INBOUNDSYS-2018

6 Conversion rate optimization tactics for e-Commerce websites

Accounting your leads leverages you the conversions.

The end goal of any e-commerce website would be making people buy their products. There would be no sales if a significant amount of traffic is not coming to the website.

But, if you see people coming to the website and going back without buying the product, then something is not right.

The problem of bouncing from eCommerce is approximately 45%. Conversion Rate Optimization is a process that aims to solve this problem. The tactics below help improve the conversion rates of your traffic. However, a few of them are a deterrent for the conversion rate to drop too. That said, without implementing some of the tactics below, your conversion rate might drastically fall. But, before going down to tactics, you need a proper way to measure it.

In this article, let us discuss 6 CRO tactics for your e-commerce website that are proven to increase the conversion rate:

Measuring the conversion rate in real-time

Having the right toolset is essential as it provides an accurate measurement of where you are, what to do, and how much to increase your CRO. There are a lot of tools that help you to determine your conversion rates.

For example, if you are using Shopify, you can directly see the metrics from your dashboard via the total sales and website conversions option. Here, you can see a total sales graph. The graph shows, number of sales you have made versus the time of the day.

There are three attributes in the website conversion metric. First is, "added to the cart" which signifies the number of customers who added items to their cart. Second, "reached checkout" signifying the customers reaching the checkout page. The third one is the "purchased" metric which shows the number of customers that had completed the purchase. So, select a tool that works best for you and your platform of implementation.

Offer multiple payment options

For an eCommerce business, making sure your customers buy from you is the priority for you. People prefer various kinds of payment options. Hence, CRO is to make sales convenient for every kind of customer. If you stick to a narrow set of payment methods, then the customers may face difficulty in making payment.

This undeniably makes a bad impression. It will make many people abandon the cart in the end after getting through a lot of processes. These customers might leave a bad review of your portal which will ultimately reduce your reputation. Thus reducing your SEO performance, and also conversion rates.

Make available all kinds of payment like credit cards, debit cards, Cash on Delivery, Electronic payments like Paypal, Any Gift Cards, and mobile payments. If you could, accept cryptocurrencies too!

Click here to know Does Your Website Need CRO?

Does Your Website Need CRO

Improve the loading time

Page loading speed greatly affects your conversion rates. It is the first impression that a user has on your site. And nobody wants to just stare at the screen until all the contents of the page loads. If your page speed is low, it will increase the bounce rate and cart abandon rate. It ultimately will make drastic effects on conversion rates.

Moreover, it also decreases your website's reputation among the customers. This could prompt them to give negative reviews both online and offline. These factors might drop your site’s SEO performance, which will result in a drop in traffic. Thus your conversions will also drop.

To determine your page load time accurately, you can use some tools like Google PageSpeed Insights. It will not only give you a speed score but will also suggest some ways to improve your website performance.

Personalize user experience

Customers have different opinions, tastes, and needs. By employing high personalization you can cater to the needs of every individual by increasing the conversion rate up to 20%. You can keep tracking the user data according to traffic source, preferences, previous buying history, location, etc. This will allow you to provide product recommendations based on their need.

Adding chatbot is also a great way to add personalized user experience and provide tailored information. They engage with the users and simplify their experience with your website by providing all the information they need. This can certainly increase the chance of conversions.

An additional benefit is chatbots are available all the time. However, while using chatbots to impart personalized experience, make sure you maintain the user's privacy.

Add customer reviews

By letting customers review on your site, you have an opportunity to get endorsed. By seeing great reviews and testimonies on your site, viewers feel that your site is credible and authentic. This factor is a massive boost for conversions.

Also, try to keep the critiques on the website itself. However, after properly addressing the problem, update the review with your statements of fixes. This will add another boost to your authenticity as you are properly responding to the customer’s problems.

Improve navigation of stores and ease the checkout process

Site architecture plays an important role in better conversion rates. You may have a great catalog of products, but if the user cannot access them easily, you are losing a conversion.

Furthermore, if your checkout process is needlessly tough and involves a lot of steps, your visitor may be exhausted. No one likes to perform a long process. And the users leave your site before they complete it. So, make sure the user can find what they need easily and the checkout process is simple.

Bonus Point: Design and optimize for mobiles

People carry out most of their work using mobiles and shopping is not an exception. Nearly half of e-commerce sales come from mobiles. So, designing and optimizing your website and application for mobiles should be a top priority for you.

The first place to start is to make your website responsive. If you can develop a mobile application, that would be a great advantage for your business!

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Thirumalesh Prasad C G

Written by Thirumalesh Prasad C G

Thirumalesh Prasad C G (Thiru) is an entrepreneur, Founder, and CEO of Inboundsys, India's No.1 Hubspot partner agency, and an IT services company. Before starting Inboundsys, Thiru has had 12 years of experience working for various multinational IT products and services companies in India and abroad. He has been a significant member and worked as a user interface architect in designing the user interface for many web applications and products. In addition to running Inboundsys, he is also an advisory board member in a couple of other design studios and digital marketing agencies. He is a passionate blogger and a writer who loves writing on digital marketing, inbound marketing, lifestyle, philosophy, positive thinking, and motivation.

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