If you’ve been operating your online store for any length of time. You’ve probably wondered how you can get more people to actually buy your products.
Today I’m going to go over how to improve your eCommerce conversion rate. It’s one of those important business metrics or KPI’s that you should be regularly tracking.
Let’s talk about your website conversion rate & improving your conversion rate optimization (CRO).
What Is eCommerce Conversions?
First, what is eCommerce conversions? 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. That would be what we call an eCommerce conversion rate. If you have a Shopify store you may be focusing on your Shopify conversion rate. Which is essentially the same.
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.
What’s A Good Conversion Rate For eCommerce?
Let’s explore the average conversion rate for US stores. As of 2020, the average conversion rate has a eCommerce benchmark rate of about 2.6%.
There are definitely stores doing double or more in conversions and of course, there are also some online stores doing less than 2.6%.
Since you’d want to beat the average conversion rate I’d say anything higher than 2.6% would be good.
The higher your eCommerce conversion rate the better your sales will be and the happier you will be as the store owner.
How Can You Improve Your eCommerce Conversion Rate?
The first place I would start is with setting a goal. Taking some time to go through your business KPI’s and figuring out what you’d like to see an improvement on. Then from there set some realistic goals to attain using the SMART method: Specific, Measurable, Achievable Relevant & Time-bound.
There are a lot of business owners who haven’t set a conversion rate goal. So take some time and really figure out an achievable goal that you can attain.
What you don’t measure can’t grow.
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 as a 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.
Clarifying Your Brand Message to Your 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
Improve & Refine 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.
Create A Welcoming Customer 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 the quality of your design.
Improve Your eCommerce Website Design
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 will feel a brand disconnect.
Be sure to avoid these common eCommerce design mistakes!
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’s image 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.
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.
Your brand needs a solid foundation before it can truly attract the type of audience of customers you adore. If you’ve been struggling with solidifying your messaging, knowing how your different, and crafting a strategic marketing plan. Let’s discuss more about developing your eCommerce brand so that it converts. Click the button below to learn more!