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5 Ways to Improve Conversion Rates in Magento

23.05.2016

One goal of nearly every e-commerce site is to increase its revenue. And a great way to do this is by improving your conversion rates.

Although this can sound like it requires a lot of hard work, there are many straightforward ways to tweak your Magento store.

As Magento is an open source platform, source codes can be modified by anyone, allowing transparency and collaboration between users.

This means that implementing software to manipulate how an application works can be simple. However, if it becomes more complex, it may require the use of a developer.

Making note of the level of difficulty, we have explored 5 of the most effective ways to boost your Magento conversion rates.

1) Improve checkout process

Level of difficulty:  Implementation = easy, but optimising the look = difficult

First and foremost, the most effective way to improve conversion rates is to streamline your checkout process.

Baymard Institute indicated that in 2015, cart abandonment was over a huge 65%. One reason for this is that the checkout process is simply too complex and time-consuming.

In this day and age, users desire minimal effort when it comes to completing their online purchases. It’s as simple as this: the less information you ask for on a checkout page, the more likely people are to check out.

Just look at the almighty rise of Uber. A huge part of its success is that the whole process is simply a few clicks of a button.  The user’s card details are already saved and they can leave the car without having the hassle of exchanging payment details.

Amazon’s One Click Checkout is another example of this.

But on the other hand, the default Magento checkout requires the user to complete 6 steps. This is an open invite for the user to leave the site.

The good news is that installing the checkout module is straight forward.

There is an extension called OneStepCheckout. This displays all checkout stages at once, supports over 40 payment methods, allows the user to either sign-up, log-in, or checkout as a guest and allows flexibility on delivery time and method.

In addition to this, it uses Google Suggest which saves the user from having to fill out their details manually.

One step check out

After downloading the module, in the backend, simply go to:

One Step Checkout Settings —> System —> Configuration —> One Step Checkout Tab.

You will be directed to the One Step Checkout Management page where you can set up and configure the module to get it to work as you wish.

It is then a case of going through the configuration settings and choosing the settings that you desire.

enabling one step check out

The hard work begins once you have installed the module.

The standard setup of the One Step Checkout will most likely not fit the overall design of your site. Therefore, you will need to take the time to configure the checkout so, aesthetically, it looks nice.

This can take a while and it will most definitely require the use of a developer who has coding knowledge.

2) Clearly Visible Shipping Costs

Level of difficulty: Difficult – this will require a designer and a developer as it involves creating a banner code.

Not everyone likes surprises, especially when it’s a hidden cost. Hiding shipping costs until the last stages of the checkout process can lower your conversion rates.

So much so that a survey conducted by Econsultancy revealed that 74% people abandon the cart because of high delivery charges.

Abandoned cart statistics

Magento has shipping calculations built into the platform which offers flat rates, table rates, online rates and free shipping.

However, there are other things that you can do to make the shipping costs clearer to your customers.

Offering shipping as a USP can set you apart from your competitors. For example, deals such as spending over a certain amount to qualify for free shipping can entice customers into shopping as they feel as though they are getting a service for free.

The most effective way to do this is to include a USP bar under the top navigation. This means that it will appear on every page. Plus, the top navigation is where most visitors look. We have included an example below:

nav

3) Abandon cart follow up emails

Level of difficulty: Easy

You’ve implemented the two steps above, but your customer has still abandoned their cart. The next step to increase conversions is to send a follow-up e-mail to them.

This e-mail encourages the customer to complete the purchase by politely reminding them what they left behind.

A study conducted by SaleCycle  reveals that 29.9% of abandoned cart e-mails lead to a recovered purchase.

With this alarming figure in mind, you’re probably wondering how you can start sending these follow-ups?

The Abandoned Cart E-mail extension by Amasty allows you to send mass cart reminders through customised templates.

The settings are easily adjustable allowing you to choose the time that the e-mail is sent after the cart has been abandoned.

magneto admin pannel

It’s important for all e-commerce sites to send these type of follow-up emails. Customers will always abandon their cart, so if done correctly, abandon cart emails are an effective way to minimise this and boost conversions.

4) Site Speed

If a page takes a long time to load, the user will leave the page. In fact, Kissmetrics calculated that 47% of consumers expect a web page to load in 2 seconds.

Therefore, it is absolutely vital that your site is running at a fast speed in order to improve the user’s experience.

There are various ways to improve the site speed. We have highlighted the most useful 4:

1. Update Magento

Level of difficulty: Easy

Installing the latest version of Magento is vital to your site speed. Newer versions also include improvements in performance and a host of other benefits such as security enhancements.

2. Use Varnish or enable FPC (Full Page Cache)

Level of difficulty: Difficult – this may require a developer as caching can be difficult. 

Caching is useful for speeding up performance times.

The Varnish Cache is a HTTP accelerator which speeds up your Magento site by storing a copy of the page by RAM (random access memory) the first time that a user visits a page. Traffic is easily handled and performance is improved. Plus, it’s free.

You can also use a full page cache extension. This is one of the most effective ways of increasing site speed.

Instead of loading a page for each new visitor, Magento will give them a saved (cached) version. The

proof is in the numbers:

product page3. Use a CDN to load static content

Level of difficulty: Difficult – this will require a developer.

Using a CDN (content delivery network) will drastically improve your site speed. CDNs load static content such as images, text and scripts by using optimized delivery servers.

Amazon Cloud Front is an easily manageable CDN. All of your static content is served from the Cloud and it uses a network of edge locations around the world.

This means that content is served from data centres nearest to your customer.

    4. Optimising images

Level of difficulty: Easy

Optimising your images is an easy way of improving site speed. Downloading images can be very resource intensive and you can solve this simply with compression.

Compressing your images will drastically improve your site speed, and there are plenty of tools out there to help you.

One of the easiest and quickest is Compress JPEG, and it quite simply does what it says in the name.

Import your image into the tool and let it do the hard work for you.

 

5) Clear Call to Actions

Level of difficulty: Easy

Potential customers want straight-forward information when they’re deciding to buy something.

If information is in any way confusing or unclear, uncertainty and anxiety are created in the customer’s mind.

Therefore, it is essential that your Call to Action (CTA) buttons are clear. This ensures that the customer knows exactly where clicking the button will take them.

Having too many CTA’s can also be off-putting as it can leave the customer feeling overwhelmed. It can also be distracting and cause the customer to abandon the checkout process.

For example, too many unnecessary social buttons on a product page may take the customer away from the page.

Clarity is also important in your copy. One example would be the text on your “add to basket” or “add to cart” button.

add to cart screenshot

Direct language, such as “add to cart”, can be more effective than just “buy” or “purchase”. However, you will need to make sure that you A/B test your copy to ensure that any changes are working for you.

What may work for another site might not work for you.

Additional Tools:

A great tool for viewing exactly what your customer is doing on your site is Crazy Egg. Heat Map technology will allow you to answer the following questions:

  • Where are users clicking? (or where they aren’t)
  • Where do they stop scrolling?
  • Where is traffic coming from?
  • Who clicks on what the most?

Once you understand where you are going wrong, you can improve the user’s experience of the site which will result in an increase in conversions. Simple.

Best of all, Crazy Egg has a free 30-day-trial.

crazy egg tool

Inspectlet is another useful tool. Quite simply, it records videos of visitors using your site. You can view every mouse movement, click and scroll. This is great for discovering what is potentially causing confusion and what is working well.

You can view every mouse movement, click and scroll. This is great for discovering what is potentially causing confusion and what is working well.

With all of these points in mind, even if you don’t have coding skills, there is a way for everyone to boost conversions rates in Magento. It’s important to monitor any changes you make to your site to see if they’re having the desired effect. If you don’t feel comfortable making changes reach out to an expert or leave us a comment below.

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