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Your Ecommerce Store might have 1000s of visitors a day, but they don't convert into sales at the same place. Does it make you wonder why?
Most of the time, brands work hard to drive more and more traffic to the websites, forgetting to focus on the conversion rate.
If your website is not converting well, then it's time for an e-commerce conversion rate optimization.
Before CRO, let's know what conversion is in Ecommerce.
Conversion is defined as the act of purchasing a product or service. A conversion happens when someone clicks on a link or button or selects an option in an online shopping cart and completes a purchase.
- What does Conversion Rate Optimization mean?
- The Benefits of Conversion Rate Optimization in Ecommerce
- What is an Ideal Conversion Rate?
- What Is Ecommerce CRO?
- Why Is CRO Important for Ecommerce Stores?
- What's a Conversion Event?
- Where to Implement a Conversion Event on an Ecommerce Site?
- Conversion Rate Optimization Process to 10x your Sales
- Best ways to increase the Ecommerce Conversion Rate:
- Final Thought:
What does Conversion Rate Optimization mean?
Conversion rate optimization, or CRO, refers to the process of improving the usability of the shopping experience by adjusting the elements of the design, copy, and calls to action to improve conversion rates (defined as the percentage of visitors who complete a desired action).
CRO is about making sure that each step along the customer journey on the website is optimized to maximize conversions.
The goal of CRO is to reduce friction in your sales funnel. Friction refers to anything that slows down the path to conversion.
Examples of friction include unnecessary forms, too many options, long checkout processes and more. These are the things that slow down the customer experience, which increases cart abandonment that affects the average conversion rate.
The Benefits of Conversion Rate Optimization in Ecommerce
CRO is an essential aspect of the digital marketing strategy of any ecommerce site. CRO helps to achieve higher sales volumes and profitability, and is a critical component of any successful online marketing strategy.
But first things first: What are the downsides of not optimizing a website for conversions?
First, if you aren't converting customers, you're leaving a lot of money on the table.
Second, if you aren't turning prospects into buyers, you're wasting time and energy trying to sell something that won't work.
Third, if you aren't generating leads, you'll never build a business.
Conversion rate optimization (or CRO) is a crucial part of any Ecommerce digital marketing plan as it increases sales and profits. But it's often overlooked when businesses think about making improvements to their sites.
Reasons for focusing on Conversion Rate Optimization
- Increase customer satisfaction – When customers are satisfied with a purchase, they're more likely to buy from you again.
- Improve rankings – If your site ranks well, you'll attract more traffic and ultimately sell more products.
- Reduce bounce rates – A strong landing page that clearly explains why the consumer should choose you over your competitors helps reduce the bounce rate.
- Increase revenue – Studies show that optimizing for conversion rates leads to increased sales.
- Save time – Converting visitors to buyers takes less effort than attracting them.
- Reduce costs – Because converting potential customers requires fewer resources than attracting new ones, you save money.
- Increase brand awareness – When your site converts more effectively, you gain exposure to more customers.
What is an Ideal Conversion Rate?
For ecommerce, a good conversion rate occurs when potential buyers are converted into paying customers. If you are already achieving an average conversion of 3% to 5% or even over 10%, you may push your conversion rate higher with different platforms.
For lead generation, good conversion rates vary across different industries. When we talk about landing page a standard conversion rate was calculated around 2.35% and with the top 25% results were converting around 5.31% or more. For a good conversion, break this into the top 10% with a higher conversion of 12.35% or higher.
Your goal is to make it easier for someone to complete the desired action or Purchase Process — something like "buy this product."
With the right mix of design and copywriting, you can ensure that your website's layout, navigation, and messaging encourage people to follow through on whatever actions you've set up.
Conversion rate by Different Industry
| Bottom | Middle | Top | |
|---|---|---|---|
| Ecommerce | 1.84% | 3.71% | 6.25% |
| Legal | 1.07% | 4.12% | 6.46% |
| B2B | 2.23%% | 4.31% | 11.70% |
| Finance | 5.01% | 11.19% | 24.48% |
According to this study, the industry average for conversion rates is 3%, but some industries may experience higher or lower conversion rates depending on their competitive landscape and market demands.
Retail Sector Conversion Rates (Ecommerce) 2022:
- Sports and recreation industry – 1.18%
- Car and motorcycle retailers – 1.36%
- Fashion, clothing, and accessory retailers – 1.41%
- Home accessories and giftware retailers – 1.55%
- Kitchen and home appliance retailers – 1.72%
- Online pet care industry – 2.51%
- Health and beauty product retailers – 3.08%
- Food and drink product retailers – 3.58%
- Arts and crafts retailers – 4.01%
Average B2B conversion rates:
- Software and SaaS companies – 1.1%
- Scientific testing and measurement companies – 1.3%
- Higher education industry – 1.4%
- Commercial insurance companies – 1.7%
- Solar energy companies – 1.8%
- Nonprofit organizations – 2%
- Shipping and logistics providers – 2.7%
- Electrical/commercial equipment companies – 2.7%
- Commercial real estate companies – 2.8%
- Lending and loan servicing companies – 3%
- Medical device and equipment manufacturers – 3.1%
- Manufactured and packaged goods providers – 4%
- Finance industry – 5.01%
- Staffing services – 5.1%
- Legal services – 7.4%
- Media and publishing companies – 10%
Traffic Source and Conversion Rates
Conversion rates majorly depend on the source. People who visit your site through a particular channel (e.g., social media) may be more likely to purchase from you than people who happen upon your site randomly. You must identify the traffic source and the conversion rate that happens with that particular source.
Device Conversion Rate:
Today, most shoppers use multiple devices to browse the internet; for example, they may use their mobile phone, tablet, laptop, etc., It’s important to understand how different platform helps in better conversion rates differently.
| Device | Conversion Rates |
|---|---|
| Mobile | 1.82% |
| Tablet | 3.49% |
| Desktop | 3.90% |
How to Calculate Conversion Rate?
So now we know that CRO is an important metric for measuring the success of your ecommerce store.
How do we measure it? Here is the Step-by-Step Conversion rate calculation formula.
Step-by-step conversion rate calculation:
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Use this formula as a reference point: Conversion Rate = The number of conversions/ Total Number of visits x 100
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Divide the total number of conversions by the total visits to your website.
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Multiply this number by 100.
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The number you get is your conversion rate.
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Round up if needed, then add the percentage sign, and you will get the Conversion according to your business.
Example:
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Your Ecommerce site had 200 orders for Luxury Handbags and the site visitors are around 12500.
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Divide 200 by 12,500 to get 0.16.
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Multiply 0.16 by 100 to get 1.6
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Your final conversion rate is 1.6%.
How to alternatively calculate conversion rate?
Conversion rates can be measured either manually or using an online analytic tool. Some additional examples of how the different variables of a conversion rate equation may vary depending upon your business demand.
- Conversion rate = Total number of conversions / Total number of sessions x 100
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Another formula for conversion rate = Total number of conversions / Total number of new or unique visitors x 100
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Conversion rate = Total number of conversions / Total number of leads x 100
The Average Ecommerce Conversion Rate varies with 3 Factors
1. Bounce Rate:
A bounce occurs when someone visits your website and leaves immediately.
This happens because they found nothing useful on your site, or perhaps they clicked on one of your ads. If you're seeing lots of bounces, it could mean that people aren't finding what they want on your site.
While it might seem like a good thing that visitors are clicking away from your site, it's a red flag.
A high bounce rate indicates that visitors aren't converting or either leaving the card abandoned.
You can use analytics tools to identify where visitors are getting lost.
For example, if most of your traffic comes from social media like Facebook, you'll know exactly why your audience isn't converting.
Here are some ways to improve your bounce rate:
- Keep the landing page simple: If a visitor lands on a page with too much clutter, s/he might feel overwhelmed and decide to move on.
- Make sure the copy is compelling: Visitors want to know why they should care about what you offer.
- Include relevant call-to-actions: Visitors shouldn’t just land on a page and go away; they should take action.
- Provide multiple paths to conversion: You want your visitors to choose one path, but make sure there are others if they change their minds later.
- Add a sitemap: This tells Google where each section of your site is located.
2. Exit Rate
The term exit rate refers to the number of visitors who leave your site without taking our desired action - sale. This metric gives insight into how effective your marketing efforts are at getting people to engage with your brand.
A high exit rate shows that visitors are quickly clicking away from your site. This could mean either your content isn’t interesting enough or doesn’t meet visitors' expectations.
A low exit rate suggests that your audience finds value in what you offer.
The average exit rate for eCommerce sites is about 15%, according to research. However, some experts recommend setting an exit rate target of less than 10%.
If you want to improve your exit rate, consider making sure that your landing pages provide clear calls to action and compelling reasons for each one.
3. Click-through rate (CTR).
The goal of an online advertising campaign is usually to increase the number of click-through rates or conversions.
A click-through is defined as someone clicking on an advertisement or call-to-action button. This could lead to a sale, sign-up, download, etc.
CTR is a way marketers measure the performance of different advertising channels and campaigns.
A high CTR indicates that there are lots of interested customers out there ready to buy your product or sign up for your offer.
A low CTR indicates that you're reaching fewer potential clients and that your ads aren't compelling enough to make people want to click on them.
In some cases, it might mean that your audience isn't engaged enough with your brand or industry to care about what you have to say.
How to Track Conversion Rate?
Calculating a campaign's ROI can be tricky.
For example, if you're trying to determine how much traffic you'll get from an email blast, you may compare the cost of sending out emails versus the number of sales made.
But what if you're trying to figure out whether a particular ad campaign was effective? That's where analytics come into play.
Analytics tools allow marketers to measure everything from the click-through on a website to the conversions on a landing page. They also help businesses understand how visitors interact with their sites, so they can make informed decisions about future campaigns.
There are several ways you can implement tracking:
1. Web analytics service
Several web analytic tools help you track the conversion rate.
Google Analytics is one of the most popular analytics platforms used by marketers today. With it, you can see how well your site performs across multiple devices and browsers.
But did you know there are ways to use this tool to improve your conversion goals?
Create a funnel to measure conversion rates based on your customer’s stage in the buying process.
For example, you can create a sequence for each step of the funnel to keep track of your visitors as they move along the path toward making a purchase.
You can also set up goals and events inside Google Analytics to measure the success of each stage of the funnel. Finally, you can add custom variables to segments and sequences to further analyze your data.
2. Session recordings and replay tools
Ecommerce Marketers have discovered value in watching session recordings of visitors' behaviors when they visit their sites with the help of replay tools. They can then use these insights to improve their site designs and layouts to optimize better to increase conversion
3. Heatmaps
Heat maps can help identify where users click on your website. They also provide insight into how often certain pages are visited. It can use the website areas to determine what parts of your website should be prioritized and how much traffic each section receives.
To create a heat map, one must collect data about the sites visited by users. This data can then be analyzed to find out which parts of the site are most visited by people.
4. Satisfaction surveys
Surveys can help you understand how visitors interact with your website. They also provide insight into what they think about your product or service. Use surveys to find out if your visitors are having any problems navigating your site. You may discover ways to improve your design or functionality.
Let's dive deep into Ecommerce Customer Rate Optimization.
What Is Ecommerce CRO?
The goal of conversion optimization is to increase the number of people who complete a sale.
The term "eCommerce conversion rate," or simply "conversion rate," refers to the percentage of people who purchase from your eCommerce website or mobile app.
This includes increasing the percentage of visitors who convert into buyers and decreasing the number of abandoned carts. The Ecommerce CRO rate falls between around 2.5% to 3% worldwide, according to big commerce data research.
Graph Data from 2018 to 2022
The conversion rate in online stores is calculated by dividing the number of sales made during a specific period by the total number of sessions (visits) performed during that time.
For example, if you had 1 transaction per 10 visits, then your eCommerce conversion rate would be 8%.
When used with other key metrics, conversion rates serve as an excellent barometer for evaluating the overall performance, efficiency, and effectiveness of your eCommerce site.
The most important thing to understand about eCommerce conversion rates is that it doesn't matter how much traffic you're getting; if no one buys anything, you don't have a conversion rate.
Why Is CRO Important for Ecommerce Stores?
CRO helps determine whether you should invest time and money into improving your site or not. If you know how much money you lose each month because of abandoned carts, then you'll be able to find out that it's worth investing in website improvement.
To start, let's look at why customers leave your store before completing a purchase.
We've outlined 3 main reasons below:
- Abandoned carts happen when a customer adds items to their cart but decides later on that they won't purchase anything.
- Glitches in the technical aspects of making the conversion happen.
- Or sometimes the checkout page or the landing page is not as perfectly aligned to convince the user to make a purchase.
Ecommerce Conversion rates vary depending on what stage of the buying cycle the visitor is in.
- If someone visits your product categories or listing page, but doesn't click any buttons or add items to the cart, then you're losing potential sales.
- If someone clicks "add to the cart" but never completes checkout, then you're losing money.
- If someone clicks "checkout" but cannot provide payment information, then you're losing revenue.
- If someone pays for your item, but later returns it, then you're losing customers.
- If someone purchases multiple times from you, but only makes one purchase each time, then you're losing repeat business.
- If someone buys multiple times from you, and then leaves negative reviews after every order, then you're losing trust.
- If someone orders once, then cancels, then reorders again, then you're losing loyalty.
- If someone orders from you, but then provides bad feedback, then you're losing credibility.
- If someone places an order, but then asks questions about shipping before receiving confirmation, then you're losing interest.
- If someone places an offer code on your website but doesn't enter it when checking out, you're losing exposure.
- If someone enters an offer code, but then doesn't check out, then you've got to create more awareness.
This is why businesses should take the time and make sure that the website has been optimized for a higher conversion rate.
To avoid all these, let's figure out the conversion events that occur on the website.
What's a Conversion Event?
A conversion event is an action performed by someone who visits your website.
This could be like registering for a newsletter, adding something to their shopping cart, or even just reading content on your blog. The important thing is that they took some sort of. You can create conversion events based on specific criteria about how your audience converts.
Conversion events are used to track how many people perform certain actions on your site.
For example, you might want to know how many visitors become registered members, buy products, or complete some other action. You can use conversion events to see how your marketing efforts are working.
The goal of tracking the conversion rate
The goal of tracking conversion events is to increase your revenue and sales. You want to make sure that the actions you take maximize the number of people who convert into customers.
There are different conversion events.
For example, there are purchase events, registration events, newsletter sign-ups, checkouts, and others. Each one serves a different purpose.
Conversion events can be set up in almost every Ecommerce site. And while it's true that you can do this manually, it's difficult to keep track of everything that happens across multiple platforms.
Let us handle the ecommerce conversion events setting and tracking for you.
Where to Implement a Conversion Event on an Ecommerce Site?
Most visitors who land on your site are looking to purchase something.
While most people think of conversion rate optimization as referring to optimizing landing pages, it applies to every single page on your site.
Here are the key areas you should look at when converting potential visitors into buyers:
Homepage
Your home page should be the focal point of your business and the first impression visitors receive.
If visitors land on your homepage and aren't immediately guided to what they came for, they're going to leave without taking action.
That means you'll lose sales. Make sure you have clear calls to action on your homepage.
Products Page
Your product page is probably the single most important page on your site.
It needs to be clear, concise, and visually appealing. Each product page should be optimized to convert as much as possible.
Visitors may see multiple products on a single page, so you want to ensure that no matter how far down they scroll, they always find exactly what they were looking for.
Category pages
Why should you care about category pages?
They're often overlooked when optimizing a site, but very important. Also, they're easier to optimize than you might think.
Now let's say you sell shirts. Your main category page would be T-shirts. Then you'd have subcategories like Men's Shirt, Women's Shirt, etc.
Why does this matter? Because you want to focus on optimizing your category page as they're usually the most trafficked pages on your site. If you can improve the performance of these pages, you'll see higher conversions overall.
Here are some tips to help you optimize your category pages:
Make sure all images are relevant to the category - Use a header image that relates to the category. Use a banner for a specific call-to-action. Also, make sure you use images that can be seen on all devices (mobile, tablet, desktop, and desktop).
Use descriptive titles - Titles are extremely important because they appear in search results. They also tell users what the content will be about. Use keywords in the title to increase CTR.
Add related products - This is one of the easiest ways to boost traffic to your category pages. Just add links to other products within the same category.
Category pages are just as important as any other page on your site. The more time you spend optimizing them, the better off your website will be.
Blog Posts
Blogs are one of the most effective ways to generate leads from search engines. They're also a great way to add value to your audience while you build trust.
The best blogs take advantage of the "call to action" within the post itself.
For example, let's say you want to encourage people to buy your product. Instead of simply saying "Shop the Product here". You could write benefits, comparisons, and how-to that helps people to understand your product and make a purchase.
Write informative blog posts that help users understand why they should buy from you. Include a clear call to action in the end.
Landing Pages
A landing page is a web page designed specifically to convert visitors into leads or sales. These pages are usually optimized for conversions, so they feature only one call-to-action button.
Traffic from search engines, social media, email campaigns, etc., is redirected to a landing page. These pages display offers and promotions.
Landing pages are an essential part of any successful Ecommerce site. But how do you know if your landing page is working well?
There are several things you can look at to see if your landing page is performing well.
To optimize your landing page, think about how you can improve its usability and personalized user experience.
- Use text sparingly and avoid long paragraphs.
- Keep the copy short and simple and ensure that the most important information is displayed above the fold.
- Use images to highlight key features of your product or service.
- Include a clear headline and subheadings to guide users through the process.
- Add a testimonial section if possible. And remember to include contact details.
Here are seven tips for creating effective Ecommerce landing pages.
- Focus on one action. Your landing page needs to focus on one action. If you have a long list of products, try focusing on one specific product or niche instead.
- Use clear language. When you write a copy for your landing page, keep it simple. Don't use jargon and technical terms unless you know what you're talking about.
- Include a call to action. Every landing page needs a clear call to action. It could be a button, a text box, or something else. Ask yourself, "What do I want the visitor to do?" Then include instructions on how to accomplish that goal.
- Create a hierarchy. Customers usually visit a site from top to bottom. So if you want to guide visitors down the path of buying, then start by offering the most important information.
- Offer incentives. People are more likely to buy when they feel motivated. Give them reasons they should act now.
- Be consistent. Once you've set up a landing page, make sure you stick to its design and layout. Otherwise, the message won't be clear.
- Test. Before launching your landing page, test it out. See what works and what doesn't work.
Checkout pages
The checkout process is arguably the single most important part of any online experience. And the design of a website’s checkout page can make or break the entire shopping experience.
Checkout pages are important because they are where most consumers abandon a purchase. For this reason, optimizing a checkout process to increase conversion rates can be an effective way to boost overall sales and profits. To start optimizing, start by asking yourself: How can I make this checkout process easier for my customers? Does the checkout process require too many steps? Are there any steps that aren’t necessary? Is there anything I can remove? Can I remove any unnecessary steps?
These, when combined with a streamlined checkout process, can lead to up to 50% fewer abandoned carts.
Here are some additional tips for improving your checkout experience:
- Display social proof in the form of images or videos to reinforce the credibility of the business.
- Add a "thank you" button and/or a discount code for extra bonus points.
- Check out the top checkout page components by conversions on your site.
- Include information about the products that are available in the store, like color, sizes, etc.
- Make sure to add clear pricing, shipping rates, and payment options.
Cart/Shopping Pages
This is just the tip of the iceberg when it comes to optimizing a store’s cart.
Some best-performing checkout flows on ecommerce platforms have a very simple objective: speed. That means that as soon as the customer has entered all the data they need, they should hit the “complete checkout” button. From there, the retailer needs to make sure that they’re asking the right questions so that they can get the customer to move forward.
If you want to maximize your conversion rate, it's important to focus on the psychology behind shopping cart abandonment and what happens in the online checkout process.
Here are a few things to consider:
- Clear calls to action: These include a Buy Now button, a Checkout button, a Sign-Up button, or any other kind of action that drives traffic to the page.
- An attention-getting headline: This is often one of the first things that people see on a checkout page, and it needs to hook them right away.
- Use of color and graphics: This is a great way to make your page stand out.
Additionally,
- Place an "Add to Cart" button above the fold, rather than below.
- Include a price filter.
- Include an image slider with several images of the product.
- Use social proof (showing that other shoppers have also added the product to their carts).
- Include the number of left and right on the product page.
Payment Options
When a merchant is building a store, they should be aware of the fact that they should use various checkout methods in order to reach different segments of customers. These checkout options may include cash on delivery, card on delivery, card on pickup, credit card on pickup, and prepaid. These checkout methods all have pros and cons, and there are many ways to optimize which one will help the store convert the best number of people.
Offer payment methods that fit your business model.
When shoppers see they can choose between various payment options, they're less likely to abandon the cart and easily able to complete their transaction.
Another thing to keep in mind is that it doesn't matter what type of payment option you offer. As long as you provide a viable alternative to the default method, you're going to benefit from having a variety of payment options available.
Order confirmation pages
Optimizing your order confirmation page is one of the simplest and most cost-effective ways to improve conversion rates. The goal of the order confirmation page is to provide a frictionless experience for the visitor, but it also needs to convey that the visitor’s action is important.
Order confirmation pages often seem like little more than placeholders for the ecommerce site. But when you consider the fact that they typically perform around 70% of your overall purchase conversions, you may want to take a closer look at what they’re doing, what kind of conversion rate they are achieving, and how they can be optimized.
While order confirmation pages aren't always required by law, they're still a very important part of customer service and retention.
Shipping Detail pages
Shipping confirmation pages often become the final hurdle of the purchase funnel. When people are looking to buy something online, they're often frustrated that the product isn't shipped yet or that there's a lot of work to be done before they receive their items. But it's here that they typically start feeling impatient and give up. So, make sure to create a positive experience for buyers by giving them the opportunity to quickly find out how their package has been shipped and what to expect in terms of tracking and delivery.
Conversion Rate Optimization Process to 10x your Sales
Always ask yourself why your visitors convert. You should look for opportunities to change the design or copy of the page so that they do whatever you want them to do.
Here are some common reasons visitors bounce from an Ecommerce website:
- They didn’t find what they were looking for
- They saw a product they didn’t want
- They couldn’t find something in the category or subcategory they wanted to buy
- They couldn't figure out how to complete their purchase
- Their cart never loaded correctly
When you ask your customers to take certain actions, then you must give them a reason to do so.
It’s important to note that we only care about optimizing the page that is causing us problems.
Here are a few things that you should keep in mind to 10x your sales.
Improve your customer journey
A customer journey begins when someone visits your site. Your goal is to convert visitors into customers. To do so, you must know who is your ideal customer and then provide them with a compelling experience.
As a small business owner, you may not have a ton of money to spend on paid advertising. But you can still improve your customer journey by focusing on building trust and relationships with your existing customers.
Here are five steps to help you improve your customer journey:
- Understand your target market: Who are your ideal customers? Are they men or women? Millennials or Gen Z? People from different countries? Everyone wants to buy something from someone they already know, like, and trust.
- Create a profile: Clearly understand who your ideal customer is. If you're selling a physical item like furniture or clothing, think about things like size, color, style, etc. or if you sell digital products, then you must consider age, gender, income level, location, etc.
- Ask questions: Asking questions gives insight into your potential customer's needs and values.
Is it important to them that you offer free shipping? Does having a warranty matter to them? Can they return items if they change their mind? Knowing these answers helps you design a personalized customer journey that helps you to 10x Your Sales. - Get feedback: Once you've identified your ideal customer, ask them what they like and don't like about your company. Listen carefully to the feedback and then incorporate their suggestions into your customer journey.
- Provide relevant information: When someone comes to your store or website, give them the most up-to-date information possible.
This could include pricing, availability, and delivery times. And don't forget to add any promotions or special offers that might entice them to purchase now!
Try implementing each step above to see how well they work. Which ones seem to produce the best results? Which ones aren't working? Keep testing until you find the combination that produces the best results.
Regardless of whether you decide to go down the paid or unpaid route, remember to always keep your eyes peeled for opportunities to improve your customer journey.
Identify your potential customer
To convert visitors to buyers, identify your ideal customers. Make sure that each step of the path is perfect. Know how your target market behaves on your site. Design a user experience that makes sense to your audience.
Survey users
Asking your audience directly is the best way to find out what they think of your product. One of the most effective ways is to conduct a survey. Surveys aren't only useful for gathering information, they're also great tools for testing assumptions and gaining a deeper understanding of how people feel about different aspects of your brand. It's possible to find out what users think about your products and services, whether it's as simple as asking them to tell you what color shirt they'd like to wear today, or as complex as figuring out why some people prefer to use your app.
Check your Net Promoter Score (NPS) results. Hidden trends and subtle participant behaviors can be seen by comparing the variables. You can monitor positive and negative trends.
Collect and analyze data
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Track every visitor: Track where visitors come from, how long they spend on your site, whether they convert, and what actions they take. All of this helps you understand why visitors behave the way they do.
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Measure conversions: Use different types of conversions, including sales, leads, sign-ups, downloads, etc., depending on your goals. Make sure you track each one separately.
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Look for trends: Once you collect data, look for trends. For example, you might notice that traffic spikes around certain times of the week or month, or during specific seasons. This could indicate something about your audience; keep an eye out for similar behavior.
Run A/B tests
A/B testing is one of the most powerful ways for optimizing Ecommerce conversions.
When done correctly, A/B tests allow you to test different variations of your site design and see which ones convert best.
Besides being able to analyze multiple variations quickly, A/B testing lets you measure conversion rates and see exactly what changes are driving conversions.
If you're looking to increase sales, you'll find out whether changing the color scheme of your landing page increases leads. If you're trying to figure out why people aren't converting, you'll learn whether adding a call-to-action button makes a difference.
A/B testing allows you to make sure that everything works correctly.
Once you've found the best-performing version of each element, you can scale up and roll it out across your entire site. And if one variation doesn't perform well, you can easily revert to the original version.
Whatever your goals may be, A/B testing is a great tool for maximizing your conversion rates.
Streamline Payment
Customers expect a smooth experience when making purchases from your business. If they don't find the payment flow streamlined, they'll move on to the next merchant.
This means you should streamline your payment options so that your customers don't have to think about anything else but completing their purchases.
Five steps to help you improve your checkout process:
- Identify any friction points in your current checkout flow. These include things such as slow load times, confusing forms, and long wait times.
- Optimize your form fields by removing unnecessary ones and improving the layout.
- Use clear language in your checkout process messages.
- Offer multiple shipping methods.
- Let your customers know if your site uses secure encryption technology.
Make Navigation Simple
All shoppers want to find what they are looking for quickly and easily.
This includes navigating around your site to find what they need. It seems like every shopper wants to go straight to the product or information they are looking for.
Another common mistake is making the most important things on the home page difficult to find. Users may think twice before trying to figure out what you do if they have to hunt for it.
If you're worried about losing conversions by reducing the number of clicks required to reach a goal, the studies show that the vast majority of visitors won't abandon your site if they find the information, they were looking for within 6 seconds.
On the flip side, you also want to avoid creating so much clutter that no one finds anything. With a clean design and clear headings, users are less likely to accidentally dismiss an important call to action.
Keep your navigation bar short. Your main menu items should account for the length of your screen display, and any additional sections shouldn't exceed 25% of the total width of the browser window.
Reduce friction
The best way to reduce friction is to take away unnecessary steps. This includes removing anything that gives the user pause or promotes objections.
If you don't need a full page of copy, remove it. Or, if the content needs to be easier for readers to understand, convert the text into bullets. So when visitors visit your site, provide them with just the info they need. Don't provide any extra layers of unnecessary navigation.
Hide options for users who might be interested in learning more. And do everything possible to reduce friction in your site, so customers can get less of what they want—and more time-consuming for what they came for.
Make Your Ecommerce Site Mobile-Friendly
Have you ever tried shopping online only to find yourself frustrated by having to navigate around your desktop computer screen instead of simply using your mobile device?
Unfortunately, most ecommerce sites still rely heavily on traditional desktop browsers, making it difficult for customers to access their sites from mobile devices.
To help solve this problem, start with a responsive design.
Responsive Web Design allows web pages to automatically change size based on the browser window being viewed. This helps ensure a pleasant user experience across different devices.
Once you've implemented a responsive design, continue to optimize your site for mobile users.
Make sure that each element of your site — images, text, navigation menus — scales responsively, so your layout remains consistent when viewed on smartphones, tablets, and desktops.
When designing a mobile site, consider adding features that aren't available on desktop versions. These could include downloadable products, coupons, or videos. By enhancing your customer experience, you'll encourage more sales.
Simplify Checkouts
While most Ecommerce sites have a complicated checkout process and have trouble completing it quickly. If you're struggling to convert visitors into buyers, consider simplifying your checkout processes. It might be the reason why your customers aren't converting.
Five common mistakes businesses make when building their checkouts:
- Too many steps: Adding unnecessary steps adds friction to the user experience. When designing your checkout, eliminate anything that slows down the flow of information.
- Too much data entry: Some shoppers may choose to skip your checkout if they feel overwhelmed by having to enter shipping and billing addresses. Consider letting users complete only the fields.
- Not providing enough options: Customers often fail to select the correct payment method because they aren't given any choices. To avoid losing sales, offer multiple payment methods, so consumers can pick the option that works best for them.
- Poorly designed forms: Forms should be clear and concise. They shouldn't require excessive scrolling and clicking. Also, ensure that the labels match the corresponding form field.
- No tracking code: Most shopping cart software doesn't provide a built-in solution for collecting data from your site. That means you'll have to add a custom script to track orders or conversions.
A well-designed simple checkout process helps you keep current customers and attract new ones.
Best ways to increase the Ecommerce Conversion Rate:
Let’s take a moment and think about how we are currently selling online. A higher conversion rate means more money for you.
So, how do you increase the conversion rate? We will discuss the most effective ways to convert the highest percentage of visitors into paying customers.
Offer Free Shipping
One of the main reasons why customers drop out of purchases is because they're often hit with extra charges when they reach the checkout stage. By offering free shipping, you remove these extra costs from the customer's bill.
It motivated customers to complete the transaction since they don’t have to worry about paying extra.
79% of US customers say that free shipping would encourage them to buy online, and another survey showed that 54% of US consumers aged 18–24 years old said that same-day delivery is their most important purchasing factor.
Offer Live Chat Support
Live chat support can be one of the best ways to improve your conversion rate. What is the reason?
Customers who are ready to buy ask questions before making a purchase. Chances are someone will end up buying from you if they ask how much it costs during the live chat window. You can offer free shipping or discounts through live chat support.
Offer Multiple Payment Gateways
You mustn't limit yourself to just accepting one payment option. Consumers prefer to pay with a credit card or bank transfer over online banking, especially when buying high-ticket items.
Multiple ways for customers to purchase goods from your site is something that makes sense. It's worth inspecting how each provider works, besides providing different payment options.
Strengthen your CTA (Call-To-Action)
Generic CTAs such as "sign up," "get trial," and "buy now" don't always work well. They're bland and don't have a lot of personalities. Your call-to-action copy needs to stand out to convert potential customers.
Here are some tips to make sure your CTA converts:
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Use language that matches your audience: If you sell software to small businesses, use terms that match their Brand identity. Don't write about features that just sound cool ("automated marketing"). Instead, talk about things like "save money." Or, if you sell digital products, talk about specific benefits ("increase sales").
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Include a benefit that's relevant to the buyer: Don't just list features. Talk about why people should buy the product, and include benefits that are relevant to them. For example, if you sell accounting software, explain how it allows customers to do X faster, easier, or cheaper.
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Make it simple: Make sure that your CTA is easy to understand. It should be short and sweet. This is important if you have long pages with lots of text. People won't read through all of that unless they need to. So, keep it simple!
Add a countdown timer
When someone visits your site, there might be chances they will leave if they don't find what they were looking for within a few seconds. If they find what they want, then they may come back again later.
With a countdown timer, visitors will feel compelled to return. A countdown timer works by showing users something that's going to expire soon. Visitors will feel compelled to come back if there is a clock. A timer is used to show users something that is going to end soon. Users will click away from your page when the time is over.
You can either offer a discount or email them a reminder. It is a simple technique that is powerful. And it's completely free. Try it out!
Add a pop-up Box to your Ecommerce site
Pop-ups aren't exactly popular anymore, but if done correctly, they still work extremely well. They can help you sell something, provide information, or give away a freebie. If you keep the user interested, you can use them to return to your site after they've visited another one.
Add Social Proof like testimonials & reviews
No one wants to be the very first person to try something new. And no one wants to be the last person to try it either. You want people to know that there are others out there who love what you do. This is where testimonials come into play. They give potential customers a sense of confidence that you're trustworthy.
You can start building credibility with your audience by adding testimonials and reviews to your site. These days, many businesses offer free trials, so why not ask current customers to write about their experiences? Or you could even include testimonials from satisfied clients.
Your customers love to see proof that others have had success with your product. After all, if someone else says it works, then why shouldn't they? And if they've already bought from you, then they'll probably buy again.
So, adding testimonials and reviews to your site not only builds trust among visitors but also can also boost repeat purchases.
There's no better proof of a wonderful experience than seeing it yourself.
You can either ask existing customers to leave their feedback, or you can hire a company to do it for you. Either option will work well, so choose whichever makes sense for your business.
Add Product How-to Videos
Product how-to videos are a great tool for increasing conversions. It gives customers a good idea of what they're buying before they make a purchase. Product videos can generate hundreds to thousands of dollars per month if done correctly. It is possible to show potential customers exactly what it feels like to use your product. People want to know how things work before buying them, and this helps increase conversions.
The best kind of videos for Ecommerce Products:
Overview videos: These explain the features of the product and why it's useful.
How To videos: These describe how to use the product.
Testimonials: These feature customer testimonials about the product.
Video Reviews: These provide a detailed look at the product.
Offer discounts and sales:
One of the best ways to get customers online is through sales promotions and discount offers. They give a sense of urgency, which makes sales effective.
There is still inventory left and people are looking to purchase it now. They feel like something important is happening, and that it is worth buying today. It happens because of limited-time promotions. Special offers can be one of the easiest ways to improve your conversion rate. If you offer a discount code to your email list, you can see a huge spike in conversions. People love getting free stuff, so why wouldn't you give them something exceptional for free?
They'll surely come back later and buy from you again if you give them enough value. You should offer discounts if you have a physical product. People like to save money by getting deals. Who doesn't want to save some money? You may increase your prices if you want to grow your revenue.
Customers spend less when they feel like they are paying more. By offering discounts, sales, and limited-time promotions, you can entice customers into buying your products. After all, they are likely to save money and gain access to exclusive deals. Once they have bought your products, they will come back again and again.
Leverage social proof notifications
Businesses that sell online need to make sure that their products stand out from their competitors. Social proof can help boost conversions and increase sales, especially among new and skeptical buyers. It helps to build trust with your audience.
Here are some tips to help you leverage it effectively:
1. Showcase Customer Reviews:
Customers don't just read reviews; they rely on them. In fact, according to the study mentioned with the conversion funnel, the purchase likelihood for an item is more than 63% with the help of customer reviews.
2. Use Verified Buyer Status:
A verified buyer status badge helps the shoppers know that someone has already purchased the product and vouches for its quality. Brands like Amazon use this strategy to show off their trusted sellers and vendors.
3. Be Active on Social Media:
Social media followers can indicate whether a brand's products are trustworthy. If you're active on Instagram, Facebook, Twitter, YouTube, Pinterest, etc., you'll likely see a bump in your follower count that is directly proportional to your sales and conversion rate.
Place trust signals for authentic purchase on your site:
It isn't enough to simply have a good product or service to sell — your customers have to feel comfortable buying from you. If you want to build trust with potential buyers, you need to show them some kind of proof. When someone visits your website, they expect to find something interesting–otherwise, why would they visit? When a visitor lands on your landing page, you want them to believe.
3 tactics to implement today to build trust among visitors:
- Include testimonials: Including testimonials adds credibility to your products. It helps visitors form a connection with your company and also gives them the confidence to purchase from your brand. When prospects see how happy past buyers are, they are compelled to buy.
- Use a short headline: A long landing page headline may seem appealing because it gives a lot more space to explain your business and build trust.
- Set up a call-to-action button: Placing a CTA button near the bottom of your landing pages gives a clear message to your visitors. A simple CTA button along with your main product image will show that you care enough to guide them into converting.
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Final Thought:
In conclusion, CRO includes everything from design, content, and navigation to product descriptions and imagery.
By understanding the customer journey and using data analysis tools like Google Analytics, we at WebChanakya help you identify the areas where you can improve your site’s usability and effectiveness with our Ecommerce conversion optimization services.
This will allow you to create better user experiences and ultimately drive higher click-through rates and higher conversion rates that lead to higher sales and profits.
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