In today’s retail landscape, everything is expected to be done in a fickle of time. Whether an online shopper is looking for a favorite A-line dress on Google or looking for a nearby home salon service, they need everything in seconds. With most of the active online audience constituting Millennials & Gen Z, in particular, leading the charge in shaping bold shopping trends, brands have no other option but to move far beyond providing limited choices across all platforms. Ultimately, the goal isn’t just only to attract these discretionary consumers but to convert them into shoppers keeping their interests in mind. Thus, for eRetail brands, opting for digital commerce strategies to optimize their e-commerce conversion is highly crucial for scaling their online business, driving sustainable growth as well as engaging customers at the same time.
All thanks to digital commerce advancements that enable brands to go beyond e-commerce and elevate the entire shopping experience, retail brands can now leverage the power of advanced online strategies to drive e-commerce conversion at their disposal.
Top Digital Commerce Strategies to Drive E-commerce Conversion
In this post, we’ve shared how brands can maximize their conversion rates and create a seamless shopping experience by using best industry practices.
1. Personalized Shopping Experiences
Personalization is not just limited to creating homely merchandise. It has become more than a buzzword, a fundamental strategy to increase consumer engagement and e-commerce conversion rates. By using data-driven analytics and insights, eRetail brands can tailor or automate product recommendations, A+ content, promotional offers, and more as per individual shopping preferences. This strategy isn’t limited to a “Recommended for You” segment. Brands can consider this method to create dynamic homepages, tailored remarketing ads, personalized email marketing campaigns, and more to address customers’ unique interests or requirements.
A well-executed personalization strategy can increase customer satisfaction and build loyalty, boost conversion rates by up to 25%, and ultimately drive conversions.
2. Leveraging AI-Powered Product Recommendations
Providing hyper-relevant product recommendations to consumers helps them make the right decision and improve the shopping experience simultaneously. With the help of Artificial Intelligence, brands can create product recommendations by analyzing browsing online shopping behavior, purchasing history, and customer demographics that can simply align with consumers’ expectations and preferences.
E-retail brands that can utilize this digital strategy can expect to see higher AOVs (Average Order Value) as well as an increase in repeat purchases, ultimately boosting conversion rates. As per the stats, hyper-defined product recommendations created with the help of AI can increase by around 10-15%.
3. Social Proof and User-generated Content (UGC)
Just like word of the mouth, customers trust the shopping experiences shared by other shoppers on the web. Therefore, sharing testimonials, ratings on product pages, and customer reviews can create a good brand portfolio and build credibility. These digital commerce practices will ultimately help in enhancing conversion rates. Thus, eRetail brands should use user-generated content such as videos, photos or social media mentions from happy and satisfied customers to serve as authentic proof of the brand’s product quality.
Studies have shown that 70% of shoppers across your site are influenced by social mentions, customer reviews, and testimonials when making a purchase decision. Thus, implementing this strategy across product pages to checkout across your site can help in optimizing your conversion rate.
Also creating user content in the form of videos can be a powerful tool for increasing engagement and conversions. A compelling video showcasing a product’s features in detail, allows customers to show interest in your product and proceed to checkout. Consumers watching video-based content are 1.8 times more likely to make purchases.
4. Optimized Mobile Commerce
With over 50% of online shoppers using mobile devices to make purchases, it’s evident for eRetail brands to have a responsive, optimized, mobile-friendly design to increase conversion rates. Optimization for mobile commerce can be simply followed by optimizing site navigation, checkout processes, and visuals seamlessly on all mobile devices.
There are several other ways to optimize mobile commerce such as adding easy payment options, showcasing clear call-to-action buttons, easy-to-understand content messages, implementing fast-loading pages, integrating mobile wallets, one-click payment options, and more. Such practices can easily reduce friction during the customers’ purchasing journey, keeping them from abandoning their carts.
5. Enhanced Checkout Process
A complicated checkout process is one of the most ignored reasons that cost for cart abandonment. Simplifying your brand’s checkout flow by offering guest checkout, integrating multiple payment options, and minimizing form fields can help decrease the cart abandonment rate. Also, showing trust signals such as customer reviews, and SSL certificates, can create a good impact and reassure online shoppers about the security of their online purchases.
Furthermore, a streamlined checkout process can reduce 20% cart abandonment rate by just implementing easyout options such as Buy Now Pay Later, multiple payment options, and more.
6. Optimizing Page Load Speed
Customers today only look for quick results. They don’t have the patience to wait for minutes to make a buying decision. Thus, speed is everything in the eRetail world. According to a study by Google, even a one-second delay in mobile load time while browsing can reduce conversions by up to 20%. This shows just how sensitive users are to delays and how quickly they’ll move on if they’re kept waiting.
Thus, a brand must ensure that all products as well as landing pages of their website load quickly without any delay, especially on mobile devices.
7. Retargeting Campaigns with Dynamic Ads
Targeting customers who have visited your website but didn’t make a purchase due to a variety of reasons can be a proven strategy to boost conversion. Thus, retargeting those customers via Dynamic Ads (personalized ads) displaying products that have been reviewed by customers before or added to their cart can be more effective. It’s like reminding your customers of their interest by targeting those customers to complete their purchases.
This particular strategy can be exercised by using retargeting practices across multiple platforms such as Facebook, Instagram, and Google to reach customers where they willingly have spent most of their time online.
8. Omnichannel Integration
To meet the fickle demands of hyper-active online shoppers, a seamless omnichannel integration is the must-have e-commerce strategy for any growth-focused brand. Integrating both your online and offline channels to provide a unified shopping experience allows customers to start shopping on one preferred channel and finish on another without any doubt. To become omnipresent, brands should implement options like “Buy Online, Pick Up In-Store (BOPIS) or “Buy Online, Return In-Store (BORIS) to increase consumer convenience, leading ultimately to a happy customer experience.
Consistent and unified branding, messaging, and service allocation across all channels can create a cohesive experience for customers that not only improves customer satisfaction but also boosts conversion rates.
Conclusion
Optimizing your brand’s e-commerce journey is the need of the hour. Implementing above mentioned strategies not only helps you provide a seamless shopping experience but significantly increases conversion rates, ultimately leading to growth. From optimizing page load to publishing user-generated content, enhancing checkout processes to opting for omnichannel integration, your brand can embrace these strategies with the help of Digital Commerce Enabler and drive business growth as well as position your brand as a lead in customer satisfaction and innovation.
A seamless shopping experience is built on a robust e-commerce backend. While personalized marketing can foster trust, challenges like stockouts and “sold out” items can negatively impact customer retention. Real-time inventory tracking helps bridge this gap, ensuring you never miss an order across any sales channel. Moreover, an omnichannel presence presents unique challenges, requiring your system to support models like BOPIS, ROPIS, and others to provide a unified shopper experience. By efficiently managing inventory, optimizing space, and gaining actionable insights, you can ensure operational accuracy and deliver a consistent, high-quality experience for your customers.
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