What Is eCommerce Conversion Rate?
The eCommerce conversion rate is determined by the number of sales divided by the number of visitors over a set period of time on an online store.
To understand more specifically, an eCommerce conversion can be any of the following:
- A sale of a product/services
- Signup by a user on the eCommerce platform
- Add products to cart or Wishlist
- A user took any specific action on the eCommerce platform (predefined as a KPI)
More traffic provides more opportunities to convert eCommerce visitors into customers. But that is not always true. There are many factors that affect the journey to conversion.
The following guide provides comprehensive information about eCommerce conversion rate optimization issues, reasons, benchmarks, and strategies.
, which in turn results in more sales & revenue growth. eCommerce conversion rate optimization is the process of taking action to improve the user shopping experience on eCommerce store which result in more sales & revenue growth.
Drive Online Sales With These 5 Search Optimizations
1. Your Homepage Is Where The Heart Is
The page on your website that gets the most traffic is often the first thing that any visitor to your website will come across.
Your website’s home page is important because it: – Sets the tone for your business – Starts the conversion funnel – Highlights sales or new products – Directs people to other parts of your site
Of course, we’re talking about your homepage. To maximize sales on your ecommerce site, start by making sure your homepage is effective.
Make Navigation Easy
The first thing you should do to optimize your homepage is to improve the navigation.
The goal is to make it easy for visitors to find your content, as well as make it efficient for search engine crawlers. There should be a clear understanding of where the content they want lives.
An important aspect of this is to have a navigation bar that stands out.
The navigation bar is not only a helpful tool for users to quickly move around your website, but it is also a great way to showcase specific sections of your website, such as your best-selling products.
Your homepage needs to have an effective and prominent tagline.
Your tagline should be a short phrase, usually 8-12 words long, that connects your company with its audience.
Although they are often mistaken for slogans, taglines are actually something that many ecommerce retailers overlook. This is a mistake because taglines are specific to a brand, whereas slogans are specific to a campaign.
Content Is Still King
At the end of the day, content is the most important factor for your homepage or any page.
Most people use the internet to find products or solutions to their problems.
If you provide what they are looking for, they will buy it from you instead of your competition.
That starts with search engine optimization (SEO). And SEO starts with keywords.
2. It’s All About The Products
Your ecommerce site should be designed to make sales.
Your product pages should convince visitors to buy your product. You can use your product pages to control the story and narratives around each item you sell. This can have a large impact.
What’s In A Name?
Words can be very powerful. The goal is to use the power to influence buying decisions. And that starts with your product titles.
Although it may sound easy, it takes practice and A/B testing to get the desired results.
Exactly what works for you will vary based on your industry, product, and audience, but here are some general guidelines:
- Use the right language. This doesn’t mean companies selling in Portugal should make sure all their product descriptions are all in Portuguese (though that is important), but rather that you’re using the same type of tone, words, and expressions your targets are. Write so the audience can understand you. And don’t forget your keywords!
- Use the right format. This will probably take some trial and error but is worth the effort. Find the length and the format that resonates the best with your potential customers. For example, you may find your perfect format is brand + size + color. Other factors you may include based on performance and product include product line, color, flavor, model number, and package size/quantity.
- Make your description complementary. Every product title should have a corresponding and complementary product description. Using search keywords, write an interesting description that avoids generic platitudes. For best results, remember the old copywriting adage: “Sell the sizzle, not the steak.” That means your descriptions should focus on the benefit to the customer, not the features of the product.
3. Don’t Ignore Usability
Your ecommerce site will only make sales if it is user-friendly.
If your UX/UI isn’t well-designed, people will leave before you have a chance to sell them your product.
Your bounce rate will be lower if your homepage can avoid common UX problems.
Solve Your Technical Issues
Your website’s loading speed is essential for providing a good experience to all users.
The ideal amount of time for your homepage to display its content to visitors is less than three seconds.
If a website is not easy to use, people, especially those using phones or other mobile devices, are likely to get angry and look for another place to shop online.
4. Blog Your Way To Sales
Does your ecommerce site have a blog? It should.
And no, the short-lived personal blog about inconsistencies in the Star Wars universe that you ran 10 years ago is not going to be enough. Your business needs a blog where you can discuss topics relevant to your customers and your product.
Blogging is important for a variety of reasons, one of which being its impact on search engine optimization.
Creating new content signals to search engines that your site is active. It’s also a means to generate those all-important backlinks.
5. Build A Solid Structure
Your ecommerce site’s structure is so important that it deserves its own section.
This means that your content should be organized in a way that allows visitors to find what they’re looking for without having to click more than three times.
If you charge any more than the suggested price, customers are likely to go elsewhere.
This means that you should have a streamlined purchasing process.
Try to use the least amount of pages possible to finish a transaction and make your checkout page uncomplicated and direct.
Ecommerce Conversion Rate Optimization Strategies
Here are 30 key strategies that online brands can use to improve their eCommerce conversion rates. The following strategies have been identified as the most effective for eCommerce conversion optimization after extensive research and analysis.
1. Understanding Consumer Behavior Is Most Important
Before taking any action for your eCommerce business, you need to know about your target audience, including their interests, demographic data, and geographic location. You should also research any ongoing trends among consumers and their online behavior.
An ideal buyer persona will help you understand what your audience expects from you as an eCommerce. You can then optimize your strategy and platform to meet those expectations.
You can use cookies, analytics tools, and social media monitoring to gain insights into consumer behavior. Google Analytics is one example that provides data such as sentiments, the correlation among online user actions, demographics, and much more for eCommerce conversion optimization.
2. Easy Product Discovery & Store Navigation
The way an eCommerce store presents its products can have a big impact on how engaged customers are and how long they stay on the site. If customers can’t easily find what they’re looking for, they’re likely to become frustrated and leave the site. It can be very frustrating for a customer to visit an eCommerce store and not be able to find the product they are looking for.
If users can’t find what they’re looking for on your website, they’ll likely go to a competitor’s site. This means you’ll lose out on potential customers.
Your website should be well-organized, with only the necessary categories, to prevent any unnecessary confusion. Adding filters that customers can use to sort by size, color, and other categories will make shopping quicker and easier.
3. Embrace The Power of “Shoppable UGC”
User-generated content that is shoppable will be the most effective eCommerce strategy for 2022.
Content that is generated by users is the most trustworthy, reliable, and authentic. It inspires users to get inspiration and builds the intent to buy products.
This means that UGC can be a powerful marketing tool to convince potential customers to buy a product or service.
You can collect user-generated content from social media platforms, tagging products to make them shoppable. You can also publish shoppable UGC galleries on websites. Shoppable UGC can be used to increase your ecommerce conversion rate. Taggshop is the perfect tool to help you do this. Similarly, you can also publish Shoppable Instagram galleries.
4. Leverage High-Quality Images & Videos
This means that your shoppers cannot see the product in person. Instead, they are in the decision-making process online.
Your customers need to be able to see themselves using your product and feel like they need it in their lives. It is important to use high-quality pictures and videos that show the product in use in order to persuade potential customers. If you give in on this point, your customers may go to your competitor!
5. Highlight The Sales Section
Let’s admit it! The platform is preferred by customers for its regular sales and significant discounts on various products.
Discounted products can usually be found in a dedicated section on most e-Commerce platforms. Ensure that the sales section is prominently displayed to catch users’ attention as soon as they visit the platform. This is another great way to get people to buy things on the spur of the moment.
6. Provide Proper Product Descriptions To The Customers
The customer should make sure they know what they are buying. Hence, give complete details and specifications of the product.
If customers are given complete knowledge about a product before they receive it, they will be satisfied with the product.
7. Offer An Impeccable Product Return Policy
It is well known that customers prefer to purchase products from platforms that offer an easy return policy.
If your platform makes the process simpler, including refunds and taking less time, that would be great. If your customers are happy with your platform, they will be more likely to buy more products from you.
8. Avoid Making Registration Necessary
In order to complete a purchase on most E-Commerce platforms, you must first create an account and provide your personal information.
If you make registration compulsory, you will reduce the chances that a customer will stay on your website.
In addition, customers want to be able to complete their purchase quickly after they have added items to their cart. Therefore, adding details for registration might lead to agitation.
9. Implement Upselling & Cross-selling
Cross-selling and upselling are two great ways to increase your conversion rate. One way to encourage customers to buy more is to show them what other items they would need along with the product they are interested in.
Organizing the shoes on the website so that they would match well with the outfit that the customer is planning to purchase may make the customer more likely to purchase the shoes immediately, since they would have to visit the page again and go through the entire process. To avoid having to go back to the store, they would purchase the shoes there and then.
10. Offer Competitive Pricing With Free Shipping
The combination of convenience and price is what shapes consumers’ choice of eCommerce platform for their shopping activities.
Pricing is a key factor in eCommerce that can help platforms win customer attention in the midst of ongoing price wars.
In the present day, eCommerce requires that free shipping be a feature in order to reduce the number of visitors who abandon their transaction when they see shipping costs.
In other words, if you offer competitive prices and free shipping, you’re more likely to convert window shoppers into paying customers.
