Improve the conversion rate of your current E-Commerce traffic, but how?

Article by Evie Harrison - 14 Oct 2019 - 4 minute read

There was a time when most people preferred going to brick and mortar stores. However, now, in an attempt to keep up with the fast-paced world, many have switched to Ecommerce.

According to Statista, in 2019 alone, Ecommerce sales amounted to over 3.53 trillion dollars. Globally, in the first quarter of 2019, 2.72 percent of total Ecommerce traffic converted into customers. Conversion rate is one of the most critical metrics for Ecommerce websites.

If you are an owner of an Ecommerce store, you should ensure that your store doesn't just attract visitors. It should also convert them into paying customers.

1. Always use high-quality images on your product page

One of the most significant drawbacks of opting for Ecommerce stores is that customers cannot try out the products they buy. This may deter people from making purchases. Many choose to peruse online stores to get an idea and then prefer purchasing the actual product offline.

For instance, customers can look for an online leather store to see trending jackets and then find physical stores that offer similar designs.

A great way to combat this is by using high-quality images in your product pages. This helps customers in accurately visualizing the product. Hence, conversion rates are likely to increase.

2. Provide free shipping

Amazon has made one thing standard- free shipping! Now, customers expect online stores to have the same service. The moment a visitor clicks on the check-out card and sees an additional charge for shipping, he/she is likely to abandon the purchase.

Do you think bearing the shipping cost will take a toll on your profits? Well, not if you are smart about it. You see, pricing is all a psychological game. You don’t need to price items fairly. You need to ensure that it is perceived to be fair.

You are more likely to get away with increasing your product price to include shipping cost than you are to get customers to pay shipping cost separately!

3. Coupon codes only work if they come with an expiry date

Another trend that has been popular in the Ecommerce sector is offering customers with coupon codes. Nothing attracts customers like discounts.

But, since the majority of online stores offer such discounts, such coupons have lost their lucrativeness. Rather than giving vouchers that have no expiry date, create a sense of urgency by created limited-time coupons.

4. Have the right price

The prices your products have governed whether or not visitors will convert. After all, most people out there are value-conscious. Regardless of how great your online store looks, at the end of the day, if it offers products that are too expensive, then visitors will remain visitors. They won’t be converted into profitable customers.

Before you price your products, make sure you carry out a thorough analysis of the prices offered by competing brands. Always price your product at par with them. This way, you won’t lose out on customers just because of the price.

However, if you wish to use value-adding pricing, make sure you market your value-added feature well. This way, your consumer will know why you are charging a higher price and hence will be more accepting of it.

5. Perfect the check-out process

Check-out processes have the power to make or break the quality of your Ecommerce store. Remember, most people choose Ecommerce because of time constraints. They don’t have a lot of time on their hands. So, each step of the Ecommerce experience needs to be quick.

This includes the check-out process. And this is where most Ecommerce stores lose their customers. Often, check-out can be long and complicated. There is just too much detail to be given and too many options to fill.

This is the step you need to boost your conversion rates best. A great way to simplify the process is by personalizing it. Ask customers to create accounts. This way, all their details are saved. Hence, they only have to go through the long and tiring process once, after which it is automatically used by the store.

At the same time, always have a guest check-out option for those who are skeptical of creating accounts on all the different online stores they use.

6. Address customers that abandon you

Card abandonment is common. All online stores face them. Often, someone visits your sites, but various products in their carts and then leave the site without completing the purchase. These abandoned carts are lost opportunities. But, they can be converted into customers if you try!

There are various software available that help you send emails to customers about their abandoned carts. You can choose to merely remind individuals, or you can try to entice them by giving them discounts on their abandoned carts.

Using the right tone and having the right message is critical when addressing visitors that abandon you. Compared to getting new visitors altogether, it is easier to convince visitors that have gone through the purchase process, even if halfway.

7. Use live chat

Another thing missing from Ecommerce stores is human interaction. When you enter a brick and mortar store, you are greeted by salespeople who guide you through the purchase. This is visibly missing from Ecommerce.

But, you can use an alternate for it, in the form of live chats. Make sure to personalize your live chat so that it appears more relevant to your visitors. For instance, if someone has visited the store earlier and bought a given type of product, the live chat option can ask them about their experience or recommend similar products.

Key Takeaway: Better conversion rates require something extra!

In a world where there are a plethora of Ecommerce stores, for all possible products, it is essential to stand out.

To make sure customers don’t just view your store as a catalog, you need to do something extra. Incorporate each of the eight tips in your store and watch as your conversion rates soar high.

Evie Harrison
About Evie Harrison

Evie Harrison is a blogger by choice. She loves to discover the world around her. She likes to share her discoveries, experiences and express herself through her blogs. Find her on Twitter:@iamevieharrison

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