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Without increasing its traffic and therefore its marketing expenses, we can quickly develop the turnover of a company, 10, 20 or 30%. An example your turnover is 1% you make 10 000€ of turnover by doubling it you will make 20 000€ without having to increase the traffic you understand the power of the transformation rate. And then even if you want to increase your traffic, this traffic must be able to transform efficiently afterward, in any case, one of your priorities must be to increase the transformation rate.

We all know the importance of the transformation rate for an e-commerce site!

Without increasing its traffic and therefore its marketing expenses, we can quickly develop the turnover of a company, 10, 20 or 30%. An example your turnover is 1% you make 10 000€ of turnover by doubling it you will make 20 000€ without having to increase the traffic you understand the power of the transformation rate. And then even if you want to increase your traffic, this traffic must be able to transform efficiently afterward, in any case, one of your priorities must be to increase the transformation rate.

In life I’m a traffic manager and I also manage personal websites,

it’s one of the performance indicators I monitor the most. First of all, if you are not familiar with the transformation rate here is a definition.

Definition of transformation rate

The transformation rate is the difference between the number of people who arrive on the site and the number of people who end up placing an order, this rate is in percentage. For example, if out of 100 visitors, 1% order, it means that 1 person out of 100 has ordered on your site. It is therefore in your interest to increase this rate.

On average, depending on the sector, this transformation rate is around 2%

If you don’t have this transformation rate, you have work to do. Of course, it depends on the sector, the more expensive the product is the less important the transformation rate will be! Here is the transformation rate in the e-commerce sector by sector:

The best ways

I have listed for you the best ways to increase your conversion rate on your e-commerce site step by step, from the moment the user arrives on the site to the moment he will place an order.

When he arrives on your site

We will put ourselves in the place of the user, it is a good way to improve the rate of transformation of your e-commerce, when it arrives it does not know you and therefore does not trust you! You have to make them feel confident so that they agree to enter their bank details with you, so the first thing to do is to reassure them.

Reassure your customer

What comes out a lot when I hear the calls at my work is that the future buyer needs to be reassured about the delivery time, about the returns, or simply to hear the voice of my colleagues. Some people don’t necessarily call to ask for specific things but just to be reassured that there is someone on the other end of the line. People are afraid of the internet, so you have to show that the site is well managed by people, men, and women. You must, therefore :

You must clearly display the delivery times via a “delivery” page visible in the footer

The eCommerce buyer has become mature and is increasingly demanding, he wants to be delivered quickly, if you do not clearly display the delivery times there is a good chance that you will miss sales. Once again, put yourself in the customer’s shoes. We all abandoned an order because we didn’t know when we were going to be delivered, so we placed an order on a competitor’s website which clearly displayed the delivery time.

It can vary according to the suppliers

I know that it can vary according to the suppliers but what I did was calculate an average delivery time according to all my previous orders. This will give the customer an idea of how long it will take for them to receive their order.

You should clearly display the return time in the footer or even at the top of your site

Display the time and terms of exchange and refunds. This is the classic problem in my job, not a day goes by without someone calling to ask for this information. As a result, we realized that many buyers had to abandon their order because they didn’t have this information clearly visible.

We put a banner at the top of the site

So we put a banner at the top of the site to explain that customers have 30 days to exchange or get a free refund on their order, no more customers call us about this, so the customer is more reassured and more likely to make a purchase.

You have to humanize your e-commerce site

You are a small site facing very large sites, it can play in your favor, do not hesitate to stage via a page “who are we” and explain why your site, present yourself. A customer who has the choice for the same price and the same service will always prefer to buy from a small site rather than a big one. If you have a physical store, put it forward, it shows that you are not just an e-commerce site, but that behind it there are people, employees, a real store.

You must be easy to contact

What’s worse than a site that you want to contact but you can’t find the phone number, you have to look in all the pages, while you were ready to buy, so what do you do? Well, we leave! Here are still orders lost stupidly! As I said above, the customer needs to be reassured, he doesn’t want to give his money to just anyone, he wants to be sure that there are people behind all this.

They need information about a product before placing an order

The telephone is an indispensable tool to turn a prospect into a customer. Have you read the book by the boss of Zalando: the happiness company? If not, I advise you to read it. He placed his customer service and especially the telephone at the heart of his customer acquisition strategy, the company makes 1 billion in sales, so maybe they have a good strategy, don’t you think?

You need to improve the speed of your site

I don’t know if you’ve heard this before, but as soon as Amazon’s site takes one second longer to open, the site loses 1% of its turnover. The user is in a hurry, he wants to go fast to make his purchase, having a slow site is taking the risk of losing visitors and therefore losing customers. There are several ways to work on the speed of his site, here are some articles that deal with the subject: According to the voucher cloud infographic, 57% of Internet users abandon a site when it is too slow.

Set up customer reviews

What could be better than customer reviews to reassure your site visitors? As I said above, they don’t know you when they arrive on your site, so showing that you have customers and on top of that satisfied customers is inexorably reassuring.

Display an important facebook and/or twitter community

This is one of the factors that show that there is life in a site, that it is serious, serious enough to have customers who give their opinion, and enough to have a community that follows you on social networks.

Update your site regularly

If the visitor arrives and he sees the same banners for months, he can say that the site is abandoned, you must animate your site with new products, new commercial operations.

Offer the shipping costs

Shipping costs are a big obstacle to sales, more than 28% of shopping cart abandonments are due to high shipping costs. To counter this you can offer shipping costs to your customers. If you don’t want to lose out too much, offer free shipping from a minimum order, very often this minimum is 20% more than the average basket, so you will encourage visitors to increase their average basket to benefit from free shipping.

Create a shopping guide

Very often, too often on e-commerce sites, the products are not explained, we just find the technical characteristics on the product sheets but in the end, it helps the buyer little. To help the buyer, you have to explain how to use your product.

For example, let’s say you sell diapers (yes, like me)

Why not write an article on the following subject: “What size diaper should I choose for my baby?” In addition to showing your expertise and thus increasing your credibility in the eyes of the Internet user, you help the customer to solve a problem that he may have encountered, he will then be more inclined to buy from you.

Create FAQs

It’s a bit like the point above, your customers have questions and may leave if they don’t have the answer to one of their questions. Creating an FAQ is a good way to reassure your customers. You don’t have to do your FAQ all at once, but you can add to it as you receive recurring questions by email or phone.

Propose a size guide

On the internet, you can’t try on the product like in a physical store. The size guide is therefore essential, it must be in the footer of your site and on the product sheets.

Offer the best possible commercial conditions

The customer likes to be as quiet as possible when he orders, he wants to be able to try the product for free. For this I strongly advise if possible to offer free returns, it helps the sale, reassures the customer, and especially gives him more time to exchange or refund than the legal minimum (14 days). Why not offer them 30, 60, or 90 days? I know that you may think that customers will be abused, that your costs will explode, but I realized that when I tried to apply it to my work.

The return rate rarely exceeded 5% of total orders

I realized that when I tried to apply it to my work, the return rate rarely exceeded 5% of total orders and that within that 5% the refund rate was around 1.75%. So with the increase in turnover that the implementation of free returns will generate, the costs you will generate will largely cover the cost of the refund. After that, you can’t necessarily afford it, but in any case, I advise you to extend the exchange/refund period.

Use a powerful search system

The navigation or search system is very useful when e-commerce has many products. Always in order to facilitate the customer, you must have intuitive navigation. I see a lot of sites that put a lot of characteristics as search criteria.

But you have to ask yourself what your customer needs to choose his product?

Therefore you should only display the most important criteria. I also see a lot of sites that have an endless choice of features as criteria, you have to simplify as much as possible and leave only the most useful ones.

Once he is on the product page, create the urgency

Once the user is on the product page, you must try as much as possible to transform him into a customer as quickly as possible. To create urgency there are several methods:

Limiting the stock

Travel sites do this very well with the famous mentions: “only 2 places left…”. This mention is clearly there to incite to place an order quickly, the prospect says quickly I must place an order before it is too late. You can also add the phrase “only x products left in stock”, 5 this phrase can be displayed.

Travel websites do it very well with the famous mentions:

“only 2 places left…”. This mention is clearly there to encourage me to place an order quickly, the prospect says quickly I must place an order before it is too late. You can also add the phrase “only x products left in stock”, 5 this phrase can be displayed.

Number of people in line

Another way to create urgency is to display the number of people online on the product page, again this good practice comes from travel sites. “Currently 10 people are looking at this product,” this mention tells the visitor that the product might not be available anymore because many people are on the product sheet, meaning that they are interested.

Display a countdown timer

This is a way that I personally use, I display a countdown to show the visitor that if he orders before such and such a time then he will be delivered in 24 hours, this answers one of his requests: the delivery time. Moreover, he visualizes this in the form of a countdown and this accentuates the urgency.

Prefer photos with the products being worn

A visual with worn products is more selling than the visual of the product alone. The buyer must be able to visualize the product, once again he does not have the product in front of his eyes, so the best way is to offer him this type of visuals.

Put several quality visuals with the possibility of zooming on your product sheets

What could be more unpleasant than having only one photo when you want to buy a product? The future buyer must see the product from every angle and above all, he must have the possibility to zoom in on the product. So he can see every detail of the product. A product with several quality photos will sell 58% more than a simple product sheet.

Put videos on the product sheets

I often buy from Asos and Adidas, these sites offer videos on their product sheets, it’s one of the most powerful tools to help to sell. On a similar product when I was going to buy a product between 2 sites the choice was made thanks to the video, so I placed my order on the site that has the video. So yes, I know it can be restrictive to make videos, but some suppliers offer videos. Don’t deprive yourself and put them on your product sheets. To continue to convince you, know that the video can increase the rate of transfer by 31%.

Specify if the product is in stock or not the date of availability of it

To avoid any confusion after the sale and to be transparent with him I advise you to mark the delivery time on the product sheet.

Explain your product in a commercial way and not only the technical characteristics

On many websites, you can only see the technical characteristics which are, let’s admit it, sometimes incomprehensible. You have to explain the product in a commercial way, the advantages of it, how to use it, etc. The customer will be more likely to see the product with this type of product sheet.

If your products are expensive, offer payment in installments

I have personally used it on large baskets (over 200€) offering payment in 3x without fees is essential, I regularly saw large baskets abandoned, when I set up the 3x without fees this type of basket was much less important. You can display on your product page the price of a monthly payment x the number of monthly payments, the buyer will immediately think that it’s not that expensive and will be more motivated to buy.

Product reviews

What better than your customers to talk about your products. 85% of Internet users read product reviews before making a purchase. Customers ask questions that other customers can answer. In addition, customer reviews display visible stars in search engines, which increases CTR (click-through rate).

Increase the size of the add to cart buttons

Always with the aim of facilitating the customer’s life, make the add to cart button as big as possible, it should be the most visible thing when he arrives on your page.

Display the blue card logos below the add to cart button and in the cart and in the footer

The simple fact of displaying the logos of blue card, CB, visa reassures the customer that he can buy safely. Once they have added a product to their cart Simplify your sales funnel.

Make the design of the sales tunnel as simple as possible

The more you simplify your sales funnel, the more likely the customer will place an order. You need to remove all distractions for the user’s eye. The menu, the shopping cart, the footer… The sales funnel must be as simple as possible. Since I switched to a closed shopping cart, the conversion rate has almost doubled. The biggest e-commerce sites do it, here is an example of a closed cart.

Allow Guest Orders

Too many sites ask buyers to register first, why ask for that? Also, registration is very often placed at the beginning of the sales process. I read a study that 25% of visitors abandon their carts if they are forced to create an account. Don’t complicate your customer’s life, he wants to buy your product and not create an account with you. In the worst case, you can ask them to transfer their guest account into a “real account” once the order is placed.

Simplify your registration form

The essential information you need to deliver your customer is his address, his phone number, his first and last name, that’s all! Why ask him his date of birth, his marital status, etc… You have to think that each additional field, each additional step is an opportunity to lose the future customer that you paid via (Adwords, Facebook ads, critéo …) Put yourself in the shoes of the customer every time you had difficulties registering on a website what did you do? You left the site! Without telling the owner of the site that you had a problem.

Connection with facebook

Today 30 million French people have Facebook, why not take advantage of this to allow your future customers to connect with Facebook? No need to be developed to integrate this kind of button, there are many modules to integrate this type of button depending on the type of e-commerce platform you use. Asos offers the connection also with google and twitter but in my opinion in view of the uses, users with Google + or Twitter are 90% also on Facebook so I think that Facebook alone is enough.

Offers a balanced choice of carrier

What I mean by this is that your customer must be able to choose between the more expensive but faster express delivery (UPS, TNT), the delivery in a relay point (Mondial relay, Relais parcel) much cheaper but ideal for small baskets and the home delivery with Colissimo for example. With this type of carrier, the customer has the choice, but do not give him too much choice either, because it could have the opposite effect or he would have difficulty choosing and may end up leaving.

Offer as many choices as possible to customers to pay (PayPal, transfer, check…)

More than 200 million people use PayPal so it is essential to offer it. I remember a site I had launched, it took me a long time to make sales at that time I did not offer Paypal because I find the payment interface absolutely not intuitive. And then one day I put Paypal, 2 days later I had my first sale and a few weeks later I analyzed the sales I had to realize that more than half of my sales were made via Paypal!

People use Paypal because it’s convenient easy to use and they are protected in case of a dispute

Now I always propose PayPal but also of course the CB, the transfers, and the checks so that I reach the most people possible. On the other hand, to avoid unpaid checks, I explain that the processing time of the order will be longer. The time it takes for me to cash the check and for it to be properly cashed.

If in spite of all this he abandons his cart

Despite all your efforts, the customer has not placed an order, you have the retargeting to make him come back to your site.

Put in place reminders by email, phone or SMS

I have set up a very precise process to retarget abandoned carts. When the user is in the cart and he directs his mouse to the cross to close the page, a pop-up appears depending on the amount of his cart a promo code is proposed. The higher the cart, the higher the promo code.

I use the panel solution

If despite everything he decides to leave, depending on the amount of his order he receives within 30 minutes either an automatic reminder or an SMS with Carts Guru.
Do you know the opening rate of an SMS? 97% against 20% for the email it is a formidable tool underused by the e-merchants. If the order is over 500€ the automatic reminder is triggered.

The customer service receives a call with the name of the customer

The products are in the basket and ask whether or not we want to be put in touch with the customer, once validated the customer’s phone rings, the operator can then retarget the sale. If the order is less than 500€, the customer receives an SMS with a promotional code and a direct link to his basket. The small cherry on the cake the promo code is already entered he only has to place an order. 1 day later the user receives an email with a link to his cart, to encourage him to order directly and make his work as easy as possible.

In parallel, I set up Critéo

Critéo will retarget all the people who came on the site by displaying them personalized banners according to the products they saw. On my campaign, depending on the month, it is not uncommon to have an ROI of 6, that is to say, that for 1 € spent, Critéo makes me earn 6 €, great, isn’t it? The acquisition is very expensive, so it is important to retarget your site visitors and even more so those who have abandoned their shopping cart. I have seen an increase of more than 20% in sales thanks to these retargeting tools.

Do some ab/testing

Don’t take for granted what I tell you, everything must be tested, the truth of a sector is not the same for others, so you have to test. The watchword on the internet is test, test, and test again, accept to lose money sometimes! Do you know AB testing? It consists in testing 2 versions of a site to know which one works best.

You can then review your design

Copywriting is an essential tool to increase your transformation rate. Here are some tools: google optimizing, AB/tasty, Optimezly… And you, how do you increase the transformation rate of your e-commerce?