{"id":16414,"date":"2022-11-09T09:04:57","date_gmt":"2022-11-09T14:04:57","guid":{"rendered":"https:\/\/www.invespcro.com\/blog\/?p=16414"},"modified":"2022-11-09T09:04:57","modified_gmt":"2022-11-09T14:04:57","slug":"ecommerce-cro-strategies","status":"publish","type":"post","link":"https:\/\/www.invespcro.com\/blog\/ecommerce-cro-strategies\/","title":{"rendered":"eCommerce CRO Strategies For The Top Of The Funnel"},"content":{"rendered":"<span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\"> 11<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span><p><i><span style=\"font-weight: 400;\">Disclaimer: This section is a TL;DR of the main article, and it\u2019s for you if you\u2019re not interested in reading the whole article. On the other hand, if you want to read the full blog, just scroll down, and you\u2019ll see the introduction.<\/span><\/i><\/p>\n<article>\n<div class=\"l\">\n<div class=\"l\">\n<section>\n<div class=\"hz ia ib ic id\">\n<ul class=\"\">\n<li id=\"dcf6\" class=\"jo jp ig jq b jr js jt ju jv jw jx jy jz ka kb kc kd ke kf gh\" data-selectable-paragraph=\"\">Every good e-commerce website should have a clear path from discovery to purchase.<\/li>\n<li id=\"956d\" class=\"jo jp ig jq b jr kg jt kh jv ki jx kj jz kk kb kc kd ke kf gh\" data-selectable-paragraph=\"\">To make the most of visitors landing on your website, there are multiple triggers, patterns, and opportunities you need to take advantage of.<\/li>\n<li id=\"56a5\" class=\"jo jp ig jq b jr kg jt kh jv ki jx kj jz kk kb kc kd ke kf gh\" data-selectable-paragraph=\"\"><strong class=\"jq ih\">Write better product descriptions\u00a0<\/strong>\u2014 Your website\u2019s product pages are the front door to your store and the most important part of your customer journey. That\u2019s why it\u2019s so important to make sure they are well-optimized for conversions.<\/li>\n<li id=\"d25a\" class=\"jo jp ig jq b jr kg jt kh jv ki jx kj jz kk kb kc kd ke kf gh\" data-selectable-paragraph=\"\"><strong class=\"jq ih\">Provide reviews for your product\u00a0<\/strong>\u2014 Reviews help people feel more comfortable about buying from your store \u2014 knowing that other customers have been happy with their purchases.<\/li>\n<li id=\"de02\" class=\"jo jp ig jq b jr kg jt kh jv ki jx kj jz kk kb kc kd ke kf gh\" data-selectable-paragraph=\"\"><strong class=\"jq ih\">Make sure you\u2019re using the right images to showcase your products\u00a0<\/strong>\u2014 You want to make sure that every image on your site is professionally taken and edited so that it looks great on any device \u2014 large desktop screens, small mobile phones, and everything in between.<\/li>\n<li id=\"f1c8\" class=\"jo jp ig jq b jr kg jt kh jv ki jx kj jz kk kb kc kd ke kf gh\" data-selectable-paragraph=\"\"><strong class=\"jq ih\">Make sure the buy button is easy to find\u00a0<\/strong>\u2014 the buy button is the most important button on your product page, make sure it\u2019s easy to find, not written with a text but in button form.<\/li>\n<li id=\"4247\" class=\"jo jp ig jq b jr kg jt kh jv ki jx kj jz kk kb kc kd ke kf gh\" data-selectable-paragraph=\"\"><strong class=\"jq ih\">Keep navigation simple, clean, and consistent<\/strong>\u00a0\u2014 A great way to increase brand trust is by having a clear\u00a0navigation system\u00a0on all website pages. It should be easy for users to find what they\u2019re looking for without getting lost along the way.<\/li>\n<li id=\"4ae3\" class=\"jo jp ig jq b jr kg jt kh jv ki jx kj jz kk kb kc kd ke kf gh\" data-selectable-paragraph=\"\"><strong class=\"jq ih\">Display trust signals\u00a0<\/strong>\u2014 One of the most important elements of any online purchase is\u00a0<a class=\"au kl\" href=\"https:\/\/www.invespcro.com\/blog\/10-most-common-trust-related-problems-affecting-the-conversion-rate-of-your-website\/\" target=\"_blank\" rel=\"noopener ugc nofollow noreferrer\">trust<\/a>. Your customers need to know that they can trust you and that you won\u2019t take their money or sell them a product that isn\u2019t what it seems.<\/li>\n<li id=\"6968\" class=\"jo jp ig jq b jr kg jt kh jv ki jx kj jz kk kb kc kd ke kf gh\" data-selectable-paragraph=\"\"><strong class=\"jq ih\">Encourage social sharing of your content and products\u00a0<\/strong>\u2014 Social sharing is one of the most effective ways to increase traffic to your website. Nine in 10 marketers say a benefit of social media marketing is increasing site traffic.<\/li>\n<li id=\"ea5f\" class=\"jo jp ig jq b jr kg jt kh jv ki jx kj jz kk kb kc kd ke kf gh\" data-selectable-paragraph=\"\"><strong class=\"jq ih\">Improve your site speed\u00a0<\/strong>\u2014 One of the most critical aspects of your eCommerce website is site speed. It can affect your bounce rate and lead to a lower conversion rate and this is because site visitors don\u2019t have the patience to wait for your site to load fully.<\/li>\n<li id=\"e565\" class=\"jo jp ig jq b jr kg jt kh jv ki jx kj jz kk kb kc kd ke kf gh\" data-selectable-paragraph=\"\"><strong class=\"jq ih\">Include user-generated content\u00a0<\/strong>\u2014 User-generated content is a great way to engage with your customers and help them feel more comfortable about buying from your site. This type of content is also an excellent tool for building trust, as it shows that other people are buying from you and enjoying their purchases.<\/li>\n<\/ul>\n<p><b>Here&#8217;s A Longer And More Detailed Version Of The Article.<\/b><\/p>\n<p>&nbsp;<\/p>\n<hr \/>\n<\/div>\n<\/section>\n<\/div>\n<\/div>\n<\/article>\n<p><span data-preserver-spaces=\"true\">Any good ecommerce website should have a clear path from discovery to purchase; let&#8217;s be honest, a user&#8217;s path to conversion is far from linear.\u00a0<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">There are multiple patterns, triggers, and opportunities that you need to take advantage of during each visitor&#8217;s journey to get the best results.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Eventually, everyone wants to achieve a good <a href=\"https:\/\/www.invespcro.com\/blog\/calculate-conversion-rate\/\">conversion rate<\/a> and increase sales. To do that, the first thing you should always do is look at the top of the funnel: The visitor&#8217;s experience before they buy.\u00a0<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">So how can you apply this strategy? Let&#8217;s dive into eCommerce <a href=\"https:\/\/www.invespcro.com\/blog\/cro-strategy-vs-tactics-whats-the-difference\/\">CRO strategies<\/a> that can be applied to your ecommerce business.<\/span><\/p>\n<h3><strong>1. Write better product descriptions.<\/strong><\/h3>\n<p><span data-preserver-spaces=\"true\">Your website&#8217;s product pages are the front door to your store and the most important part of your customer journey. That&#8217;s why it&#8217;s so important to make sure they are well-optimized for conversions.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">People don&#8217;t just buy products; they buy solutions to their problems. Therefore, you need to provide a clear description of how your product will solve their problem.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Hence, the best way to write a product description is by highlighting the benefits of each feature \u2013 as shown in this example from Method Home describing their gel hand wash.<\/span><\/p>\n<div class=\"blog_img\"><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone wp-image-16415 size-full\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/Gel-handwash.png\" alt=\"\" width=\"512\" height=\"210\" data-wp-pid=\"16415\" \/><\/div>\n<p><span data-preserver-spaces=\"true\">\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 (<\/span><a class=\"editor-rtfLink\" href=\"https:\/\/www.shopify.com\/in\/blog\/8211159-9-simple-ways-to-write-product-descriptions-that-sell\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-preserver-spaces=\"true\">Source<\/span><\/a><span data-preserver-spaces=\"true\">)<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">It points out that apart from your hands becoming soft and clean, their soap will raise your holiday spirit.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Your <a href=\"https:\/\/www.invespcro.com\/blog\/how-to-write-ecommerce-product-descriptions-that-sell\/\">product descriptions<\/a> should also resonate with your audience. They should be written like a conversation between you and your customer.\u00a0<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Start by addressing them personally (using their name or &#8220;you&#8221;) when describing the benefits of the product or service being sold.<\/span><\/p>\n<p><strong><span data-preserver-spaces=\"true\">For instance, here&#8217;s how Think Geek begins the product description of an LED Flashlight:<\/span><\/strong><\/p>\n<div class=\"blog_img\"><img decoding=\"async\" class=\"alignnone wp-image-16416 size-full\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/Think-Geek.png\" alt=\"\" width=\"512\" height=\"209\" data-wp-pid=\"16416\" \/><\/div>\n<p><span data-preserver-spaces=\"true\">\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 (<\/span><a class=\"editor-rtfLink\" href=\"https:\/\/www.shopify.com\/in\/blog\/8211159-9-simple-ways-to-write-product-descriptions-that-sell\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-preserver-spaces=\"true\">Source<\/span><\/a><span data-preserver-spaces=\"true\">)<\/span><\/p>\n<p><strong><span data-preserver-spaces=\"true\">Here are some more easy ways to make sure your copy hits all the right notes:<\/span><\/strong><\/p>\n<ul>\n<li><span data-preserver-spaces=\"true\">Write with the customer in mind<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">Use powerful phrases and words<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">Include all the relevant details about a product in the body text. This includes the materials used and dimensions, colors, weight, etc.<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">Use bullet points to break up large blocks of text and make it easier to scan through information quickly.<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">Include images of each item so customers can see what they&#8217;re buying before clicking &#8220;Buy now&#8221; or &#8220;Add to cart.&#8221;<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">Don&#8217;t use jargon that only makes sense to people in your industry. If you&#8217;re selling bookshelves, don&#8217;t mention &#8220;shelving&#8221; unless you&#8217;re talking about bookshelves specifically!<\/span><\/li>\n<\/ul>\n<p><span data-preserver-spaces=\"true\">Additionally, adding mini-stories to your presentation will help customers forget that they are being sold to. It is also important to incorporate motivational and persuasive words, as well as humor.<\/span><\/p>\n<h3><strong>2. Provide reviews for your products.<\/strong><\/h3>\n<p><span data-preserver-spaces=\"true\">If there&#8217;s anything I need to see more in many ecommerce business sites, it&#8217;s <a href=\"https:\/\/www.invespcro.com\/blog\/adding-testimonials-to-your-website\/\">customer testimonials<\/a>.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Reviews help people feel more comfortable about buying from your store \u2013 knowing that other customers have been happy with their purchases.\u00a0<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">If you look at the statistics, 90% of customers deem reviews as more important than any information provided by a seller.<\/span><\/p>\n<div class=\"blog_img\"><img decoding=\"async\" class=\"alignnone wp-image-16417 size-full\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/consumers-think-reviews.png\" alt=\"\" width=\"512\" height=\"204\" data-wp-pid=\"16417\" \/><\/div>\n<p><span data-preserver-spaces=\"true\">\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0(<\/span><a class=\"editor-rtfLink\" href=\"https:\/\/get.nicejob.com\/resources\/how-reputation-marketing-can-skyrocket-your-search-rankings-web-traffic-and-sales\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-preserver-spaces=\"true\">Source<\/span><\/a><span data-preserver-spaces=\"true\">)<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">And\u00a0<\/span><a class=\"editor-rtfLink\" href=\"https:\/\/www.globenewswire.com\/news-release\/2022\/01\/11\/2364911\/0\/en\/Survey-Stale-Product-Reviews-Are-a-Big-Turn-Off-for-Shoppers.html#:~:text=80%2525%2520of%2520consumers%2520are%2520less,star%2520rating%2520is%2520the%2520same).\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-preserver-spaces=\"true\">80% of customers<\/span><\/a><span data-preserver-spaces=\"true\">\u00a0are less likely to purchase a product with no reviews. Among Gen Z shoppers, this number is 92%.\u00a0<\/span><\/p>\n<p><strong><span data-preserver-spaces=\"true\">Here are some quick tips to showcase reviews for your products:<\/span><\/strong><\/p>\n<ul>\n<li><span data-preserver-spaces=\"true\">Displaying product ratings on the product page<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">Displaying reviews from third-party sites (e.g., Yelp)<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">Displaying reviews from social media channels<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">Displaying star rating\u00a0<\/span><\/li>\n<\/ul>\n<p><span data-preserver-spaces=\"true\">Here&#8217;s an example of how Amazon uses star ratings and comments on product pages to build trust:<\/span><\/p>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-16418 size-full\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/amazon-reviews.png\" alt=\"\" width=\"512\" height=\"270\" data-wp-pid=\"16418\" \/><\/div>\n<p><span data-preserver-spaces=\"true\">\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0(<\/span><a class=\"editor-rtfLink\" href=\"https:\/\/www.amazon.com\/HUHD-Wireless-Headset-Nintendo-Microphone\/dp\/B09V12NHFH\/ref=sr_1_1_sspa?keywords=gaming%252Bheadsets&amp;pd_rd_r=3009c361-26f5-4574-a5cb-5c0567c116b7&amp;pd_rd_w=6xKLs&amp;pd_rd_wg=Wuuw5&amp;pf_rd_p=12129333-2117-4490-9c17-6d31baf0582a&amp;pf_rd_r=B129YER\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-preserver-spaces=\"true\">Source<\/span><\/a><span data-preserver-spaces=\"true\">)<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Another example is Customer quotes \u2013 as used by HelloFresh:<\/span><\/p>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-16419 size-full\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/Hello-fresh-reviews.png\" alt=\"\" width=\"512\" height=\"241\" data-wp-pid=\"16419\" \/><\/div>\n<p><span data-preserver-spaces=\"true\">\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0(<\/span><a class=\"editor-rtfLink\" href=\"https:\/\/monkeylearn.com\/blog\/product-reviews-examples\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-preserver-spaces=\"true\">Source<\/span><\/a><span data-preserver-spaces=\"true\">)<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">On their landing page, Hellofresh selects positive customer feedback and asks permission from the customers before featuring them.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Note that it&#8217;s important that the reviews you show are genuine \u2013 not just positive ones \u2013 because they&#8217;re an indicator of whether or not people find value in what you offer.\u00a0<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Plus, if you can provide negative feedback on things like shipping times or customer service performance, it will help inform shoppers about any potential issues before they place their orders.<\/span><\/p>\n<h3><span data-preserver-spaces=\"true\">3. <strong>Make sure you&#8217;re using the right images to showcase your product.<\/strong><\/span><\/h3>\n<p><span data-preserver-spaces=\"true\">The top of the funnel is the first step in your conversion process, and it&#8217;s crucial to get this right. It&#8217;s the point when you introduce your product or service to potential customers and make them aware of what you do.\u00a0<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">To achieve this, you need to use the right images for your product.\u00a0<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">And you need to use them correctly \u2014 not just any stock image or photo will do for your eCommerce store.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">You want to make sure that every image on your site is professionally taken and edited so that it looks great on any device \u2014 large desktop screens, small mobile phones, and everything in between.<\/span><\/p>\n<p><strong><span data-preserver-spaces=\"true\">Here are some tips to get your product images right:\u00a0<\/span><\/strong><\/p>\n<ul>\n<li><span data-preserver-spaces=\"true\">Use lifestyle photos to show how your products can be used in real life (or, even better, by real people).<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">Show off your products in action \u2014 don&#8217;t just show the product in a static image.<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">Use close-up photos of your products where possible &#8211; showcasing their unique features and benefits<\/span><\/li>\n<\/ul>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-16420 size-full\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/chelsea-tee-product-description-page.png\" alt=\"\" width=\"512\" height=\"375\" data-wp-pid=\"16420\" \/><\/div>\n<p><span data-preserver-spaces=\"true\">\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 (<\/span><a class=\"editor-rtfLink\" href=\"https:\/\/acquireconvert.com\/ecommerce-products-images-best-practices\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-preserver-spaces=\"true\">Source<\/span><\/a><span data-preserver-spaces=\"true\">)<\/span><\/p>\n<p><strong><span data-preserver-spaces=\"true\">Pro Tip:\u00a0<\/span><\/strong><span data-preserver-spaces=\"true\">When it comes to image sizes, maintain consistency. A good starting point for the sizes is between\u00a0<\/span><a class=\"editor-rtfLink\" href=\"https:\/\/acquireconvert.com\/ecommerce-products-images-best-practices\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-preserver-spaces=\"true\">1200px and 1600px<\/span><\/a><span data-preserver-spaces=\"true\">. Having enough detail will help customers zoom.<\/span><\/p>\n<h3><span data-preserver-spaces=\"true\">4. Make sure the buy button is easy to find.<\/span><\/h3>\n<p><span data-preserver-spaces=\"true\">If you&#8217;re selling a product or service on your website, chances are you have a &#8220;Buy&#8221; button.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">It&#8217;s your most important call to action. It&#8217;s an opportunity for you to make money. It&#8217;s the gateway for your customer to take the next step toward becoming a paying customer.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">If someone lands on one of your product pages but can&#8217;t find their way back up to the top of the page where they might convert, they&#8217;re going to leave ASAP. This applies especially if they have a long scroll ahead of them before they reach your <a href=\"https:\/\/www.invespcro.com\/blog\/calls-to-action\/\">CTA<\/a>.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Even\u00a0<\/span><a class=\"editor-rtfLink\" href=\"https:\/\/www.zoho.com\/commerce\/insights\/buy-now-button.html\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-preserver-spaces=\"true\">research<\/span><\/a><span data-preserver-spaces=\"true\">\u00a0suggests that placing the buy button in a prominent location, like to the right of the content, improves performance.\u00a0<\/span><\/p>\n<h3><span data-preserver-spaces=\"true\">5. Keep navigation simple, clean, and consistent<\/span><\/h3>\n<p><span data-preserver-spaces=\"true\">A great way to increase brand trust is by having a clear <a href=\"https:\/\/www.invespcro.com\/blog\/design-it-right-how-to-create-an-effective-website-navigation-even-if-youre-not-a-usability-expert\/\">navigation system<\/a> on all website pages. It should be easy for users to find what they&#8217;re looking for without getting lost along the way.\u00a0<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">The best way to do this is by having a navigation bar at the top of every page with links to every section of your site (such as the home page, product category pages, and blog).<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Most retailers believe that a horizontal navigation menu lets users quickly see where to navigate from the homepage. As per\u00a0<\/span><a class=\"editor-rtfLink\" href=\"https:\/\/www.math.unipd.it\/~massimo\/corsi\/tecweb2\/Eyetrack-III.pdf\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-preserver-spaces=\"true\">Eyetracking studies<\/span><\/a><span data-preserver-spaces=\"true\">, a horizontal top-page menu makes it easier for customers to navigate. And when you keep the menu clean and clutter-free, it gives viewers a more pleasing visual experience.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Here&#8217;s an example from Trading Depot, a site that sells home appliances and accessories:<\/span><\/p>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-16421 size-full\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/Trading-depot.png\" alt=\"\" width=\"457\" height=\"512\" data-wp-pid=\"16421\" \/><\/div>\n<p><span data-preserver-spaces=\"true\">\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 (<\/span><a class=\"editor-rtfLink\" href=\"https:\/\/www.nosto.com\/playbook\/ecommerce-navigation\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-preserver-spaces=\"true\">Source<\/span><\/a><span data-preserver-spaces=\"true\">)<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">However, if your site has several subcategories, a vertical menu would be a better choice.\u00a0<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">For example, The Olympic Store saw a\u00a0<\/span><a class=\"editor-rtfLink\" href=\"https:\/\/neilpatel.com\/blog\/100-conversion-optimization-case-studies\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-preserver-spaces=\"true\">7.74% increase<\/span><\/a><span data-preserver-spaces=\"true\">\u00a0in conversions after improving navigation and using a vertical menu.<\/span><\/p>\n<p><strong><span data-preserver-spaces=\"true\">Here&#8217;s what the original menu looked like:<\/span><\/strong><\/p>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-16422 size-full\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/Olympic-store-original-menu.png\" alt=\"\" width=\"512\" height=\"494\" data-wp-pid=\"16422\" \/><\/div>\n<p><span data-preserver-spaces=\"true\">\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0(<\/span><a class=\"editor-rtfLink\" href=\"https:\/\/neilpatel.com\/blog\/100-conversion-optimization-case-studies\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-preserver-spaces=\"true\">Source<\/span><\/a><span data-preserver-spaces=\"true\">)<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">\u00a0<\/span><span data-preserver-spaces=\"true\">The improved vertical menu shows all subcategories \u2013 giving easier access to other products.<\/span><\/p>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-16423 size-full\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/Olympic-store-improved-vertical.png\" alt=\"\" width=\"512\" height=\"500\" data-wp-pid=\"16423\" \/><\/div>\n<p><span data-preserver-spaces=\"true\">\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 (<\/span><a class=\"editor-rtfLink\" href=\"https:\/\/neilpatel.com\/blog\/100-conversion-optimization-case-studies\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-preserver-spaces=\"true\">Source<\/span><\/a><span data-preserver-spaces=\"true\">)<\/span><\/p>\n<h3><strong>6. Display trust signals.\u00a0<\/strong><\/h3>\n<p><span data-preserver-spaces=\"true\">According to statistics, half of the customers have abandoned a cart due to concerns regarding business legitimacy.<\/span><\/p>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-16424 size-full\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/Trust-signals-statistics.png\" alt=\"\" width=\"512\" height=\"257\" data-wp-pid=\"16424\" \/><\/div>\n<p><span data-preserver-spaces=\"true\">\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0(<\/span><a class=\"editor-rtfLink\" href=\"https:\/\/blog.trustedsite.com\/2020\/06\/25\/the-state-of-ecommerce-trust-in-2020-original-research\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-preserver-spaces=\"true\">Source<\/span><\/a><span data-preserver-spaces=\"true\">)<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Not just that,\u00a0<\/span><a class=\"editor-rtfLink\" href=\"https:\/\/blog.trustedsite.com\/2020\/06\/25\/the-state-of-ecommerce-trust-in-2020-original-research\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-preserver-spaces=\"true\">49%<\/span><\/a><span data-preserver-spaces=\"true\">\u00a0of customers see a lack of trust badges as fraud.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">One of the most important elements of any online purchase is <a href=\"https:\/\/www.invespcro.com\/blog\/10-most-common-trust-related-problems-affecting-the-conversion-rate-of-your-website\/\">trust<\/a>. Your customers need to know that they can trust you and that you won&#8217;t take their money or sell them a product that isn&#8217;t what it seems.<\/span><\/p>\n<p><strong><span data-preserver-spaces=\"true\">To create that feeling of reassurance, you want to display trust signals like:<\/span><\/strong><\/p>\n<ul>\n<li><span data-preserver-spaces=\"true\">Testimonials and customer reviews<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">Trust badges and seals<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">Social proof (number of followers\/likes)<\/span><\/li>\n<\/ul>\n<p><span data-preserver-spaces=\"true\">Have a look at how Red Stag Supplies showcases its physical address in its site header, together with a contact email address, business hours, and a contact number.\u00a0<\/span><\/p>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-16425 size-full\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/Redstag.png\" alt=\"\" width=\"512\" height=\"320\" data-wp-pid=\"16425\" \/><\/div>\n<p><span data-preserver-spaces=\"true\">\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 (<\/span><a class=\"editor-rtfLink\" href=\"https:\/\/www.bigcommerce.com\/blog\/ecommerce-trust-signals\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-preserver-spaces=\"true\">Source<\/span><\/a><span data-preserver-spaces=\"true\">)<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Here&#8217;s another example:\u00a0<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Education SaaS company 2U uses expert social proof that lends credibility to its homepage.\u00a0<\/span><\/p>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-16426 size-full\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/2U.png\" alt=\"\" width=\"512\" height=\"397\" data-wp-pid=\"16426\" \/><\/div>\n<p><span data-preserver-spaces=\"true\">\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0(<\/span><a class=\"editor-rtfLink\" href=\"https:\/\/blog.hubspot.com\/marketing\/social-proof-examples\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-preserver-spaces=\"true\">Source<\/span><\/a><span data-preserver-spaces=\"true\">)<\/span><\/p>\n<h3><span data-preserver-spaces=\"true\">7. Encourage social sharing of your content and products.<\/span><\/h3>\n<p><span data-preserver-spaces=\"true\">Social sharing is one of the most effective ways to increase traffic to your website. Nine in 10 marketers say a benefit of social media marketing is increasing site traffic.<\/span><\/p>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-16427 size-full\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/benefits-of-social-media-marketing.png\" alt=\"\" width=\"512\" height=\"317\" data-wp-pid=\"16427\" \/><\/div>\n<p><span data-preserver-spaces=\"true\">\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0(<\/span><a class=\"editor-rtfLink\" href=\"https:\/\/contentmarketinginstitute.com\/articles\/drive-web-traffic-social-media\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-preserver-spaces=\"true\">Source<\/span><\/a><span data-preserver-spaces=\"true\">)<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">The good news is that it&#8217;s not difficult to integrate social share buttons on product pages \u2014 all you need are some simple tools and a little bit of time.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">For instance, if you visit the Entrepreneur site and scroll through an article, the social sharing buttons will appear at the top right of the screen.<\/span><\/p>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-16428 size-full\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/entrepreur-site.png\" alt=\"\" width=\"512\" height=\"82\" data-wp-pid=\"16428\" \/><\/div>\n<p><span data-preserver-spaces=\"true\">\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 (<\/span><a class=\"editor-rtfLink\" href=\"https:\/\/www.searchenginejournal.com\/add-social-media-buttons-to-website\/285637\/#close\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-preserver-spaces=\"true\">Source<\/span><\/a><span data-preserver-spaces=\"true\">)<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">\u00a0<\/span><span data-preserver-spaces=\"true\">It lets readers share the article when they are ready, even if they haven&#8217;t completed reading it.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">If you look at the Medium platform, they use social sharing buttons at the top and bottom of their posts. Readers can tweet a small selection of text if they choose.<\/span><\/p>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-16429 size-full\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/Medium-site.png\" alt=\"\" width=\"512\" height=\"415\" data-wp-pid=\"16429\" \/><\/div>\n<p><span data-preserver-spaces=\"true\">\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0(<\/span><a class=\"editor-rtfLink\" href=\"https:\/\/www.searchenginejournal.com\/add-social-media-buttons-to-website\/285637\/#close\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-preserver-spaces=\"true\">Source<\/span><\/a><span data-preserver-spaces=\"true\">)<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">This allows you to get social shares from the post&#8217;s beginning to the end and customize tweets throughout.<\/span><\/p>\n<h3><strong>8. Improve your site speed.<\/strong><\/h3>\n<p><span data-preserver-spaces=\"true\">One of the most critical aspects of your eCommerce website is site speed. It can affect your bounce rate and lead to a lower conversion rate.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">For instance,\u00a0<\/span><a class=\"editor-rtfLink\" href=\"https:\/\/www.thinkwithgoogle.com\/marketing-strategies\/app-and-mobile\/mobile-speed-accessibility\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-preserver-spaces=\"true\">Pfizer Media Lab<\/span><\/a><span data-preserver-spaces=\"true\">\u00a0was able to reduce the bounce rate by 20% by making its site faster.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Before that, they noticed that 15 of their sites were loading very slowly. One site even took 21 seconds to load. They put together a speed budget and made sure that any new images or functionality adhered to it, which resulted in sites loading 38% faster and bounce rates reduced considerably by 20%.<\/span><\/p>\n<p><strong><span data-preserver-spaces=\"true\">But how can you improve your site speed? Here are some strategies that will help you improve your site speed:<\/span><\/strong><\/p>\n<ul>\n<li><span data-preserver-spaces=\"true\">Choose a fast hosting provider<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">Use a content delivery network (CDN)<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">Optimize images<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">Defer non-essential Javascript<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">Reduce the number of HTTP requests on your page<\/span><\/li>\n<\/ul>\n<h3><strong>9. Include user-generated content.<\/strong><\/h3>\n<p><span data-preserver-spaces=\"true\">User-generated content is a great way to engage with your customers and help them feel more comfortable about buying from your site. This type of content is also an excellent tool for building trust, as it shows that other people are buying from you and enjoying their purchases.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">You can create user-generated content with reviews, testimonials or even just product photos taken by customers. If someone has taken time out of their busy schedule to share their experiences with your products, then they&#8217;re likely to be happy to share on social media too!<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">For instance,\u00a0<\/span><a class=\"editor-rtfLink\" href=\"https:\/\/www.goinflow.com\/blog\/user-generated-content-instagram\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-preserver-spaces=\"true\">Mountain House<\/span><\/a><span data-preserver-spaces=\"true\">, an e-commerce business that sells freeze-dried foods the brand was able to increase its conversion rate by 13% by adding UGC in strategic places.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">They created and showcased images on the main category pages, resulting in a conversion rate lift.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">You can also have a look at the picture shared by the activewear line Outdoor Voices on Instagram, which was taken by one of their customers:<\/span><\/p>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-16430 size-full\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/Outdoor-voices.png\" alt=\"\" width=\"512\" height=\"317\" data-wp-pid=\"16430\" \/><\/div>\n<p><span data-preserver-spaces=\"true\">(<\/span><a class=\"editor-rtfLink\" href=\"https:\/\/www.sellbrite.com\/blog\/what-is-ugc\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-preserver-spaces=\"true\">Source<\/span><\/a><span data-preserver-spaces=\"true\">)<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">The idea is to highlight how customers use your product in their everyday lives. When users see your product in action, it makes it easy for them to imagine themselves using it.<\/span><\/p>\n<h2><span data-preserver-spaces=\"true\">Final thoughts<\/span><\/h2>\n<p><span data-preserver-spaces=\"true\">Maintaining a competitive edge in eCommerce is difficult.\u00a0<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">This is where ecommerce <a href=\"https:\/\/www.invespcro.com\/cro\/#:~:text=Conversion%20rate%20optimization%2C%20or%20CRO,%2C%20and%20A%2FB%20testing.\">conversion rate optimization<\/a> comes in.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">There are so many different elements and players that one small thing can make a big difference to the bottom line. We&#8217;ve found that incorporating CRO strategies into your website from the very beginning is essential to growing sales.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Ultimately, it&#8217;s important to remember that you should use the information from these case studies as food for thought. There are no set rules when it comes to eCommerce CRO. You need to adapt your strategy to suit your particular site and products.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p><span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\"> 11<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span>Disclaimer: This section is a TL;DR of the main article, and it\u2019s for you if you\u2019re not interested in reading the whole article. On the other hand, if you want to read the full blog, just scroll down, and you\u2019ll see the introduction. Every good e-commerce website should have a clear path from discovery to [&hellip;]<\/p>\n","protected":false},"author":50,"featured_media":16433,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[36],"tags":[],"class_list":["post-16414","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-cro"],"_links":{"self":[{"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/posts\/16414","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/users\/50"}],"replies":[{"embeddable":true,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/comments?post=16414"}],"version-history":[{"count":0,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/posts\/16414\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/media\/16433"}],"wp:attachment":[{"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/media?parent=16414"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/categories?post=16414"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/tags?post=16414"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}