Guide to e-Commerce Conversion Rate Optimization

Have you ever been promoting your website on Facebook or Twitter and successfully getting a lot of followers, but only a few of them become your customers?

I believe it happens to many online store owners.

Getting an e-commerce site up and running is easy due to the emerging 1-click installers and the ever-friendly control panels available. They make it possible for online store owners to have the site looked and worked the way they want it to. They get traffic there and bet that revenue would come in accordingly.

Conceivably, the result disappoints them.

Seriously speaking, building a profitable e-business is not just about setting it up, decorating it, or driving traffic to it, it is also related to optimizing the conversion rate.

What Is e-Commerce Conversion Rate?

Conversion rate is the percentage of visitors who landed on your e-commerce site and who made a purchase. The e-commerce conversion rate can be used for calculating any valuable KPI, such as online sales, email signups, users adding a product to their cart, social media shares, etc. In a nutshell, every aspect of your website’s user experience can have an impact on the conversion rate.

So, increasing the e-commerce conversion rate is the most important thing you should consider doing after creating a functional, good-looking online store. This is also what we called conversion rate optimization (CRO).

How to Improve e-Commerce Conversion Rates?

With a growing number of useful tools developed, you can have more options to analyze your current e-commerce conversion rate and improve it. To save your time and efforts, we’ve reached out to some proven excellent minds that you can feel free to apply to your e-commerce site.

  1. Make real shopping experience.

Every online shopper wants to know as many details as possible about a product if they can’t touch or put it on. That’s the reason why your product image or video is important. Make sure you product images or videos come with high quality and can be zoomble so that shoppers can look closely to the image without compromising resolution. It is much better if there are product reviews from customers included. And also, don’t forget writing as compelling product descriptions as possible, which should offer information about the targeted users of the product and how to use it.

  1. Provide free shipping

Trust me, it is helpful. It has been estimated that 60% of online shoppers would abandon their shopping carts if taxes, shipping fees and other additional costs are beyond expectation.

Free shipping makes sure that your visitors offer you better e-commerce conversion rate, after all you have already managed to generate relevant leads who are willing to purchase from you. There is no time to think too much about it because your potential customers next moment may go to Amazon because of their free shipping benefit.

If you worry about loss of sales on the whole, you can consider raising the product prices to cover shipping costs. The free shipping temptation is usually great enough for online shoppers to forget the tiny changes in product prices.

  1. Give special coupons

Offering special offers, coupons, or discounts for your online store can be a powerful weapon when it comes to increasing e-commerce conversion rate. Among the many types of offers, percentage based discounts are the most widely-used solution to stimulate sales.

But how to most effective make use of special coupons? It needs discussion. According to experienced online marketers, weekly and monthly offers are good for driving sales and meeting revenue goals, while prelaunch offers are suitable for lead traffic and peak interest to a new product. You can also provide great deals during holiday seasons and give abandon email offers to bring potential customers back, and more.

  1. Optimize e-commerce checkout process

You’re at risk of losing a lot of customers when you have built a long, complicated store checkout process. To avoid that, you’d better start a well-planned A/B testing.

Even though there are industry standards for many hosted e-commerce platform, for instance, Shopify and BigCommerce, you still need adjust the process to your customers.

  1. Work on your security signals

You have to give visitors reasons to trust you when they land on your e-commerce site. Only when they feel safe about submitting sensitive personal information like credit card numbers to your website, can they be willing to spend money on your products.

It has been almost a must-have for every e-commerce site to display a security badge from a globally recognized Certificate Authority (CA). There are many SSL certificate services, from basic DV to higher-end OV and EV. Usually, for e-commerce sites, we would like to recommend OV or EV solutions because they represent more stringent validation process and the EV certs even offer a green address bar next to your domain name, boosting trust and clearly demonstrating that you’re a reliable business.

  1. Send abandoned shopping cart reminders

There are many reasons lead to abandoned shopping carts, a better price on another store, too complicated checkout process, etc. To solve the problem, you can send an email to remind the customer of the left items in his cart 24 hours after he abandoned it. The product image should also be included in the email. If they didn’t take action, send them another reminder 5 days later.

To maximize the effectiveness of the reminder, test out different abandoned shopping cart emails using an A/B testing tool. Adjust the subject lines and personalize your strategies, etc.

  1. Improve your site load times

Studies have shown the fact that slow page load time can result in an increased overall page value. If you can reduce your page speed to 1 second or less, you can get the greatest value.

Usually, the average page speed of an e-commerce site is between 4 and 8 seconds, because they have many large photos to load. But it is still possible to improve it by hosting your e-commerce site with a fast, reliable web hosting provider, using premium CDN service, removing unnecessary plugins, and so on.

Wrapping Up

No matter what strategy you take advantage of to improve your e-commerce conversion rate, the core idea is putting customers first. Your visitors will convert into your customers if you can provide them with top-level shopping experience.

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