Is social shopping the new window shopping? As more shoppers lean into online shopping, particularly in fashion, it's crucial for brands to consider how they can continue to turn browsers into buyers when there’s no storefront involved. Shoppers may receive an email about a sale, click-through to your site, browse for a while and even add a few items to the cart. Then, it happens: cart abandonment. According to market data from Growcode, conversion rates for the fashion clothing and accessories industry in 2021 are just 2.44%, not as low as baby and child goods at 0.99% but also not as high as many other industries, including pet care at 3.29% and arts and crafts at 3.79%.
Fortunately, where there’s a will, there’s a way to turn more browsers into buyers. From making more relevant product suggestions to gathering robust product data and creating product categories that speak to your customers, explore these strategies to convert customers more often.
1. Improve SEO and SEM
Statistics show that 93% of online experiences begin with a search engine, so it’s safe to say that optimizing SEO and SEM is important. SEM is a matter of investing in adwords or other campaigns based on your best-performing keywords. But you can also help boost your site’s organic SEO through blog posts, being active on social media and posting engaging content that bridges those two. Once they land on your website, it’s a matter of ensuring people can find what they came for. Are there clear calls to action?
Enhancing your product data can help SEO, too. Attaching more detailed product attribute data to every item in your catalog can help ensure more people looking for hyper specific styles find your products through search. So, how granular can product data get? Pretty granular. Lily AI’s tech analyzes over 15,000 attributes, both subjective and objective.
2. Create Categories that Resonate
Strategic (sometimes creative or unexpected) product categories help shoppers find what they want without the frustration that may prevent them from adding products to their cart. Product categories should be specific, personalized, descriptive and evoke emotion. A customer should see what they’re looking for and be compelled to click because they understand, intuitively, that people who share their tastes, needs and even body type have found similar products in the same place. But to create impactful product categories, you first need to amp up the product attributes attached to the items in your catalog so you can better analyze the hyper-specific attributes shoppers are engaging with.
3. Improve Your On-Site Search Performance
While product categories may help shoppers who arrive on your site by way of search, social media or a promotional email, your website’s on-site search can also make or break their experience once they start browsing around. If they search for t-shirts but black joggers are the first thing to populate in your search results, that’s frustrating. Attaching more relevant and detailed product attributes can help ensure your search results are accurate, and that those browsing your site have a positive experience that doesn’t create a barrier to buying.
4. Add More Detail to Product Descriptions
Just as your product categories should appeal to consumers, detailed product descriptions can often help seal the deal. Assess whether your product descriptions are making use of your top keywords from an SEO perspective, and consider how hyper-specific product attributes may be able to play a role in evolving your description copy. The goal is to build a lifestyle around each item, helping your site visitors envision themselves in your merchandise.
Your Product Data is the Red Thread
Better product data helps improve everything from your website’s organic SEO to individual product descriptions that make shoppers feel like they’ve found exactly what they’re looking for. Want to learn how Lily AI can help your brand increase conversions and turn browsers into buyers? Reach out today to begin exploring how our tech can enhance your product data and better connect shoppers to your products.
SmartInsights.com - Ecommerce conversion rates 2021 - how do yours compare?
Business2Community.com - 80 SEO & SEM Statistics that Prove the Power of Search