The e-commerce industry witnessed a boom in sales and revenue all throughout 2020, due to the Covid-19 pandemic. 2021 is different - we are no longer confined inside for long periods of time, goggling our eyes in front of a screen. We spend more time outside looking for experiences and looking at our friend's faces.
As an online shop owner or marketer, you must be wondering if you can achieve the same level of revenue and engagement (or at least close to) as last year.
We certainly do not want a repeat of 2020 in terms of confinement. We don’t like seeing lost conversions either. So, in this article, we walk you through 5 relevant methods and Shopify tools through which you can keep those conversion rates high and increase traffic to your Shopify store.
1. Product Videos
It’s becoming a well-established fact that video is king in marketing, with 93% of internet users watching online videos. However, if you use video in your e-commerce marketing strategy, it doesn’t mean it will be a guaranteed success. You should focus on the videos that matter to your customers, and what truly matters to both them and your conversion rates are...*drumroll please*... product videos.
The most successful product videos provide a humanized experience. For example, buyers looking to purchase clothing are more likely to convert when they see live examples of what the clothing looks like on a person their size. If you don’t have a fashion store, you may display testimonial videos from your customers, or ask influencers to review your products. You may even film yourself giving a presentation of the product.
The best part is that you don’t need to make product videos like Apple to be successful. But, you can make a product video with an iPhone, if you so wish 😉 Whichever way you go, adding a product video to your online shop will make a great difference with on-site experience and conversion rates.
Best app for product videos on Shopify: Vidjet
Vidjet is a pop-up video player for e-commerce websites. It's the simplest way to embed videos on pages, and trigger them according to visitors actions. Installing Vidjet is a piece of cake and you don’t even need any coding experience! The best part? Visitors can watch your videos as they scroll through your website, with nothing to block their on-site experience.
2. Product Presentation and Packaging
The way you display your products (as well as their features) can make the difference between a website visitor staying on your site or leaving. A well-presented product will make visitors want to learn more, while a poorly presented product will most likely send them away. Therefore, no matter what form it takes, product presentation should highlight the main selling points of each product and make visitors want to learn more.
There are a few things to keep in mind when creating your product presentation. First, focus on the main selling points of each product. What are the most important features that you want to highlight? Second, make sure your photos are high quality and clearly show off the products. And finally, don’t forget about branding! Make sure your product presentation ties in with your overall brand identity, especially with regards to packaging. You might think this irrelevant, but the manner in which customers receive their orders make a big impact.
Our favorite recipe for success? When you tie product presentation with product videos. 😉
Best app for product packaging: Packhelp
Packhelp is an online platform used to both design and order custom packaging. Whether it's a box, mailing bag, cardboard tube or pizza box, Packhelp's online designer lets you drag and drop your logo and other brand assets onto the packaging, see it in 3D, and then place your order. A huge range of patterns are available to help you see your idea come to life, and there's a wide variety of sustainable (and certified) packaging options to help you appeal to your eco-conscious consumer.
3. Product Upselling
Upselling is one of the most common eCommerce methods to drive AOV up by offering customers a better variation of the same product. For example, if your customers want to buy a MacBook with 128 GB of memory, you can offer a MacBook with 250GB of memory instead.
It’s important to note the difference between upselling a cross-selling. While upselling offers an update on the same product, cross-selling offers additional products that are related to the original one. Using the MacBook example, you could offer a cover or an adaptor with it.
The good news is that, since Shopify introduced the post-purchase page with order confirmation, sellers can offer both post and pre-purchase upsells to customers.
Finally, pay attention to the reason why you want to upsell products to your customers. You should avoid increasing your AOV only with upsells. While it is efficient, it can negatively affect customers’ willingness to buy. Consider the value the upsell has for the customer.
Best upsell app for Shopify: Zipify - One Click Upsell
Zipify is an excellent Shopify tool for both pre and post purchase upsells. The process is easy and intuitive, with a post-purchase offer page with customizable upsells that doesn’t interfere with the customer journey. The best part of it all? It only takes one click for customers to add the product to their carts.
4. Product bundling
Another way to raise AOV and drive up conversions is product bundling.
Product bundling works by combining more products into one offer for a discounted price. You might sell a MacBook and a cover together for a discounted price. You can include as many products as you want, but we recommend a careful audit of your budget and revenue to determine which items you can bundle. Ask yourself if you can afford this and whether you have any demand for it.
Product bundling is effective because it improves your on-site marketing and conversions while bringing value to your customers. However, you should consider that people favor products they believe are worth buying. If you bundle a MacBook and a PS4 controller, it will not do any favours to either you or your visitors. If you do it right, you can positively impact their decisions - it’ll be faster, easier, and cheaper for them to buy.
Increasing conversions with product bundling requires a tool with an excellent algorithm. This is why we recommend the…
Best product bundling app for Shopify: Widebundle
Widebundle differentiates itself from other bundle apps through various features and the ease of use. You can add the offer above the cart button, change the appearance to fit in with your brand, or bundle products to discount them and add an additional discount!
5. On-page gamification
Games aren’t only for consoles or computers - eCommerce websites are also using gamification strategies to keep visitors engaged and increase conversion rates.
Gamification is the strategy of bringing game mechanics or design to something completely unrelated to games - such as an app (Tinder) or a website. The goal is to keep visitors engaged and give a traditional platform an edge to it. To achieve these goals, visitors do actions and receive rewards.
A few e-commerce gamification examples are:
- Lottery wheels: visitors get to spin the wheel and earn rewards, such as discounts or free shipping.
- Referral schemes: customers refer friends and earn rewards.
- Loyalty points: customers do actions, such as buying or sharing products on social media to earn points and spend them.
- Achievements: customers do actions, such as buying or referring friends and earn status or rewards.
- Countdowns: customers have a limited time to do actions and earn rewards (very useful during Black Friday).
While gamification works nicely to increase sales and tap into the playful traits of your visitors, it might comes across as intrusive and decrease the perceived value of your products. Consider the type of game you want your visitors to engage in and how often you want them to play.
Best gamification app for Shopify: Tada
We love Tada thanks to their gamification possibilities. From pop-up wheels to seamless email collectors, it’s impossible for you and your customers to not have fun with this app! You can customise everything from design to segmentation, and their dashboard offers you real-time analytics, 24/7!
6. Product recommendations
Product recommendations are by far the most popular e-commerce practice out there, thanks to Amazon. If you set them up correctly, using an adequate product recommendation engine or algorithm, visitors see products or services that are relevant to them and increase the likelihood to convert.
Each user goes through a variety of recommendations as they navigate through their customer journey. Each step requires identifying the right opportunities so said user can have an improved experience on your online shop and become encouraged to purchase. However, if you’re not careful, the result might actually be the opposite of what you want, with your users ending up distracted or discouraged from purchasing.
There are so many types of product recommendations you can consider, among them:
1. Automatic product recommendations: you should have a good database of user data for this. Find a tool that uses machine-learning, as it will show the best opportunities to your customers.
A. Similar product recommendations: suggestions of products that are similar with the one the user is viewing (in terms of shape, brand, color, visual similarity, utility, specs, etc.).
B. Bought together (the cross-sell we spoke about earlier): suggestions of products that complement the one being viewed.
C. Personalized recommendations: this is where good collection of data makes the difference. These products should match visitors' likes and dislikes based on their browsing behaviour (product views, carts, even opened emails or used discount codes).
D. Recently viewed or purchased: this type of product recommendation is especially useful for visitors who’ve browsed through your online shop but did not buy.
2. Manual product recommendations: we don’t mean that you need to manually add recommendations everywhere; rather, you should add these products manually so they show up on your webpage.
A. Most popular: recommends the products that are most popular (most bought) on your online shop.
B. Most popular in a category: recommends the products that are most popular (most bought) on your online shop in a certain category.
Regardless of which type of recommendation strategy you choose (nothing is stopping you from combining a variety of these), we suggest the:
Best product recommendation app for Shopify: Recomatic
With only 5 star reviews on the Shopify app store, Recomatic differentiates itself in the market. Their top-of-the-game product recommendation algorithm combines a multitude of attributes to ensure that your visitors only see the most relevant of products.
Have you already tried any of these methods or tools on your website? Let us know what you think!
Main photo by Brooke Cagle on Unsplash
Thumbnail photo by Charles Etoroma on Unsplash