Fashion eCommerce businesses that want to boost their sales can rely on popular and efficient tactics. Read this article to find out which measures can help you enhance your conversion rates!
If you run a fashion eCommerce business and you want to sell more, you should select efficient tactics that would drive your conversion. In this article, you’ll find a selection of the best tactics that should come in handy for companies of any size. You don’t need to have a huge budget to put them into practice. But you should be ready to think, analyze, experiment and measure.
Develop a Core Conversion Strategy
You should formulate the answer to the question: which goals are you planning to achieve with your business? You can gain a solid market share only if you have a clear direction. Your approach might vary depending on how large and established your company is:
Smaller companies can experiment freely because they haven’t yet accumulated large customer bases. Established businesses already have their audiences as well as methods for testing the efficiency of their marketing strategies. They should avoid radical changes because that would turn off their loyal clients. But they can afford to spend larger sums on trying new approaches.
An ideal conversion strategy should provide you with answers to the following questions:
- Do your website activities support our business goals?
- Who is your target audience and how do you attract these people to your eCommerce business?
- How do your online channels support your brand offer and value proposition?
- How do you use the tools and opportunities that your software and hardware give you to improve conversion and boost client satisfaction?
- How effective is your content in supporting conversion? Which are the role of user-generated content and social media?
- Are you maximizing the value generated per visit through conversion rate optimization?
The more structured your approach towards conversion optimization, the more likely you’ll be to considerably increase your sales.
Apart from setting the goals, you should consistently measure your progress on the way to achieving them. The three key basic growth levels in any eCommerce business are:
- Acquire new clients
- Encourage them to spend more per visit
- Make them come back and purchase more
At an eCommerce site, the client can choose from several patterns of placing an order. When you map out the funnel, you should set up metrics for each step to measure the optimization efforts. The most important metrics are the ones that reflect your growth.
Test Your Visuals
Here are some insightful statistics that might impress you:
- The human brain processes visuals 60,000 times faster than text
- 90% of information transmitted to the brain is visual
Visuals are paramount in the fashion e-commerce industry. You should experiment with images of various sizes and measure their efficiency. It would be wise to leave on your site those pictures that lead to more purchases.
Your visuals can be either product-orientated or lifestyle-orientated. In the fashion business, it would be reasonable to focus on lifestyle-oriented ones. Plus, you might want to add videos to your website. Almost 96% of consumers find videos helpful when making purchasing decisions online. The best locations for video content are category pages and product pages. Besides, you might consider placing popup animation on the site. That can add dynamics to your store and help you to stand out from the rest.
When writing texts for your site, you should think not only about the information but also about the way it looks. People tend to pay primary attention to large and bright letters — you might want to use this trick for your headlines and calls to action. For your product descriptions, you might want to use smaller letters and more neutral colors. You can also try different styles and textures.
Make Sure Your Clients Don’t Need to Choose from a Huge Number of Products
Less is more. You might have thousands of items in your product catalog — but your customers probably don’t want to browse all of them. There should be a search option on your site and handy filters. These tools should help consumers narrow down their choices and quickly find exactly what they’re looking for. Online searchers are 216% more likely to convert than other users.
Personalize Your Strategy
Personalization enables you to win clients who’re ready to spend the largest sums. According to statistics, the top 15% of your customers can afford to spend 30 times more than the average ones. Segmentation and targeting are the two main pillars of personalization.
After you personalize the contents of your site, you’ll be able to:
- Design loyalty programs more easily
- Re-engage visitors into the funnel based on their actions
- Display personalized messages to sub-segments of traffic without affecting the whole traffic
74% of online consumers get frustrated with websites that show content that is irrelevant to their interests. You should strive to avoid this mistake.
Get Knowledge from Data
Marketing is a data-driven sphere. The more research you make, the better you’ll understand the tastes and demands of your target audience. All the knowledge that you obtain can be divided into two types:
- Qualitative — behavior surveys triggered to the most important segments of traffic
- Quantitative — setting up segments and analyzing metrics related to their results and behavior
You should clearly understand what kind of people come to your online store and what they want. For instance, you might find out that most of your clients are remote workers. They need comfortable and affordable clothes that they would wear every day. But when they go out, they dress to impress and need highly Instagrammable outfits. So you might want to divide your product range into two large categories.
Hopefully, you found this article informative and now you better understand how to boost the conversions of your fashion eCommerce business. Keep on researching, experimenting, testing visuals, personalizing your marketing strategies, and systematically measuring your success!