How to Improve eCommerce Website Conversion Rate

Technology

The conversion rate for websites varies depending on some factors such as industry, website, traffic, price of product or service, etc. It is essential that you continuously work to improve your conversion rate to get more out of your online marketing.

What should the conversion rate be?

“The percentage of visitors who take the desired action”

This is a question that is in principle impossible to answer without examining the website, its visitors, and how they act in detail, with so-called web analysis. The answer often depends on who the visitor is and where he comes from.

The conversion rate can vary greatly depending on whether a visitor comes from Google, has read an ad or banner, clicks on a link from a blog, or enters the address directly into the browser. The conversion rate is as low as 1-2% on an average eCommerce website. 

  1. Factors affecting

Other aspects also affect the conversion rate, such as product range and developing eCommerce website or online store. You can have many visitors just looking to gather information or look at “nice” products such as branded clothing, new models of a product, etc.

A less attractive website design creates uncertainty in the visitor and lowers your credibility. Therefore, it is essential to communicate with a stylish and professional design that conveys security and credibility.

Clear contact information, preferably with a picture of responsible people, history and background information about the company, references, and of course the price level are other things that affect.

  1. Improve the conversion

Work to improve conversion is, in most cases, an excellent investment. If you can double the conversion rate in an online store, you have doubled the income!

  1. Substrates & concrete tips

To get a good basis and results, it is best to conduct a so-called web analysis where the visitors’ movement patterns and behavior are mapped, pitfalls and obstacles are removed, and A/B tests are performed to measure the effects and outcomes of changes.

If you have a smaller budget, we have gathered below some concrete and accepted tips to better outcomes and conversion rates. You have to test and measure results continuously.

  1. Statistics tool

A good statistical tool to be able to interpret the results of various changes is, of course, important. Several free alternatives are sufficient for the task, such as Google. 

Analytics and Statcounter.Factors that increase the conversion

Depending on the target group, measures for increased conversion can look different. However, here are some concrete factors and tips on measures that in most cases increase the conversion,

  1. Design & Structure & Clarity

An appealing eCommerce website design with a clear structure regardless of the type and size of the connecting device on your site conveys professionalism and credibility.

Have straightforward navigation so that all visitors, regardless of computer skills. Immediately understand how to navigate and shop on your website / online store.

Many people want to “stand out” with their design and do it differently. Which often leads to the visitor not understanding how to navigate, getting tired, and leaving the page.

  1. Contact information & Information

Have clear contact information on the website, preferably directly on the 1st page with name, address, telephone number, and email address. Posting a photo and direct number to responsible people at the company conveys additional security to the visitor.

If you are an e-trader, it is essential that information about purchase terms, returns, etc., is readily available, which creates trust.

  1. Get help from well-known brands.

If you work with well-known brands as suppliers of products or payment options, it is good to sign with them. As strong brands convey security towards the visitor who becomes more inclined to make a purchase. It is applicable for smaller brands too who promote their brands online and want to accelerate conversion rate. 

  1. Satisfied Customers

Do you have satisfied customers? Talk about it on the website! Good references and previously satisfied customers convey trust to the visitor. You can invite customer reviews and ask them to write more positive feedback to motivate users to purchase your products. 

  1. Remove Obstacles

Try to remove as many obstacles as possible from the website to provide a better user experience. This can be, for example, having as few fields as possible in a registration form, avoiding registration in a purchase process, enlarging and clarifying “Buy” or “registration buttons.”

If you are an e-trader, offer many payment methods so that all customers can choose a payment method that they are comfortable with.

  1. Newsletter

Newsletters are a good tool for keeping in touch with interested and existing customers. But remember to choose the time of mailings. The most suitable time varies, of course, depending on the target group and purpose. Monday morning, your letter may “drown” in lots of unread emails.

You can also include a separate newsletter section to let users find what is new on your website and explore the latest deals and offers.

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