Many owners of eCommerce websites believe that if a customer is browsing their online store, they are probably seeking a certain item and are prepared to buy. That may be the case in some situations, but it’s not always that simple for eCommerce companies to turn visitors into paying consumers.
Conversion Rate in eCommerce
Even when they discover the item they were looking for, there are several reasons why a customer leaves without making a purchase. It’s possible that your checkout procedure was too drawn out and confusing, your load time was too long, or your eCommerce store was too challenging to navigate.
Conversion rate optimization is crucial for eCommerce companies because of this. Sure, driving targeted traffic to your online store is important, but if you can’t turn that traffic into consumers, your goals won’t be met.
In this article, our CRO specialists will discuss the significance of raising your conversion rate and offer you some advice on how to use CRO to increase sales.
Why Is Conversion Rate Optimization Important for Your eCommerce Store?
Increasing the proportion of visitors to your eCommerce store who complete the intended action is a technique known as conversion rate optimization. CRO can assist you in comprehending how visitors use your website, the steps they take, and the barriers preventing conversions.
You most likely invest a significant amount of time, energy, and money each month into bringing customers to your online store. Optimizing your conversion rate is essential if you are to increase your sales.
Consider that the conversion rate in eCommerce is, in general, 2%; therefore, for every 100 visitors to your site, two will become customers. You will receive ten customers for every 100 visitors if your conversion rate is increased to 10%. Without using additional resources to increase traffic, that is a considerable difference.
You will gain additional advantages by increasing your conversion rate, such as:
- Lowering the cost of acquiring new customers. Some of your expenditures will decrease when you don’t need to spend as much money on paid advertising to get customers to your eCommerce site.
- Save money so you can use it to improve your goods and expand your business.
- Recognize the desires of your audience and how to persuade them to convert.
- Enhance the experience of shopping. An online store doesn’t give customers the same freedom as a brick-and-mortar store, where they can inspect the item. Therefore, you must make sure that your potential buyers are aware of the characteristics and advantages of your items. CRO can assist you with that as well.
Conversion Rate Optimization
Remember that if you want to see a noticeable improvement in conversions, you must take into account all of your conversion targets. You probably have a primary conversion objective, like selling your products (these are also known as macro-conversions), as well as numerous secondary conversion objectives, or micro-conversions, which are quick actions that potential customers might take before becoming customers, like creating an account, adding an item to a cart, and so forth. To create a fantastic user experience that will persuade your target audience to convert, you must concentrate on each of them.
Make Your Online Store Safe for Visitors to Browse
You must first make sure that your prospects feel secure when browsing your online store and that they perceive you as a trustworthy company before concentrating on CRO strategies like writing compelling product descriptions and using high-quality photographs.
There are several ways to increase the security of your website:
- Turn on HTTPS for your online store. Visitors will notice that your website is secure, and it will increase the likelihood that search engines will give your online store a higher ranking.
- Include a secure checkout badge from a payment processor, such as PayPal, Visa, or Mastercard. This is crucial because, according to 19% of consumers, giving credit card information on an unsecured website will prevent them from doing so.
Don’t forget to consider the phenomenon known as social proof. Although we will talk more about this later, it is important to note that social proof increases customer trust in your store.
Make it About Your Audience
Many eCommerce companies concentrate on showcasing their products. And that’s a wise idea since it gives your customers the chance to understand the main features and advantages of your product and determine whether it meets their needs. However, some of the top online retailers put their consumers first and tell stories that speak to their problems. And here’s why that tactic is also quite effective.
The majority of online shops will have thorough product descriptions, but fewer will explain how the item would aid customers in solving their problems. But in order to do that, you must have a thorough awareness of your target audience, their problems, and their objectives. Additionally, you ought to explain how your goods can assist them in resolving their issue and achieving their objectives.
Make Your Products More Visible to Visitors
Visitors cannot inspect your products as they can in a physical store, as we described earlier. They are unable to try it, touch it, feel its texture, or view it from different angles. It’s crucial to make the product as clear in their minds as possible so they can picture themselves wearing or using it. For instance, you can present your goods from several perspectives to give potential clients a better understanding of how they appear.
The major goal is to make online shopping as similar to visiting a physical store to browse various things as is humanly possible.
Informative Videos for Customers
If you are selling standard running shoes, you are not required to offer videos. However, a how-to video can help you boost conversions if your online company sells ski boots. You can make many movies that address various issues potential buyers can run into when looking for ski boots, such as deciphering the jargon, selecting the proper size, weighing the advantages and disadvantages of various manufacturers, and so forth.
Write conversion-oriented product descriptions.
You can develop effective product descriptions by following a few rules.
To write a product description that converts, you must first understand who your target market is, the issue they are attempting to address, how they found your eCommerce store, and the characteristics or perks that they would be most interested in. When you know the answers to these inquiries, you can create product descriptions that appeal to your intended market.
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Explain the Benefits of the Product
Increasing conversions won’t be accomplished by providing a long, dull list of features. Additionally, you must demonstrate to potential clients how the product would profit them.
- Tell a Story: A excellent product description should be not only accurate, clear, and brief but also interesting. If you are selling wedding rings, for example, in addition to the type of gem, the cut, and the color of the band, you may also talk about the significance of that particular stone.
- Make Them Scannable: Not everyone will have the patience to read through the entire description of your products. You must therefore make them simple for scanners to read. Use different-size fonts, brief paragraphs, white space, and bullet points.
Strategically Place CTAs
The placement of your call-to-action buttons and the wording on them can have a big impact on how many visitors convert.
Write concise copy and make your CTA stand out. Your intended audience won’t be perplexed about what to do next in this way. Use one CTA per product page as a general rule because using more than one could cause decision paralysis. Additionally, make sure your CTA button is surrounded by a lot of white space and that all the page’s elements go in its direction.
Testing Your Product Pages
Comparing two variations of the identical landing page, email, or product page to discover which one works better is known as A/B testing. The fundamentals are fairly straightforward: you present version A of your landing page to 50% of your target audience and variant B to the remaining 50%. The variant with the highest conversion rate is the winner.
Almost every component of your website, including the copy, graphics, CTA placement, and social media buttons, may be tested with A/B testing.
- Include client testimonials.
Before making a purchase, nearly 95% of consumers check customer evaluations, and 88% of them say they trust internet reviews just as much as personal recommendations.
The bandwagon effect is the reason why online reviews are so powerful. If they observe others doing something, people are more likely to follow suit. So, by incorporating social proof on your product pages, you can demonstrate to potential customers that other people have used and enjoyed your items.
- Use content marketing as a tool.
How might content marketing aid in increasing sales for your online store?
High-quality content can help you become recognized as an authority in your industry and increase the confidence of your clients. Additionally, it can aid in increasing website traffic and brand recognition. Additionally, you can add links to your product pages in your blog entries to increase conversions.
- Pay attention to your analytics.
Measurement of your online store’s performance is essential for boosting conversions.
Locate the indicators that require improvement in Google Analytics. Perhaps you want to speed up your website load time to lower your bounce rate. Condense your graphics, use subheads to keep readers interested, and add distinctive CTAs if needed. Then, examine your analytics once more to see which changes were most successful.
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