Top 7 Tips To Improve Your eCommerce Website Conversion
In today’s fast-paced world, customers want their needs fulfilled as soon as possible. That’s why most people these days use eCommerce websites for online shopping instead of physically going to stores.
The conversion rate for an online business is the number of customers that complete a desired goal divided by the total number of visitors. It is a very important metric that hugely affects an online business’s bottom line. But can it be improved by performing changes in website design?
A good website design is a secret to an eCommerce website’s success. The right colors, images, copy, and layout can boost a website’s conversions and increase engagement. In contrast, the wrong design layout can increase its bounce rate and decrease conversions.
For best conversion optimization, no part of the website design should be overlooked. So let’s look at what design improvements businesses can use to optimize their conversion rates.
Call to Action (CTA)
Since CTAs are important for piquing user interest and guiding users to the buying stage, you must make sure that your CTAs are clearly marked on the webpage. You can use contrasting colors and design effects to make them eye-catching. eCommerce website designers should perform A/B experiments with the size and style of the CTA button to see what works best for them.
Furthermore, first-person language converts better than generalized text. For example, a CTA with text such as “Create My Account” will convert better than “Create Account.”
Ideal customer profile
You should use sales trends and google keyword searches to identify your target customers and create a target customer profile. This is important for eCommerce businesses since it helps them create a UVP for their product.
Once you have identified your target customer, make sure that every piece of content on your webpage is geared towards them. Since it’s impossible to create a business that targets everyone, it’s pertinent for an eCommerce business’s success to use its content to focus on a niche customer base. Marketing managers can also use their product UVP as a base for all their marketing campaigns.
Simple buying process
The KISS principle states that systems work best when things are simple. This rule also translates to eCommerce websites (i.e., the process of buying a product should be made as simple as possible).
In other words, the journey from selecting the product to the payment portal should take the least amount of clicks. The more you stretch this process, the more complicated your sales funnel will be.
To counter checkout issues, you can include a one-click checkout option on your product description page. This will reduce the bounce rate and streamline your process. This will also reduce cart abandonment, which is one of the leading causes of low conversion rates.
Customer success stories
Customer success stories are huge conversion boosters. For running a successful business, it’s very important to make sure that customers trust you and your product. And since face-to-face interaction is not possible online, adding client testimonials is a sure-shot way to demonstrate your brand’s trustworthiness.
Even though there are many ways to build trust, like adding product details, certificates, etc., nothing beats a good review from satisfied customers. Adding short gifs/videos/images of your satisfied customer recommending the product is even better since videos are often more effective than the written word. You can also include these reviews as third-party opinions on other websites.
Lastly, even though most eCommerce owners dread bad reviews, they can be beneficial for the overall business. Bad reviews increase the legitimacy of the product and improve customer trust. They also allow sellers to pinpoint customer issues and solve them in the next iterations of their product.
Responding to bad reviews ensures customers that their voices are heard and the sellers understand what went wrong. It also increases customer retention.
Images
Nowadays, you need to create a consistent flow of information for the users that visit your website. In addition to text, your images should convey brand information and user connection. They are also useful for SEO, as websites with image metadata and alt text rank higher than those without them.
If you have a physical product, make sure that your website images cover all aspects and angles of your product. This will demonstrate your product’s build quality and convey your product information. The zoom button is also important since many customers use it to have a better look at your product.
Furthermore, you can also use images to communicate brand information. For example, many businesses use client logos for their marquee banners to improve the trustworthiness of their business. You can also add strategic partners, leadership positions, and brand journey information to such banners.
Urgency
A sense of urgency is good for eCommerce selling, as it leads people to act quickly through a fear of missing out (FOMO). It makes them believe that your product is in high demand and they should get in before the last bell.
Adding deadlines to your product description page adds urgency to your copy. Words such as hurry, last chance, today only, and a limited-time deal can significantly boost your conversion rate. You can also use bright flashing colors and blinking text to make sure that it immediately catches customer attention. Lastly, added incentives such as free delivery or an early bonus can push your offer over the finish line.
Navigation
Websites with an easy-to-follow user journey and a cohesive layout have much better conversion rates than the ones that don’t. A clean website with less information is preferable to a cluttered one with lots of information. Clunky product pages also affect the SEO of your website, as many users tend to bounce if your webpage takes a lot of time to load.
What’s more, your website navigation should be clear and concise. For example, if you’re selling products under different categories, you should ensure that all your categories are easily accessible via buttons or drop boxes.
Lastly, your website should have tabs such as “On Sale” and “Discounted Items”, which allows customers to directly access discounted deals. Clicking on these tabs should directly open the product detail page, with discounts mentioned in bright colors. Discount, along with a Buy Now option will greatly increase the chances of customers buying the item.
Conclusion
Designing an eCommerce website can be a daunting task since you need to make sure that the website fulfills customers’ requirements quickly and efficiently. Creating a smooth and enjoyable shopping experience is the key to eCommerce profitability and conversion optimization.
A clean and minimalistic website design is crucial for improving a website’s conversion rate and conveying your business goals. All your business content and CTAs should be targeted toward your ideal customer profile. The focus of your copy should be to convey to customers your major selling points and demonstrate your UVP. Furthermore, you should use images to build brand confidence and illustrate your product’s trustworthiness.
Of course, there are many more conversion optimization techniques that you can use for your eCommerce website conversion optimization. A good website designer should keep tweaking website attributes and perform regular A/B tests to determine what works best for their business.
