Conversion rates is when a visitor goes
from clicking onto your eCommerce site to becoming a customer.
Conversion rates are measured by this percentage. High conversion rates
means increased online revenues while low rates means that there is
something that needs fixing.
Any
eCommerce store that receives a high number of visitors but is not
getting sufficient sales from these visitors, the cause needs to be
investigated. After all, there may be somewhere along the sales funnel
where customers are being lost. If you can find where and you know what
needs to be done to fix it, there’s no reason low conversion rates
cannot be improved upon.
There are many reasons why eCommerce
sites may have a low conversion rates. The most common of these include a
lack of customer support, no product reviews, higher than expected
shipping costs, inaccurate product descriptions, no product photos, slow
loading pages, higher product pricing than what your eCommerce
competitors are offering, unsecured payment gateways, products that are
routinely out of stock, and an unfriendly navigation experience leaving
it difficult to find the products a customer is looking for.
In
order for any eCommerce site to succeed, low conversion rates like
these need to be resolved as soon as possible. The #1 reason why
eCommerce sites fail are because of low conversion rates. Needless to
say, this is not something to mess around with. By making small changes,
success is possible. The process of making these changes is called
‘conversion rate optimization’, employing techniques to make the
eCommerce experience more shopper-friendly. When successful, over time,
conversion rate optimization can be directly responsible for higher
conversions, more customers, and better revenues.
Developing
an eCommerce site, significant attention should be paid to product
pages. Each product should receive its unique page with photos, an
accurate product description including specifications, customer reviews,
and should have a fast loading speed. A product page should also
include call-to-actions
(CTAs). The key to a successful eCommerce product page is in providing
all the answers and information the visitor wants. If they are
well-informed about a product and its advantages, in addition to have
CTAs strategically placed, a user is more likely to feel inclined to
buy. Consider including limited time gift codes, discounts, or free
shipping offers for first-time purchases, especially if you need
something a little extra to get going.
Also,
what more eCommerce sites are doing are adding product videos,
including how-to guides and reviews. Recent studies have shown that
product pages with videos have up to a 174% higher likelihood to convert
views, when compared to text-based descriptions and still images.
Past the nuts and bolts of the product page, it’s also important to keep the eCommerce
site experience navigation-friendly. Visitors need to be able to easily
find the products they are looking for. The checkout process should be
short, as in one or two pages maximum. There should be no requirement of
‘becoming a member’ or ‘sign up for a newsletter’. Checking out should
be kept simple.
As an expert eCommerce marketing
and web design company, Unlimited Exposure knows what it takes to
create an effective online shopping experience. Conversion rates are the
lifeblood of eCommerce success, and a necessity for any company looking
to survive and surpass the competition. If you are running into trouble
converting shoppers into buyers, connect with one of our
representatives today.
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