How to Improve Your Nonprofit eCommerce Store Conversion Rate

Does your Nonprofit website sell products? Then you’ll need to optimize your eCommerce store to sell more. Here’s what you can do to get started.

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It’s the big question every online store owner asks themselves, “how do I improve my conversion rates?” If you’re serious about converting viewers into buyers, you will want to take a multi-step approach to improve your conversion rate.

Don’t Skip The Split Tests!

The big advantage eCommerce has over traditional brick-and-mortar stores is that in eCommerce you have the ability to test what sells. By conducting split tests, also known as A/B tests, you can get an accurate picture of what sells and what doesn’t.

How a split test works is pretty simple: you create two different versions of the page you want to test, and the A/B test software will direct half the traffic to version A and half the traffic to version B. Using this direct comparison, you can tell which versions of your social eCommerce website convert more viewers. 

Whenever you change an aspect of your website, be it the graphic design, the UX, or any of the product descriptions, you should be split-testing it to see if it actually sells. Markets and consumer preferences are constantly changing, so it’s important to stay on top of it all with data.

Think Visually

If you do not have a graphic designer on your team yet, go hire one. Even great products and services do not sell themselves. When it comes to eCommerce, image is everything.

The visuals used on your website need to both keep viewers on the page and moving forward. The images need to be both appealing and persuasive. 

Visually persuasive images draw the eye to the next step to conversion. An easy way for websites to do this is by putting the main image on the left side of the page, some inlaid text on the right, and a call-to-action button beneath the inlaid text. Because most people read left to right, top to bottom, the eye sweeps over the image and the inlaid text and finally lands on the call-to-action button.

Don’t forget to conduct split tests with your graphics! The best way to find a highly converting graphic design is to create a couple of different versions and test them out!

Keep the UX as Simple as Possible

If you walked into a store, and the products seemed to be scattered about randomly, would you want to keep shopping there? No!

Online shoppers are even more fickle. If they can’t easily find what they’re looking for, they will click away. 

A good, easy to use, UX design is crucial to having a website that closes sales. If you have a lot of products, you’ll want to have a navigation bar that allows viewers to browse. You will also need an effective site search tool, so people who know exactly what they want can find it instantly. 

When it comes to the buying process: keep it to as few clicks as possible. Every click is a chance for your customer to decide not to buy. It’s for this reason Amazon allows for one-click shopping, they don’t want anything to come between the customer and the purchase

Allow Prospects to Buy from Social Media

Your brand has a social media presence, correct? 

Most sellers are aware of how social media platforms like Facebook and Instagram are great for more subtle advertisements and creating brand awareness. But if you aren’t using these platforms to directly sell to customers, you’re missing out!

This is especially important if your products are things commonly shared on Instagram and TikTok. Fashion, makeup, food, hair care, and any other industry that heavily emphasizes aesthetic presentation needs to be using social media as a sales platform.

Give Detailed Product Info

With the advent of the internet, consumers are savvier than ever. While brick and mortar customers are more prone to impulse purchases, e-commerce customers typically like to do their homework on a product before they buy. Keep them on the page by providing as much detail about your product as possible, thereby doing that homework for them.

All product descriptions should include the products’ specs, what is it used for, and what the experience of using them feels like. By giving a robust and detailed description, you are building trust between the customer and the brand, which will keep them coming back!

As a seller, you should know everything there is to know about your product, especially its main selling points to be emphasized in the description. Another easy way to include detailed product information in a format that is both natural-sounding and extremely SEO-friendly is to include an FAQ on either product or category pages.

Get Reviews and Testimonies

Nothing sells better than word of mouth. It is a well-known fact that customers are way more likely to trust recommendations from friends and family over recommendations from advertisements. 

The next best thing a marketer can do is to showcase various forms of social proof of your brand being awesome. Social proof is just a fancy way of saying you have evidence of people liking your product. They can come in the form of customer reviews, expert testimonials, and influencer endorsements.

For this reason, you want to follow up with every customer. Every time you close a sale, you should be asking for a review. 

Another way to both boost web traffic and convert site viewers is to seek out social media influencers in the industry, and have them review or do demonstrations with your product. Do not underestimate the value of wanting to be in the “in” crowd. Social proof drives sales!

Bottom Line

There are many effective tactics to improve your Nonprofit’s eCommerce conversion rate, but what’s the most important thing to remember? Split test EVERYTHING. Anytime you make any sort of change to your eCommerce website, you want to see how well it stacks up to previous versions. This is the biggest advantage eCommerce has over brick and mortar stores, so don’t miss out! Use these sales hacks and improve your conversion rate today!

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