As a business owner, you don’t want to miss out on opportunities to scale your business and boost that bottom line. And that is directly related to your conversion rate.
So by checking out your conversion rate metrics you’ll have a decent idea of whether the different parts of your website, such as your contact form plugin, generates the responses you’re looking for!
If not, you'll want to look into how to increase conversion rates in e-commerce activities, which is exactly what we’ll cover in this post!
The Top Reasons E-Commerce Customers Don't Convert
Before we get to our list of recommended actions, let's consider the core reasons a shopper discards an offer, abandons their cart, or exits a signup form before getting to the good stuff.
Often, it's about first impressions:
- The site has no mobile optimization, and checkout becomes fiddly.
- Customers find out they have to pay shipping charges at the last minute.
- Inquiry forms are complex or need too much information.
- The product images are blurry or lack detail.
- Your copy isn't persuasive enough to communicate the product's value.
- You aren't sure of your audience.
That last point is fundamental!
If you don't have a customer persona and craft your content accordingly, visitors may decide it's not a brand they want to buy from or support.
Eight Ways To Improve Your E-Commerce Conversion Rates
Next, we'll look at actionable tweaks that can make a tangible difference to your all-important conversion results.
1. Make Sure Your Website Design Is Persuasive
Great site and app design will draw in new visitors, who will gravitate to your main image, inlaid text, and Call-To-Action (CTA) buttons if they are in prominent positions.
Even if you have several clickable links, you need to make it one hundred percent clear what your customer should do next. Lead users through the process with a design on-brand, slick, and not overly busy.
2. Build Seamless Navigation Tools
If you had to spend an hour in a store rummaging through the racks to find something, you'd probably walk out before joining the checkout line.
The same applies to e-commerce. Sites must be easy to use, ideally with one-click options to reach your highlighted offering or current promotion.
3. Personalize The Content To Your Customer
The more customized your content, recommendations, and search results, the better the experience and the faster you will signpost your visitor to the products they want.
4. Integrate With Social Shopping Channels
Social shopping is a quick-fire conversion booster!
Millions shop using a smartphone, so integrating shoppable tags gives you extra bang for your buck with every social post you publish on your feeds.
5. Offer Attractive Discount Options
A gold-standard conversion approach offers your visitor an attractive discount before you think they might checkout—or ditch their cart.
The best discounts are under the customer’s control. Make it transparent and easy to use, so your customer thinks they're getting a brilliant bargain!
6. Demonstrate Solid Social Proof
Social proof is a huge deal in eCommerce conversions.
About eighty-four percent of shoppers rely on recommendations or reviews, so feature your testimonials where no one will miss them!
7. Facilitate Stress-Free Guest Checkouts
Sure, the ideal might be that every customer creates an account or signs up to your mailing list—but some might not want to, and it's not worth losing sales over.
For example, if someone is buying a gift, they could be put off by a demand to fill in contact details, so make sure you have the functionality to deal with one-off purchases. Do this, and those individuals will be more likely to come back!
8. Provide Multiple Delivery And Payment Options
Finally, look into your delivery options and which payment methods you accept.
There's little more annoying than finding a great product but reaching checkout and realizing the shipping is too expensive, or you can't use your PayPal account to pay for the order.
Make it flexible, and accommodate as many preferences as possible, referring back to your customer demographic so you're not overlooking the most popular options.
Follow these steps, and prioritize your customer relationships, and your e-commerce bounce rates should drop off, corresponding to a happy increase in your conversion metrics!
Check out our other articles that cover the conversion process, such as our piece on understanding lead nurturing content.