Is your e-commerce conversion rate dropping? Don’t worry, you’re not the only one! As per the most recent survey and studies in 2020, the average conversion rate of e-commerce websites is 2.86%. However, if your conversion rate is falling below 2%, you should be worried about the impact.
There are many possible reasons why your e-commerce conversion rate might be slumping. Ask yourself these questions:
Are you using the right conversion tools? How about your e-commerce website’s speed? Did you try to combine SEO and CRO? Do visitors easily find what they are looking for when they land on your website? Is the checkout process simple?
All these aspects and factors have to be considered while trying to enhance your e-commerce conversion strategy. To help you understand better, let’s get into the details one by one.
Top five e-commerce conversion rate optimization tactics you can implement to improve conversions:
Use the right conversion tools
Thanks to technology, there are a plethora of tools out there that you can use to improve conversions and increase sales. One of the most crucial tools is the conversion analysis tool. You want to know your present conversion issues prior to knowing what you should test.
Heat-mapping tools such as HotJar can help you understand how your users interact with your site. The analysis tool can capture between 1,000 and 10,000 pageviews and give you an aggregate analysis. It can also offer session recording to analyze customer behavior in real-time.
Google Analytics is another excellent tool for combined sessions, goal, and event tracking. You will be able to find out behaviors, including how visitors discovered your website, session of visits, demographics, and whether the visitors are returning or new.
All these findings can help you to choke out an enhanced conversion strategy for your e-commerce platform.
Maintain a website speed loading speed of fewer than 4 seconds
Yes, website speed matters. If you look at the stats, one in four visitors will leave your site if it takes more than four seconds to load. And one-second delay can reduce customer satisfaction by 16%.
To optimize your page for speed, try switching to a better hosting provider or consider upgrading. Remember, the cheapest option is not the best option. If your e-commerce store develops, your traffic will grow. You need hosting suited to the type and size of your store.
Shared hosting is only suitable for small startups with fewer products. If you have lots of products in your store, opt for VPS hosting that offers some dedicated shares of the server resources though you will still be sharing one hosting with numerous sites.
Or else, do what many medium to large businesses are doing and get you a dedicated server. Though expensive, you will have complete control over your hosting, and it will significantly improve your site speed.
Implementing a CDN is another way to optimize your site for speed. CDN networks are composed of several servers located in different parts of the world. Your files are copied and stored on these servers. So whenever users from other continents or countries visit your e-commerce store, the data is made available to them from the closest server. The result? Your website speed improves!
Apart from that, you can try limiting your website page size to speed up your site.
Here are some essential tips to limit webpage size and boost the page load speed:
- Remove all unwanted scripts, fonts, and plugins.
- Use images in moderation or compress them. You can change them to WebP and swap existing images with those in SVG.
- Merge and minify JS and CSS files to decrease the number of server requests and speed up the page load time.
Combine SEO and CRO
If you have optimized your content using keywords, you know it does so much more than bring traffic.
And if you combine SEO (search engine optimization) and CRO (conversion rate optimization), it will enhance both traffic and conversions.
While SEO optimizes content for search engines and makes you rank better, CRO will optimize content for users and customers and drive them to take an action.
However, while you are at it, don’t neglect user experience. Keyword-stuffed content will drive customers away, and search engines will penalize you too.
To make it work, you need to work on content quality, keywords, and on-page SEO, and user and usage data. They are going to affect Google’s ranking algorithm.
You can implement keyword research tools such as Google Keyword Planner and SEMrush to boost your SEO and increase traffic.
And to see that your on-page copy is optimized for conversion, use tools such as Crazy Egg and Google Analytics.
Remember, good copy is linked to conversions. Besides, if you are using a WooCommerce SEO-friendly platform, you just need to use some good SEO plugins available. There are some plugins exclusively made for WooCommerce sites.
Your potential customers are going to leave your site if you make it hard for them to find the products or information they are looking for.
To ensure that your e-commerce site a convenient tool for them, make navigation simple.
Here are some valuable tips to follow when designing a navigation structure for your site:
- Make parent categories noticeable.
When visitors land on your site for the first time, they should see the main navigation bar with the parent categories adjacent to the top page.
Adding common searchable terms to choose your categories will help land your site within the top searches on Google.
Here is an example of Keap’s navigation bar.
As you can see, they separated it into four concise categories and added dropdown menu options. Using the dropdown menu makes it look clean while indicating there’s more to see.
- Add subcategories and expanded menus:
You can also add subcategories with filtered options. It will let you be more specific while saving your homepage space. That’s not all. When you add subcategories, chances are, your visitors will spend more time on your site while enhancing click-throughs. It is great for metrics and conversions.
If you look at Chewy’s navigation bar below, “shop by pet” is the label of one of its parent categories. It leads to a dropdown menu according to the pet type that the users own.
They have also added an expanded menu. When users hover their mouse over the subcategory to the left, the expanded menu describes the products that their pet needs.
It saves a lot of space on the landing page while still adding the required products in an organized and easy-to-navigate style.
- Add a category for new arrivals:
This idea works well when you have repeat customers who have become familiar with your brand and like using your products. By adding a “New Arrivals” category in your navigation bar, you give out a signal that you refresh your inventory regularly.
In the example below, the navigation bar of H&M has a “New Arrivals” section. It makes it easy for visitors to browse the products.
Make the checkout process hassle-free
As per 2020 shopping cart abandonment stats, 34% of customers said that they abandoned their carts as the site wanted them to create an account.
The best thing to do in this case is to offer a guest checkout option. Though the idea of getting customers registered on your site is alluring, with more customers using smartphones to buy products, it sometimes becomes impossible to register. Plus, you won’t want to register to buy just a tee-shirt, do you?
Here, the Threadless website offers a guest checkout option, and it makes the checkout process simple for customers. But users need to create an account for faster checkouts.
There are plenty of things you can try if your conversion rates are decreasing. The five strategies mentioned in this article are some of the crucial ones. Start implementing them today and see your conversions increase.
First, see that you are using the right analysis tool, speed up your site speed, combine SEO and CRO, simplify navigation, and make the checkout process hassle-free.
Lucy Manole is a creative content writer and strategist at Marketing Digest. She specializes in writing about digital marketing, technology, entrepreneurship, and education. When she is not writing or editing, she spends time reading books, cooking and traveling.