The quality and effectiveness of your ecommerce site has a direct impact on sales conversions. The average conversion rate for UK ecommerce online stores is around 3.3%. On-site optimisation drives performance which is why it is worth optimising your web pages appropriately following a close assessment of site performance using web analytics reports, user testing and online surveys. A poorly optimized website will drive potential customers away from your domain which is why you need to be aware of the different ways that your ecommerce site can boost conversion rates.
If you visit your local supermarket you will notice that the delicious sweets and chocolate bars are situated close to the checkout tills, tempting you at the last minute of your shopping trip. The placement of these items is no accident. They are there to encourage impulse buys. In the same way, your ecommerce site can speak to the impatient buyer and tempt them into making a purchase by building the classic ‘fear of missing out’ feeling in their wallets.
You can increase this sense of urgency by using time-sensitive shipping which means having a countdown in place to indicate when certain offers or delivery times end. If you are selling a lot of single items then let your customers know just how popular they are by including a low stock indicator.
Entice Quality Traffic
Keyword optimisation should be a prioritised aspect to your inbound marketing strategy. It must be incredibly simple for customers to find their desired items on your site. If you make it too difficult and time consuming for them to find such items, they will look elsewhere. Simplicity is an important part of user experience. The product page for example, must be easy to navigate with important features such as the ‘Buy’ and ‘Basket’ buttons standing out from the rest of the site’s content. The pricing of your services or products must be fair. Customer reviews will entice visitors and provide them with more confidence to purchase from your ecommerce site whilst displaying credentials and awards will maximise their trust in your company.
Business to Customer Communication (and vice versa)
Your customers must be able to contact your business in a timely manner. Many ecommerce sites use a live chat option as 63% of customers are more likely to return to a website that offers this function as the main source of communication. Relevant contact details such as telephone numbers and email addresses should also be included on your website. It would be even more beneficial if your site offers a free phone call service as people will be more likely to trust a company that does not charge them for calls.
High Content Quality
Following the impact of Google’s Panda algorithm, poor content is no longer up to the high standards set by leading search engines. Give your visitors intriguing and informative content. When it comes to product descriptions, avoid simply stating the various facts about the product and instead focus your content on why and how your products are suited for potential customers. High quality images are also immensely important. Make sure that your product images are clear and of good quality, avoid posting pictures that are heavily pixelated or blurry. SEO services are now a very specialised service that must be carried out with only the highest quality content and integrated with professional social strategies.
Use a Responsive Design
Responsive websites produce higher conversion rates. It’s as simple as that. Your ecommerce site must be able to operate properly on all devices such as desktops, tablets and mobiles. You will be able to reach a greater target audience if you offer the same features and functions of your original desktop site across all devices.