Fashion Marketing: How to increase online store conversion rate
When we collaborate with a new fashion brand partner, our first step is to identify quick wins that can drive online growth.
A great starting point is to focus on their key landing pages, particularly the product detail pages (PDP) and collection pages.
We assess these areas to ensure that when we direct traffic to their site, they have the best chance of converting visitors into customers.
Let’s explore some effective strategies to optimise your PDP and collection pages, maximising the impact of your store traffic.
Product Pages
Use social proof (customers, influencers) in product imagery
Include reviews on product pages
Include FAQ for objection handling based on most asked questions
Ensure sizing is explained and shown on models (state what size model is wearing and what height they are)
Add videos on product pages
Add the benefits of each product and the feeling it evokes before stating the features
Use the same language as your customer when writing website copy (understand their needs and wants (ie, do they seek status, comfort, power etc?)
Advertise free shipping where applicable in each section of the buyer's journey
Reduce number of clicks taken to place an order (make navigation bar simple and easy)
Offer live chat for questions about styles, product quantities and fit
Collection Pages
Add Banners to products such as ‘Best Seller’, ‘Low Stock’, ‘Back in Stock’
Merch newest and most popular pieces to the top of collection pages
Showcase the different colourways of each style clearly
Have a filtering process for people who know what they are looking for (E.g. size, colour, style)
Use high quality imagery
Ensure the collection pages are optimised for mobile
Overall Conversion rate tips
Ensure you have a good website load speed
Ensure your navigation is simple and easy to use
Make the cart and checkout process seamless and easy
Add upsells and cross sells
Let your customers know about any and all promotions such as free shipping along the way (announcement bar is a great place to do this)
Here are a few tips to kickstart the optimisation of your online store that will definitely boost your conversion rate if you’re not already implementing them.
Good Luck!
