When creating a Magento store, you want to make sure that the site is as conversion-ready for your customers as possible. You don’t want drop-offs. Drop-offs result in lost revenue. Whilst we would always recommend a thorough conversion rate optimization project when your site is live, there are a few quick and simple steps you can take to optimize for conversions either before you commission a new Magento site or during the build.
A key to conversion success is making sure your customers find the products they want quickly and easily. The strong navigation experience is necessary. You need to make sure that your navigation works without bugs, but that it is also easy to use. If the navigation is convoluted and full of options, your shoppers may experience choice paralysis.
The questions to ask yourself when reviewing your navigation are:
- Are the items on your navigation clearly labeled?
- Are there too many items in your navigation?
- Are there too many levels in your navigation?
- Does your navigation have any bugs across browsers?
Action: Review your main navigation bar and remove unnecessary options and add extra options if they add value.
#2 – Improve your sorting and filtering options
Similarly to an easy navigation experience, your shoppers also need to be able to find the specific product they need by filtering through size, color, gender, etc. They may then also want to sort by price or popularity to refine their search.
- How many filtering options do you offer?
- Can you filter by price, color, size, gender, function, and type?
- How many sorting options do you have?
- Can you sort by price, popularity, and recommendations?
A simple navigation with a comprehensive sorting and filtering feature is an easy way to improve conversions with a streamlined customer experience.
Action: Review your sorting and filtering options on collection pages.
#3 – Create an abandoned cart email
It sounds simple, but do you have an abandoned cart email? This is an easy way to capture conversions that just didn’t reach the final stage. But these conversions may be high value and high-quality customers.
When a user browses your site, adds a product to their cart and begins the checkout process, but abandons (for whatever reason!), they may need re-engaging. They may have abandoned checkout because of an offline distraction, they forgot to complete the process or they may want to come back once they get more information.
Action: Create an abandoned cart email series.
If your shopper has been browsing your site and hasn’t found the perfect product for them, showcasing related products based on what they’ve viewed or added to the cart already may be useful. This could be an important element in the shopper’s discovery stage that could trigger a conversion.
Showcase a similar t-shirt in different colors, or showcase a complementary earring on your necklace product page. Your customers may just want to browse and discover.
Action: Implement a related products showcase on product pages.
#5 – Add an FAQ page
An uncertain or doubtful shopper can be hard to convert. It’s important to arm them with all of the information they need to make a purchase, whether this is on delivery, returns, materials, origin, ethics etc.
A FAQ should answer common questions, such as:
- How long will the delivery take?
- Do you deliver internationally?
- How do you return an item?
- Do you source materials ethically?
- Where do you ship from?
- Do you offer free delivery?
- How do I make a complaint?
Adding an FAQ page can make sure they can find this information easily, calm any concerns and quickly move on to clicking the ‘checkout’ button. Of course, the types of questions will vary by industry, company size, country and product type.
Action: Create an FAQ page to educate and inform shoppers.
Make your user journey as streamlined as possible
The key to a conversion-ready site is a streamlined user journey. Is it easy to find products? Is it easy to find answers to their questions? Is it easy to buy the product?
However, you should always take into account your brand. Some of these steps will be easier for you to implement than others. Some will have more of an effect than others. Always review against your brand, your objectives, and your conversion pain points.