5 Design Tactics Increase Ecommerce Conversions

There are over 409,000 ecommerce stores currently operating in Australia, and that number is growing every year. With so much competition out there, it’s more important than ever to ensure your store is optimised to convert as many visitors into customers as possible.

It’s not enough to install a pre-built template and hope for the best. Building a high-converting ecommerce store involves a range of elements that build trust with your visitors and encourages them to buy.

Here’s 5 of the best tactics we use for our clients at Confetti Design to increase ecommerce conversions.

1. Use your top section wisely

The most important real estate on your website is the first section of your home page. Because it’s only the part that every visitor sees when they navigate to your site.

So put your most important information in that top section, or as we call it in web design, ‘above the fold’.

As a general rule, you want to highlight either your brand promise, your USP (unique selling proposition), or a single high-value product in your top section.

Our recent client Don Sox does a great job of this by incorporating the following –

• Copy that communicates their brand promise clearly
• A high-quality hero photo of their product
• Options for faster and easier browsing

Always remember: people are busy and impatient. So don’t make them click around trying to find information. Give them what they need straight away. Otherwise they might click over to your competition!

2. Address objections up-front

When creating product description pages, most store owners will touch on the features of each product. If they’re clued-in marketers, they will expand on the product’s benefits too.

The smartest store owners will also address any potential objections to buying before the customer can even bring them up.

Think about the questions your customers might ask a sales assistant. What parts of the product would they be looking at? What would they want to know?

Perhaps they’re concerned about durability. Or they might be worried about nutritional content.

Whatever the case, once you know what’s stopping potential customers from hitting the ‘buy now’ button, use your copy and images to address their concerns and make them feel positive about purchasing.

For our client Alfie’s Feast, we used clear graphics to highlight the key elements that customers are looking for when purchasing food for their furbabies.

3. Use credibility elements

Let’s face it – there are some dodgy operators out there, and it can be difficult to get your money back once it’s been spent online.

Trust badges are a powerful way to reassure potential customers that you’re a legitimate business offering quality products and service.

So think about what trust seals or badges can you display to let customers know you’re endorsed by reputable organisations.

If you don’t have any endorsements or partnerships to display, think about what other trust factors your customers want to know about, and add those. Creating your own graphics in your own brand style works really well for this.

A few ideas to get you started –

• Made in Australia
• Secure payments
• Certified Organic
• Trackable shipping
• 30 day returns

4. Incorporate live chat

When visitors to your store have a question, they want it answered straight away. But picking up the phone takes time and effort. And if they have to wait for a response via email – forget about it!

Live chat is a great way to build brand trust by showing you’re accessible and helpful. It’s also great for building relationships with potential customers and of course, facilitating the sale.

Customers love it too – live chat is regularly rated with the highest satisfaction levels across all support channels. It’s really win-win!

We incorporated a chat function for our recent ecommerce store design client Shehzarin Batha. The plugin we used pings on a staff member’s phone or computer when a customer asks a question, so they can be assisted straight away.

5. Display reviews on your home page

People only buy things for the outcome they want to experience. They buy a rubber ball to experience playtime at the park with their dog. They buy a new set of mag wheels to experience a feeling of pride when people admire their car.

By showcasing customer reviews on your website that speak to the outcomes your products promise, you’re sparking the desire for the outcome in your potential buyers. You’re also building trust that your product actually works!

People really want to hear from real customers that they can identify with. In fact, 93% of consumers say that online reviews influence their purchase decisions. So think about how you can get great reviews from your customers, and display them prominently for your store’s visitors to see.

We added a reviews strip on recent client Bunney’s Naturals & Organics to introduce visitors to what Bunney’s clients have been saying about her skincare range.

Over to you…

As the race heats up for shoppers’ wallets online, incorporating these conversion tactics into your ecom store is an absolute must if you want to stay on top of your competition.

But the 5 tactics outlined in this article are just the beginning – there are literally 100s more that professional Shopify store designers use to build storefronts that convert visitors to loyal customers.

Confetti Design specialises in designing beautiful, functional, and high-converting ecommerce websites. Our team has extensive Shopify design, development, and marketing experience and we love to help store owners succeed.
Whether you’re thinking about starting an ecommerce store, or want to make your current store more profitable, we can help.

Call us now on 0400 650 667