Any e-commerce company is always in search of ways to increase its conversion rate. But before you can learn how to increase the conversion rate in e-commerce, you need to understand what a conversion rate is.
This rate refers to the percentage of website visitors that complete the action you want them to take. For example, if your goal is sales, then it would be the percentage of visitors who purchase.
If your goal is to gain followers for your newsletter, it would be the percentage of visitors who sign up. In the case of email marketing conversion rate, it’s the percentage of subscribers who made a purchase after one of your emails.
With that in mind, how do you improve your e-commerce conversion rate?
How to Increase the Conversion Rate of Your eCommerce
The absolute best way to increase the conversion rate of your e-commerce is via email marketing. People on your email marketing list have already shown interest in your brand. This should increase your chance of converting them into paying customers.
Additionally, email marketing lets you target customers at each stage of the buying process. It allows for customization to make your emails feel personalized, letting you better connect with potential customers. It also permits automation to save you time.
Best Ways to Increase eCommerce Conversion Rates
There are also other methods of increasing your e-commerce conversion rates, such as social media marketing and targeted ads. However, email marketing is the best way because of its versatility and convenience.
Improve Your eCommerce Conversion Rate Through a Good Email Marketing Strategy
Now that you know that the best method to improve your e-commerce conversion rate is via email marketing, how do you go about doing so? Start by incorporating as many of the following email marketing strategies that work for your brand.
Send Welcome Emails
When someone signs up for your email list, send them a welcome email. This is among the most affordable email marketing strategies, but it can deliver excellent results and improve your conversion rates.
Part of this comes from the fact that welcome emails have open rates of 91.43% and boost the unique click rate by as much as 196%.
To ensure your welcome emails deliver results, personalize them, time them within 48 hours of signup, and include a clear CTA, preferably with an offer.
Send Cart Abandonment Emails
One of the most common types of emails in email marketing strategies is those for abandoned carts. As the name implies, this is when someone browses your website and adds items to their digital shopping cart but doesn’t make the purchase.
The benefit of cart abandonment emails is that they are very highly targeted. After all, the person you send the email came close to buying a product.
Additionally, these emails have great conversion rates. Some 45% of them get opened, and 50% of the clicks lead to a purchase.
For the best results:
- Send the email within an hour after abandonment, as the person will likely still be shopping
- Send a follow-up within 24 hours
- Add a discount.
These tips, among others, will help you to improve your abandoned cart conversion rate.
Send Browse Abandonment Emails
Browse abandonment emails are like cart abandonment emails, but they target shoppers who did not reach the stage of putting an item in their cart.
The goal behind these emails is to help guide your shoppers and show them the variety of products you have that may fit their needs.
These emails should:
- feature the products that the shopper viewed on your website
- Feature your best sellers
- Be short and engaging
- Be mentioning positives of your brand, such as free shipping.
Send Other Types of Emails As Well
While the above are the most popular marketing emails, they are far from the only ones. You should also consider sending emails about popular products back in stock and those to cross-sell or up-sell based on recent purchases, as upsell emails have great average conversion rates.
You also want to send:
- Promotional emails with special offers
- Survey emails
- Referral emails
- Customer loyalty emails
- Re-engagement emails
- Order confirmation emails
- Emails with shipping updates.
Don’t Always Push Sales in Your Emails
While the ultimate goal of email marketing is conversions and sales, you don’t want to be too pushy in the emails. Unless the recipient wants to buy something right away, sales-focused emails will not deliver the results you want.
Instead, try to use the emails to build a relationship with potential shoppers. Share some news about what’s new in your company or the industry. Share information that is useful to them or engages them.
Learn More About How to Increase the Conversion Rate of Your eCommerce
Are you interested in hearing more of our expertise about how to increase the conversion rate of your e-commerce? Check out our great podcast episode with Reese Spykerman:
You can also read our other articles on the subject:
eCommerce Conversion: Definition and Advice
14 eCommerce Conversion Hacks For Better Profit
How to Increase Your Mobile Ecommerce Conversion Rate
What You Need to Know About Your Cold Email Conversion Rate