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Optimize conversions by upgrading these 6 quick & easy areas

Optimize conversions by upgrading these 6 quick & easy areas
alexratcliff
Problem Solver III
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The onsite journey isn’t just a crucial part of a seamless user experience—it’s the catalyst for getting shoppers to cross that line into conversion.

If someone is aware of your brand and has landed on your site, you’re halfway there! Our job as marketing experts is to do what we can to reduce the friction between customer and check-out.

Using existing customer data will support the development of this process and create the most seamless journey possible.

Here are my top 6 areas to focus on if conversion is something you’re driving to improve.

1. Sign-up forms

Sign-up forms are an underrated part of every Klaviyo account. You can use them  throughout your site, not only to gather valuable data but also to target shoppers more effectively.

 

For example, if you’re a sports retailer and someone is looking at merchandise for a specific team, use this information to tag them as they sign up. This way, you’re able to target them with more relevant product and category suggestions in the future.

 

Quick tip: Use the sign-up opportunity to gather as much or as little customer data as you wish, and offer a discount incentive as a hook to get shoppers to opt in.

 

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An example of an onsite sign-up form

2. Size guides 

According to Shopify, “the average online apparel retailer experiences a return rate of 28%, and 80% of these returns are due to fit issues.”

 

For apparel brands, sizing is not only a huge obstacle to tackle for returns, but also a key reason consumers don’t reach the check-out point in the first place. The lack of representation across most retailers means many potential new customers simply don’t know what size to buy. 

 

To mitigate this issue, post a structured size guide on your site that you can link to across your channels. This gives shoppers the opportunity to make an informed purchase decision before they reach a point of frustration and bounce off your site.

 

Quick tip: Make sure your size guide is as relevant, up to date, and easy to understand as possible.

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An example of an onsite size guide

3. FAQs 

What are your most frequently asked questions about? Sizing? Shipping? Fabric composition? Sustainability? Whatever the topic, use it to your advantage!

 

Create an easy-to-navigate FAQ section on your website. FAQ sections not only have great SEO benefits, but can also reassure customers about their most common questions and concerns.

 

Quick tip: Consider including the answers to some of your FAQs in your welcome flow journey. Do customers frequently ask about shipping methods, for example? Address the available options in your email! 

 

If you go this route, make sure you have flow logic in place to be as helpful as possible depending on the customer’s location. For example, show FedEx as a shipping option if a customer is in the US, but show Royal Mail if they’re in the UK.

4. Reviews

According to Bazaarvoice, 81% of shoppers are more likely to buy a product if the product page features written reviews. If someone isn’t sure about your product, seeing an affirmation from someone else can make or break the purchase. 

 

Reviews are not only great to have on your product pages and Google search ranking, but you can also use them widely in your CRM strategy. 

 

Quick tip: Use reviews in your email subject lines (e.g., “5-star styles”) or in your product recommendation blocks. 

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A header GIF displaying 5 star product recommendations

5. Flows

Now let’s put the previous tips to WORK! 

 

You can use these key insights to flesh out your welcome journey, pulling in recommendations, reviews, FAQs, and sizing info to educate new subscribers on everything they need to know about your brand and products.

 

As a best practice in a welcome flow, send 2–4 emails in a week so as to not bombard your new subscribers. Include at least one key insight in each send, such as XXXXX, and make sure to use on-brand imagery, concise copy, and clear CTAs. 

 

Quick tip: If a new subscriber goes through your full welcome flow and doesn’t convert, use a personalised message to check in with them. Are they unsure about something you haven’t told them? Are they interested in a specific product that’s out of stock? 

 

This is your chance to find out the answers to those questions—and target them accordingly. It’s a great opportunity to boost your “Contact us” page and better understand the specific reason why a new subscriber hasn’t yet converted. 

6. Campaigns

In your email campaigns, use universal blocks and logic to pull in relevant product recommendations for subscribers based on actions they’ve taken or interests they’ve shared.

 

If someone has viewed a certain product, recommend your key cross-sell items, similar items with a low price point, or a product that complements what they recently viewed.

 

If someone hasn’t visited a specific product page recently, pull in your bestselling and highest-rated products for the best chance of conversion.

 

One important caveat: if you’re an international company, look at how consumer behaviour changes depending on the country. Does this affect your product recommendations or availability? Make sure you’re only showing consumers products they can actually buy. Products should be relevant to subscribers’ climate, with prices and descriptions in their local language.

 

Quick tip: Make sure you include key information in the footer of all your emails, such as shipping, duties, review links, and loyalty opt-ins.

Let’s get converting

By using these 6 simple steps, you’ll be able to nurture and develop customers through the marketing funnel, crossing consideration off the checklist and gaining conversions—while hopefully creating some brand advocates along the way!


 

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