The tale of conversion rate for an e-commerce website; long have we struggled to unravel this mystery. First things first, let’s get down to the nitty gritty and jot down what these terms entail.
What does the term ‘conversion’ mean?
A conversion is basically an end goal that you’ve set for yourself. It has different meanings for everybody.
For some, it might be a potential lead being converted into a ‘sale’. For others, it might be a user leaving his contact credentials through a form on the website. Some brands count social media followers as conversions as well if they set out for that strategy.
E-commerce conversion rate optimization services isn’t simply for landing pages; but for specific category and product pages alike.
This is what this guide well and truly covers; a highly comprehensive list of e-commerce conversion tips; and how business owners can optimize these numbers or at least get on the right path.
E-Commerce Conversion Rate Optimization
Anywhere from 1-2% is considered as a respectable conversion rate. Even if you’re 10/10 when it comes to good online practices, surpassing 2% is a daunting task.
At the end of the day, if you’re offering a memorable shopping experience, you will always stay in the ‘positive’. Once you build this base, you can then move on to some of the more complex techniques and strategies that will see you soar away from the competition.
How to calculate? Hypothetically, if your store is getting 10000 visitors in a specific period of time and 100 of them end up buying from your online store, your website conversion rate is 1%. Get the gist now?
Follow these ecommerce conversion tips religiously right from the T:
Guest Checkout Option For Customers
This one might not be powerful on the eyes, but it sure as hell works wonders. Why do you ask? Because no one has time anymore.
Placing lengthy checkout options not only is a source of inconvenience for everyone involved; it drives away a lot of customers as well. Imagine a visitor who found what he’s looking for in under a minute on your website; and then he has to fill out all sorts of forms and details for the next 5 minutes. Doesn’t quite add up, does it?
Tweak Your E-commerce Checkout Process Completely
Now that we know what not to do, what should we do actually?
Opt for a plain and simple checkout process which involves only the necessary basic details and nothing else. Preferably, don’t ask for anything else barring the contact details and order review.
At max, you should ask your customers to look at 2 webpages before they can successfully make their order.
If you are running your ecommerce website on Magento platform, Ask your Magento 2 developers to integrate one step checkout extension which will make checkout easy for your customers
Free Shipping For Everyone
Opting for a high class eCommerce website design company doesn’t quite get you customers. The process is much more complicated than that.
Offering free shipping can be the difference between you fighting for scraps and seeing your revenue charts soar through the roof month on month. Its just so attractive on the eyes that it is hard to pass up on.
Given to competition, such are the tweaks which will help you standout from the rest.
Seamless Product Return Policy
Don’t be too greedy or stingy when it comes to returns.
It is a highly contested fact that more than 30% of the online customers indulge in product returns as a regular activity. Hence, having a potent return policy puts you in good stead in getting those conversion numbers up.
It gives customers a sense of security, which is unparalleled. Would you buy from a brand whose return policy includes a 45-day turnaround?
Online Safety is Paramount
All the top most Magento development services providers will tell you the same thing – to invest in safety and security.
And given how e-commerce businesses run on money online, security is a big deal. Entering credit card information is not an easy-peesy thing. As per reports, more than 50% of the online customers till date feel sceptical about buying from a new brand just because of this.
How can you portray your brand to be legitimate to get those conversions?
– Integrate SSL site wide (Secure Socket Layer). check our guide on what is ssl
– Partner up with payment option labels which the customers trust like PayPal, Visa, Mastercard, etc.
– Display credible security badges as much as possible.
Shed Ample Focus on “Add to Cart” and “Checkout” Buttons
You heard it right! We’re not asking you to overflow your website with these buttons but just a nudge; a simple nudge would do.
No matter how big you get, you want your visitors to hit these buttons if you are to convert them. Hence, make sure these are easily visible. This can act as a deal maker in many cases if a visitor is caught in a dilemma of buying.
Often you’ll see some of the more successful websites placing these buttons right on the product images itself in a translucent manner, as and when your cursor moves there. This definitely makes it convenient for visitors as it saves ample time and effort.
Products Should Accompany a Review Section
At least 7 out of 10 individuals who indulge in regular online shopping claim that they read reviews before buying a product. Ever wondered how eBay and Amazon got so big? R-E-V-I-E-W-S! Given the monstrosity of the competition these days where new brands are flocking every passing day, it is not always that you get recognized brands for every niche. And with exciting price points, individuals are turning more and more towards these nascent brands.
What’s the best way to figure out if a brand lives up to its billing? By reading product reviews.
Prioritize Mobile Optimization
The world is moving towards smaller devices and currently as things stand, smart phones have occupied an unprecedented stature.
“E-commerce and mobile commerce have dramatically changed the way brands reach customers, making it faster and easier for consumers to make purchases on the fly while avoiding the hassles of going to the store.”
– Hil Davis (Co-founder of the online men’s retailer J. Hilburn)
Gone are the days when the number of online visitors using mobile devices was 60%; that number is much much higher now with every passing day. That day isn’t too far when it reaches as high as 90%.
How do you tap such a large volume?
This is how:
a. Quicker mobile checkout
This is kind of self explanatory. Basically, your website on a mobile phone should appear exactly like an app i.e. in an optimized manner. Give the users the option to check out in a matter of seconds.
b. Offer the chance to change devices
Well, not everyone is smart phone or tablet friendly. And right before making the payment, individuals might want to look at their order on a bigger screen. At least, give them an option to do so.
As per Google Mobile Playbook, a mammoth 68 percent of mobile searches take place at home wherein there are bigger devices available. Understood now?
c. Opt for content that is relevant
One out of 4 mobile users consume videos daily and they can be the ideal substitute for 3D product images. This is a well known fact! Since the space is already limited on a smaller handset, showcase only those bits of information which are relevant to the customer and nothing else. Forget the jibber-jabber for once!
d. Increased spaces and seamless navigation
Anything which is clickable should be placed at a specific distance away so as to not interfere with each other. The navigation should be as smooth as butter for the convenience of the end user.
e. No pop-up banners
This is one of the key points if you want to drive that conversion rate right up. Not only is it irritable source, it is something which offers no value whatsoever. Have you ever liked a pop-up banner splashing right in your face as you’re indulging yourself in something important?
Work on Your Website Structure
Your website structure should be anything but not complex. Include as few levels as possible between a user landing on your home page and reaching the final checkout payment page.
There should be such a seamless transition between product and category pages alike. Use filters judiciously with as many options as possible so as to lay an open field for the customer; so that he/she may traverse in a suitable direction at will.
In short, your website structure should be so that users can find what they are looking for in minimum steps or actions possible
Moderate Your Product Prices
What should be an ideal price point for a product? This is where the greed steps in. However, you need to tread carefully as an e-commerce website is all about the numbers, as important as taking up potent Magento eCommerce website development services for that matter.
Should the uniqueness of the product drive the price up? A product which doesn’t sell too often – should that be on the lower price spectrum? Should festivals affect the price of certain units?
Such permutations and combinations are endless; the smartest option is to play safe.
Always be on the lookout of what your competitors are offering at what rates; this might seem like dirty work in the beginning but it pays dividends nonetheless. The best thing about owning an online store is that you can keep fluctuating the prices depending on the response you’re getting.
However, don’t fluctuate too much so as to disrupt the sensitivity quotient of the customers.
Display Shopping Cart Contents
A shopping cart icon should be your mainstay on preferably the top right corner. It should be a one-click portal to the checkout and payments page for easy access.
Also, make sure that the customers can see what their cart consists of in exact quantities. Having a one-click image pop-up of the product on the checkout page comes in handy as well. This allows the user to check out the product once again and finalize once and for all.
Coupon Codes Galore!
Ensure that your customers don’t have to struggle to find certain coupon codes. Be it through social media or mall promotions or web ads, a little love never hurt anybody.
Ever heard of the saying, “You can catch more flies with honey”? Well, that holds true here as well. Not asking you to offer 20% or 40% discounts that will take your revenue way down, but offer smart deals like 2+1, 10% discount on the second item and so on.
This will affect your revenue stream just a tad but in the long run, will give you an invaluable customer base.
Say Yes to Product Descriptions
Weren’t product descriptions just for SEO purposes? Yes, they are but there’s more to it than what meets the eye. Individuals actually read product descriptions as well, unless they’re 500-words long.
At least the customers who matter do pay attention to what exactly the product is about, specifications, dimensions, warranty periods, material, to name a few.
Even if it comes at a modest cost initially, it will bring good value for money in the long run. And if you opt for any credible woocommerce development company, they will tell you the same thing.
Spend Good Money on Product Photography
With the social media going berserk as it is; the power of visual language is coming to the fore and how! People click snaps, selfies, look at videos, upload stories and what not. The way we communicate and interact is changing drastically.
This is where product photography enters the fray; a photo is something which will always stay evergreen. It is a solid way to improve conversion rates by showing the customers in vivid detailing exactly what they’re getting, through different angles as well.
Especially if the products are aesthetically built in a way where a ‘zoom-in’ might be required, this becomes even more essential.
Looking for product photography studio for your ecommerce business? Check this out – productphoto.com , they are awesome
I know it is easy to say ‘be different’ but it actually works. In such a competitive industry, certain difference makers are key to making a big name for yourself.
Because if a customer chooses you, he/she is neglecting X number of brands in the market; which is why individuals look out for USPs.
To conclude, we would quote here;
“We will continue to see a convergence of the digital and physical world. Those who conquer that trend will be market leaders.”
– John Phillips (Senior Vice President of Customer Supply Chain & Logistics, PepsiCo, Inc.)
Do you know any other conversion optimization technique? Write away in the comments section below