If you have an eCommerce business, then you want your customers to perform some desired action, whether it is buying your product or getting your services. Conversion rate is the percentage of customers performing that desired action.
Many customers use eCommerce websites to check and compare prices and the availability of various products or services, which lowers your conversion rate.
The conversion rate determines how much profit your business is bringing in. Here are the 6 website marketing secrets that will help increase your eCommerce rates:
1. How Fast is Your Website
The most annoying thing on the internet is a website that takes longer than 2 seconds to load. You will notice this yourself, if you’re on a website (and your internet is working just fine), then you’ll close any website that takes slightly longer than usual.
Similarly, your customers also lose interest in your services, if your page doesn’t load on time. Remember that a delay of one second also results in more than a 7% of reduction in conversions. So, work on speed by following these steps:
- Test the speed of your website using Google page speed or similar tools, and note your speed for both mobile and desktop.
- Look into your hosting plans. If the host offers different packages, ensure that you have the one with better performance.
- Optimize your pictures with various tools to ensure they open correctly on THE phone as well as on the web.
2. Use SEO Combined with CRO
You know that keyword optimization will bring in traffic, but you can increase your conversion rate if you utilize SEO (Search Engine Optimization) and CRO (Conversion Rate Optimization) together.
This is because it will not only let you drive more traffic but also increase your conversion. SEO helps rank your website higher, and CRO optimizes the website in a way that the users are driven to complete a call-to-action.
However, using both SEO and CRO together isn’t an easy task. SEO sometimes makes the content unreadable for the user, because SEO is solely for bringing in traffic, and this is the reason why user experience is ignored.
To ensure optimization on both ends, you need to focus on three things; i.e. content quality, keywords, and on-page SEO and user data.
3. Identify the Customer Navigation and Optimize it
The customer journey involves the whole process of how your customer became aware of your product, how they deliberate as they consider the purchase, and then make the ultimate decision of buying, and then whether they return to the website for another purchase or not. This whole journey is known as the sales funnel.
To get the best conversion rates, you need to optimize the sales funnel for e-commerce to ensure that the whole process is smooth and fluid for the customer. You need to target the entire sales funnel while you track conversions. E-commerce businesses need to target each part of the process by analyzing what makes their customers turn away.
You can optimize the awareness part by focusing on your marketing efforts, and making your product unique and irresistible. This way, the customer skips all the steps and directly comes with a decision to buy the product.
You can use heat mapping to analyze which stage to target. Heat mapping tools allow you to see the user interaction with the website through clicks, cursor points, and scrolling. If you collect data from various customers you will understand most and least interacted parts of the websites.
For example, heat mapping lets you know that your customers keep clicking around the zoom button, and then leave the website. This means you need to make your images and zoom feature better to optimize the consideration stage.
4. Optimize for Mobile
Most people prefer using mobile phones for shopping online. If your website is working great on a laptop or tablet but isn’t really designed for mobile, then you are losing a lot of customers.
You need to make your website responsive, which means your website needs to fit any device that your customer may be using. Unresponsive websites will not be sized correctly and will always lag on a mobile, because of possibly slower data packages on phones.
You need to adopt a ‘mobile-first strategy’ for your website design. Google is indexing based on mobile-first, which means if you do not follow this strategy, you will lose in terms of ranking.
5. Easy Checkout Process
The checkout process is the most important part of the sales funnel. Many customers leave at this stage because they would rather not make a new account, or they wouldn’t like to fill out extensive forms.
You can make the process easier by allowing your customers to checkout as a guest. If they return for another, they may opt for an account. You can put offers up for members to attract more customers to make an account. You can also optimize this process by using simpler forms that only require the most important parts.
Furthermore, you can add trust signals like positive reviews, different payment options, active customer service, and security-focused seals like McAfee, to convince the customer to not leave the cart without purchasing.
6. Site Architecture and Design
Keep it simple. A very pretty design with confusing font and highly contrasting colors will dissuade customers from staying on the site. Take a minimalist, yet interactive approach.
You can make your main menu interactive with an in-depth fly-out menu that provides sub-menus and lets them immediately get to the place they want. Let the customers interact with the website using appropriate search filters like price ranges, upload dates, or sizes.
A conversion rate of 2 to 3% is considered good, but why stay there. The higher the conversion rate, the higher your profit. Remember that eCommerce stores are just like physical stores in a way that they don’t only sell products or services, they also provide an experience.
You can make the user experience better, hence increasing your conversion rates, by implementing the marketing secrets shared here.