Tips to Improve Conversion Rate In E-commerce & Make Money
Attracting people to visit your website is one thing and getting them to ultimately turn themselves into paying customers is another. If you are running an e-commerce business, you then need to master the distinction between the two and focus on enhancing your conversion rate in order to generate some profit.
The struggle of most entrepreneurs is that operating an e-commerce store is not similar to other business endeavors. Sales tools like networking or the other B2B tactics are not as applicable when you are trying to get in touch with your every consumer.
So how can you improve your conversion rate as well as maintain a strong foundation of loyal customers? Take a look at some of the helpful tips below to learn how to optimize your time and efforts.
#1. Narrow down your audience.
Many e-commerce business owners struggle to be the jack-of-all-trades to all people. Bringing qualified leads to your website with this kind of tactic is harder than you think because most of the people that you are targeting aren’t really a good fit for your products or services. That’s why you need to narrow down your target audience so that the time and cost of generating leads are only spent on people who are likely to purchase.
#2. Scrutinize the sale funnel.
It is essential for your conversion rate optimization to fully understand how the sales funnel functions for your product or service niche. In the end, what you need to create is an ascendable and repeatable sales cycle that can assist you in growing your customer base.
Not all sales cycles are long and complicated. Some consumer groups buying certain products like a 12-dollar T-shirt do not require a lot of research before deciding to buy making their sales cycle short and fast. But for more expensive purchases such as car parts or tech gadgets, customers will tend to spend more time researching and deciding before clicking the buy button.
Your goal in offering consumer products is to speed up the sales cycle. Knowing and understanding what it takes to attract your audience to transfer from the awareness stage to the purchasing stage should be your ultimate guide in every conversion optimization effort that you embark on.
#3. Know the ins-and-outs of web design basics.
Having a B2B-style landing page is not really needed in running an e-commerce store but there are other landing page best practices that can similarly apply in optimizing your conversion rate.
As the founder of Clearleft founder Andy Budd said here, “A good landing page needs to effectively answer the core sales objections the user will have. That could [include] how much the thing will cost, what features it has, what it will look like, how it’s different from the competition, etc. Lastly, you need to offer a clear, simple and pain-free way of moving to the next step in the process.”
What he said is only appropriate for your product pages. An extremely good image conveys to your customers what does your product looks like. Making the cost and features available assists them in knowing what they can expect when they purchase your products. Positioning your “Add to cart” button in an easy-to-find spot will help move your consumers to the next stage. Enhancing the features of all your product pages will definitely go a long way in growing conversions.
#4. Enhance your product descriptions.
How you describe your products matter. Hyped sales copy does not always improve your conversions but the sales copy that is rich with information does. Do not fear to put long descriptions because if your customers are truly engaged, they will read it all. Just ensure that you have formatted the text to be comprehensive and digestible.
Moreover, make sure that you have an easy-to-read summary for your website guests and potential buyers.
To summarize, encapsulate the core of your product, what does it do and why is it good for the consumers. Emphasize the benefits and communicate its value.
#5. Spend some money on site security.
There was a survey in 2017 that showed 32% of website users had one of their accounts hacked. Because of hacking incidents affecting high-profile companies such as Equifax and Yahoo, consumers are having more and more doubts of how their information is shared online, specifically their credit cards and other payment processing data.
Your conversion optimization efforts can swiftly go nil if you don’t include data security in your priorities. Some of the ways you can do to significantly minimize the likelihood of people leaving your site because of security reasons are using HTTPS for your website, employing trusted payment processing system such as PayPal, or showing security badges for your SSL certificates.
#6. Offer free shipping if possible.
As many as 50% of e-commerce sellers are already offering free shipping. Some even offer it in all purchases while others have some conditions for a customer to avail the free shipping. Great examples are JCPenney and Amazon who usually offer free shipping if the total cost of the shopping cart exceeds a certain dollar amount.
There were several studies made that revealed unconditional free shipping as a critical deciding factor for consumers and that customers will purchase more products if free shipping is offered.
On the other hand, expensive shipping costs were ranked as the number 1 reason why customers leave their online shopping carts.
But in case you cannot opt to offer free shipping, try charging a flat rate if you can or just be upfront about it. Your conversion rates will surely go down if your customers will only see your shipping charges and no free shipping option at the checkout page. Ensure that your shipping costs, flat or not, is displayed on your site and your consumers have a way to see it before the payment page.
#7. Make little modifications.
With your high hopes to improve your conversion rates, you may be tempted to give your website a major renovation all at the same time. While an overhaul may be beneficial for a completely outdated website, it is essentially not suggested in most scenarios.
A radical modification could alienate your existing customers while still failing to solve your conversion rate problems. With small and incrementing changes, you can better determine what is aiding or hurting your conversion efforts.
Just like what Hoa Loranger of Nielsen Norman Group explained about not making radical changes when minimal changes will be sufficient, “Too many websites undergo a major overhaul unnecessarily. While legitimate reasons exist for engaging in a redesign, the reality is that many problems you need to solve are isolated and can be fixed with smaller, incremental approaches. Look at the metrics rather than guess what needs to be changed. Allow data to help you determine the extent of the problem and apply the least amount of change necessary to solve it.”
#8. Display product reviews on your site.
A study conducted by GE Capital Retail Bank showed that 61 percent of online shoppers read product and service reviews before they make the purchase. So better to start showcasing reviews and comments on your e-store.
Whatever e-commerce platform you are using, you can always insert product reviews and insights from your customers. Either your website has a built-in review functionality or you grab a free widget that will allow product reviews. You can also get reviews from your consumers and showcase them on your website as a testimonial.
One thing to note in product reviews is to never erase negative reviews. They can actually improve your conversion rates if they are only a few of them as compared to the positive ones.
You can also opt to use stars rating. The more stars, the better.
#9. Make the correct measurements.
The best way to really learn which modifications are enhancing or hurting your website’s conversion rates is by measuring the results. When you don’t use analytics, you won’t have the entire picture of your store’s strengths and flaws.
Verifying if your conversion rates are growing should not be your only success or failure measure, you should also ensure that your value per consumer is growing as well. Make the most first of the traffic you already have before pushing and getting some more.
As you try to play with the above tactics and learn the things that you have to consider to fully optimize your conversion strategy, you will have a better position in converting potential consumers who visit your site into actual buyers. Just keep in mind that you can enhance and grow your conversion rates. Do not settle with the current rates that you are receiving, always aim for a higher goal.
Of course, developing and maintaining a solid conversion rate requires continuous research and refinement, but these techniques and guidelines will undeniably help you stay on the right track. As you continue to improve your conversion efforts along with your great products and top of the line customer service, you’ll certainly have a sturdy foundation for a long-standing success.
Patrick Del Rosario is a blogger from Design Bro. DesignBro” is the world’s highest quality logo design crowdsourcing marketplace, focused around a selected community of leading designers. Our designers are hand-picked by our creative team. This means that only professional designers with years of experience get to work on your design. When not working, Patrick enjoys photography and events.