3 Essential Tools to Increase Conversion Rate on Your E-commerce Website

After months of SEO campaigns, now you finally have all the traffic you need on your online store. But chances are, you are not seeing the same increase in conversion, i.e. paying customers.

And what’s the use of all this traffic if visitors are not converting?

In this article, I am going to share 3 tools that will help you increase and optimize the conversion rate of your e-commerce store.

Rejoiner – Shopping Cart Recovery

If you are frequent online shoppers, you probably know that visitors often abandon their cart after adding items. And the thing with abandoned carts is that a high percentage of these visitors are actually highly potential to be converted into paying customers. Afterall, adding items to cart means that they are pretty serious about buying them.

There are quite a few Shopping Cart Recovery providers on the market. I am writing about Rejoiner in this post simply because it’s easier (zero cost) to start with – you get a 14-day free trial and the trial only starts after you’ve converted the first customer.

rejoiner logo

The concept of Rejoiner is pretty straightforward: you capture the information (most importantly e-mail) of visitors abandoning their cart, and send them e-mails reminding them of their abandoned cart.

Rejoiner allows you to setup multiple e-mails, and configure the number of days after the date of abandonment that the e-mails should be sent. The picture below shows the e-mail editing interface – yes, you can fully customize the HTML e-mails that are sent.

rejoiner-email

Rejoiner supports most of the popular e-commerce platforms. By downloading the plugins, you can integrate Rejoiner on your online store with ease. It also comes with a detailed developer documentation in case your shopping cart software is not supported by their official plugins.

Rejoiner also offers a comprehensive dashboard that shows you various statistics, such as abandon rate, abandoned carts, cart details, e-mail open rate etc.. With this data, you can then measure the effectiveness of your campaign, and adjust accordingly.

rejoiner-dashboard

TIPS: Try offering a small discount for abandoned carts. This might increase the conversion rate of cart recovery.

Conversions On Demand – Cart Recovery with a Twist

We’ve previously introduced Rejoiner, which is a traditional e-mail based cart recovery solution. But cart recovery can take many forms, and Conversions On Demand offers such non-conventional cart recovery / cart abandonment prevention solutions.

cod logo

In fact, what Conversions on Demand (COD) provides is more than cart recovery. They actually provide tools to PREVENT cart abandonment – this means it tries to keep your customers from abandoning their carts even before they want to do so. Four solutions that COD provides are:

  • The Cart Closer – prevent cart abandonment
  • Time2Buy – motivate reluctant customers to place order
  • Email Catapult – similar to traditional e-mail based cart recovery
  • Daily Deal Bar – create deals easily

There is an easy-to-use configuration page for you to turn on/off each feature, and change how each of them should behave. For all the features that require an additional User Interface (UI) to be displayed on your website, there is also a gallery of design that you can choose from to make the integration easier. Of course, you can always implement custom design if you have the resource to do so.

cod-cartcloser

Perhaps one of the most useful features of COD is The Cart Closer. Once it detects a possible cart abandonment candidate, it shows an unobtrusive popup to keep your customers from going away.

cod-popup
[Photo credit: Conversions on Demand]
There are also built-in tools to help you justify the effectiveness of your campaigns:

  • Analytics – get insight of the effectiveness of the features you’ve enabled
  • EZ-Test – test the difference with and without the features
  • CrowdWisdom – compare your performance with other users

The picture below shows the UI for CrowdWisdom, that allows you to compare with other users to know how well you’ve performed, as well as how you can adjust to do better.

cod-crowdwisdom

TIPS: Make sure you track and test your campaigns with the built-in tools. If adjusted properly, COD can bring great results.

Yotpo – Social Reviews

Reviews and testimonials could easily be the most important factor that affects the conversion rate. Naturally, products with a lot of (positive) reviews suggest that it’s a good product to buy. Similarly, testimonials of an online shop can greatly increase the confidence of the visitors with that particular merchant.

Yotpo offers a great suite of tools that deal with both product reviews and site testimonials, and it does so socially!

yotpo logo

The core feature of Yotpo is to send e-mails to customers X days (configurable) after their purchase, asking them to review the products they have purchased. It also allows you to send a follow up e-mail to all reviewers, offering them a discount for their sincere reviews.

On the website integration aspect, Yotpo offers a number of widgets that you can put on your website to display reviews on your e-commerce store. For example, the following picture shows the product reviews widget that you can include in your product page to show the current reviews.

yotpo-review-widget

Other than collecting reviews, Yotpo offers integrations with Twitter and Facebook, allowing you to post the reviews across social networks. If configured, the reviews can even be automatically posted on social networks (and you can set rules to limit posting of positive reviews only).

Another very useful feature offered by Yotpo is Zendesk integration. If you have not done so already, you should try using Zendesk as your support ticketing system. With the Zendesk integration, Yotpo automatically sends out e-mails to customers, after tickets are solved, asking them of their experience with the support received. This can be a good and organic way to generate site reviews.

zendesk-integration

Of course, Yotpo comes with a dashboard that shows you the performance of your campaign. You can easily get an idea of various important metrics to confirm that the review system is working as planned.

yotpo-dashboard

TIPS: Make sure you send multiple e-mails asking for product reviews from paying customers. You can set the intervals for each e-mail sent, for example sending the first e-mail 4 days after purchase, and the second e-mail a week after. Setting up discount can also increase the chance that your customers writing reviews for you.

Conclusion

Remember, conversion rate optimization (CRO) is as important as traffic building. The key with CRO is testing. Repeatedly testing the effectiveness of each CRO is essential in finding the best setup that’ll get people to buy from your website.

Note: The opinions expressed in this article are the views of the author, and not necessarily the views of Caphyon, its staff, or its partners.

Author: Lam Woon Cherk

Lam Woon Cherk is the founder of pro nopCommerce, a team of experts that create free and premium nopCommerce themes and plugins. He is currently an nopCommerce MVP and solution provider. He also runs a web design firm, panoRazzi, that creates Orchard CMS websites. Follow him on Google+ & Twitter.

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