When most people launch an eCommerce site they assume that all the heavy lifting takes place in the development of the site. They hire a development company, spend thousands (or tens of thousands of dollars) reviewing wireframes, finalizing designs, and finally building the site. Then the big day comes, launch, and nothing happens.
While sites like Amazon.com enjoy a 35% conversion rate, your average eCommerce apparel site only sees a conversion rate of 2.5%. The scary thing is that this conversion rate hasn’t changed much since 1999. The good news is, the online apparel retailers who have figured it out aren’t shy about sharing how they improved their conversion rates and we aren’t either.
So if you’re feeling a little blue because your site isn’t generating the revenue you had hoped for, here are three tips to increase your conversion rate.
- Crystal clear call-to-action – this is #1 for a reason. When someone comes to you have a few seconds to impress them before they press the dreaded back button. Make sure you have a very clear call-to-action that leads users down a path that you know has the greatest chance of resulting in a sale.
- Good product photography – with apparel you live and die by your product photography. If you have blurry images or low-quality photos people will assume they are getting low-quality clothes. Make sure you have crisp images and if you want to reduce returns make sure the colors match the exact colors of the garment.
- Make it easy for people to find their size – only 14% of people buy clothes online, the reason for this is because they have a hard time determining what size to buy. Using a fit technology like Fashion Metric can give your customers the confidence to know that what they buy will fit them.
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