You launched an eCommerce site a few weeks ago, did some advertising mainly with paid search and created some buzz on your preferred social media platform. Within a couple of weeks you had a 1% conversion rate. But strangely enough you’re not getting any more sales. You tried tweaking your AdWords campaign, to no avail. You can see customers visiting your online shop and looking around but they are not buying.
Increasing your website conversion rate requires an understanding of user behavior on your site. It is important to remember that customers are smarter, more intuitive and interactive than ever before. They are doing so many more actions before purchasing, and you need to understand and push them at the right point in the journey which will create an online purchase.
Here’s a list of 6 tips to get you started quickly to influence your customers’ experience and hopefully increase business conversion rates as well.
1. Do A/B testing – to know what works better for your customers
A/B testing is a great method for figuring out the best online experience and marketing strategies for your business. It can be used to test everything from website copy to color use to search ads.
Once you know what you’ll test, make a list of all the variables you’ll test. For example, if you’ve decided to test your call to action, you might test:
- the location of the call to action
- the exact text used
- the button color or surrounding space
It’s a process, and it’s common for multiple A/B tests to be carried out prior to making a final decision or final change.
2. Great site performance – a fast loading site is critical, time is money
Consumers tend to prioritise website speed and ease of navigation above everything else. A majority, 62 percent, of users will only wait five seconds (or less) for a web page to completely load. We live in a fast-paced world, this unforgiving statistic proves it. As it turns out, no shopper will stick around for more than 20 seconds waiting for online information to materialise.
3. Setting up a sales funnel – to cause purchases at the right time
The key to any successful business is a healthy sales funnel. This is especially true for eCommerce stores whose survival relies on transforming site visitors from casual browsers into happy customers.
Four big parts of the sales funnel should be:
- get visitors, create awareness
- convert visitors info sales leads
- turn leads into customers
- customer support
4. Customer feedback – provides the best advice to improve your site
Whether you like it or not, your customers will have an opinion on your products or customer service.
Customer feedback is what you receive anytime a customer states their opinion on your product or service. Feedback can come in many forms.
These are the 5 best ways to get consistent and high quality feedback from your customers:
- feedback boxes
- reach out directly
- user activity
- usability tests
5. Analyse Google Analytics to track your customer’s journey – to identify problems and make changes accordingly
The data that Google Analytics provides makes it easy to keep track of your customer’s journey by connecting customer behavior, channel performance, and much more in robust reports and dashboards.
Yet, 80% of online retailers do not use their analytics sufficiently. Many don’t even track important actions like conversion rates and purchases.
You can read as much as you want about analytics, but the best way to get the most out of it is to experiment with it.
6. Build customer trust
In the crowded world of eCommerce, persuading a customer to make a purchase oftentimes comes down to trust.
Tell a story to build a bridge between your online store and customers. Share any relevant details about how the company got started, your business values and what the company is passionate about on The About Us page on your site.
Be transparent and upfront about how the information your customers shared about themselves will be used. This can reassure them your store is trustworthy.
Keep your promises. While it may be tempting to try to meet every customer’s request, making promises you can’t fulfill is dangerous. People loathe disappointment, and they’re more likely to share a disappointing shopping experience than a positive one.
In order to be trusted, any payment transaction on your site must be risk-free. Prominently conveying your site’s security goes a long way toward building that will build confidence and trust with your customers. Don’t forget to install an SSL (secure sockets layer) certificate to encrypt and secure customer data.
Unexpected shipping costs is the number one reason for shopping cart abandonment. To avoid revenue be clear early on about what the customer will be charged for and whether low prices are only available under certain conditions.
In eCommerce, every decision you make impacts the rate at which your visitors convert to purchase. Be smart, because making uneducated decisions when altering your eCommerce site experience, can impact your online store’s conversion rate resulting in lost sales and revenue.