One of the common questions that come up is how can I improve eCommerce website conversions for better sales? It usually comes up after a business owner has realized that their efforts are not returning the desired results they want.
Or they see that their competition is outperforming them and they can not for the life of them figure out why.
That is super frustrating when you just want to run the best business you can so that you can accomplish your goals.
Let’s talk about your website conversion rate & improving your conversion rate optimization (CRO).
What is a eCommerce conversion rate?
First, what is a conversion rate? It’s essentially the rate at which visitors who come to your website convert into one of your goals. Some goals you could have are:
- Make a purchase.
- Sign up for your email list.
- Become a member to your subscription program.
Each of those goals requires an action you want a visitor to take based on the traffic that you get to your site.
Let’s say you had 1000 site visitors in a day to your site and 20 of those customers actually made a purchase. That would give you a 20% sales conversion rate for that day.
Another example, of those 1000 visitors let’s say 10 of them joined your mailing list. That would be a 10% conversion rate for those joining your email list.
I think you get the idea, essentially we want you to capture as much of your traffic and have them complete an action.
So why do eCommerce brands struggle with low Conversion rates?
Well, there are a number of reasons but the most common is that they don’t establish any goals to measure for conversions that make sense to their business.
When asked what is their conversion rate goal many don’t have one or any idea they should have one.
What you don’t measure can’t grow.
So the first step would be to clearly define what would be a great conversion rate you’d want to achieve. If you already have a goal in place, decide how much of an improvement you’d like to experience.
For example, you may want to see an improvement of your average conversion by 5% due to your market demand.
If you aren’t sure how to set a conversion rate goal. Look at your industry’s conversion rate benchmarks for eCommerce to reference.
Once you set the goal which can change due to seasons, launch strategies, etc. Then you can begin to focus on examining the following areas of your business.
Does your brand message connect with customers?
Look at the messaging you are putting out there to the world. Does it connect with your ideal customer? Are they resonating with what you have to say?
One way to examine this is to see what type of community you have already created so far with your brand. Do they share similar values? What values are most important to them?
If there is any disconnect between your website and the messaging your community identifies with.
They will be less likely to take action
You may be sharing valuable information if they don’t see themselves in what you are sharing. Then they will not convert.
So take a look at your messaging:
- Is your messaging consistent on your website?
- Is your website copy & product descriptions informative?
- How do people view your brand?
A great way to get really helpful information is to ask your audience. I’ve done this several times over the years and some of the feedback I have received is; luxury, high-end, expensive, minimalist.
So ask your people and then reduce the confusion by clearing up your messaging.
Tune in to: Why Brand Values Matter for Your Retail Business
Validate your customer service
Customer service is a top priority especially in eCommerce, too many issues will create conflict.
Examine your customer service, is it top-notch? Have past customers experience issues with their orders? Is your checkout process easy?
Not every online store understands customer service. Especially if they have never worked in an industry where you serve customers.
I’ve heard countless stories of poor customer service experience even though the product was amazing.
But due to the friction in the service, the customer didn’t want to continue shopping with those type of brands.
Review customer interactions and see if you can find any trends. Good or bad and zone in on them because I can guarantee that the customers that consistently faced issues. Will be telling other customers not to shop with those brands.
Focus on the user experience
Part of wonderful customer service is the experience that potential customers have on your website. You want to welcome customers onto your website with…
- A well & easy to digest message.
- A clean and easy to navigate menu.
- Professional quality photos that are clear and flow well with each other.
You want to create a great first impression that inspires trust and builds credibility. It’s important to find a balance on your website where you aren’t presenting too much information at once.
When you present too many words or visuals it can become overwhelming. If your customers are overwhelmed, they will not take action and just leave.
One way you can check and see if people are quickly leaving a page. Is to check your Bounce Rate in Google analytics.
If you are seeing a high bounce rate that doesn’t make sense. Really examine that page for issues, for example, a high bounce rate on your homepage. Could mean a lot of different things poor user experience and/or the wrong type of traffic.
Next up is your design.
Focus on the design experience
Design plays an important role in conversions. If your design is not based around your ideal customer then you are increasing the risk of losing sales.
For example, if you choose a website template that was best for brands that are a bit wild and bold. But your ideal customers are minimalist, they might feel like oh this brand is not for me.
There are so many design elements that play a role in connecting your customers with your brand.
I’m going to admit that if I see certain fonts in a brand it’s a turn off for me. Since I come from a fashion background, I am usually attracted to classic fonts. They are easy to read and not overwhelming.
Some brands love handwritten or script fonts which can be fine if they are placed well together.
When it comes to crafting a solid design experience. This is where I recommend working with a specialized professional (TMC) that understands your industry and can do research to ensure your design works for your business.
Each business is going to have different conversion rate needs so really take a look at the information you have on hand. Then use it to help you make smart business decisions.
If you want to improve conversions in your eCommerce business then grab your copy of the Traffic to Conversion guide to help you work on improving conversions for your online store.