secrets of a successful e-commerce website
TRANSCRIPT
© 2013 Bigcommerce Pty. Ltd.
Secrets ofa successfulwebsite
Troy CoxDirector of Product
Store Design
Make sure your site is product-
focused
and easy to navigate
Images should put the focus on your products
• 67% of consumers rated image quality as “very important”
• Highest quality default image you can get
• Multiple images, multiple angles
• Show product in use when possible
Customer Case Study: Bailey NelsonBig, beautiful images showcase their products.
Add videos to improve SEO and conversion
- 53 times more likely to get a front-page Google result, 41% higher click-through
- Visitors stay on site 9% longer, are 65% more likely to buy
- Show products in use, close-ups
to highlight features
© 2013 Bigcommerce Pty. Ltd.
Video expertise is not required
Customer Case Study: Yeti Coolers
Feature product reviews
• 4.6% increase in conversion, 18% increase in sales
• Show both sides of the story: shoppers who read bad reviews convert 67% more
Social sharing and validation
• 50% of consumers use social media to share product reviews
• 68% read product reviews on social networks
• Pinterest projected to account for 40% of all social media driven purchases
• Adding social sharing also helps increase awareness & validation
More than 70% of all shopping carts are abandoned
But 75% of abandoners still intend to buy
Reasons customers don’t complete a purchase
• 55%: Shipping costs
- Offer free shipping where the economics make sense
• 14%: No guest checkout option
- Offer guest checkout, ask to sign up after first purchase
• 11%: Checkout process takes too long
- Shorten checkout, compare process to competitors
• 7%: Not enough payment options
- Add more options to increase sales
Customer Case Study: Bump My LockIncreased sales by adding multiple ways to pay
Use an automated abandoned cart saver- Recover an average of 15% of lost
sales
- Emails are automatically sent to shoppers who add to cart then don’t buy
v
Customer Case Study: Night-Gear“In the first month alone, we recovered over $8,000 in sales we would otherwise have lost.”
Customise your message to win shoppers back
• Offer limited-time discount
• Offer free shipping to counteract biggest abandonment factor — shipping costs
• Include images of the abandoned products
© 2013 Bigcommerce Pty. Ltd.
Best secrets for optimising your site
Make sure your design is clean and modern
Use big, high quality product images
Use videos to showcase your products in use
Feature product reviews and social sharing
Make it easy as possible to buy from your site
Offer multiple ways for shoppers to pay
Use an abandoned cart saver
Start improving your conversion today!
Bigcommerce has all the tools you need to improve conversion built right in.
Free Trialwww.bigcommerce.com
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