The digital age has ushered in the popularity of online stores being launched. Part of the metrics for success is called the eCommerce conversion rate, which refers to the data about the number of visitors to a business’s eCommerce website. The rate shows how many customers have completed the entire checkout process and have made actual purchases.
Because of this metric, it is crucial that businesses know how to increase the conversion rate on their websites. Concrete, specific, and measurable goals in targeting conversions are key, including designing, marketing, and maintaining one’s eCommerce website with the consumer needs in mind.
The Importance of Optimizing eCommerce Conversions
Increasing the percentage of website traffic for purchases is not easy, and the psychology of persuasion is helpful to drive customers into buying something.
However, when done successfully, this can set the tone for better revenue generation, including potential market share increases.
Various channels such as contact forms, mailing lists, and product inquiries provide an added edge for those with online stores. All can help in leading up to the moment of purchase.
Additionally, conversions help businesses reach more customers. This is a ripe opportunity for success considering that according to recent statistics, the population of global buyers has now reached 2 billion and is projected to continue increasing in the future. Targeting just a sizable portion of this population can already lead to significant business growth.
Strategies in Optimizing eCommerce Conversions
Below are strategies that aim to aid budding eCommerce managers and owners succeed in this endeavor. Thorough and careful experimentation and analysis in refining websites to help not only the entrepreneurs but also, and more importantly, the consumers. The end in mind is to help customers have easier and more enjoyable experiences and opportunities to close a purchase.
1. Prioritize Having a User-Friendly Interface
This may seem obvious, but the reality is that there are still online store websites that are hard to navigate. If a business wants to attract more customers and generate more conversions, the first priority is to make the page user-friendly.
Features such as having a smart search tab and donning a simple, uncluttered design can help this. Meanwhile, loud colors and lengthy texts can distract the customer. Instead, aim for a user-friendly yet impactful and beautifully designed website.
2. Maximize Social Media Use
Social media users, being digital-savvy from the onset, are likely to find their way into your store if you set up your shop through social media platforms like Twitter, Facebook, and Instagram. This can help to boost your conversion rate.
This is also an advantage for the buyer because not only can they automatically be redirected to your website, but they can also make their own checkouts right away through built-in shopping and chatbot checkouts (features that you’ll find in platforms like Facebook). The fewer steps they need to take to buy something, the better.
Do not end your social media presence with these options, though. Make sure there are other types of posts like user-generated content and positive customer feedback.
Remember, a vote of confidence through feedback can be the last step that leads to the final checkout. Rating matters, regardless of whether you’re selling a product or a service.
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3. Ensure that Your Page is Error-Free and High-Quality
The fastest way to scare people away from your eCommerce website is the display of unprofessional errors such as typos, missing media, and broken links that do not work. As such, it is important to triple-check all the content on your webpage.
Don’t forget to keep your online shop constantly updated and accurate as well. Proper website maintenance is key.
4. Utilize Apps and Other Digital Tools
The digital space is filled with various tools that can significantly help your business一not just for conversions, but for other purposes such as analytics and tracking. Other features that you may find handy are automation, machine learning, and AI integration.
Another tool is having your own app for your business whenever possible. Having your own mobile application can increase cybersecurity, increase the accessibility of your brand, and improve the overall shopping experience.
5. Set the Tone for the Best Checkout Process Possible
Speaking of improving the shopping experience, because conversion rates are all about successful checkouts, it makes sense that the checkout page, or feature, should be properly optimized to make sure that your clients are never lost.
Make sure that your eCommerce shop is mobile optimized, considering that half of all online shopping is now performed through phones.
Guest checkouts are always a plus, especially for visitors who don’t wish to go through the registration process. This also makes quick and one-time purchases more convenient.
In addition, multiple payment options help customers. Keep in mind that having a limited array of methods is a leading culprit in conversion failure.
Finally, never underestimate the power of utilizing signals such as security and guarantee logos. They go a long way in establishing trust and credibility.
Here’s an Added Tip: Conduct Split Testing
If you have employed all the aforementioned tips and are still unsure or in need of better rates, then it might be good to test web page prototypes.
This means that two different versions of a website are run to two similar visitors. This experiment called split testing or A/B test, is an effective way to gauge which version is more effective in producing conversions. This assumes, however, that your page already has good website traffic. Otherwise, direct your efforts towards SEO first.
The Bottom Line
By keeping the tips we have shared with you in mind, we hope that you’ll find this guide helpful in increasing your conversion rate. When done right, even the tiniest changes can boost sales by up to 50%.
We’re confident that you’ll be able to reduce cart abandonment, turn every opportunity into revenue, and even establish a loyal customer base in no time. Good luck!
For more information on the best ways to optimize your eCommerce website, contact us here or through the form below.
Joshua Lyons Marketing, LLC was established in 2015. Since that time we have provided digital marketing services to business and professionals. We help our clients increase their online exposure as a means to increase sales and revenue. Our core services include search engine optimization (SEO), website development and content creation. We also provide other online marketing services, such as email marketing, marketing consultations and various types of advertising. Our team is based in the Milton, Pace and Pensacola, Florida area. However, we work with clients throughout the United States. Read More