Even with a fantastic Ecommerce website, conversion rates are not guaranteed.
Even if you engaged the best web designer, is your ecommerce site getting enough traffic from customers? Also, if you’re spending money on advertising; what good is it if you’re not drawing in customers?
The conversion rate is a crucial component of your online store. It is the action that a customer takes after reading your call to action.
Econsultancy gave a report that found that 50% of marketers believe that improving their conversion is an essential component of their strategy for digital marketing.
Regrettably, just 22% of companies are happy with their conversions. Despite the fact that conversion rates will differ based on the business, it is still critical to incorporate them into your digital marketing strategy.
So with that in mind, here are some details about conversion rates. Then we go into the suggestions to assist you to improve the conversion rate of your e-commerce website.
E-Commerce Conversion Rates
E-commerce conversion rates are the proportion of website visitors that complete an action. To put it another way, it’s the proportion of transactions to website sessions.
One of the conversions that e-commerce websites want the most is a purchase. Other types of actions are also included in conversion rates.
Conversions can occur when a lead-generating form is filled out, a customer care call is made, a newsletter subscription is made, an asset is downloaded, or another action is taken. In essence, conversation rates provide a wealth of information on the behavior of website visitors.
Ecommerce conversion rate optimization is made easier when you have information of what the current one is like.
Calculating E-Commerce Conversion Rate
Divide the number of site visitors who made a purchase (or carried out another targeted action) by the total number of site visitors to get your e-commerce conversion rate. Afterward, multiply that figure by 100. Use this equation:
(Total visitors who purchase / total website visitors) x 100 = e-commerce conversion rate
Consider a website that has 500,000 unique visits per month and 10,000 of them make purchases.
(10,000 / 500,000) x 100 = 2% conversion rate.
Industry-specific conversion rates vary, and several brands preserve this information as a closely guarded secret. E-commerce conversion rates averaged 5.2% in 2021 across all online buying categories, according to a survey by Unbounce.
Food and clothing, which are generally more affordable, have a higher conversion rate than more expensive goods and services, like vacations, which typically have lower rates.
There are ways to increase your conversion rate. Listed below are some of them:
1. Adapt Your Website to Mobile Devices
With more people shopping online, building a mobile-friendly site will undoubtedly enhance conversion rates.
According to data from Big Commerce, mobile e-commerce made up 34.5% of all e-commerce sales in 2017 and was predicted to increase by 54% by 2021. You can be losing out on potential revenue if your site is not mobile-friendly.
According to a Clutch poll, 65% of customers utilize mobile applications to access special offers and bargains. The creation of straightforward, navigable apps that are suitable for the goods you are offering is advised by experts.
Do you want to understand how to make your online store mobile-friendly? Consider this advice:
Avoid using flash
Many browsers and gadgets are incompatible with Flash. Additionally, neither iOS nor Android supports it.
It is doubtful that your visitors will be able to view Flash-dependent animation on their devices if you use it on your website. Flash is no longer widely used by designers to build websites.
So, give up the obsolete technology and migrate to a website that functions without Flash if you want it to convert visitors.
Use big fonts
If the text is small, reading on a mobile device’s tiny screen can be challenging. Even though 14px is the suggested font size, you may always run some tests to find the exact font size that would function the best.
The standard font is your best choice, as it avoids the need for your visitors to download a different font.
For forms, disable autocorrect
You might not be aware of it, but visitors may find the autocorrect feature more bothersome than convenient. Their addresses and names could be changed to common words when autocorrect is enabled, which can significantly slow them down while filling out forms.
When businesses ask customers for personal information, they should make sure that autocorrect is turned off for each form field because it can frustrate customers.
2. Boost Navigation and Site Speed
Make sure your website loads quickly enough for people to stay on your online store because they probably have little time to browse your sites.
According to Hubspot, your sales will be considerably impacted by the first three seconds of loading time.
Here are some tips for speeding up page loading time:
Image compression and optimization
Large graphics on your website can drastically increase the time it takes for a page to load.
Did you know that the average web page has photos that total almost 1031 kb in size?
More than 60% of the page is taken up by that. If you have a lot of large photographs, just picture the delay in loading time.
So what is the solution to this?
Using picture compression is one option. Compressing a picture makes it smaller and lighter, which speeds up page loading.
It is advised to keep your photographs under 150KB, no larger than 1920 pixels wide, and at a 72dpi resolution.
Utilize the search engine
You may make it easier for customers to find products on your e-commerce website by adding a search engine.
Other features that a search function might provide include tailored results, autocomplete for searches, and others. Place it prominently on your website so that visitors can see it right away.
Switch on browser caching
Before the actual page can be loaded, users who visit your website must download a number of items, including HTML documents, stylesheets, javascript scripts, and graphics.
Tenni Theurer, a former employee of Yahoo, recently tested these activities and found that they can reduce loading times by as much as 2.4 seconds.
Your website assets will be kept on a temporary area in your hard drive thanks to the browser caching feature. This reduces the amount of time it takes for the website to load completely each time a user accesses it.
3. Publish Product Videos
Videos will help increase online sales in addition to giving a brief introduction to the goods. 73% of consumers say they are more inclined to purchase a good or sign up for a service after watching an explanatory video, according to a Tubular survey.
Making films can aid in establishing a brand’s credibility. In fact, a study by the online video creation platform Animoto found that 58% of consumers trust video production companies.
Compared to visitors who didn’t view videos, those who did spend more time on a website. They would rather watch a video than read a blog. Videos can assist clients to form favorable impressions of a company or brand. Perhaps you haven’t thought about video marketing yet.
Here are some justifications for you:
Enhances participation
Videos appeal to both the visual and audial senses. It has a greater ability to capture attention than any other kind of information. It can be used for a variety of things, including story-telling, evoking emotion, and inspiring action. Hooking your audience in the opening few seconds of a video is essential to its success.
Boosts credibility
Some clients choose not to purchase from an online merchant because they are unsure of what to anticipate from the business. Will they receive the precise size or color they requested? Will they receive what was promised exactly? Videos give clients the evidence they require to persuade them to purchase. In the long term, it will support building your brand’s credibility.
Offers responses to inquiries
Customers hesitate to buy a product because they have questions about it. Videos can help by answering questions that your customers may have about the products, their features, how to use them, and other issues that may be preventing them from making a purchase.
Enhanced omnichannel experience is provided
Customers can find you with the help of videos on whatever digital channel they may use. A Harvard Business Review survey found that 73% of consumers use numerous channels to find goods and services. You gain presence with videos on many networks.
More people share it than any other type of content.
Did you realize that more people share videos than texts and links altogether? Because of this, videos have the potential to be effective digital marketing tools. You can anticipate an immediate increase in your conversion rate when a family member or friend distributes your video.
4. Display Client Testimonials and Reviews
Never undervalue the influence of consumer testimonials. They have a significant role in a customer’s purchase choice.
According to statistics, 90% of customers check online reviews before visiting a business, and 88% of customers say they trust online evaluations as much as personal recommendations.
If your website receives a lot of favorable feedback, that’s terrific, but you also need to address the negative comments. After all, they aid in your understanding of the barriers to conversion faced by clients.
Consumers spend five times as much time on a website that responds to unfavorable reviews, which results in an 85% boost in conversion rate, according to research by social commerce specialist Revoo.
Your company can become more reputable, trustworthy, and dependable with the help of customer evaluations and testimonials. How then do you incorporate reviews onto your website?
Here are several methods for gathering testimonies.
Add “Leave Review” button
You can ask clients to post reviews on your website by using this button. When a consumer clicks the button, they are taken to a feedback submission form which allows them to rate you using stars.
The placement of a floating popover
The most recent reviewer will be displayed in the floating popover at the top or the bottom of your page. Customers can post reviews by clicking the button that is provided.
Author verification
If the sources that were gathered for certain reviews on your website weren’t properly structured, they might lack authority. Customers can post reviews with reviewer authentication by connecting their Facebook accounts.
Widget for review feed
You can include a review feed widget on any page of your website. Once it is installed, it will instantly show all of the reviews that have been gathered.
5. Make Sure the Consumer Experience is Seamless
79% of consumers who were unsatisfied with the performance of the website believe they will be less likely to make another purchase from the same retailer, according to Think with Google.
For a pleasant consumer experience, you must ensure that your checkout procedure is straightforward and efficient.
Below are the two elements that are most important for a flawless client experience.
Develop trust
When a customer trusts you, they feel comfortable giving you their bank or credit card information. Can you give them a receipt to show that their purchase was verified?
Customers want openness over who will have access to their personal and private information after they give it to companies. They will probably buy from you if you can show them that you’re reliable.
Provide Value
The great news is that if you could provide your clients with something worthwhile, some of them will remain loyal to you despite their unfavorable experiences. During the checkout process, demonstrate your distinct value proposition to customers.
Customers will more easily see the value of your offer if discounts and promotions are integrated into the purchase process.
Increasing the conversion is essential for increasing website visitors. No matter how expertly designed your site is, it will be useless if no one visits it. In order to improve your checkout experience, you must as an online shop ascertain why your clients aren’t converting.
Other Tips
Here are some other tips you can implement:
Visual UGC
Shoppers look for images and videos from some of the other buyers as they explore products. Since they include actual individuals using the products rather than professionally staged shots, many people see these pictures as more real and reliable.
According to a study, 47% of customers look for visual user-generated content (UGC) on company websites, and far more than 30% scan search engines and other sites that also sell your products for UGC.
You can gather visual user-generated content by asking customers to upload images and videos with their evaluations or tag your company on social media. Displaying this information on your e-commerce website and social media pages not only builds a rapport with customers but also stimulates commerce.
When consumers interact with the photos presented utilizing the Galleries feature, brands and merchants can see a 150% boost in conversion rates and a 15% rise in average order value. Le Col, a company that sells cycling gear, saw a 5x boost in conversions and a 12% rise in average order value when customers interacted with its galleries.
Emails
Sending follow-up emails build relationships and can eventually increase e-commerce conversion rates, whether it’s to engage with a customer after they’ve made a purchase, to say hello, or to remind them that they currently have a shopping cart full of goodies.
Many customers place items in their carts but later decide not to make the purchase for a variety of reasons. By ignoring this, you will lose out on these discounts. Send these customers an email with a reminder to finish their purchase and possibly a discount when they do so.
Conversions may increase even further when emails are personalized. To do this, group consumer segments according to various factors, such as location, past transactions, or items that customers have clicked on but have not bought. Customers will value excellent customer service and be motivated to make a purchase.
Sending post-interaction emails (PIEs) that ask customers to provide reviews of recent purchases is an excellent approach to promote UGC and can boost review volume by eight times.
Customers will feel more confident shopping with you if you receive more reviews. A PIE also aids in gathering feedback regarding goods or client service so you can provide an even better user experience the next time.
Conclusion
Driving customers to your e-commerce sites and persuading them to make a purchase are essential for merchants and brands since online buying continues to be the preferred method for the majority of consumers.
You need to develop trust and stand out each time a consumer is looking to buy anything new by encouraging feedback and making sure that exceptional customer service and a flawless purchasing experience are provided. You could also use google analytics to find out more about your site visitors.
This article has given you some suggestions to reach customers where they are and persuade them to shop with you, the advantage of user-generated content (UGC) and distributing it across your product pages and social media platforms.
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