Newsletter #15 - 6 proven strategies to optimise your pre-purchase experience and boost your conversion rate

Did you know that it takes just five milliseconds for a user to decide whether or not your e-commerce site is trustworthy? That's a pretty short window of time to make a good impression!

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If you don't manage to convince them in those first few milliseconds, not only might you miss out on a sale, but you could also end up losing £29 in acquisition costs. Yikes!

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In this email, I will share six strategies to make your e-commerce site more user-friendly and turn those visitors into loyal customers. 🤝

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1️. Focus on speed

Did you know a page should ideally load in under 1 second, regardless of the device or connection quality? That's right! And for every second it takes to load, you risk losing 25% of potential customers.

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To ensure that your website is lightning-fast and provides a seamless browsing experience for your visitors, I recommend using these three free tools:

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• GTmetrix: this tool allows you to analyse your website's speed across different channels and identifies what's causing any performance issues.
• Web dev: use this tool to measure the quality of a page on your site and receive recommendations on how to improve it.
• RequestMap: to remove too greedy applications and optimise your loading time.

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2️. Optimise your product pages with the right images and descriptions

Optimise your product pages with the right photos and descriptions

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30% of users will not scroll to the bottom of your product pages.

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According to the experts at BlackSwan, your visitors should be able to see at a glance:

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• The name of the product,
• Good quality photos that present the product correctly,
• Its price,
• A short description with important information (composition, benefits, manufacturing, etc.),
• A clear and visible call to action.

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If you lack inspiration, you can take inspiration from those of CAVAL ⤵️

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<sub>🤜🤛 Bigblue's Friends

‍If you like CAVAL’s product pages, get in touch with BlackSwan agency, they did a fantastic job redesigning their Csite or Si Si La Paillette.</sub>

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3️. Adopt a mobile-first approach

This is a must for a good user experience.

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In January this year, 65,5 % of online traffic was on mobile. Moreover, 57% of Internet users say they would not recommend a mobile brand whose site needs optimisation.

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And to check that your e-commerce meets all the criteria, you need to test!

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• Check your navigation and responsive design on a 5" screen,
• Make sure that the important information on the product page is visible,
• Test the payment steps to judge if the process is simple and smooth.

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<sub>⏱ Bonus tip

‍To go faster, you can also use the Webmobilefirst extension to test the responsive design of your e-commerce on mobile, tablet and even connected watch!</sub>

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4️. Display User Generated Content

I discuss it regularly in this newsletter: content your customers generate is an ultra-powerful conversion lever.

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90% of users say a positive product review influences their purchasing decision.

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Integrating them directly into your product pages is an effective way to reassure your prospect at a glance and encourage them to place an order.

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Lashilé uses this strategy to increase the conversion rate of their product pages... and collect more reviews! One of their best-selling products even has over 1600 ratings, photos and reviews.

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<sub>👩🏻‍🎤 The ultimate guide to User Generated Content

‍In case you missed it, we've written a playbook dedicated to UGC. We reveal to you for free more than fifty tips, tools and e-commerce brand strategies to create, collect, distribute UGC and explode your sales 🔥

Get the playbook for free</sub>

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5️. Engage with customers via live chat

51% of users are more likely to order from a brand that offers this service.

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To boost the effectiveness of your chat, I share some best practices:

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• Identify triggers and set up your chat so that it helps your customer at the right time,
• Humanise your responses as much as possible to avoid the robot effect,
• Pre-write your messages to optimise your response time,
• Offer self-service after-sales so customers can solve their requests independently and free up your support teams' time.

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<sub>🛠 Bigblue tools

‍Most CRMs like Gorgias ou Zendesk offer chat functionality. Alternatively, to take personalization up a level, I recommend the tools Attentive or Charles to send your product recommendations via SMS and WhatsApp.</sub>

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6️. Recovering abandoned shopping carts with email sequences

About 70% of users abandon their shopping carts 🛒

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With good copywriting and well-configured workflows, Les Secrets de Loly automatically recovers up to 20% of its abandoned carts.

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If you want to test it, I am sharing with you the email (and SMS) sequence recommended by Thomas Pedegaye, the founder of the agency EmailClub :

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• Trigger: the user has entered his email but abandoned his cart at checkout
• Email 1 after 15 min (SMS 1 after 30 min): a short urgent message that sends your customer back to their basket.  
• Email 2 after 1 to 2 hours (SMS 2 after 1 day): a reminder of the product's advantages or your mission + addition of a first promotion (to be defined according to your strategy and your margins).
• Email 3 after 24 hours: specify that this is the last email and add a second, more attractive promotion.