browsing experience, guiding them smoothly from search to satisfaction.

Source: us.pandora.net

This approach by Pandora shows how dynamic search can transform the shopping experience, making it more intuitive and engaging.

By adopting a similar strategy, you can help customers find what they’re looking for in seconds. In turn, they’ll reward you with their increased satisfaction and potentially higher conversion rates.

Expand Your Customer Base with Multiple Payment Options

Today, every ecommerce brand should expect customers from all kinds of places and backgrounds.

Catering to these customers by offering a variety of payment options can significantly broaden your customer base. It’s about meeting your customers where they are, financially speaking.

Here’s the rundown on how to make this work work:

• Start by understanding your target market’s preferred payment methods, which can vary by region and demographic.

• Then, integrate these options into your checkout process. This approach includes traditional credit and debit cards, digital wallets like PayPal, mobile payment services like Google Pay and Apple Pay, and buy now, pay later (BNPL) services such as Klarna and Affirm. The goal is to ensure that no customer walks away due to a lack of their preferred payment method.
  
• Implementing these options requires collaboration with payment processors that can handle a diverse array of payment options.

• It’s also crucial to highlight these options clearly on your website, especially at checkout, to reassure customers that their preferred method is accepted.

The North Face, an esteemed outdoor clothing brand, shines in this arena. They recognize that the adventure doesn’t begin with the gear itself but with the purchase process.

To ensure that all customers can gear up without hassle, they accept five different types of cards, along with PayPal and Klarna.

Source: thenorthface.com

This inclusive approach to payment enhances the customer experience. By mirroring The North Face’s strategy, you can make the payment process as smooth and accommodating as any big brand.

Offering a spectrum of payment options is more than a convenience – it’s a statement that you value your customers’ preferences and are committed to providing an accessible, frictionless shopping experience.

Reduce Cart Abandonment by Streamlining the Checkout Process

A smooth, hassle-free checkout is your last line of defense against cart abandonment.

26% of customers leave their shopping carts stranded before purchase because sellers ask them to create an account. Another 22% do the same because the checkout process was too long or too complicated.

Both reasons amplify the need to streamline the checkout process to significantly boost your conversion rates.

Here’s how to allow customers to quickly finalize their purchases:

• Aim for a minimalistic checkout design. Limit the number of pages to the bare minimum – ideally, just one.

• Remove any unnecessary fields or steps that could deter a customer from completing their purchase.

• Implement autofill options and integrate quick-pay systems like Google Pay and Apple Pay to expedite the process.

• Offer the option to checkout as a guest. Not everyone wants to commit to creating an account, so make it easy for first-timers to buy from you with minimal friction.

• Analyze your current checkout process and identify any potential bottlenecks. Consider employing A/B testing to refine and optimize the flow.

• Ultimately, ensure your checkout page’s design is responsive, as a growing number of users shop on their mobile devices.

Peloton’s checkout page contains all of the above elements. Known for their innovative indoor exercise bikes, they’ve matched their product’s sophistication with an equally streamlined buying experience.

The company’s checkout is a model of efficiency condensed into a single page. Customers can breeze through the payment process using Google Pay or Apple Pay, which auto-populates their information, saving time and hassle.

Furthermore, the guest checkout option underscores Peloton’s commitment to convenience, catering to both loyal customers and newcomers alike.

Source: onepeloton.com

By emulating this method and making the checkout process as smooth and quick as possible, you can significantly lower cart abandonment rates and turn more browsers into happy buyers.

Final Thoughts

Each of these strategies is a stepping stone towards building a shopping experience that not only attracts but retains.

Note that the digital marketplace is always evolving, and so should your approach. These steps represent opportunities to continually refine and enhance your online store. Every small adjustment can lead to significant gains.

So, pick the one you think will make the biggest difference for your store or the one that addresses your most pressing challenge. Implement it, measure the results, and iterate. Ecommerce success is a journey, not a sprint.