12 B2C eCommerce Tips To Help Increase Conversions


Looking to make the most of your B2C eCommerce platform? Read on to learn 12 tips to convert browsers to customers.

According to a survey conducted in 2022, global eCommerce conversion rates were highest in the food and beverage sector, followed by beauty and skincare, health and beauty, active apparel, and general footwear. In every sector, companies are looking for ways to increase their conversion rates. In this guide, we highlight 12 B2C eCommerce tips brands can follow to help increase conversion rates. 

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1. Compelling Copy and Design

Brands must go beyond quality product descriptions and competitive prices and create compelling copy and design to inspire customers to their products over many other options. B2C eCommerce platforms need a retail-style layout with prominently displayed products or services, a shopping cart, resources like FAQs and blogs, and customer service solutions. The copy and design elements must coalesce as a compelling representation of the brand voice and help customers recognize how the products or services benefit their lives and fulfill their personal, social, and economic aspirations. 

2. Clear, Intuitive Layout and Navigation

Successful eCommerce stores provide a pleasant and smooth user experience and fulfill the accessibility standards for all users. The layout must be clear and intuitive, and the navigation features must adhere to the ADA Standards for Accessible Design. Brands need to make it easy and enjoyable for customers to breeze through the site and locate the items on their list. 

3. Fast, Snappy Website Performance

Latency in all aspects of the digital world has dropped so low that customers have high expectations for page loading speeds. According to Google, visitors only wait 2-3 seconds for a page to load before bouncing. Ensure the website consistently delivers fast, snappy performance to sustain your audience's attention. 

4. Clear Product Categorization, Filters, and Search

Optimizing product categorization, filters, and search increases customer satisfaction in the shopping experience, drives conversions, and enhances brand loyalty. The proper eCommerce site structure gives customers control over the shopping experience, putting the customer firmly in the driver’s seat. Personalized, intuitive search features can help customers find what they want faster and easier, paving the way for repeat purchases.

5. Highly Detailed Product Pages

Customers need comprehensive product information to understand how the product works and fits into their lives. To increase conversions, brands must provide specs, how-to videos, and all the essential information about the products. Plus, more specific product details can lead to wider visibility on search engines. To avoid overwhelming the customers, be structured and clear. Consider layering information in drop down tabs so that the information is easily accessible but does not overwhelm the page. Make the richly detailed product information enjoyable to unveil as desired. 

6. High-Resolution Images

High-resolution images are crucial to the online customer experience - theyconvey the quality of a company and share important visual information about the products or services. Showcase images from multiple angles and offer videos whenever possible so customers can view the product in the context of everyday use. Prioritize clarity, quality, and accessibility to ensure customers enjoy themselves as they learn how the product or services would benefit their lives 

7. Customer Reviews

Social proof, like eCommerce customer reviews, can play a large role in helping customers convert because they highlight a company's reputation and provide validation from peers, a powerful motivator in B2C retail . In fact, recent data shows that nearly 60% of consumers reported reading ratings and reviews before purchasing clothing online. Customer reviews give customers insight into real-life experiences with the product or service and improve search rankings, leading more customers to the site.

8. Easy, Minimal Checkout Process with Flexible Payment Options 

Another Statista survey highlighted that 8% of shoppers abandoned their carts because the checkout process was too complicated. To avoid this common pitfall, companies must provide a frictionless checkout process, minimize the steps required to checkout, and offer flexible payment methods suitable to the markett. Even consider offering a guest checkout option when possible. All of these steps will smooth and expedite the checkout process and improve the likelihood that a customer will make a purchase. 

9. Trust Signals

Most consumers will only purchase from eCommerce sites that appear trustworthy. There are a few different ways brands can signal trustworthiness to their customers. Companies can display trust signals like McAfee Secure and Trust Guard prominently on the checkout page or post verification badges from organizations like the Better Business Bureau (BBB). Online customer reviews can also serve as a trust signal by showing that other people have purchased here and (hopefully) were satisfied with the decision.  Even fast website performance indicates an underlying investment in the website that can foster trust with the customer. 

10. Free Shipping

Customers appreciate the simplicity of wrapping all costs into the item price and respond positively to marketing content about the free shipping perk. In fact, unsatisfactory shipping options are the number one cause of abandoned shopping carts, according to this article from Forbes. Conversely, 84% of customers have made a purchase specifically because shipping was free. Companies can facilitate free shipping in a few different ways - through close partnerships with shipping vendors and offering free shipping for a set amount of time, for orders over a specific dollar amount, or for loyal customers. 

11. Clear and Risk-Free Return Policy

63% of U.S. consumers are much more likely to shop at an eCommerce store if returns are free. Additionally, 25% of consumers reported they were a little more likely to make online purchases if they could return the items at no additional cost. A clear and risk-free return policy allows customers to shop curiously and confidently. Assuming your products are reliable (jk, we know they are), the policy improves the customer experience and enhances customer loyalty in the long run. 

12. Easy Access to Customer Support

Helpful and accessible customer support conveys a positive brand image and helps companies retain customers, even when mistakes are made (it happens)! Brands can provide customer support through chatbots, FAQs, an email form, and a phone number to a customer service line. Make sure that customers can easily find the help they need so that they are satisfied with your brand. After all, we all know nothing is more frustrating than jumping through endless customer service hoops through before getting to speak with a person.

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