How to Optimize Your BigCommerce Store for Conversion
April 15, 2022
Each sale on your BigCommerce store is a win. It means you’ve successfully brought people to your website, and the site did its job of convincing them to complete the purchase.
But you can’t just focus on people who convert. There are even more people who almost purchased but didn’t quite finish the process.
Research from Baymard Institute suggests that about 60% of those consumers are still in browsing mode and not seriously considering a purchase. But that still leaves about 40% that are on the cusp of buying—until something stops them.
What stopped them? And is there anything you can do to win back these customers who abandoned their carts?
Read on for five practical steps to optimize your BigCommerce store for conversion.
1. Pay attention to your analytics
You can maximize conversion by analyzing how shoppers interact with your store. Studying analytics allows you to understand your customers’ checkout journey.
First, use BigCommerce’s customer retention and conversion tools to avoid abandoned checkouts, reduce friction on your site, and dig into where shoppers are ending their journey without a purchase.
From there, you can make adjustments accordingly. For example, if there’s a high drop-off rate between adding to their cart and finishing the conversion, improving the checkout process could be the key to unlocking more purchases.
A common question you can answer with analytics is: What forms of payment are most popular on my site? Maybe you’re finding that your customers convert at a faster rate when you offer APMs. You may want to consider adding more ways for shoppers to pay.
2. Join a shopper network
For a more frictionless experience, shopper networks like the Bolt network give people the power to create an account once, then use it for purchases across multiple stores. Customers that already have a network account convert at a 50% higher rate than those that use the guest option, and those that return spend up to 3X more.
As a BigCommerce retailer on a shopper network you’ll gain access to tens of millions of customers who can check out on your site with one click, even if they’ve never been there before.
With a plethora of new potential customers, you can increase conversion by preventing lost sales with BigCommerce’s abandoned cart saver feature that helps you recover abandoned cards automatically. The tool sends shoppers emails to remind them to complete a purchase and gives merchants an option to include coupons.
3. Use trust symbols to reassure customers
Building trust with new customers is one hurdle many SMB merchants face. BigCommerce stores can use trust symbols that convince buyers not to worry. These can take a few different forms:
- Testimonials. Add case studies and testimonials that provide proof of the product’s quality and effectiveness. TrustPilot found that 66% of customers are more likely to buy a product if they see social proof.
- Reviews and ratings. Solicit shopper reviews on notable platforms, objective media coverage, or reviews from existing well-known customers can help strengthen your credibility.
- Verified badges. Display symbols from big companies that shoppers already trust. 76% of customers are more likely to make purchases on a BigCommerce site with a safe checkout badge like Mastercard or Visa, or if they see their checkout is powered by a network they trust, such as Bolt.
Alternate payment methods. Offer APMs like Affirm, Afterpay, Klarna, and PayPal,well-known brands that give shoppers more options, leading to a faster checkout. APMs also include services that make “buy now, pay later” (BNPL) an option.
4. Prioritize mobile ease of use & frictionless user experience
Mobile devices account for 72% of all ecommerce sales worldwide. Prioritizing your mobile experience is key to ensuring conversion. Mobile-optimized websites, dedicated shopping apps, and increasingly, social media platforms are among the many options for optimizing your store for mobile.
One of the fastest, and least resource-intensive options is joining a shopper network that automatically integrates one-click checkout. Shoppers won’t have to type their information on a small screen every time, which can increase mobile completion rates double that of the industry average. Well-designed product flow can increase mobile completion rates double that of the industry average.
Choose from countless BigCommerce out-of-the box themes and design frameworks to optimize your site for conversion. Easily customize your store without coding, leveraging BigCommerce’s flexible modular code base, conditional logic and access to language files.
5. Ensure a fast checkout process
The traditional checkout process involves multiple tedious steps: input personal information, shipping information, shipping preferences, billing information, add coupon codes, account registration and purchase confirmation.
The more steps you add to the customer journey, the more likely shoppers will abandon the checkout. And every second matters. In fact, increasing website speed by one-tenth of a second can lead to an 8.4% increase in conversion rates for retail sites.
One effective way to speed up your checkout is by turning on Bolt One- Click Checkout with your existing shopping cart, which leads to a 52% faster checkout than on average. Bolt One-Click Checkout for BigCommerce is free for all merchants. Even better, it only takes a few minutes to turn Bolt on. Join today to instantly connect with a network of trusted merchants and more than 10 million shoppers.