Can you imagine a situation where a salesperson is able to perform his job without receiving a steady flow of customers? Of course not! Similarly, no call-to-action can drive conversions without traffic coming to the website. Unfortunately, there is no such way out through which you can cast a spell on the visitors and increase your website traffic. Which means you have to do something or take some action and get visitors with the goal of converting. Now transforming visitors into buyers all starts with a single click. Any method that can increase your site’s conversion rate is worth its weight in digital gold. So, here I am offering you a post featuring a small bunch of tips that worked for me and might help inform your own path.
It takes a lot in regards to time, money, and effort while launching and building an eCommerce store. The moment you decide what you wish to sell, the very next thought will how you source your products, set up your store, get free affiliate software, and start sending visitors to your site with paid advertising- That’s it; I am off to the races! No, things never work that way! It’s not that easy to drive or even define a conversion as it changes from business to business.
Time to say hello to Online Store Conversion Rates
Before getting into the technicality, let enlighten you with the process of generating business from new and longtime customers- it’s a clockwork.
Step One – They visit your site
Step Two – They find products they like and add them to their cart
Step Three – They follow through with their purchase without hesitation
[Image Source- Freepik]
Sounds quite simple; isn’t it! And trust me, it kind of is…
Needless to say, it’s not realistic in the slightest to expect everyone who visits your site to end up making a purchase. In addition to this, the vast majority of your site’s visitors will leave without doing so. And that’s the reason why an average conversion rate of eCommerce stores across industries through Q2 2018 was a mere 2.86%. “Average” is the keyword here but is this your goal to be an average? I hope it’s not or else you won’t be here looking for new hacks and tricks to improve.
Focus heavily on making improvements to your eCommerce site — in turn improving your customer’s on-site experience with your brand — by doing such stuff nothing can stop you from increasing your conversion rate two to three times over. So yeah being a business owner you definitely want your conversion rate to be higher than the global average. Now I am sure you must be wondering what can be considered as a typical conversion for an eCommerce website. Well, an online sale, user adding a product to their cart or even a few items to their wishlist, email signups, social media shares, any KPI your company finds valuable, each one of these are worth a guide all their own but since we are running out of time I won’t get into such details.
Calculating Conversion Rate for an Ecommerce Website
Let’s have a quick example for this if you run an online store which is getting 5000 visitors and 50 conversations for a set period, which absolutely means your store conversation rate is just 1%. As simple as that! All you have to do is divide conversions into visitors, and you have a conversion rate. However, there are a plethora of analytics tools available which can provide accurate conversion rate in any segmentation of the data so that you can try them!
For example, HotJar, Quantcast Measure, Google Analytics, BigCommerce Analytics, and the list goes on!
Here Comes the Deep Dive
#1 Did I mention Speed?
One of the basic yet crucial need to think upon is Speed. I mean do you know the major turn off for users is when Apps that aren’t developed to perfection usually cause problems like sluggish performance and frequent ANRs (Apps not responding)? In today’s world, where we all are vying for attention, it’s your website which needs to grab the eye of your end visitors and never let them go. From the basic to the bizarre, the entertaining to enlightening, provide them a plethora of virtual experiences the ones which have the potential to engage audiences in new and exciting ways that they’re curious to explore.
According to several sources, a site taking longer than two seconds to load will make you lose half of your customer’s interest. And trust me, nothing is more frustrating than waiting for a website to load in today’s age of instant gratification. So what can be done?
- Test your Speed- Use effective tools like Google PageSpeed or even something like Pingdom to figure out your site’s baseline speed. I mean if you wish to reach somewhere it is very important to know where you are in prior.
- Check your hosting plan- Check whether your site hosts different hosting levels and if so, make sure you are using a higher performance version. Do not worry about the extra money costs, sooner or later it will pay off.
- Optimize images- One of the biggest reasons for high load times is images not being optimized. Fortunately, we have many tools around both free and paid – that can be used to optimize your images for web and mobile. No excuses. You have to make sure that your images aren’t killing your site’s performance.
#2 Appeal to Consumer Psychology
Keeping your visitors on-site and moving along the sales funnel can be quite tricky at times. So here’s the key; you need to know what motivates them to engage further with their favorite brands in the first place. In a layman’s language, you need to understand your potential customers on a deeper, more psychological level. Think, find out different ways to know what they love the most or what they hate; what makes them comfortable or what more often frustrates them, etc.
You have to be more prerequisite. Remember, it’s the consumer psychology we are talking about which keeps on changing with the times. Keep the analytics in the forefront of your mind in the case when you are making any kind of changes or improvements to your eCommerce website.
In addition to this, just make sure that your visitors can effortlessly accomplish whatever they have set out to achieve on your site. Say, for example:
- Browsing your product catalog especially any specific product category pages
- Searching for particular products
- Discovering and consuming supplemental content
- Completing each step of the purchasing process
Basically, your end goal has to be to design your website in such a way that your visitors will leave asking themselves, “Okay, how do I get where I need to be?” If god forbid this happens, then you have got a lot to lose.
#3 Make SEO your best friend
If you wish to search for a product, in particular, what will you do? You will simply Google it right? And according to several researches, consumers who are searching for a particular product on their mobile devices tend to be most ready to make a purchase. Which means we as business make the most out of such situations. Optimize your website in such a way that it reflects reflect high purchase intent so it will show up at the top of mobile search result pages. For example, use long-tail keywords with specific products or category names and terms such as “free shipping” or “discount.”
It’s not just an ordinary game of SEO; it also includes CRO to increase both traffic and conversions. This is ideal for an e-commerce site. Moreover, you don’t have to sacrifice one for the other.
SEO (search engine optimization) optimizes content for search engines to get your site ranked higher whereas CRO (conversion rate optimization) optimizes content for users and customers with the goal of driving them to complete the call-to-action. But did I mention combining the two will be an easy journey? Probably not! I am sure you must be having some content that is quite unreadable due to frequent SEO attempts. Let’s keep user experience aside; it’s more about driving traffic. So what can be done? Well, you really need to change three things that might impact Google’s ranking algorithm.
· Keywords and On-page SEO
· Content quality
· User and usage data
However, Google keyword planner, KWfinder, Moz’s Keyword Explorer, keyword tool, SEMrush, Google Analytics, Crazy Egg, Adobe marketing cloud are some of the best tools to take into account when it comes to improving your digital strategy and get visitors.
#4 Content is still the king?
There is no denying in the fact that a strong content marketing strategy can do wonders for your eCommerce business in a couple of ways. Focusing specifically on increasing conversions, the importance of providing valuable content to your prospective customers cannot be understated. Several researches state that content marketing:
- As paid search campaigns, content marketing creates more than three times the amount of leads
- Builds trust and increases the propensity to make a purchase among 61% of consumers
- Leads to a nearly 600% increase in conversion rate (compared to companies that don’t use content marketing at all)
Of course, it’s not enough to merely create any old’ content and assume your conversion rates will quickly explode. Instead, the content you present your audience members needs to:
- Help them solve a problem related to your industry
- Showcase the value of your brand’s offerings
- Stand out from the myriad other pieces of similar content throughout the web
Again, there’s no “right” way or cookie cutter solution to approach content marketing as an eCommerce company; it’s more about what your audience wants to read, watch, and learn about. This also means that your main focus has to be on enabling your audience to get the absolute most they can out of the products you offer. One of the best examples for you is:
The home décor and furniture company One Kings Lane uses its blog to provide interior decorating tips, tours of aesthetically-pleasing locales, and anecdotal stories from the world of home decor. Now, do you really think such content can lead to increased conversion rates? Well, it does serve to provide value to your potential customers – in turn making them more likely to purchase from your company at some point in the near future.
So what you can do is try and repackage your entire content into some kind of quiz or assessment which can be directly embedded in your site. Also, you can provide some kind of social proof, such as online reviews or testimonials. Content is not all about the text it incorporates relevant images, visuals, etc. A short product video gives customers a chance to see the way your product moves. By doing some innovative stuff, you can easily convey genuine excitement and passion about the product without relying on exclamation points.
#5 Regular Follow-ups
Last but certainly not least, you need to do follow-ups at regular intervals. There are times when your eCommerce site isn’t contributing much as per expected. A small mistake or something as simple as outbound links on a sales page could be the culprit. Improving checkout process improvements, site optimization, or better product copy are a few ways to streamline their journey. But for that, you need to make a move instead of waiting for them to get in touch with you.
That’s a Wrap!
It’s completely fine if you have no idea where to begin with when it comes to improving your conversion rates, after all, there are so many things around! Taking action on just a few of these -commerce conversion hacks can definitely provide some help in improving your conversions. Ultimately, making one change every week or every month will make a difference, but doing nothing won’t lead you anywhere. So try giving it a sincere shot before you start picking someone’s brain. Good Luck!
Stephanie Donahole is working as a Business Analyst at Tatvasoft.com.au, a mobile and web development company in Australia located in Sydney and Melbourne. She loves to write about technology innovation and emergence. Follow her on Twitter.