In recent years, a large number of eCommerce stores have gained traction instead of the old-fashioned approach of selling outside of the online marketplace. Increased competition amongst online retailers has created an opportunity for companies to boost sales and enhance their online reputations.
Almost everyone nowadays uses the internet to find what they're looking for, whether it's a service or product. With just a few simple swipes, taps, and scrolls, people can have their purchases delivered right to their front door. That, however, does not satisfy them.
Their activities are influenced by convenience. So if they don't find it easy to run through your eCommerce website, they'll quit whatever they're doing and leave your website. In other words, visitors will abandon the site if the conversion funnel is too long.
No matter how much traffic you get, it's useless if none of it turns into actual customers. Also, increasing your eCommerce website conversion rate will be more difficult if you don't simplify the customer experience.
How many visitors come to your website who actually make a purchase? Customers who love your brand, take the desired action, and add to your revenue, this is the conversion rate. The percentage of visitors who land on your website and complete the desired action, the action of making a purchase is the eCommerce conversion rate.
Now, when you take certain measures to improve the customer experience for boosting sales/conversion it is termed as eCommerce conversion rate optimization.
The terms "optimization" and "conversion rate" are common, but putting them into practice without a strategy and specific goals might be difficult. You might think of it this way: optimizing your website is the process of making modifications and tweaks that will improve its visibility to visitors.
Conversion optimization for eCommerce websites focuses on how you may improve your site to encourage users to take desired actions, such as completing a purchase, filling out an opt-in form, or participating with your site through comments or social media shares. You may optimize your landing pages, payment page, shopping cart, offers page, return & exchange page, which means anything that increases customer satisfaction and happiness, intending them to make a purchase and keep returning to the website thereby enabling brand loyalty.
It doesn't matter how many people visit your site each month if they don't take the action you intended them to do. However, if you want to increase your conversion rate, there are certain effective techniques you may follow. Here are 45 winning tips to keep in mind when trying to turn your website visitors into paying clients.
We assure you that by the end of this article, you will have a 360-degree understanding of how to increase the conversion rate on an eCommerce website.
Looking to Improve Your eCommerce Website's Conversion Rate?
If you are wondering what the average conversion rate for an eCommerce website is, then here is your answer.
The conversion rate of eCommerce websites typically ranges between 2.5% and 3.0%. Even if you follow all the rules, you should only expect to succeed in closing a transaction in about 2-3% of the cases. Therefore, it is recommended that your online store should aim to have a conversion rate of at least 3%.
To reach the target numbers, you need to look out for these below metrics that are important to determine what is a good eCommerce conversion rate:
We’ll share every critical factor that plays an imminent role in eCommerce conversion rate optimization. Let's discuss the most Productive Tips to Boost Average Ecommerce Conversion Rates.
Before you can figure out how to improve your e-commerce site's conversion rates, you have to figure out what the problems are. Your unique issue areas can be addressed this way, and you won't waste time and money on solutions that don't work.
If your bounce rate is high and your conversion rates are low, this could indicate that your website is making a poor first impression. Attempting to enhance conversions by integrating payment choices is worthless in this case. You can determine which parts of your site require improvement and how to accomplish it by conducting UX audits.
As a lead generator or virtual marketplace, your website has a lot of responsibilities that need to be addressed in order to help you achieve your business goals and meet the expectations of your potential consumers.
Your visitors should be able to clearly understand what you do and why they should buy from you rather than anyone else by providing them with a Unique Value Proposition (UVP). As soon as this is done, make sure that your site's design and messaging are consistent with this value proposition, so customers know exactly why they're there.
You can invest in as many marketing activities, in great web design, but if the load time is immense no customer is likely to shop. Even a 1-second delay can have a material impact on revenue for online retailers.
So how to increase the speed of your eCommerce site and thereby the performance?
A significant amount of traffic is generated when a user clicks on an ad on Facebook and gets on the product page and there are no other products on your site that this user has seen.
This is where displaying related products can be of benefit. A user might be interested in other products in the same category or in a comparable price range that are listed in this section. This will entice the user to check out further products. You should keep in mind that the more products you present to your customers, the higher your sales will be.
E-commerce websites frequently feature social networking buttons like Facebook, Instagram, and Twitter. Although it appears to be a regular procedure, it sends users back to social media networks. Unfortunately, this can lead to customers abandoning the checkout process.
As a rule of thumb, social icons should not appear on your website's checkout or cart pages. However, including social media icons on the Thank You page does not affect the conversion rate.
The majority of user actions take place on the site. You may lose customers if your checkout process is too long, complicated, or unconventional. Try to keep the process simple to reduce your cart abandonment rate. Your website check-out process may need to be improved if you're getting a lot of relevant traffic but not seeing the conversion rates you were hoping for. Make the checkout procedure as quick as possible rather than long.
For example, if your customers need to provide their credit card and address information. Adding so much information is unnecessary because this payment gateway already has it. Additionally, payment channels are simple to use. Therefore, your conversion rate will be high if you optimize your checkout procedure.
In order to maximize the eCommerce website conversion, the checkout page should only have links to initiate payment or close the browser. As a result, links to pages like About Us, Home Page, Products, Menu, social media links, etc., should be omitted.
Here are some of the best practices for eCommerce conversion rate optimization :
Get more details on how to design an ideal homepage here.
Free and rapid delivery will no longer be a differentiator in 2022; it will be expected. People are more inclined to buy anything online if they have the option of free shipping. Customers, on the other hand, cited shipping costs as the most common reason for canceling orders. Transparent shipping prices help comfort users and make converting easier as there is no fear of hidden fees.
According to e-commerce website conversion rates, free delivery has an important effect. You should also think about the following things when trying to increase your website's conversion rate:
Without COD, conversion rates can fall by as much as 75%, according to an A/B testing study. As a result, three out of every four orders will be lost if COD is not offered.
Don't forget to emphasize "No COD Available" throughout the user's entire journey, starting with the adverts on social media platforms and ending with the purchase funnel.
There are a few red flags that indicate it's time for a substantial redesign of your eCommerce website design and content. It's important to make it easy for people who have never been to your site before to find your products and get in touch with you.
Conversion rates can be boosted by blogs and new website content in the following ways:
You need a well-designed website to get high conversion rates for your e-commerce store. Design a user-friendly interface for the website's navigation. You should make it easy for users to navigate your site and connect the navigation with the customer journey if you have critical customer information or conversion possibilities on several pages.
In order to improve your website's navigation, you need to think about your business's goals for user engagement and conversions.
You should make it as easy as possible for visitors to find and purchase things if you want to make money.
Smartphones are increasingly being used to shop online in today's environment. As seen by conversion rates, mobile devices are already accounting for 53.9% of all online purchases. Consequently, if your online store isn't optimized for mobile devices, you could be missing out on more than half of your prospective customers!
Creating a mobile-friendly website might encompass a wide range of adjustments and marketing methods. Responsive eCommerce web design principles may need you to make changes to your existing design or even start from scratch with a new site.
Analyze your website's traffic sources to learn where your clients are coming from and what pages they are visiting. You can then choose which pages to focus on initially in order to maximize mobile device conversions.
So how can you optimize your eCommerce landing pages for mobile customer experiences?
Make sure your CTAs are clearly visible and easy to click. You don't want visitors to assume they're about to abandon your website because they see a giant bright red button, but you also don't want them to think that. Integrate your call-to-actions into your entire conversion rate optimization strategy to give your website visitors a smooth experience.
An effective CTA strategy does not include bombarding a user with pop-ups. Instead, consider making CTA buttons that are both obvious and unobtrusive. Run A/B tests to see if one of the variations performs significantly better and results in a greater number of sales or signups. The goal is to find the perfect equilibrium.
The end result is conversion, if your visitors can’t find the “buy now” button, you aren’t getting any conversions. Your call-to-action button needs to stand out so that visitors can easily find it and are motivated to use it.
Here are some tips to get effective CTA and increase the average eCommerce conversion rate:
If you want your business to show up on the first page of results within any of the large search engines, you have two eCommerce conversion optimization tips:
New clients can only reach your website if you have an effective SEO marketing approach. Improve your SEO to ensure your online store appears in search engine results. There is nearly an endless list of possible keywords you could choose to target. However, some things you should consider are:
Because social media allows you to interact with customers in a way that was previously unimaginable, it is a terrific tool for converting visitors into customers. Social media allows you to connect with customers in a more personal way, which creates new acquisition channels.
Social media can even assist you to generate new sales leads if your social media postings are liked and shared by the online community. Increase your conversion rates by concentrating your efforts on this method, which has the ability to spread like wildfire on social media. So, as a result of this, conversions will begin to occur naturally, which is a terrific approach to gradually enhance conversion rates.
A/B testing your conversion optimization is essential if you want to obtain the greatest outcomes for your organization. Using A/B testing, you can find out what changes your typical conversion rates the most and then use that information to make your website even better. Your conversion rate will increase over time because you are always improving.
Let’s take an example eCommerce stores struggle with a high cart abandonment rate. When you A/B test, it helps in :
You can't test
Tracking codes (also known as UTM parameters) should be used on your website. If Google Analytics doesn't show any conversions, you may need to make certain tweaks to get a good view of your conversion rates.
Using tracking codes, you can monitor where visitors come from and which sites they visit before making a purchase. You'll be able to identify which parts of your website or marketing approach are working best and where you need to make adjustments to boost conversions.
Using analytics, you may identify areas for improvement in your e-commerce site as well as those that are generating high conversion rates. Use this data to increase your website's conversion rates and discover what works best for you.
Getting a site's conversion rate optimization right can take some time and effort, but the payoff is always worth it. Spending money on your website's optimization on the basis of wild speculation is a bad idea. Data sources like Google Analytics allow you to get a clear picture of your website's traffic with just one click.
Attempting to please everyone with your website is a waste of time. It's critical to know your customers and their internet habits in order to maximize conversion rate optimization efforts. Use both quantitative and qualitative data, such as Google Analytics and sales patterns, to adapt your website to your target audience.
Don't let yourself be fooled into believing that paid advertisements are sufficient to sustain your online presence. This approach will not be viable in the long term if the cost of bidding on popular keywords rises. Pay-per-click advertising (PPC) should be paired with organic search optimization, a regular social media presence, and email marketing. The internet is not the same for everyone, therefore if you simply use one method, you may miss out on a significant number of prospective clients and sales.
The absence of face-to-face interaction in online transactions necessitates the development of trust between you and your customers. Visitors will appreciate the opportunity to learn more about you and what you do if you include an "About" page on your website. Website security measures, such as advertising professional group memberships/partnerships, are a wonderful method to enhance customer confidence in your business.
To illustrate that you have a good reputation and a history of satisfied customers, post customer testimonials on your website. Consider using customer reviews to bolster the credibility of the products and services you offer if you plan on selling them through your website.
In the event that a visitor clicks on an ad expecting a free estimate and is disappointed by what they see, they are likely to leave the site. Ads need to be tailored to your site's content, not merely stuffed with popular keywords that aren't relevant to your site's content. Everything on your site, from the color schemes to images and advertisements, should be consistent with the message you're attempting to convey. As a result, clients are left feeling confused and bewildered.
Additionally, adding multiple payment methods to the checkout process might help boost conversion rates for ecommerce websites. More than half of online shoppers have abandoned their shopping carts because of a lack of payment alternatives, which shows that simplifying the checkout process is essential to keeping customers happy.
Pay through PayPal Apple Pay, or Stripe instead of merely accepting credit cards. Allowing more people to utilize the service will make it less likely that they'll leave. Offering a variety of payment options on your e-commerce website has various advantages in light of this:
Your conversion rate could rise by 30% as a result of this.
While this may seem obvious, poor-quality images and videos on your eCommerce website will have a negative impact on your conversion rates.
People can't actually see and feel your product when they buy it from you online. Customers will feel more confident in purchasing from you if you feature high-resolution photographs that are accurate representations of your product. Because videos and 360 product viewers allow customers to acquire an almost physical sense of the product, these are also terrific ideas.
Customers are more likely to convert when they can see a product in their minds.
Do you know 68–75% of carts are abandoned, which means significant income loss? Check your cart abandonment rate in Google Analytics and see how you can stack up and increase conversion rate eCommerce.
Using effective analytics, the software can utilize communication techniques as effectively as possible to recoup your lost revenue and potentially enhance your relationship with the customer.
If your website doesn't collect email addresses, you won't be able to send follow-up emails about abandoned carts! There is no way to send subscribers exclusive discounts, advertise new product launches, or keep customers up to speed with blogs and the latest news via a subscription.
As a result, obtaining emails as quickly as possible is critical if you want to keep customers returning to your site. Adding a pop-up form that provides first-time visitors with a discount on their first purchases in exchange for their email is an excellent method to accomplish this.
Besides increasing your email list and giving you a platform from which you can continue to promote to them, this will also provide an appealing incentive for site visitors to become paying clients.
Unprofessional issues, such as typos, missing media, and broken links, are the quickest way to drive customers away from your eCommerce website. As a result, you should double- and even triple-check all of your website's content.
Your online shop should also be updated and correct at all times.
Add a search bar to your site if you have too many products to offer your clients. Customers can quickly and easily zero in on a certain product using a search bar. Most websites have a search bar in the upper right-hand corner. The blemish is readily visible and easy to focus on.
Here is how to improve the search bar:
Do you know almost 97% of customers look at product reviews before making a purchase? Almost every product on the most popular e-commerce websites has a rating and a review. Everyone values high-quality goods while making a purchasing decision. Break down ratings into factors like design, quality, comfort, delivery service, fit, pattern, and many-core factors that customers may find helpful.
A study has found that 88% of consumers say they trust online reviews as much as personal recommendations.
Check up on the following sources to improve eCommerce conversion rate:
The value proposition is a critical aspect in determining your conversion rate. When it comes to designing a website, many marketers focus on the font size, colors, and style rather than strengthening their value offer.
How do you define your value proposition, though?
Isn't that all you need to explain to your customers why they should buy your product? You use this term to define what your product is and how it helps your customers.
Even a few strong sentences about the product's relevance to your user will have a high probability of converting a potential consumer into a long-term customer.
In order to create a compelling value proposition, you need to thoroughly research your competition and outperform them in their own fields of expertise. You should endeavor to draw attention to your company and products and explain to your customers what sets you apart from your competition.
Improved customer service is a critical factor in increasing conversion rates, as previously mentioned. If you don't respond quickly to client questions and concerns, they may decide to go elsewhere.
It's also possible to gain new clients from your current ones by providing excellent customer service.
Always make an effort to respond to client inquiries as quickly and efficiently as you can. Having a dedicated customer support team is a requirement for this. In today's environment, however, everything is going digital. It's also possible to use a chatbot powered by artificial intelligence to boost customer support.
Your customers' questions and feelings can be read by these intelligent chatbots, and the finest solutions can be provided to them without the need for human participation.
If your e-commerce website isn't getting much traffic or purchases, it's time to integrate scarcity into your offerings. User notification is required when a certain product or service is nearing its expiration date.
The pressure is now on those who are interested in your product but aren't going to buy it for any reason. People are more likely to buy something right away if they hear or observe that it is in short supply.
Using a countdown timer, you can state that this deal is only valid for a certain period of time. It is also possible to limit the number of products that can be guaranteed next-day delivery.
Having limited-time deals makes people buy goods they wouldn't normally buy, even if they wouldn't normally buy them on a regular day! Make the most of this trick, but don't keep doing it again and over again. Otherwise, you run the risk of losing your users' initial enthusiasm and excitement.
Make sure your e-commerce site is completely safe and secure for your customers to utilize. Increasing numbers of businesses are opening their doors online as the world becomes more and more digital. People may be unsure about which company is legitimate and which one is a scam in this situation!
Customers are also getting increasingly concerned about the rising number of incidents involving internet hacking, incorrect product delivery, subpar customer service, and credit card fraud. They're now in a state of mind where they can't tell the difference between a legitimate shopping site and a fake one!
Make sure your customers know that you've worked with some of the biggest names in the industry by providing a variety of trustworthy certificates and badges, as well as offering an official certification with each product or service. People are more likely to trust a company that has been endorsed by well-known marketers.
You can gain confidence from your customers by:
E-commerce owners want the services of a skilled content writer who can design engaging product descriptions. Because so many individuals consult it before making a purchase, the description of the product is lengthy and in-depth. You can be guaranteed of a higher conversion rate if your product description is outstanding.
Another method of establishing client trust is to have them buy your product without giving it a second thought. A few lines like "30-day money-back guarantee" or something similar would suffice on your website or product page. This feature is available on nearly every platform. If this functionality isn't available, you need to experiment with it in order to increase conversions.
Because clients are frequently interested in your products, offering discounts is an easy approach to get their attention. Even so, it's possible they're unaware of the sale price. The discount pricing makes consumers feel like they're saving a lot of money rather than buying it at its original price value in this scenario. You'll have a better probability of making a sale with a promo code than without one.
Tell me, are all your leads converting? No that’s not possible. The procurement team can’t entertain each individual. But with a chatbot, this can happen!
Do you know which part of the webpage is not interacting well with your users when working on ecommerce conversion rate optimization? Is it the product page, service page, checkout? Review these pages over how users are engaging, are they going through the content, is the page content effectively designed or not?
Yes, Content is the key. Writing content that is of genuine interest to the visitors, resonates with your readers will definitely make them come back. So, what should be the focus areas?
Personalized Content copy for every segment of your customers.
How do you generate leads? Simple answer, through a high converting form on landing pages. But is the form on your webpage performing? Do you check the metrics constantly? Here are some tips:
Display exit-intent offer when the user is about to leave the site, this will enable the customer to take the desired action resulting in eCommerce conversion rate optimization. Strategy for exit intent offer:
What do you do to enhance the user experience? Did you optimize your eCommerce landing pages? From where does the user fetch maximum information about the product? It’s the landing pages. The more informative, efficient the buyer journey is, the higher the conversion rate.
But how to generate sales from landing pages? Here’s what you need to focus on:
Quality Product Images For Improved Ecommerce Conversion Optimization
When was the last time you checked up on how images are performing, used your site to check upon customers who can’t touch or feel the product, it’s the visual aspect, product detailing, that makes them buy the product? You need to make the most out of the two-dimensional screen to communicate the features and attributes of your products. Images impact your conversion rate and so it is critical to look into the kind, size, of images you are using. Give attention to some of these factors:
Keep your pricing competitive along with limited period offers carefully drafted for new users and repeat customers. Highlighting the "deal" your user is getting by the slashed prices is a good conversion tactic.
Having a live chat app will give you the opportunity to answer customers in real-time, allowing you to get hold of your buyers and effective for average conversion rates for eCommerce sites. This will also enable you to assist them in overcoming any obstacles.
Live chat campaigns can be to:
The funnel-based view of the conversion process we have mentioned below is useful to boost eCommerce website conversion rate, it also shows the conversion rates to product page views that aren't published so often. It provides a useful benchmark and prompts retailers of its usefulness to assess conversion to product page views when making site design improvements.
Do check the average eCommerce conversion rate per channel of advertising?
Check channels of lead generation for a fair view of eCommerce average conversion rate and to increase conversion rate eCommerce. Some channels to look up for are: Bing, Google, Facebook, Pinterest, Twitter, Linkedin
What is your end goal? It’s a sale and of course, no deal happens without a personalized experience. The main questions that need to be answered are:
Where should personalization occur in the experience?
Pay attention to all the channels and touchpoints your customers interact with. Where would a personalized element help the most?
Product recommendations, inspirational content, location-based services, site search, and customer portals - map out each micro-moment that could benefit from a more contextual experience.
What information should be used?
What tools do you already have - CRM, marketing automation, A/B testing, transactional systems, - that offer a wealth of information? Take a look at where you’d like personalization to occur, decide which of your current tools could help support each micro-moment, and identify the gaps in data you need to fill to complete your vision.
How will you use technology and human insights to create a personalized experience that enhances your Ecommerce Conversion Rate Optimization?
One of my favorite features on Netflix is the “continue watching” feature, which allows me to log back into Netflix and continue watching a series or movie where I left off.
By setting up your site to remember visitor preferences and the items viewed, you can apply this feature to your eCommerce store.
Some tools to create personalized campaigns include:
Make it a habit to regularly test different aspects of your eCommerce website that you know could be improved. Use data to make smart future decisions instead and never ever stop trying new things. Test to lift conversion rate in tiny increments over time and you will end up with a whole lot more sales.
While testing keeps a track of essential metrics through some of the most resourceful tools like:
Hotjar allows you to capture screen recordings and heat maps, showing how your visitors are navigating through your website. It works on in-depth analysis like no. of scrolls, understanding customer behavior in real-time. Helps you understand the behavior of your website users and get their feedback through tools such as heatmaps, session recordings, and surveys.
This tag-based analytics tool fills a niche between Google Analytics and Facebook Analytics. It measures users’ site usage thereby providing advanced demographic data on a per-click basis.
Google Analytics gives you insights over the visitors and helps increase conversion rate ecommerce like:
Crazy Egg, with its full suite of heat maps and click tracking, gives you snapshots of your visitors’ behaviors. You can also do A/B testing to determine which of your optimization hunches is right. It has the added functionality of segmenting clicks by the source to evaluate your links’ effectiveness.
Google Pagespeed analyzes your website’s load time and provides suggestions for how to make it faster.
AB Tasty is an all-inclusive platform that gives your campaigns a personal touch and offers customer activation and A/B testing.
To entice those new visitors that ultimately end up on your site, they feature a “Smart Bar” to increase email subscribers and easy ways for visitors to sign up for webinars, free courses, and more.
Essentials metrics you should never ignore to increase Ecommerce Conversion Rate Optimization
Sales conversion rate - Your conversion rate, quite simply, is the percentage of visitors who make a purchase.
Email opt-ins - Email marketing is one of the most powerful tools eCommerce stores have to drive repeat business.
Customer lifetime value - Your customer lifetime value is a metric of the total you earn from a typical customer over the course of their life.
Customer acquisition cost - Naturally, it costs something to acquire a new customer. This value is called your customer acquisition cost.
Revenue by traffic source - By calculating your revenue by traffic source—a metric that shows you which channels send you actual customers, as opposed to visitors who never buy.
Average order value - Your average order value is, quite simply, the average value of each purchase. To discover yours, divide the total value of all sales by the number of carts.
Shopping cart abandonment rate - This metric is the percentage of shoppers who add items to their shopping cart, but then leave your store without making a purchase.
The foundation of any eCommerce website development is its conversion strategy. Even if a product is excellent, it will fail if it is unable to locate a market for its sale. A product cannot be sold through force. The online user has complete freedom to disconnect or abandon ship at any time. Because of this, it is even more difficult to convert
When talking about eCommerce conversion rate optimization, sales, numbers, and revenue, we can’t be dependent on certain parameters. You have to be informed about each and every aspect affecting the business.
For instance, Amazon is one of the world’s largest e-commerce companies, and As of June 2022, Amazon accounted for 37.8 percent of the U.S. e-commerce market, making it by far the leading online retailer in the country. Can you answer how exactly they pulled it off? What is working for them that users love about Amazon?
Some of the most important components that have made Amazon so successful is the outstanding user experience that makes it easy for e-commerce customers to find what they’re looking for and move further down the conversion funnel, thereby increasing sales. Also, the seamless merging of design and content ensures that Amazon pages attract and convert relevant web traffic and many more factors along with a Win-It mindset.
We hope this guide will help you increase your conversion rate. Even the smallest improvements might result in a 50 percent increase in revenue when done correctly. Keep your pages focused on providing the best user experience.