4 Ways For Ecommerce Companies To Improve Their Conversion Rate
When you start an ecommerce business, getting people to visit your site is the first big hurdle. Unless you can boost traffic to your website, you aren’t going to get anywhere. However, a lot of new businesses find themselves in a position where traffic is increasing as a result of paid ads or social media marketing, but they do not see any increase in sales. In other words, they have a low conversion rate. Your conversion rate measures the percentage of visitors to the site that actually end up buying something. 1-2% is an average conversion rate, which seems low, but if you have high traffic levels, then you should still see plenty of sales. But if your conversion rate is lower than this, you have a big problem.
High levels of traffic and a low conversion rate suggests that you are getting your marketing right, but there are big problems with your website, so people are not buying your products. The good news is, there are some simple things that you can do to improve sales. These are the best ways for ecommerce businesses to increase their conversion rate.
Improve Website Navigation
Online shopping is supposed to be easy and convenient, so if your website navigation is bad, it will really put people off. Customers want to be able to find the products that they are looking for right away without having to search through endless menus, so it’s worth taking a look at the design of your website. The most effective modern web designs are very minimalist and they have simple menus and a good search function to direct customers to the right page immediately. You need to make sure that your website navigation is just as simple, and you cut back anything that is unnecessary because an overcrowded site makes it difficult for people to find what they are looking for.
Streamline Your Checkout Process
Cart abandonment is a big issue for ecommerce companies and you would be surprised just how many people add items to their basket but never complete the purchase. Although it varies in different industries, the average cart abandonment rate is around 76%, which is a lot of lost sales.
There are a few different reasons why people abandon their baskets and a lot of people are put off by expensive delivery. However, many people are put off by the checkout process itself. If it takes a long time and they have to input a lot of information, you give them more time to change their mind and your cart abandonment rate will be higher. It’s also important that they can trust your checkout process because people are naturally cautious about which sites they will share their credit card details with. You should use a reliable platform like Magento when building your ecommerce store, and you will find that your conversion rate increases a lot.
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Write Better Product Descriptions
Your product descriptions are your opportunity to convince potential customers that they can’t live without this product and they need to buy it right away. If your descriptions are not right, you will experience a very low conversion rate. One of the biggest mistakes that people make with product descriptions is simply listing all of the features. Although a list of features is important, it is quite dull and it should not be the main section of your description. Instead, you should be trying to tell a story with your product descriptions. Think about the kinds of problems that your product solves and how it will improve somebody’s life, and focus your description around that. If you can relate to real world issues that customers have, and then offer a solution, that is more likely to get them interested than a list of features.
Images and videos are so important as well because showing somebody how good the product is is much better than telling them. It’s important that you invest in a professional photographer to take good quality photos that showcase all of the best features of your product. Video demonstrations are great as well because they give people a better idea of how the product works.
Reconsider Your Pricing
If you think that you’ve gotten everything right but your conversion rate is still low, you may want to take a look at your prices. Businesses often make the mistake of pricing products too high and it puts people off. See if there are any ways that you can bring the price down a bit and you will notice a difference.
If you can fix these problems, you will notice a big increase in your conversion rate.
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