For ecommerce websites, your conversion rate is one of the most important metrics for measuring performance. If you're not making enough sales, you'll naturally feel the pressure to make improvements. But the question is -- what will you do to optimize your ecommerce conversion rate? Here are three effective tips to help you out:
1. Improve your site for usability
If you want to make more sales, you need to make it as easy as possible for shoppers to complete their purchases. This involves simplifying everything from the navigation, to search, and your checkout process.
You need to ensure that people can easily find what they're looking for on your site. And once they do find that, they should be able to get all the useful details about the product so they can make an informed decision.
After they've made a decision to purchase the item, the checkout process should be simple enough so there's nothing preventing them from completing the action.
Here are some tips to help you improve your website for usability and conversions:
- Site navigation. You should neatly categorize your products so people can easily find what they need. And they should be able to find other elements like contact page, FAQ page, search bar, and checkout button without any trouble.
- Search bar. For shoppers who are looking for something specific, you need to improve your search bar. Make sure it's prominently displayed at a location where search bars are usually located.
- CTA button. The main goal of your product pages is to get people to make a purchase. So make sure the CTA button is clearly visible.
- Checkout process. If you're requiring people to signup or sign in to complete their transactions, make sure they can easily do it in just a few steps. A complicated checkout process could result in high cart abandonment rates.
You can run an A/B test on the changes you've made to see what's working and what isn't. This will further help you identify what else you can do to boost your conversion rate.
2. Establish trust through social proof
Trust is an important factor that influences people's purchase decisions. If you're planning to buy something, you wouldn't do so unless you trust the brand or trust that the product works. And the most effective way to win consumers' trust is through the recommendations of other consumers. So you can start highlighting the most helpful reviews to win the trust of your shoppers.
A study by BrightLocal has found that 84 percent of consumers consider online reviews to be just as trustworthy as personal recommendations. And 90 percent of consumers form their opinion about a business after reading 10 reviews or less. In addition to this, positive reviews will compel 54 percent of consumers to visit a website.
These stats show the importance of collecting and highlighting reviews for your ecommerce business. After customers receive their products, you could send them emails encouraging them to leave a review about their latest purchase. And if a review provides useful details about your product, make sure you clearly display it for shoppers to see.
Toys "R" Us does a great job with customer reviews. They provide shoppers with average customer rating for each item. And they also categorize the pros, cons, and best uses of the product based on those reviews. Shoppers can also see reviews based on the most helpful positive and most helpful critical.
3. Provide timely help to shoppers
What if even after searching through your whole website some shoppers cannot find what they're looking for? They're just going to end up leaving your site for your competitor's. But what if you could prevent them from leaving by providing them with the help they need? You need to make sure that you provide as much information as possible about your products. This will help shoppers make an informed decision.
But in addition to this, you could go one step further by introducing support in the form of a Live Chat. Through this Live Chat, shoppers can easily ask their questions and have their doubts addressed. They won't have to call up customer support just to have one question answered. And in many cases, timely support could result in a purchase.
While there may be many other ways to improve your ecommerce sales, these are some of the most notable and effective tactics. You can see how the focus is all on the shoppers and not on your products. Make use of these tips to start boosting your ecommerce conversion rates.