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10 eCommerce Conversion Rate Hacks to Boost Your Sales in 2022

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10 eCommerce Conversion Rate Hacks to Boost Your Sales in 2022

eCommerce conversion rates are adequate indicators of your online marketing strategy’s success. It simply represents a key to generating more revenues.

However, if you’re spending too much time and money to drive traffic to your website, but no one is actually buying anything, your efforts are in vain.

This means that many eCommerce companies overlook simple strategies that could skyrocket their conversions.

Thus, we will help you how to optimize your website and double your conversions. Here are the top 10 eCommerce conversion rate hacks to boost your sales in 2022!

What Is a Conversion Rate?

A conversion rate is the number of website visitors that purchased your product or used your service.

The conversion rate is calculated from the total number of website visitors. The higher the conversion rate you have, the better return on investments.

For an eCommerce business, conversion rate optimization is very important. The reason behind this is that it allows you to reduce your customer acquisition costs by leveraging the existing customer base.

Now, let’s check those magic tricks that will increase e-commerce conversions and boost your sales!

1. Optimizing your Website Page

Your website homepage is the first thing a potential user will see when visiting your website.

Therefore, that first impression of your brand will depend on your eCommerce homepage optimization. Naturally, it will impact the conversion rates as well.

There are several methods you can use to make your homepage convert more leads:

  • Engaging and noticeable call-to-action button
  • A sneak peek into the main features of your product
  • Content to show the viability of your product
  • Interactive homepage
  • Social proof such as customer testimonials and reviews

This doesn’t mean that you need to stuff your homepage with everything to boost conversions. Remember, the goal is to look neat yet provide necessary info creatively, not to appear cluttered.

Focus on your target customers’ needs and determine what information they may need during the awareness stage of the sales process.

2. Integrating Different Payment Options

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Copyright: Unsplash I Credits: https://unsplash.com/photos/gf8e6XvG_3E

Probably the simplest way to increase conversion rate is to add multiple payment methods on your website.

Each user like different payment methods and trusts it is the safest way of purchasing. If you offer one method only, there is a higher chance that the potential customer will give up and move on to your competitor’s website.

Therefore, implementing multiple payment methods will turn your visitors into buyers and make their purchases much easier.

Let’s check the benefits of integrating different payment options:

  • It will make your website visitors feel more secure
  • Your company will look more trustworthy and legitimate
  • It will increase both the retention and conversion rates

3. Provide Social Proof

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Another easy yet very effective hack for automating your eCommerce is social proof. Believe it or not, customer’s product reviews, testimonials, and ratings can improve your conversion rates by 270%!

Product/service ratings and authentic customer reviews can significantly boost your sales! By having social proof, your potential customers can feel confident that they are making the right decision.

They can see the images of your product from other customers, pros and cons, and star ratings. This is very legitimate, very convincing, and very effective saleswise.

4. Referral Software Tools

Another great way of automating your eCommerce business is by having referral software tools.

Believe it or not, it is the most effective “tool” than any type of advertising. Business can never replicate a living word from a satisfied customer. But, a company can promote and encourage the act by implementing referral program software.

Choosing the right referral program and referral software for your business may require some research and money. But the rewards pay off since they will significantly increase your traffic and conversions.

In addition, your business will gain exposure to a broader audience and encourage returning customers, improving your brand’s reputation.

5. Implement Flash Sales

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Running a flash sale and advertising it on your website and your email list is another great way to increase conversion rates.

Emails can be very powerful during the holiday season and events like Black Friday. Because who doesn’t like special discounts on your favorite product? You can increase the retention rate by informing your subscribers about flash sales and deals.

By implementing an email newsletter, you will be able to manage your contacts, send group emails, and create automated workflows.

6. Optimize Page Speed

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By accidentally or on purpose, visitors will come across your online business page. And if they see that your website takes too long to load, they will probably leave in seconds.

Naturally, you will have lower conversion rates and lose potential leads.

Make sure that your website loads in under 3 seconds. The less time your website needs, the longer your visitors will stay on your site.  

Long story short: If your online site loads too slowly, you lose conversions.

Your website speed is one of the most important marketing KPIs. Because if your web page is slow, it’s going to hurt not only your user experience but also weigh you down in Google’s ranking algorithm.

7. Creating an eCommerce FAQ page

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Frequently Asked Questions (FAQ) are the types of surveys you might find cringeworthy or not the most attractive content on a webpage.

Yet, most of the time, customers that read your FAQ are seriously considering making a purchase. This is why every e-commerce business should have a high-performing FAQ page.

A FAQ page gives you the opportunity to persuade your audience to buy your product or use your service, increasing your conversion rate and, as a result, increasing sales. Consider the question as if it were being asked to you in an actual store.

Be pleasant, professional, and confident; after all, the purpose of your FAQ page is to increase your sales.

8. Video Marketing Strategy|

A great video marketing strategy will boost your sales without a doubt.

Even though it can be highly expensive to have it, it is a great eCommerce investment and will pay off when your conversion rates improve.

However, you can make a good video without costing you an arm and a leg, thanks to technology and smartphones. With creative content and basic skills in video-editing software, your video marketing strategy will do miracles.

This implies high-quality videos that will showcase your product/service in the best light possible.

A video marketing strategy will also rank your ecommerce website higher and draw the attention of search engine algorithms to improve your overall ranking.

9. Improve Your Product Descriptions

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Copyright: Unsplash I Credits: https://unsplash.com/photos/npxXWgQ33ZQ

Visual things matter, but so does copy. The more detailed product descriptions you provide, the better.

As the part of KPIs essentials, higher conversion rates will increase. Due to the accurate and credible appearance you leave, you will increase upsell opportunities.

Visitors want to know exactly what you are offering! They need to know whether or not your service or product fits their requirements before they feel comfortable buying it.

Therefore, include all the basic details.

For example, the product’s size, weight, material, and color or the basic details about the exact services you provide.

Besides, you can also tell your customers about the story behind the product/service and how it will facilitate customers’ lives. Show them a “before” and “after” picture so they can visualize themselves with your product.

10. Exit-intent Popups to Convert Abandoned Visitors

There is a high chance that the majority of your visitors will leave your website and never return.

Wouldn’t it be great if you could offer them a deal right before they leave?

This is where the exit-intent popup comes to the rescue. You can offer incredible discounts or free shipping to visitors who want to leave your website without buying anything.

Adding exit-intent popups to your checkout page can help reduce cart abandonment.

For example, suppose a potential customer already has items in the cart and is about to leave the website without checking out. In that case, a popup window will appear, reminding them about the items.

Besides abandoned visitors, did you know that up to 40% of your web traffic is either bots or invalid users? Cybersecurity for marketers is extremely important; therefore, it’s essential to secure your data and analytics correctly.

Don’ let fake bots spam your website and ruin your surveys. Protect your eCommerce page and convert those abandoned visitors into costumes!

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Why We Are Always ‘Clicking to Buy’, According to Psychologists

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Why We Are Always 'Clicking to Buy', According to Psychologists

Amazon pillows.

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A deeper dive into data, personalization and Copilots

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A deeper dive into data, personalization and Copilots

Salesforce launched a collection of new, generative AI-related products at Connections in Chicago this week. They included new Einstein Copilots for marketers and merchants and Einstein Personalization.

To better understand, not only the potential impact of the new products, but the evolving Salesforce architecture, we sat down with Bobby Jania, CMO, Marketing Cloud.

Dig deeper: Salesforce piles on the Einstein Copilots

Salesforce’s evolving architecture

It’s hard to deny that Salesforce likes coming up with new names for platforms and products (what happened to Customer 360?) and this can sometimes make the observer wonder if something is brand new, or old but with a brand new name. In particular, what exactly is Einstein 1 and how is it related to Salesforce Data Cloud?

“Data Cloud is built on the Einstein 1 platform,” Jania explained. “The Einstein 1 platform is our entire Salesforce platform and that includes products like Sales Cloud, Service Cloud — that it includes the original idea of Salesforce not just being in the cloud, but being multi-tenancy.”

Data Cloud — not an acquisition, of course — was built natively on that platform. It was the first product built on Hyperforce, Salesforce’s new cloud infrastructure architecture. “Since Data Cloud was on what we now call the Einstein 1 platform from Day One, it has always natively connected to, and been able to read anything in Sales Cloud, Service Cloud [and so on]. On top of that, we can now bring in, not only structured but unstructured data.”

That’s a significant progression from the position, several years ago, when Salesforce had stitched together a platform around various acquisitions (ExactTarget, for example) that didn’t necessarily talk to each other.

“At times, what we would do is have a kind of behind-the-scenes flow where data from one product could be moved into another product,” said Jania, “but in many of those cases the data would then be in both, whereas now the data is in Data Cloud. Tableau will run natively off Data Cloud; Commerce Cloud, Service Cloud, Marketing Cloud — they’re all going to the same operational customer profile.” They’re not copying the data from Data Cloud, Jania confirmed.

Another thing to know is tit’s possible for Salesforce customers to import their own datasets into Data Cloud. “We wanted to create a federated data model,” said Jania. “If you’re using Snowflake, for example, we more or less virtually sit on your data lake. The value we add is that we will look at all your data and help you form these operational customer profiles.”

Let’s learn more about Einstein Copilot

“Copilot means that I have an assistant with me in the tool where I need to be working that contextually knows what I am trying to do and helps me at every step of the process,” Jania said.

For marketers, this might begin with a campaign brief developed with Copilot’s assistance, the identification of an audience based on the brief, and then the development of email or other content. “What’s really cool is the idea of Einstein Studio where our customers will create actions [for Copilot] that we hadn’t even thought about.”

Here’s a key insight (back to nomenclature). We reported on Copilot for markets, Copilot for merchants, Copilot for shoppers. It turns out, however, that there is just one Copilot, Einstein Copilot, and these are use cases. “There’s just one Copilot, we just add these for a little clarity; we’re going to talk about marketing use cases, about shoppers’ use cases. These are actions for the marketing use cases we built out of the box; you can build your own.”

It’s surely going to take a little time for marketers to learn to work easily with Copilot. “There’s always time for adoption,” Jania agreed. “What is directly connected with this is, this is my ninth Connections and this one has the most hands-on training that I’ve seen since 2014 — and a lot of that is getting people using Data Cloud, using these tools rather than just being given a demo.”

What’s new about Einstein Personalization

Salesforce Einstein has been around since 2016 and many of the use cases seem to have involved personalization in various forms. What’s new?

“Einstein Personalization is a real-time decision engine and it’s going to choose next-best-action, next-best-offer. What is new is that it’s a service now that runs natively on top of Data Cloud.” A lot of real-time decision engines need their own set of data that might actually be a subset of data. “Einstein Personalization is going to look holistically at a customer and recommend a next-best-action that could be natively surfaced in Service Cloud, Sales Cloud or Marketing Cloud.”

Finally, trust

One feature of the presentations at Connections was the reassurance that, although public LLMs like ChatGPT could be selected for application to customer data, none of that data would be retained by the LLMs. Is this just a matter of written agreements? No, not just that, said Jania.

“In the Einstein Trust Layer, all of the data, when it connects to an LLM, runs through our gateway. If there was a prompt that had personally identifiable information — a credit card number, an email address — at a mimum, all that is stripped out. The LLMs do not store the output; we store the output for auditing back in Salesforce. Any output that comes back through our gateway is logged in our system; it runs through a toxicity model; and only at the end do we put PII data back into the answer. There are real pieces beyond a handshake that this data is safe.”

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Why The Sales Team Hates Your Leads (And How To Fix It)

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Why The Sales Team Hates Your Leads (And How To Fix It)

Why The Sales Team Hates Your Leads And How To

You ask the head of marketing how the team is doing and get a giant thumbs up. 👍

“Our MQLs are up!”

“Website conversion rates are at an all-time high!”

“Email click rates have never been this good!”

But when you ask the head of sales the same question, you get the response that echoes across sales desks worldwide — the leads from marketing suck. 

If you’re in this boat, you’re not alone. The issue of “leads from marketing suck” is a common situation in most organizations. In a HubSpot survey, only 9.1% of salespeople said leads they received from marketing were of very high quality.

Why do sales teams hate marketing-generated leads? And how can marketers help their sales peers fall in love with their leads? 

Let’s dive into the answers to these questions. Then, I’ll give you my secret lead gen kung-fu to ensure your sales team loves their marketing leads. 

Marketers Must Take Ownership

“I’ve hit the lead goal. If sales can’t close them, it’s their problem.”

How many times have you heard one of your marketers say something like this? When your teams are heavily siloed, it’s not hard to see how they get to this mindset — after all, if your marketing metrics look strong, they’ve done their part, right?

Not necessarily. 

The job of a marketer is not to drive traffic or even leads. The job of the marketer is to create messaging and offers that lead to revenue. Marketing is not a 100-meter sprint — it’s a relay race. The marketing team runs the first leg and hands the baton to sales to sprint to the finish.

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via GIPHY

To make leads valuable beyond the vanity metric of watching your MQLs tick up, you need to segment and nurture them. Screen the leads to see if they meet the parameters of your ideal customer profile. If yes, nurture them to find out how close their intent is to a sale. Only then should you pass the leads to sales. 

Lead Quality Control is a Bitter Pill that Works

Tighter quality control might reduce your overall MQLs. Still, it will ensure only the relevant leads go to sales, which is a win for your team and your organization.

This shift will require a mindset shift for your marketing team: instead of living and dying by the sheer number of MQLs, you need to create a collaborative culture between sales and marketing. Reinforce that “strong” marketing metrics that result in poor leads going to sales aren’t really strong at all.  

When you foster this culture of collaboration and accountability, it will be easier for the marketing team to receive feedback from sales about lead quality without getting defensive. 

Remember, the sales team is only holding marketing accountable so the entire organization can achieve the right results. It’s not sales vs marketing — it’s sales and marketing working together to get a great result. Nothing more, nothing less. 

We’ve identified the problem and where we need to go. So, how you do you get there?

Fix #1: Focus On High ROI Marketing Activities First

What is more valuable to you:

  • One more blog post for a few more views? 
  • One great review that prospective buyers strongly relate to?

Hopefully, you’ll choose the latter. After all, talking to customers and getting a solid testimonial can help your sales team close leads today.  Current customers talking about their previous issues, the other solutions they tried, why they chose you, and the results you helped them achieve is marketing gold.

On the other hand, even the best blog content will take months to gain enough traction to impact your revenue.

Still, many marketers who say they want to prioritize customer reviews focus all their efforts on blog content and other “top of the funnel” (Awareness, Acquisition, and Activation) efforts. 

The bottom half of the growth marketing funnel (Retention, Reputation, and Revenue) often gets ignored, even though it’s where you’ll find some of the highest ROI activities.

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Most marketers know retaining a customer is easier than acquiring a new one. But knowing this and working with sales on retention and account expansion are two different things. 

When you start focusing on retention, upselling, and expansion, your entire organization will feel it, from sales to customer success. These happier customers will increase your average account value and drive awareness through strong word of mouth, giving you one heck of a win/win.

Winning the Retention, Reputation, and Referral game also helps feed your Awareness, Acquisition, and Activation activities:

  • Increasing customer retention means more dollars stay within your organization to help achieve revenue goals and fund lead gen initiatives.
  • A fully functioning referral system lowers your customer acquisition cost (CAC) because these leads are already warm coming in the door.
  • Case studies and reviews are powerful marketing assets for lead gen and nurture activities as they demonstrate how you’ve solved identical issues for other companies.

Remember that the bottom half of your marketing and sales funnel is just as important as the top half. After all, there’s no point pouring leads into a leaky funnel. Instead, you want to build a frictionless, powerful growth engine that brings in the right leads, nurtures them into customers, and then delights those customers to the point that they can’t help but rave about you.

So, build a strong foundation and start from the bottom up. You’ll find a better return on your investment. 

Fix #2: Join Sales Calls to Better Understand Your Target Audience

You can’t market well what you don’t know how to sell.

Your sales team speaks directly to customers, understands their pain points, and knows the language they use to talk about those pains. Your marketing team needs this information to craft the perfect marketing messaging your target audience will identify with.

When marketers join sales calls or speak to existing customers, they get firsthand introductions to these pain points. Often, marketers realize that customers’ pain points and reservations are very different from those they address in their messaging. 

Once you understand your ideal customers’ objections, anxieties, and pressing questions, you can create content and messaging to remove some of these reservations before the sales call. This effort removes a barrier for your sales team, resulting in more SQLs.

Fix #3: Create Collateral That Closes Deals

One-pagers, landing pages, PDFs, decks — sales collateral could be anything that helps increase the chance of closing a deal. Let me share an example from Lean Labs. 

Our webinar page has a CTA form that allows visitors to talk to our team. Instead of a simple “get in touch” form, we created a drop-down segmentation based on the user’s challenge and need. This step helps the reader feel seen, gives them hope that they’ll receive real value from the interaction, and provides unique content to users based on their selection.

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So, if they select I need help with crushing it on HubSpot, they’ll get a landing page with HubSpot-specific content (including a video) and a meeting scheduler. 

Speaking directly to your audience’s needs and pain points through these steps dramatically increases the chances of them booking a call. Why? Because instead of trusting that a generic “expert” will be able to help them with their highly specific problem, they can see through our content and our form design that Lean Labs can solve their most pressing pain point. 

Fix #4: Focus On Reviews and Create an Impact Loop

A lot of people think good marketing is expensive. You know what’s even more expensive? Bad marketing

To get the best ROI on your marketing efforts, you need to create a marketing machine that pays for itself. When you create this machine, you need to think about two loops: the growth loop and the impact loop.

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  • Growth loop — Awareness ➡ Acquisition ➡ Activation ➡ Revenue ➡ Awareness: This is where most marketers start. 
  • Impact loop — Results ➡ Reviews ➡ Retention ➡ Referrals ➡ Results: This is where great marketers start. 

Most marketers start with their growth loop and then hope that traction feeds into their impact loop. However, the reality is that starting with your impact loop is going to be far more likely to set your marketing engine up for success

Let me share a client story to show you what this looks like in real life.

Client Story: 4X Website Leads In A Single Quarter

We partnered with a health tech startup looking to grow their website leads. One way to grow website leads is to boost organic traffic, of course, but any organic play is going to take time. If you’re playing the SEO game alone, quadrupling conversions can take up to a year or longer.

But we did it in a single quarter. Here’s how.

We realized that the startup’s demos were converting lower than industry standards. A little more digging showed us why: our client was new enough to the market that the average person didn’t trust them enough yet to want to invest in checking out a demo. So, what did we do?

We prioritized the last part of the funnel: reputation.

We ran a 5-star reputation campaign to collect reviews. Once we had the reviews we needed, we showcased them at critical parts of the website and then made sure those same reviews were posted and shown on other third-party review platforms. 

Remember that reputation plays are vital, and they’re one of the plays startups often neglect at best and ignore at worst. What others say about your business is ten times more important than what you say about yourself

By providing customer validation at critical points in the buyer journey, we were able to 4X the website leads in a single quarter!

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So, when you talk to customers, always look for opportunities to drive review/referral conversations and use them in marketing collateral throughout the buyer journey. 

Fix #5: Launch Phantom Offers for Higher Quality Leads 

You may be reading this post thinking, okay, my lead magnets and offers might be way off the mark, but how will I get the budget to create a new one that might not even work?

It’s an age-old issue: marketing teams invest way too much time and resources into creating lead magnets that fail to generate quality leads

One way to improve your chances of success, remain nimble, and stay aligned with your audience without breaking the bank is to create phantom offers, i.e., gauge the audience interest in your lead magnet before you create them.

For example, if you want to create a “World Security Report” for Chief Security Officers, don’t do all the research and complete the report as Step One. Instead, tease the offer to your audience before you spend time making it. Put an offer on your site asking visitors to join the waitlist for this report. Then wait and see how that phantom offer converts. 

This is precisely what we did for a report by Allied Universal that ended up generating 80 conversions before its release.

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The best thing about a phantom offer is that it’s a win/win scenario: 

  • Best case: You get conversions even before you create your lead magnet.
  • Worst case: You save resources by not creating a lead magnet no one wants.  

Remember, You’re On The Same Team 

We’ve talked a lot about the reasons your marketing leads might suck. However, remember that it’s not all on marketers, either. At the end of the day, marketing and sales professionals are on the same team. They are not in competition with each other. They are allies working together toward a common goal. 

Smaller companies — or anyone under $10M in net new revenue — shouldn’t even separate sales and marketing into different departments. These teams need to be so in sync with one another that your best bet is to align them into a single growth team, one cohesive front with a single goal: profitable customer acquisition.

Interested in learning more about the growth marketing mindset? Check out the Lean Labs Growth Playbook that’s helped 25+ B2B SaaS marketing teams plan, budget, and accelerate growth.


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