Every Ecommerce business has one dream-to transform their visitors to buyers. As grand as that thought is, it is not possible for most ecommerce companies to convert their visitors to the domain of buyers, let alone loyal customers. But there is no denying the fact that this transformation, which we in business lingo term as “conversion” is essential for the success of the ecommerce business. Conversion is your capability to get people to buy things from your online store. This can also mean making your visitors do other things that may lead a future sale, such as signing up newsletter, starting a free trial, creating a wish list, etc.
Conversion is the percentage of visitors to your site who made a purchase. To put in mathematical terms conversion rate can be calculated as:
Conversion rate = Number of purchases/site visits.
Why Conversion Rates So Important!
Conversion rates are an indication, rather, a scale to measure the performance of your ecommerce store. It indicates how well your store is meeting the needs of the customers. It is a measure of the quality of traffic that your site is getting. According to the current industry average, most ecommerce business makes a 3 percent conversion on their total number of visitors. No matter what your conversion rates are, the site can face several problems starting from its performance to how comfortable visitors feel when they are browsing through the site. As no one can pinpoint the exact reasons for less conversions in a ecommerce business, the data generated from all the visits and conversion can help an entrepreneur to analyze and create new business strategies for better sales. As the primary goal of a business owner is to generate more sales, conversion rates are crucial to the business.
How Do You Start?
Getting visitors to your online store is the first step towards better conversions. Earlier merchants were of the opinion that increasing sales means increasing the amount of traffic to the website, but things are different now. To initiate the conversion process, an online business should optimize their site first. These includes practices like making the website design alluring, boosting the server performance, introduction proper product descriptions and initiating a simple checkout process for transactions. Most merchants make the mistake of focusing on promotions, but it pays in the long-run to evaluate and optimize the entire shopping experience. A merchant wanting more conversion should look for incremental opportunities to gain the trust of customers. They should look for measures to capture customer’s interest and meet their needs efficiently while initiating promotions strategically.
Conversion Tip 1 # Help Your Customers
One of the primary reasons why shoppers leave an online store without buying is because they cannot find what they want. To curtail this problem there are two easy ways that you can implement:
- Search, and
- Faceted search
The search feature on a site helps visitors to look for their product more easily. Your search bar should be a big one so that it is easily visible on your site. It should appear consistently throughout the site. You add auto-complete feature for search phrases making it easy for visitors to type what they want. You can also use faceted search options that will aid customers to narrow their searches according to different product attributes, size, color, category, etc. Do not forget to configure your search tool with common misspellings and similar phrases to make the results worthy.
Conversion Tip 2 #Merchandise Your Product
When a customer finds a product and clicks on it, make sure you have the right set up to catch his attention. Merchandise the products, give unique descriptions, high quality photos with zoom features. Use the accurate tools for your specific target audience. Highlight your products through customer ratings and reviews. Categorize products, so people can find the same product through different navigation links. Use various cross-selling and up-selling methods to expose customers to a greater number of products in the store. Using features like “related” or “similar” products will widen your conversion horizon per customer.
Conversion Tip 3 # Use Simple and Compelling CTAs
It is important that your customers have no doubt as to what will happen when they click on a link or button on your site. Always ensure your features, buttons and links in the site convey a clear message. As a thumb rule, always start your call to action buttons with a verb. They should be easy to comprehend. At least one call to action should be present in every page. Use different colors and font sizes for your call to actions. Give your secondary CTAs equal importance, they are the base of future sales so ensure the secondary CTAs like newsletter signup, subscriptions etc are equally approved.
Conversion Tip 4 # Improve Your Site Speed
Underestimating the importance of a speedy site would be utter negligence. If a site loads slowly, shoppers will leave the site, even if they included products in the shopping cart. 25 percent of online shoppers abandon a page after 2-6 seconds of waiting time. Analyze your website and its performance metrics. Identify the bottlenecks and improve them according to the desired performance level. Do not ignore factors like browsers caching, large image uploads, inactive CMS pages, server content, etc.
Conversion Tip 5 # Being Mobile Friendly
Mobiles are used by almost everyone. It can be said that Smartphone users are much more in numbers than desktop users. In order to reach this vast audience, companies need to be mobile responsive. A survey from comScore revealed that 4 out of 5 consumers use Smartphones for shopping. They use Smartphones for comparisons, checking, and several things more. Use mobile optimized version, mobile friendly buttons and call to actions. Alternatively, you can create mobile app for a fully optimized user experience.
Conversion Tip 6 # Always Stay With Your Customer
A customer can abandon the shopping cart, but this may not always mean a loss of sale. To ensure that the experience of shopping continues, enabling persistent shopping cart functionality is essential. This functionality works by establishing long-term cookie for each device a customer uses for logging in. Cookies enable customers to add products to their existing shopping cart from anywhere while they have to just login once. Using features like “save for later” and “wish list” will enable customer to continue transactions later. You can also add live chat feature to make the shopping experience smooth.
Conversion Tip 7 # A Simple Checkout Process
To ensure that a conversion takes place, it is necessary to move your customers to the checkout page as soon as they have decided to buy. The checkout process should be simple and are completed within a single page. You can always ask for more information and registration from customers once they have completed a purchase. Before that, keep things to minimum. It is also a good idea to let your customers know through various channels and logos that your checkout process is a secure one and meets PCI compliance for secured transactions.
Conversion Tip 8 # Multiple Payment and Shipping Options
Another tip to implement would be to ensure that the shopping experience you deliver meets the needs of the customers. There are customers who want their purchase right away, while there are others who want free shipping. As there are multiple type of customers and customer preferences available, keep your options open. Offer facilities like multiple modes of payments and shipping options based on customer needs. Offering a variety of payment options along with shipping options will attract and gain trust of customers.
Conversion Tip 9 # Personalize
There is no better way to increase sales than to give your customer a personalized experience when they visit the site. Another thumb rule of modern ecommerce business is to know about your customers. The more you know about your customers the better it becomes for you to serve customers with what they want. Segment your customers based on their shopping behavior. This will help you identify their buying patterns, their choice and the type of products they look for. With this data, you can then personalize the website to create a wonderful shopping experience. The key to implement this measure would be to avoid customer overlap.
Conversion Tip 10 # Price Promotions
Once everything related to the website and user experience is done, it is time to focus on the pricing promotions on the products offered. However, it is better to keep in mind not to overuse price promotions, as that can alter the customer’s perception about the brand. Use coupons to attract customers but at a limited amount, so the balance between discount and brand image stays intact. Use features like product bundling, loyalty programs to keep customers coming back to your site again and again.
Increasing conversion rates is an ongoing process that needs constant tendering. As a website owner, you need to keep on optimizing the site for smooth performance. We have outlined the top 10 conversion tips for you, so it becomes easy for you to turn your ecommerce business into a massive success. Nevertheless, do not limit your attempts to these few tips. As you optimize the site, think of ways to maximize the potential for every site visitor to make a purchase. When you come across something new feel free to share it with us on Twitter or Facebook.