How to increase your Email sales conversions with this one simple update.
Last month I received an email newsletter from one of my favourite local retailers. They were promoting some suggestions for Mother’s Day gifts, and the products they were recommending were beautiful and the price range was around $60 and up.
The copy was well written, it was well timed and the imagery was high end. The problem was, when I saw an item I liked and tried to click on the picture to take me to the website, I didn’t go anywhere.
The images were not individually hyper-linked.
When I scrolled to the very bottom of the email, there was a link to view the items on the website. When I clicked this link it took me to a shop page that contained ALL their suggested Mother’s Day gifts, around 30 maybe?
In the current climate, we need to spoon feed shoppers.
If they like a specific product, they need to be able to click through to that exact product page and continue on to purchase. If not, here are where your customers could drop off:
They click on the image, it doesn’t work, they assume there is no links and click out of the email.
They don’t make it to the bottom of the email and therefore don’t get to the final link.
They click through to the full product page and can’t be bothered trying to scroll through to find the exact item they were interested in, so they leave.
Whilst it is a great idea to provide a range of products, this link should be listed as ‘Click here for more suggestions.’ or ‘Still not sure? Here’s some more ideas.’
If you are showcasing 5 products, (which should be your 5 most popular, or even loss leaders) you need to make those 5 products ridiculously simple to purchase.
Not sure how to hyperlink an image in Mailchimp?
Here’s the spot in Mailchimp to do this.
Once you have started your campaign, and have added your image, ensure the image is selected and you will see the following options available. Click on ‘Link’.
Then add in the direct link to the product in the photo. To get the direct link, visit the product on your website, then copy the web address from the toolbar.
I recommend clicking the ‘open in a new window’ option, as it allows people to duck off and view the product, and then when finished return directly to their original email, rather than trying to use the back button repeatedly.
And there you have it.
Just a simple upgrade to an email that is already doing well, but that might just result in a few more sales.
(And simplify things for customers.)