And is there some other way of improving your conversion rate optimization for e-commerce than learning from the best?<\/p>\n\n\n\n
Of course not.<\/p>\n\n\n\n
Download Free: Conversion Rate Optimization Guide<\/span><\/a><\/em><\/h2>\n\n\n\nSo in this article, we\u2019re gonna see in-depth how 3 successful e-commerce websites are optimized for conversions<\/a>.<\/p>\n\n\n\nWe\u2019re gonna analyze different pages and different CRO strategies each one of them implemented.
But before we dive deep into their conversion rate optimization strategies, we\u2019ll need to understand what exactly <\/em>CRO is, why it\u2019s important, and what its impact on the overall e-commerce sales funnel.<\/p>\n\n\n\nWhat is conversion rate optimization for e-commerce?<\/strong><\/h2>\n\n\n\nIn a nutshell, CRO is the process of optimizing your e-commerce website for more sales.<\/p>\n\n\n\n
When you want to optimize your website<\/a> for more conversions, there are plenty of strategies you can implement for different pages.
For example, you can optimize your product pages for more sales, your checkout, and your blog, you can add a human element, use popups, use psychology, and a lot of other tactics.
We will mention some of them further in the article while analyzing how 3 successful e-commerce stores are optimized for more sales.<\/p>\n\n\n\nWhy is CRO important for e-commerce?<\/strong><\/h2>\n\n\n\nWhy you should do it? Let\u2019s quickly go through different situations.<\/p>\n\n\n\n
1. You\u2019ll have more sales<\/strong><\/h3>\n\n\n\nThis is the main idea and goal of implementing CRO strategies. Your sales will go up.
If you improve your conversion rates for, let\u2019s say, 15% – your sales will also go up by 15%.
According to VentureBeat, the implementation of CRO strategies has an ROI of 223%.
How much will your overall CRO be improved – depends mostly on the type of strategy you choose.
For example, Unbounce reports that reducing the form size from 11 to 4 fields can improve your conversion rate by up to 120%. Small change – big results.
So without any doubt – we can conclude that popups can boost your sales – especially if you\u2019re running on shopify<\/a>.<\/p>\n\n\n\n2. CRO will save you money<\/strong><\/h3>\n\n\n\nTo be honest – CRO is one of the cheapest growth strategies you can use.
For instance, PPC ads can cost you around $10 – $40 per click. Math is simple:
If your conversion rate is 2% – that means that you\u2019ll need to drive 100 visits from your PPC ads.
If the average PPC ad cost is $15 – it means that you\u2019ll pay $1500 to drive 100 website visitors.
Now since your conversion rate is 2% – you will be able to make just 2 sales.
Will you fit into this budget?
Hardly.
<\/p>\n\n\n\n
To be honest \u2013 CRO is one of the cheapest growth strategies you can use.<\/p>\n\n\n\n
For instance, PPC ads can cost you around $10 \u2013 $40 per click. Math is simple:<\/p>\n\n\n\n
If your conversion rate is 2% \u2013 that means that you\u2019ll need to drive 100 visits from your PPC ads.<\/p>\n\n\n\n
If the average PPC ad cost is $15 \u2013 it means that you\u2019ll pay $1500 to drive 100 website visitors.<\/p>\n\n\n\n
Now since your conversion rate is 2% \u2013 you will be able to make just 2 sales.<\/p>\n\n\n\n
Will you fit into this budget?<\/p>\n\n\n\n
Hardly.<\/p>\n\n\n\n
So, at the end of the day, we can also conclude that CRO for e-commerce will save you a lot of money \u2013 and be proud if you include that in your annual report.<\/p>\n\n\n\n
Besides these two, most important reasons, CRO will also help you to:<\/p>\n\n\n\n
\n- Learn more about your customers<\/strong> – by implementing different CRO strategies, you\u2019ll get accustomed to eCommerce A\/B Testing<\/a>, Split Testing, user segmentation, surveys, and usability testing are the other things that will help you to understand your target audience more and learn what they think about your products<\/li>\n\n\n\n
- CRO will also boost your Google rankings <\/strong>– Without any doubt, user experience is a huge factor Google considers when it comes to ranking<\/a> websites. The more user-friendly your website is – the more sales you\u2019ll make. The more user-friendly your website is – you can expect bigger rankings. It\u2019s also important to mention that pages that rank first on Google usually have a click-through rate of over 30%<\/a>.<\/li>\n<\/ul>\n\n\n\n
Latest e-commerce CRO benchmarks<\/strong><\/h2>\n\n\n\nHere are some latest e-commerce CRO benchmarks to help you know how it can elevate your performance<\/p>\n\n\n\n
In 2023, the global average conversion rate for e-commerce websites in 3.65%<\/a>. To be honest, if your e-commerce conversion rate<\/a> is above 4 around 2% \u2013 you should be more than satisfied. But, there are always ways to improve it.<\/p>\n\n\n\nIf you want to dive deep into the CRO marketing waters<\/a>, it\u2019s important to mention that, although it\u2019s not very expensive, it still requires some hard work and money. In 2023, the marketing budget as a percentage of the company budget dropped to 12.3%, near pre-Covid levels<\/a>.<\/p>\n\n\n\nBut CRO is still a key contributor to the company’s ROI.<\/p>\n\n\n\n
On top of this, if you leverage the power of digital marketing automation<\/a> (and that\u2019s something we\u2019re gonna mention since it\u2019s an excellent CRO strategy), you can improve your conversion rates by up to 50%<\/a>.<\/p>\n\n\n\nOn another hand \u2013 according to Hubspot<\/a> \u2013 if you use product videos on your pages, you can improve your conversion rate by up to 86%.<\/p>\n\n\n\nBut \u2013 whatever statistics speak \u2013 we can be sure that the CRO strategies implemented by the three brands below definitely have some effect.
Are you ready to dive deep into their conversion rate optimization?
Let\u2019s get started!<\/p>\n\n\n\n
8 easy to implement e-commerce CRO tactics<\/h2>\n\n\n\n
Negative Underwear <\/sup>is a women’s lingerie brand – since its launch day, it has grown by more than 150% in revenue.
Pretty impressive.
Let\u2019s see how they optimized their website for conversions.<\/p>\n\n\n\nUse widgets<\/a> to build an email list<\/h3>\n\n\n\nPopups are a powerful way to optimize your e-commerce website for conversions. Popups can improve your e-commerce conversion rates by up to 9%<\/a>.<\/p>\n\n\n\nWhen it comes to Negative, it uses popups in a very smart way.
If you spend around 15 – 20 seconds on their homepage, you\u2019ll trigger the first popup:<\/p>\n\n\n\n![\"screenshot](\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/04\/subscriber-sign-up-1024x413.png\")
Image source: Negative Underwear<\/a><\/figcaption><\/figure>\n\n\n\nAs you can see, this popup asks you for the email in exchange for the chance to win gift cards of over $100.<\/p>\n\n\n\n
This popup is clean, readable, and simple.
There are 4 crucial elements and popup best practices for converting popups<\/a>:<\/p>\n\n\n\n\n- Context <\/strong>– Are reaching out to your website visitors with your offer at the right time?<\/li>\n\n\n\n
- Copy <\/strong>– Is your text compelling and interesting enough?<\/li>\n\n\n\n
- Offer <\/strong>– How great (for your potential customers) your offer is?<\/li>\n\n\n\n
- Design <\/strong>– Is your design eye-catching? Does it engage with your website visitors?<\/li>\n<\/ul>\n\n\n\n
In the Negative Underwears case – they crushed it in all things.
The context is amazing, the copy is compelling enough (\u201cYeah, I want to win something!), The offer is unrefutable, and the design is simple and clean.<\/p>\n\n\n\n
But, this is just the first popup. There\u2019s a second one I honestly like more.<\/p>\n\n\n\n
When you browse through Negatives\u2019 website, you\u2019ll see a little \u201cGet $20\u201d <\/em>page in the navigation menu:<\/p>\n\n\n\n![\"screenshot](\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/04\/sign-up-incentives-1024x126.png\")
<\/figure>\n\n\n\nAuthors\u2019 note: Using your navigation menu to showcase your offers is a great way to engage with your website visitors and improve your conversion rates<\/a>. In this case, Negative Underwear used the navigation menu to let their visitors know about the free US shipping on all orders.<\/em><\/p>\n\n\n\nOnce you click on this Get $20, <\/em>you\u2019ll see the following popup:<\/p>\n\n\n\n![\"screenshot](\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/04\/attractive-sign-up-peruasion.png\")
<\/figure>\n\n\n\nAs you can see – Negative Underwear offers you $20 off if you recommend their underwear to your friends. In that case – they also get $20 off.
It\u2019s a great way to boost eCommerce conversions<\/a> <\/strong>and get referrals <\/strong>at the same time.
But what\u2019s so special about this popup?
It isn\u2019t triggered automatically.
It\u2019s triggered only when you click on that Get $20 <\/em>text. This means that whoever sees this popup is almost immediately ready to buy your products. This popup will only prompt them to do that with a bigger desire.<\/p>\n\n\n\nAuthors\u2019 note: Shoppers tend to add some items to their shopping cart but they don\u2019t finalize the purchase. This is a great way to prevent cart abandonmen<\/a>t from happening.<\/em><\/p>\n\n\n\nWrite product descriptions that convert<\/h3>\n\n\n\n
There are a lot of landing page best practices you can use to improve your CRO<\/a>, now let\u2019s see some of them that Negative is implementing.
Once you choose one of the Negative Underwears products, you\u2019ll go to their product page.
It looks like this:<\/p>\n\n\n\n![\"screenshot](\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/04\/product-pages-with-funny-descriptions-1024x441.png\")
<\/figure>\n\n\n\nThere are a couple of elements I liked the most about this page:<\/p>\n\n\n\n
\n- Huge product images on the left<\/strong> (both of the product itself and how it looks when someone wears it) – this is a great way to showcase your products and their quality\/implementation.<\/li>\n\n\n\n
- Social proof right below the product name <\/strong>– Social proof is a great way to improve anticipation and make your shoppers more engaged with the product they want to buy.<\/li>\n\n\n\n
- Option to pay in 4 interest-free installments <\/strong>– This is a great way to make your products \u201cmore affordable\u201d and hence improve your overall conversion rates.<\/li>\n\n\n\n
- In-depth product descriptions <\/strong>– Without any doubt – everyone writes product descriptions. But why do I like Negatives ones? They\u2019re in-depth and have a special voice <\/em>that correlates with their target audience.<\/li>\n<\/ul>\n\n\n\n
Short and funny descriptions for every image.
Why are they great?
First of all – they can resolve any doubts your potential customer has.<\/p>\n\n\n\n
On the other hand, if you know your target audience well enough, you can use image descriptions to build a better relationship with them – just as Negative Underwear is doing.<\/p>\n\n\n\n
Now let\u2019s see what happens after you add a product to the card.<\/p>\n\n\n\n
Optimize the checkout flow<\/h3>\n\n\n\n
Once you click the Add to Cart <\/em>button, slideout from the right side with your cart will popup:<\/p>\n\n\n\n![\"an](\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/04\/cross-sell-in-the-cart.png\")
<\/figure>\n\n\n\nThere are two things I particularly like here:<\/p>\n\n\n\n
\n- Nice (and not expensive) upsell<\/strong> – if your shoppers are buying a gift for someone – then this is a perfect way to add a little bit more revenue to your bank account.<\/li>\n\n\n\n
- Subtle hotspot on the cart icon <\/em><\/strong>– <\/em>It\u2019s not unusual for website visitors to add something to the cart and then forget about it or go to do something else. In that case – their website session ends up without the transaction. This little hotspot reminds them about their item in the cart<\/li>\n<\/ul>\n\n\n\n
We saw how Negative Underwear is optimized for conversions.
Now let\u2019s see how Taylor Stitch is taking CRO to the next level.<\/p>\n\n\n\n
Incentivize subscribers through rewards<\/h2>\n\n\n\n
Taylor Stitch is another apparel e-commerce website. Just 3 years after their launch, they\u2019ve made an amazing $1.5 million in sales – and they\u2019ve continued to grow after that<\/a>.<\/p>\n\n\n\nNow let\u2019s see how this $1.5 million online store is optimized for conversions.<\/p>\n\n\n\n
One thing that blew my mind is how the Taylor Stitch team optimized their website for conversions with the constant reminder of the current discounts, reward programs, and other things.<\/p>\n\n\n\n
Once you visit their website, you\u2019ll first see the huge modal asking you to subscribe and get rewards and early access to new products<\/p>\n\n\n\n![\"screenshot](\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/04\/subscriber-modal-1024x429.png\")
Image source: Taylor Stitch<\/a><\/figcaption><\/figure>\n\n\n\nThis is a great way to engage with your potential buyers early on – especially if they\u2019re returning customers. In this way – you\u2019re able to improve retention.
But, my knowledge won\u2019t be valuable if I also sometimes showcase some bad things and bad practices.
Although this modal helps them to acquire new customers early on – I would make some tinny changes that could improve their conversion rates even more:<\/p>\n\n\n\n
\n- Text is invisible – the white color doesn\u2019t match with the background – so I think that they should either change their background or the color and font of the text.<\/li>\n\n\n\n
- The font is not quite appropriate – for this background, I would put some bold <\/em>or weightier <\/em>font.<\/li>\n<\/ul>\n\n\n\n
But, after all, this is a good practice you can implement on your e-commerce store – perhaps they could also try to implement some Shopify chatbot<\/a>. I\u2019m sure it will help them to showcase their rewards and discounts even more.<\/p>\n\n\n\nNow the question is: what happens after you close this?
Well – you\u2019re redirected to the homepage.
And – on the homepage – we can see a nice slideout popping up from the bottom:<\/p>\n\n\n\n![\"subscription](\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/04\/subscription-reminder-1024x428.png\")
<\/figure>\n\n\n\nIt\u2019s quite similar to the previous model – but with a different offer.
Inside this slideout, you have the option to subscribe (if you haven\u2019t in the previous opt-in) – and in exchange, you\u2019ll get 20% off your next order.<\/p>\n\n\n\n
Why do I like this?
Well, I love this especially because this slideout serves <\/em>as the second opt-in for those who haven\u2019t subscribed on the first one.
It\u2019s a great way to improve your conversion rates.<\/p>\n\n\n\nYou also have a huge headline on the hero image<\/a> with the discount. This is another reminder for those who skipped the first two steps.<\/p>\n\n\n\nOnce you close this, in the header you\u2019ll see the following link:<\/p>\n\n\n\n![\"offer](\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/04\/another-sign-up-prompt-1024x188.png\")
<\/figure>\n\n\n\nSo, again, for the fourth time – Taylor Stitch is announcing to us that they\u2019re offering a discount for the next purchase.
Did you miss the first three? Then you will hardly miss the fourth one.
But, if you\u2019re accidentally missing the fourth reminder, you definitely can\u2019t mix the huge notification on the shop page that\u2019s present throughout your entire user journey.<\/p>\n\n\n\n![\"huge](\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/04\/huge-sign-up-prompt-1024x445.png\")
<\/figure>\n\n\n\nWherever you go – discounts are following you.
And probably this is the biggest CRO factor that helped Taylor Stitch to make over $1.5 million in sales.<\/p>\n\n\n\n
But, let\u2019s move forward and see how Taylor Stitch optimized their product pages for conversions.<\/p>\n\n\n\n
Download Free: Conversion Rate Optimization Guide<\/span><\/a><\/em><\/h2>\n\n\n\nOptimize the product pages<\/h3>\n\n\n\n
Once you visit some product, you\u2019ll see the following screen:<\/p>\n\n\n\n![\"screenshot](\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/04\/optimized-product-page-1024x431.png\")
<\/figure>\n\n\n\nHere we can find two things that I particularly love.<\/p>\n\n\n\n
Image of the human being with the product <\/strong>– why is this so special? Well – in the beginning, Taylor Stitch uses the human element to engage with their potential buyers. In the era of robots, AI, and automation, the human element is something we rarely use to close more deals – and believe me when I say that it\u2019s super important. On the other hand – this is also a great way to showcase your product in practice<\/em>.<\/p>\n\n\n\nPro Tip: Whenever you can – try to use the human element to engage with your website visitors and build<\/em> relationships. It\u2019s\u2019 super powerful. For instance, when we asked the founder of Contenthorse about his TOP 1 CRO strategy – he said that once he changed the testimonials on his website – he saw a 2x increase in the number of calls and leads. This is how his testimonials look right now:<\/em><\/p>\n\n\n\n![\"an](\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/04\/humanized-testimonial-1024x395.png\")
<\/figure>\n\n\n\nDo you see the difference between casual and ordinary testimonials or customer reviews and this testimonial powered by the human element?<\/em><\/p>\n\n\n\nNow let\u2019s get back to the subject.<\/p>\n\n\n\n
The second thing that I like about this product page is how they showcased their pricing.<\/p>\n\n\n\n
Showing two different prices – one bigger and the second one significantly smaller is a great psychology trick.
In a nutshell – it encourages your potential buyers to purchase your product now or never<\/em>. Especially if they see a big difference between the prices.<\/p>\n\n\n\nIf you scroll down a little bit more on the product page, you\u2019ll see the following:<\/p>\n\n\n\n![\"a](\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/04\/detailed-product-description-1024x602.png\")
<\/figure>\n\n\n\nThe first thing that pops up in front of our eyes is the pretty in-depth, detailed and engaging description of the product.
And of course, there\u2019s also one little slideout in the down-left corner that notifies us whenever someone buys something (or the particular item we\u2019re looking at).<\/p>\n\n\n\n
Although without any doubt, this strategy is now widely used by different e-commerce stores – it\u2019s still a great way to improve your conversion rates – especially if you also put the limited <\/em>mark beside your products.<\/p>\n\n\n\nOn this way, whoever is looking at your products at that moment will have a sense of urgency.<\/p>\n\n\n\n
Build trust with the audience<\/h2>\n\n\n\n
Bluebella is another woman’s lingerie brand. They\u2019re claiming that their products are built from unusual materials.<\/p>\n\n\n\n
Since I don\u2019t wear women’s lingerie – I can\u2019t speak in that name. But, on the other hand, I can show you how amazing their overall CRO strategy is.<\/p>\n\n\n\n
The homepage is the best place to leave a great first impression and engage with your website visitors.<\/p>\n\n\n\n
In Bluebella\u2019s case, they\u2019re doing that with sliders.
There were two images from the slider I particularly liked:<\/p>\n\n\n\n![\"image](\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/04\/ecommerce-slider-1024x420.png\")
Image source: Bluebella<\/figcaption><\/figure>\n\n\n\nIn the first image, you\u2019ll see a set of different people who bought Bluebella\u2019s products.
Why do I like this slider?
Three things:<\/p>\n\n\n\n
\n- It uses the human element which creates relationships with website visitors<\/li>\n\n\n\n
- It\u2019s showcasing different Bluebella\u2019s products<\/li>\n\n\n\n
- These high-quality images help potential buyers <\/em>to imagine themselves inside Bluebella\u2019s lingerie.<\/li>\n<\/ul>\n\n\n\n
And, what I especially like is the combination of the first slider and the second one:<\/p>\n\n\n\n![\"combination](\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/04\/image-carousel-1024x647.png\")
<\/figure>\n\n\n\nAs you can see, this \u201cslider strategy\u201d is based on two things:<\/p>\n\n\n\n
\n- Embracing potential buyers to imagine themselves in the lingerie<\/li>\n\n\n\n
- And motivate them to buy products they like with an amazing 50% off.<\/li>\n<\/ul>\n\n\n\n
Reduce cart abandonment<\/h3>\n\n\n\n
We\u2019re gonna analyze different pages and different CRO strategies each one of them implemented. In a nutshell, CRO is the process of optimizing your e-commerce website for more sales.<\/p>\n\n\n\n When you want to optimize your website<\/a> for more conversions, there are plenty of strategies you can implement for different pages. Why you should do it? Let\u2019s quickly go through different situations.<\/p>\n\n\n\n This is the main idea and goal of implementing CRO strategies. Your sales will go up. To be honest – CRO is one of the cheapest growth strategies you can use. To be honest \u2013 CRO is one of the cheapest growth strategies you can use.<\/p>\n\n\n\n For instance, PPC ads can cost you around $10 \u2013 $40 per click. Math is simple:<\/p>\n\n\n\n If your conversion rate is 2% \u2013 that means that you\u2019ll need to drive 100 visits from your PPC ads.<\/p>\n\n\n\n If the average PPC ad cost is $15 \u2013 it means that you\u2019ll pay $1500 to drive 100 website visitors.<\/p>\n\n\n\n Now since your conversion rate is 2% \u2013 you will be able to make just 2 sales.<\/p>\n\n\n\n Will you fit into this budget?<\/p>\n\n\n\n Hardly.<\/p>\n\n\n\n So, at the end of the day, we can also conclude that CRO for e-commerce will save you a lot of money \u2013 and be proud if you include that in your annual report.<\/p>\n\n\n\n Here are some latest e-commerce CRO benchmarks to help you know how it can elevate your performance<\/p>\n\n\n\n In 2023, the global average conversion rate for e-commerce websites in 3.65%<\/a>. To be honest, if your e-commerce conversion rate<\/a> is above 4 around 2% \u2013 you should be more than satisfied. But, there are always ways to improve it.<\/p>\n\n\n\n If you want to dive deep into the CRO marketing waters<\/a>, it\u2019s important to mention that, although it\u2019s not very expensive, it still requires some hard work and money. In 2023, the marketing budget as a percentage of the company budget dropped to 12.3%, near pre-Covid levels<\/a>.<\/p>\n\n\n\n But CRO is still a key contributor to the company’s ROI.<\/p>\n\n\n\n On top of this, if you leverage the power of digital marketing automation<\/a> (and that\u2019s something we\u2019re gonna mention since it\u2019s an excellent CRO strategy), you can improve your conversion rates by up to 50%<\/a>.<\/p>\n\n\n\n On another hand \u2013 according to Hubspot<\/a> \u2013 if you use product videos on your pages, you can improve your conversion rate by up to 86%.<\/p>\n\n\n\n But \u2013 whatever statistics speak \u2013 we can be sure that the CRO strategies implemented by the three brands below definitely have some effect. Negative Underwear <\/sup>is a women’s lingerie brand – since its launch day, it has grown by more than 150% in revenue. Popups are a powerful way to optimize your e-commerce website for conversions. Popups can improve your e-commerce conversion rates by up to 9%<\/a>.<\/p>\n\n\n\n When it comes to Negative, it uses popups in a very smart way. As you can see, this popup asks you for the email in exchange for the chance to win gift cards of over $100.<\/p>\n\n\n\n This popup is clean, readable, and simple. In the Negative Underwears case – they crushed it in all things. But, this is just the first popup. There\u2019s a second one I honestly like more.<\/p>\n\n\n\n When you browse through Negatives\u2019 website, you\u2019ll see a little \u201cGet $20\u201d <\/em>page in the navigation menu:<\/p>\n\n\n\n Authors\u2019 note: Using your navigation menu to showcase your offers is a great way to engage with your website visitors and improve your conversion rates<\/a>. In this case, Negative Underwear used the navigation menu to let their visitors know about the free US shipping on all orders.<\/em><\/p>\n\n\n\n Once you click on this Get $20, <\/em>you\u2019ll see the following popup:<\/p>\n\n\n\n As you can see – Negative Underwear offers you $20 off if you recommend their underwear to your friends. In that case – they also get $20 off. Authors\u2019 note: Shoppers tend to add some items to their shopping cart but they don\u2019t finalize the purchase. This is a great way to prevent cart abandonmen<\/a>t from happening.<\/em><\/p>\n\n\n\n There are a lot of landing page best practices you can use to improve your CRO<\/a>, now let\u2019s see some of them that Negative is implementing. There are a couple of elements I liked the most about this page:<\/p>\n\n\n\n Short and funny descriptions for every image. On the other hand, if you know your target audience well enough, you can use image descriptions to build a better relationship with them – just as Negative Underwear is doing.<\/p>\n\n\n\n Now let\u2019s see what happens after you add a product to the card.<\/p>\n\n\n\n Once you click the Add to Cart <\/em>button, slideout from the right side with your cart will popup:<\/p>\n\n\n\n There are two things I particularly like here:<\/p>\n\n\n\n We saw how Negative Underwear is optimized for conversions. Taylor Stitch is another apparel e-commerce website. Just 3 years after their launch, they\u2019ve made an amazing $1.5 million in sales – and they\u2019ve continued to grow after that<\/a>.<\/p>\n\n\n\n Now let\u2019s see how this $1.5 million online store is optimized for conversions.<\/p>\n\n\n\n One thing that blew my mind is how the Taylor Stitch team optimized their website for conversions with the constant reminder of the current discounts, reward programs, and other things.<\/p>\n\n\n\n Once you visit their website, you\u2019ll first see the huge modal asking you to subscribe and get rewards and early access to new products<\/p>\n\n\n\n This is a great way to engage with your potential buyers early on – especially if they\u2019re returning customers. In this way – you\u2019re able to improve retention. But, after all, this is a good practice you can implement on your e-commerce store – perhaps they could also try to implement some Shopify chatbot<\/a>. I\u2019m sure it will help them to showcase their rewards and discounts even more.<\/p>\n\n\n\n Now the question is: what happens after you close this? It\u2019s quite similar to the previous model – but with a different offer. Why do I like this? You also have a huge headline on the hero image<\/a> with the discount. This is another reminder for those who skipped the first two steps.<\/p>\n\n\n\n Once you close this, in the header you\u2019ll see the following link:<\/p>\n\n\n\n So, again, for the fourth time – Taylor Stitch is announcing to us that they\u2019re offering a discount for the next purchase. Wherever you go – discounts are following you. But, let\u2019s move forward and see how Taylor Stitch optimized their product pages for conversions.<\/p>\n\n\n\n Once you visit some product, you\u2019ll see the following screen:<\/p>\n\n\n\n Here we can find two things that I particularly love.<\/p>\n\n\n\n Image of the human being with the product <\/strong>– why is this so special? Well – in the beginning, Taylor Stitch uses the human element to engage with their potential buyers. In the era of robots, AI, and automation, the human element is something we rarely use to close more deals – and believe me when I say that it\u2019s super important. On the other hand – this is also a great way to showcase your product in practice<\/em>.<\/p>\n\n\n\n Pro Tip: Whenever you can – try to use the human element to engage with your website visitors and build<\/em> relationships. It\u2019s\u2019 super powerful. For instance, when we asked the founder of Contenthorse about his TOP 1 CRO strategy – he said that once he changed the testimonials on his website – he saw a 2x increase in the number of calls and leads. This is how his testimonials look right now:<\/em><\/p>\n\n\n\n Do you see the difference between casual and ordinary testimonials or customer reviews and this testimonial powered by the human element?<\/em><\/p>\n\n\n\n Now let\u2019s get back to the subject.<\/p>\n\n\n\n The second thing that I like about this product page is how they showcased their pricing.<\/p>\n\n\n\n Showing two different prices – one bigger and the second one significantly smaller is a great psychology trick. If you scroll down a little bit more on the product page, you\u2019ll see the following:<\/p>\n\n\n\n The first thing that pops up in front of our eyes is the pretty in-depth, detailed and engaging description of the product. Although without any doubt, this strategy is now widely used by different e-commerce stores – it\u2019s still a great way to improve your conversion rates – especially if you also put the limited <\/em>mark beside your products.<\/p>\n\n\n\n On this way, whoever is looking at your products at that moment will have a sense of urgency.<\/p>\n\n\n\n Bluebella is another woman’s lingerie brand. They\u2019re claiming that their products are built from unusual materials.<\/p>\n\n\n\n Since I don\u2019t wear women’s lingerie – I can\u2019t speak in that name. But, on the other hand, I can show you how amazing their overall CRO strategy is.<\/p>\n\n\n\n The homepage is the best place to leave a great first impression and engage with your website visitors.<\/p>\n\n\n\n In Bluebella\u2019s case, they\u2019re doing that with sliders. In the first image, you\u2019ll see a set of different people who bought Bluebella\u2019s products. And, what I especially like is the combination of the first slider and the second one:<\/p>\n\n\n\n As you can see, this \u201cslider strategy\u201d is based on two things:<\/p>\n\n\n\n
But before we dive deep into their conversion rate optimization strategies, we\u2019ll need to understand what exactly <\/em>CRO is, why it\u2019s important, and what its impact on the overall e-commerce sales funnel.<\/p>\n\n\n\nWhat is conversion rate optimization for e-commerce?<\/strong><\/h2>\n\n\n\n
For example, you can optimize your product pages for more sales, your checkout, and your blog, you can add a human element, use popups, use psychology, and a lot of other tactics.
We will mention some of them further in the article while analyzing how 3 successful e-commerce stores are optimized for more sales.<\/p>\n\n\n\nWhy is CRO important for e-commerce?<\/strong><\/h2>\n\n\n\n
1. You\u2019ll have more sales<\/strong><\/h3>\n\n\n\n
If you improve your conversion rates for, let\u2019s say, 15% – your sales will also go up by 15%.
According to VentureBeat, the implementation of CRO strategies has an ROI of 223%.
How much will your overall CRO be improved – depends mostly on the type of strategy you choose.
For example, Unbounce reports that reducing the form size from 11 to 4 fields can improve your conversion rate by up to 120%. Small change – big results.
So without any doubt – we can conclude that popups can boost your sales – especially if you\u2019re running on shopify<\/a>.<\/p>\n\n\n\n2. CRO will save you money<\/strong><\/h3>\n\n\n\n
For instance, PPC ads can cost you around $10 – $40 per click. Math is simple:
If your conversion rate is 2% – that means that you\u2019ll need to drive 100 visits from your PPC ads.
If the average PPC ad cost is $15 – it means that you\u2019ll pay $1500 to drive 100 website visitors.
Now since your conversion rate is 2% – you will be able to make just 2 sales.
Will you fit into this budget?
Hardly.
<\/p>\n\n\n\n
Besides these two, most important reasons, CRO will also help you to:<\/p>\n\n\n\n\n
Latest e-commerce CRO benchmarks<\/strong><\/h2>\n\n\n\n
Are you ready to dive deep into their conversion rate optimization?
Let\u2019s get started!<\/p>\n\n\n\n8 easy to implement e-commerce CRO tactics<\/h2>\n\n\n\n
Pretty impressive.
Let\u2019s see how they optimized their website for conversions.<\/p>\n\n\n\nUse widgets<\/a> to build an email list<\/h3>\n\n\n\n
If you spend around 15 – 20 seconds on their homepage, you\u2019ll trigger the first popup:<\/p>\n\n\n\n
There are 4 crucial elements and popup best practices for converting popups<\/a>:<\/p>\n\n\n\n\n
The context is amazing, the copy is compelling enough (\u201cYeah, I want to win something!), The offer is unrefutable, and the design is simple and clean.<\/p>\n\n\n\n<\/figure>\n\n\n\n<\/figure>\n\n\n\n
It\u2019s a great way to boost eCommerce conversions<\/a> <\/strong>and get referrals <\/strong>at the same time.
But what\u2019s so special about this popup?
It isn\u2019t triggered automatically.
It\u2019s triggered only when you click on that Get $20 <\/em>text. This means that whoever sees this popup is almost immediately ready to buy your products. This popup will only prompt them to do that with a bigger desire.<\/p>\n\n\n\nWrite product descriptions that convert<\/h3>\n\n\n\n
Once you choose one of the Negative Underwears products, you\u2019ll go to their product page.
It looks like this:<\/p>\n\n\n\n<\/figure>\n\n\n\n\n
Why are they great?
First of all – they can resolve any doubts your potential customer has.<\/p>\n\n\n\nOptimize the checkout flow<\/h3>\n\n\n\n
<\/figure>\n\n\n\n\n
Now let\u2019s see how Taylor Stitch is taking CRO to the next level.<\/p>\n\n\n\nIncentivize subscribers through rewards<\/h2>\n\n\n\n
But, my knowledge won\u2019t be valuable if I also sometimes showcase some bad things and bad practices.
Although this modal helps them to acquire new customers early on – I would make some tinny changes that could improve their conversion rates even more:<\/p>\n\n\n\n\n
Well – you\u2019re redirected to the homepage.
And – on the homepage – we can see a nice slideout popping up from the bottom:<\/p>\n\n\n\n<\/figure>\n\n\n\n
Inside this slideout, you have the option to subscribe (if you haven\u2019t in the previous opt-in) – and in exchange, you\u2019ll get 20% off your next order.<\/p>\n\n\n\n
Well, I love this especially because this slideout serves <\/em>as the second opt-in for those who haven\u2019t subscribed on the first one.
It\u2019s a great way to improve your conversion rates.<\/p>\n\n\n\n<\/figure>\n\n\n\n
Did you miss the first three? Then you will hardly miss the fourth one.
But, if you\u2019re accidentally missing the fourth reminder, you definitely can\u2019t mix the huge notification on the shop page that\u2019s present throughout your entire user journey.<\/p>\n\n\n\n<\/figure>\n\n\n\n
And probably this is the biggest CRO factor that helped Taylor Stitch to make over $1.5 million in sales.<\/p>\n\n\n\nDownload Free: Conversion Rate Optimization Guide<\/span><\/a><\/em><\/h2>\n\n\n\n
Optimize the product pages<\/h3>\n\n\n\n
<\/figure>\n\n\n\n<\/figure>\n\n\n\n
In a nutshell – it encourages your potential buyers to purchase your product now or never<\/em>. Especially if they see a big difference between the prices.<\/p>\n\n\n\n<\/figure>\n\n\n\n
And of course, there\u2019s also one little slideout in the down-left corner that notifies us whenever someone buys something (or the particular item we\u2019re looking at).<\/p>\n\n\n\nBuild trust with the audience<\/h2>\n\n\n\n
There were two images from the slider I particularly liked:<\/p>\n\n\n\n
Why do I like this slider?
Three things:<\/p>\n\n\n\n\n
<\/figure>\n\n\n\n\n
Reduce cart abandonment<\/h3>\n\n\n\n
![\"screenshot](\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/04\/reduce-cart-abandonment-1024x494.png\")
<\/figure>\n\n\n\n![\"well](\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/04\/well-laid-out-product-page-1024x492.png\")
<\/figure>\n\n\n\n![\"cross-selling](\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/04\/cross-sell-on-product-page-1024x785.png\")
<\/figure>\n\n\n\n![\"screenshot](\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/04\/checkout-page-of-bluebella-website-1024x432.png\")
<\/figure>\n\n\n\n![\"screenshot](\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/04\/attractive-popups.png\")
<\/figure>\n\n\n\n