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

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

Julie Cauville

Julie Cauville

April 17, 2023

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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!

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!

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

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.

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

  • 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.

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

Optimise your product pages with the right photos and descriptions

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

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

  • 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.

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

CAVAL's product pages are excellent examples of incredible user experience

🤜🤛 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.

3️. Adopt a mobile-first approach

This is a must for a good user experience.

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.

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

  • 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.

⏱ 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!

4️. Display User Generated Content

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

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

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.

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.

One of Lashilé's best-selling products has over 1300 customer reviews, comments and photos

👩🏻‍🎤 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

5️. Engage with customers via live chat

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

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

  • 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.

🛠 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.

6️. Recovering abandoned shopping carts with email sequences

About 70% of users abandon their shopping carts 🛒

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

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 :

  • 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.