Conversion rate is one of the most important metrics for an eCommerce store—if not the most important. In this episode, we dive deep into conversions, the causes of low conversions, and techniques to improve conversion rate. Host Sam Greenspan is joined by two WooCommerce experts and GoDaddy Technical Account Managers, Ryan Frizzell and Christine Phu, to discuss conversion rate. 

The panel shares statistics and anecdotes on website issues that can affect conversions, the effect of reviews on conversions, on-site techniques to improve conversions, and the effectiveness of one-click payment gateways. 

From there, they cover several strategies to help with conversions: using Google Analytics and Google Analytics Pro to spot problems and track improvements, improving site copy and images, cart abandonment emails, adding more product details and image options, improving checkout flow with social logins and fewer form fields, adding payment gateways, using wish lists, A/B testing and experimentation, and featuring more robust product reviews. 

Finally, in the Q&A, the panel addresses ways to keep a WooCommerce site secure and when the moment comes that an eCommerce store should switch from in-house fulfillment to a third-party logistics company. 

Check out GoDaddy’s Managed WordPress Ecommerce hosting which includes many of the premium extensions discussed in this episode for free! https://www.godaddy.com/hosting/ecommerce-hosting  

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Extensions and services referenced (* - included in the GoDaddy Managed WordPress Ecommerce bundle) 

Google Analytics - https://analytics.google.com/ 

WooCommerce Google Analytics Pro* - https://woocommerce.com/products/woocommerce-google-analytics-pro/ 

AutomateWoo* - https://automatewoo.com/ 

WooCommerce Tab Manager* - https://woocommerce.com/products/woocommerce-tab-manager/ 

WooCommerce Additional Variation Images* - https://woocommerce.com/products/woocommerce-additional-variation-images/ 

WooCommerce 360º Image*- https://woocommerce.com/products/woocommerce-360-image/ 

WooCommerce Social Login* - https://woocommerce.com/products/woocommerce-social-login/ 

WooCommerce Checkout Field Editor* - https://woocommerce.com/products/woocommerce-checkout-field-editor/ 

Payment gateways - https://www.skyverge.com/downloads/category/payments/   

WooCommerce Checkout Add-Ons* - https://woocommerce.com/products/woocommerce-checkout-add-ons/  

WooCommerce Wishlists - https://woocommerce.com/products/woocommerce-wishlists/ 

WooCommerce Product Reviews Pro* - https://woocommerce.com/products/woocommerce-product-reviews-pro/  

Sucuri - https://sucuri.net/ 

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Sources for statistics: 

https://www.bigcommerce.com/blog/conversion-rate-optimization/ 

Benchmark for eCommerce conversion rate is 2% 

https://baymard.com/lists/cart-abandonment-rate 

Desktop cart abandonment rate ~70% 

Top reasons for cart abandonment 

https://www.marketwatch.com/story/this-is-exactly-how-many-reviews-it-takes-to-get-someone-to-buy-something-2017-08-22-12883123 

92% will hesitate to buy with no reviews 

https://econsultancy.com/ecommerce-consumer-reviews-why-you-need-them-and-how-to-use-them/ 

Presence of reviews increases sales by 18% 

https://spiegel.medill.northwestern.edu/_pdf/Spiegel_Online%20Review_eBook_Jun2017_FINAL.pdf 

Five reviews increases sales by 270% 

https://www.marketingcharts.com/industries/retail-and-e-commerce-68394 

Most important elements of a good eCommerce site