Podcast

Learn from Fast Growing 7-8 Figure Online Retailers and eCommerce Experts

EPISODE 106 44 mins

How to Drive More eCommerce Conversions w/ Kaleigh Moore

Posted on 16th October 2017 , by Kunle Campbell


About the guests

Kaleigh Moore

Kunle Campbell

Kaleigh Moore is a respected and well-known copywriter in the e-commerce and SaaS space. She is a regular contributor to publications such as Inc. Magazine and Entrepreneur.



Located in Central Illinois, Kaleigh Moore primarily crafts blog content for SaaS and eCommerce companies. She has been copywriting for the last four years under the brand Lumen. She had an Etsy store when she was 19 and ran the business for five years. She had a successful vintage jewellery company where she designed and assembled jewellery pieces.

It was from that company where she learned about marketing and specifically the power of email marketing. According to her, email marketing was the biggest driver when it came to driving sales in comparison to social media.

On this episode, we will talk about:

  • eCommerce product page trends: such as the integration of GIFs/ Cinemagraphs and the use more user-generated content, buyer’s guides.
  • eCommerce copywriting for conversions: and the psychology behind the words, formulas and so much more!

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E-commerce trends

E-commerce keeps evolving, and there are some emerging trends: Most companies that want to grow are putting more focus into the customer experience. Customer experience is becoming the main competing factor when it comes to e-commerce. Companies are now putting more energy into improving customer experience. For instance, Campaign Monitor is making content that is more suited to the needs of their clients.

Most companies that want to grow are putting more focus into the customer experience. Customer experience is becoming the main competing factor in e-commerce. Companies are now putting more energy into improving customer experience. For instance, Campaign Monitor is making content that is more suited to the needs of their clients.

Building Blocks in customer experience

When it comes to customer experience, feedback is a huge contributor to its enhancement. It is through feedback that companies discover customer preferences and how effective their marketing methods are when it comes to their products. Feedback should be collected from both existing and potential customers through a range of channels that include email surveys and net promoter scores (NPS).

Companies need to prioritize feedback and first deal with issues that negatively affect their conversion rates. Once relevant changes are made, things will start to fall into place, and they will see an improvement in their sales.

Conversion rate optimisation and its importance in e-commerce

Conversion rate optimisation critically balls down to collecting feedback and testing everything to see what and what doesn’twork. You can combine feedback obtained through passive observation with feedback obtained directly from customer interaction to get the best results that you can use to improve your product.

An important factor when it comes to conversion rate optimisation is the check-out page. It is one area that determines sales conversions due to the level of customer experience. Things you can do to improve it include putting a shipping timer that will add a scarcity value to the product encouraging the customer to make a purchase before it goes out of stock.

Things you can do to improve it include putting a shipping timer that will add a scarcity value

What is a good conversion rate?

Most people in e-commerce believe their businesses are not doing well due to the low conversion rates. However, contrary to popular belief, a good conversion rate ranges between 2 and 10%.

E-commerce businesses can improve their conversion rate by looking at Software-As-a-Service (SaaS) companies. SaaS companies focus on consumer education which is where they give customers the information they need at the time they need it. If e-commerce businesses incorporate it, it can improve customer experience which will have positive results on the company. They can do it through having a page dedicated to FAQs and buyers’ guides that are useful if a business deals with multiple products.

SaaS companies focus on consumer education which is where they give customers the information they need at the time they need it.

E-commerce product page trends

When it comes to product pages, there is a lot of user-generated content being used. One company that is using it is Free People that is the women’s clothing store. They are using user-generated content on their products including reviews and ratings.

Another trend is the use of videos, cinemagraphs, and GIFs. They give customers an aesthetic view of the product before they make a purchase.

However, one thing e-commerce stores need to do is have stocking options that allow customers to be notified when new products arrive. It will be useful especially for those products that easily get out of stock.

What works on product page trends when it comes to copywriting

Since copywriting is Kaleigh’s strong point, I decided to get her opinion on what works when it comes to writing content for product pages. According to her, if you have a lot of content you want to display on your page, you should use drop down accordion menus. It allows shoppers have access to basic information when they click to read some more. It also helps keep the page looking neat.

The product page should contain information about the product’s including benefits, shipping information, and pricing. The customer needs to know the problem being addressed by the product so they can make a purchase.

Businesses should also put some personality on the product pages. They should give the customer something more that will enhance their shopping experience.

Lightning round

What are your plans for the future?

I plan to start Creative Class where I will teach freelancers how to give in the world of freelancing.

What are your 3 indispensable tools for managing your businesses?

A good computer, good tools, and a good chair.😊

What has been your ‘best’ mistake to date? i.e., a setback that has given you the biggest feedback

The biggest mistake was not specializing when freelancing. When I specialized in e-commerce and SaaS, I started succeeding in my line of work.

What piece of advice can you give to listeners keen on taking their e-business to the next level?

Focus on building your mailing list and personalizing your email service to drive customers to your store.

If you could choose a single book or resource that has made the highest impact on how you view building a business and growth which would it be?

Purple Cow – Seth Godin

Timestamps

08.36   E-commerce trends

11.01   Building blocks in customer experience

15.10   Conversion rate optimization and its importance in e-commerce

26.10   E-commerce product page trends

31.20   What works on product pages when it comes to copywriting

37.45   Lightning round


About the host:

Kunle Campbell

An ecommerce advisor to ambitious, agile online retailers and funded ecommerce startups seeking exponentially sales growth through scalable customer acquisition, retention, conversion optimisation, product/market fit optimisation and customer referrals.

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