CRO Marketing Lessons from eCommerce Giants

When you’re working hard to get the most out of your online store, you’re constantly on the lookout for actionable solutions that can boost your conversion rate.  Many of these solutions come under the title of CRO Marketing.

It’s a continual learning process. Reading books, blog posts, articles and attending conversion rate optimization (CRO) conferences are all great resources for gaining a competitive edge and finding new ways to boost your conversions.

However, nothing is more inspirational than learning from the world’s biggest online stores.

CRO Marketing Lessons from eCommerce Giants
CRO Marketing Lessons from eCommerce Giants

If you want to improve your ecommerce conversion rate optimization efforts (and, really, who of us would claim that we know everything about CRO Marketing, especially when it comes to ecommerce cro), check out what we’ve learned by studying the biggest and most successful ecommerce websites. We’ve gathered lessons from 10 Giants of eCommerce so you can get inspired and get actionable tips to improve your ecommerce cro and  conversions.

In order to collect and present the most effective solutions, we chose 10 of the most well-known eCommerce Giants to include in our review:

  1. Amazon.com
  2. Apple.com
  3. BestBuy.com
  4. eBay.com
  5. Flipkart.com
  6. Groupon.com
  7. Shop.com
  8. Staples.com
  9. Target.com
  10. Walmart.com

CRO Marketing Tips From the eCommerce Giants.

Now let’s learn some of the outstandingly good conversion optimization marketing lessons that each of these eCommerce Giants has to teach us.
    1. Be the expert of the topic
    2. Use upselling and cross-selling
    3. Ensure seamless buying on mobile devices
    4. Use first-rate, high-quality pictures and advanced photo options
    5. Provide personalized contents and offers
    6. Front-load your best converting products
    7. Launch onsite retargeting campaigns
    8. Use proactive customer support
    9. Create a sense of urgency
    10. Highlight your return policy and warranty

Conclusion


How to Be Better at Ecommerce Conversion Rate Optimization

1. Be the expert of the topic

Quoting Vint Cerf, who is recognized as one of ’the fathers of the Internet’: “Information flow is what the Internet is about. Information sharing is power. If you don’t share your ideas, smart people can’t do anything about them, and you’ll remain anonymous and powerless.”

By accepting this theory, we can assume that sharing more and more useful information with others leads to authority. In the case of online stores, this means that potential customers will see us as experts.

To put it another way, you won’t be just a simple retailer in your prospects’ eyes, but also an expert advisor. Once you’re recognized as an expert advisor when something happens in your industry or product field, your customers will think about your first, and your website will be the first they visit.

It gives you a chance to present a solution to their problems or deliver a new product line – and if you’re able to satisfy their needs, ideally, they will buy from you first too.

Sharing information typically occurs through three channels:

  1. Your newsletters
  2. Your social media sites
  3. Your website

This article is focused on your website, so we’ll skip the first two channels for now and analyze how you can boost your conversions by making your website an ’information hub’.

Within your online store, the product pages are the most important parts from this point of view. You should share as much information as you can here, e.g.:

  • all important product details
  • customer reviews
  • video demonstrations
  • product tests
  • delivery and return policy
  • useful tips

… to sum up: all that is relevant from the customers’ point of view.

For presenting this amount of information, using tabs is highly recommended on product pages. These elements facilitate making your site well-structured – even when you need to share plenty of information with your customers. Tabs help your visitors quickly find all the relevant information they require before buying.

Here are some great examples from Walmart of product pages which use four tabs to provide a clean presentation and be very informative at the same time.

The ’About this item’ tab contains a very detailed product description. For this product which is food, there is a product description, ingredient list, and the nutrition facts, warnings and further specifications.

1 - Walmart - product description

On the second tab, called ’Customer reviews’, visitors can find ratings and real evaluations from previous buyers. This can reduce uncertainty – which increases Walmart’s chances for conversion.

2 - Walmart - customer reviews

The third tab, called ’Item recommendations’, suggests additional products based on items viewed by other customers, offering further social proof and more opportunities to buy:

3 - Walmart - recommendations

Finally, the ’Policies’ tab gives visitors a detailed explanation of Walmart’s policies and plans – including warranty and gifting plans, returns, etc. This content also builds trust and confidence, reducing uncertainty.

4 - Walmart - policies

In addition to the detailed information on product pages, Walmart runs a blog, ’Tips and ideas’, where they share a huge amount of useful content related to their products. Here’s a taste of their ’Food & Celebrations’ category, where customers can find recipes, how-to guides, grocery lists, and more. What a comprehensive amount of information, right? And, last but not least, the blog is very important from an SEO point of view.

5 - Walmart - blog

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2. Use upselling and cross-selling

Increasing cart value is one of the greatest ways to improve sales. For this reason, upselling is becoming more and more popular as a conversion optimization tool among online stores.

Upselling is a sales technique where a seller induces the customer to purchase more expensive items, upgrades or other add-ons in order to increase the overall price of goods or services which are purchased.

In addition to upselling, cross-selling is another common marketing technique to sell an additional product or service. For cross-selling, it’s vital that the additional item being sold enhances the value your clients get from your online store.

To make the best use of upselling and cross-selling, it’s worth using dynamic product recommendations to ensure all visitors get the most relevant recommendations. Let’s look at some great examples from eBay.

First of all, let’s check out how they convince visitors on a product page to buy two or more products. eBay draws their visitors’ attention to the fact that they can save $5 when buying more items. Furthermore, the most relevant additional items appear automatically. After selecting one of them, a cart view can be seen that shows the total price and the amount of the discount.

6 - eBay - upselling on product pages

On the cart page, visitors are given another way to check if they can save money by bundling related products or buying one more item:

7 - eBay - upselling on the cart page

After clicking on ’See all eligible items’, visitors are directed to a special landing page where they can review all the related upselling offers:

8 - eBay - upselling landing page

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3. Ensure seamless buying on mobile devices

According to Smart Insights, 80% of Internet users use their smartphone to search the Internet. The majority of consumers are ‘multiscreening’, that means they’re accessing websites on mobile or desktop, so consistent experiences across devices is necessary to win their business.

Online buyers need instant access to all of your features on their mobile devices as well. Your online store should be not only mobile-optimized, but it should also provide the same feel and flow, just as comfortable as on a desktop.

Consequently, responsiveness isn’t merely a suggestion in today’s fast-paced world, but now an important requirement of all online stores that want to be successful. It ensures that your prospects will be able to browse your site – and buy from you – at any time, and from anywhere.

Shop.com provides a great example of seamless purchasing on mobile devices. Their home page is clear, easy-to-understand and totally mobile-friendly.

9 - Shop - home page on mobile

In addition, Shop.com has a native mobile app as well, which provides an even more fine-tuned experience for mobile shopping.

10 - Shop - mobile application

Product pages are fully descriptive, appealing and persuasive – the same quality of presentation you would expect on a PC.

11 - Shop - product page on mobile

The call-to-action button is clearly highlighted and adding to cart is similarly easy and straightforward:

12 - Shop - call to action button on mobile

In addition, Shop.com has a great solution to gather subscribers on mobile devices:

13 - Shop - lead generation on mobile

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4. Use first-rate, high-quality pictures, and advanced photo options

In the world of online shopping, product photos play a crucial role, because your visitors can’t see your items physically. They can’t touch them and they can’t try them out. So product photos are a big factor influencing a customer’s decision to ’purchase or not purchase’.

For this reason, your product photos must meet these requirements:

  • use more than one product photo per item
  • take the time to make them look professional (monochrome background, crystal-clear visuals, etc.)
  • shows photos clearly on category and product pages
  • use only high resolution photos
  • show the item from different points of view
  • feature only one product in each photo unless a set is sold bundled together, in this instance it is still good to include individual item and accessory photos
  • offer different options for viewing the photo, e.g. zoom, multiple photos, interactive features, etc.

Let’s check out BestBuy’s product photos. They use huge, you might say, gigantically large, top-quality images to demonstrate what a product looks like:

14 - BestBuy - top-quality image

This giant product photo can be enlarged even further by clicking on it, and the product can be seen from multiple angles with clear navigation to browse the photos:

15 - BestBuy - multiple image views

BestBuy goes a step further, convincing visitors with a video presentation by one of their product experts. This video demonstration is worth more than a thousand words when it comes to influencing customers to buy:

16 - BestBuy - interactive video presentation

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5. Provide personalized contents and offers

Personalization is critical for a successful online business. Let’s take a look at some interesting facts about ecommerce personalization that establish why it’s so important:

Online shoppers prefer personalized shopping experiences. They expect an ecommerce store to serve their individual needs with customized content and offers – this greatly affects their purchasing decisions.

You can achieve a surprising increase in revenue by investing in analytics to learn how to personalize your messages more effectively. According to Cleverbridge, 65% of online stores achieved an increase in conversion rates when using a sophisticated personalization strategy.

At Amazon.com you can find some amazing examples of ecommerce personalization. After logging in, Amazon provides personalized offers that even contain the visitor’s first name.

17 - Amazon - personalized offer with first name

Amazon is a pioneer in early ecommerce personalization and they’re still going strong. In order to boost online sales and increase the cart value, they suggest items that were bought by customers who also bought the currently viewed product.

18 - Amazon - customers who bought this also bought

Amazon also provides product recommendations based on a visitor’s history on the site, to provide another opportunity to buy.

19 - Amazon - recommendations based on browsing history

Amazon even presents products related to items you’ve viewed, right on the home page.  A personalized home page is a very effective technique to convince returning visitors to buy. It’s a lot like saying, ‘Welcome back, what can we help you with today?’.

20 - Amazon - related to items the visitor have viewed

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6. Front-load your best converting products

Your homepage is the entry-point of your online store. This is where you temp, persuade or seduce your visitor to follow the path towards the checkout.

The way you welcome your visitors on your homepage will plays a big part in whether your prospects bounce off immediately or eventually convert to become customers.

That’s why the giants of eCommerce front-load their best offers.

Here are a few quick tips on what to promote on your ecommerce homepage:

  • best-selling products
  • best special offers, ie – those that convert the most
  • most profitable products
  • most popular products, ie – products that are viewed the most by the visitors
  • recommended products based on your visitors’ browsing history
  • seasonal products and offers

The homepage of Target.com is full of powerful promotions. As you can see below, the main banner shows Target’s seasonal offer, their ‘summer stock-up’ sale.

21 - Target - Seasonal offer on home page

Directly under the main banner, visitors can find the very best offers:

22 - Target - Best offers on home page

And the front-loading of the best-converting offers is not over yet. There is a third section on Target’s homepage that promotes some additional featured products.

23 - Target - Featured products on home page

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7. Launch onsite retargeting campaigns

Onsite retargeting provides you a second chance to present a message to your visitors, effectively doubling your chances of conversion. It works by monitoring the behavior of visitors on your website, and when their behavior indicates they are ready for some additional message, it is displayed to them – usually on a popup overlay.

Typically, the message is shown right before visitors exit your site, but you can also monitor your visitors’ engagement, and program your popup to respond to it. Here are the three primary triggering options of onsite retargeting that can be used instead of exit-intent to respond to your visitors’ engagement:

  1. Timed-display control: You can time your popup to appear after X seconds of inactivity in order to grab the attention of your inactive visitors.
  2. Scroll triggering: The popup can be also displayed after a visitor has scrolled down on your page at least X percent. This shows whether a person has read an entire blog post for instance, or at least absorbed your main sales message before your present a secondary offer.
  3. OnClick triggering: You can display a popup when a visitor clicks on a specific part of your page – a button, box, link, or banner, responding directly to your visitor’s engagement with the site.

Some of the giants of ecommerce use onsite retargeting effectively for…

  • driving sales
  • building email lists
  • reducing cart abandonment
  • generating sales leads
  • directing traffic to best-converting landing pages

Staples.com provides a good example of an effective popup campaign. The following time-displayed overlay is intended to build a strong subscriber base: the value is big ($10 off $50) and the ask is small: only an email address.

24 - Staples - coupon popup to get more subsribers

On the Staples site you can also find a great example of how to use popup overlays for upselling. After adding an item to your cart, a popup appears promoting additional products that were bought by customers who also bought the same item in your cart.

25 - Staples - popup for upselling

And here’s an other example of onsite retargeting at Staples, this time it’s a traffic redirection campaign:

26 - Staples - traffic redirection popup campaign

In addition to traditional popup overlays, they also use a nanobar to generate more signups. The nanobar or ‘sticky notification bar’ appears at the top of the page after a visitor scrolls down on the site.

27 - Staples - nanobar to boost signups

(Note: If you’d like to find out how to monetize your abandoning traffic using onsite retargeting, download our free ebook.)

Download The Zen Art of Onsite Retargeting