E-commerce companies often use the conversion rate as a measure of their success. If your company generates £1m per year in sales, a 1% increase in the conversion rate of your site can add thousands of euros to your income. By employing the best practices in the sector and the success stories of our vendors, we have identified some tricks that may help to convert more visitors into buyers on your site.
Optimize the mobile version of your site
Many buyers use a mobile device. These global mobile e-Commerce revenues should reach £510 billion in 2018, or 45% of expected revenues for the entire e-Commerce market. If you are looking to increase traffic, improving the mobile experience for your users would be a great starting point. Leading search engines researchers are currently experimenting with indexing the contents accessible to mobile media. To optimize the mobile version of your site, you should no longer depend simply on adaptive design or an "m-dot" site. Simplify the entire user experience on your site - from A to Z - and include an intuitive and user-friendly ordering process. Intelligent design of call-to-action buttons, product images and form fields, will optimize the tactile experience. Think also of creating A/B tests for order forms of differing lengths to find the right balance and optimise your conversion rate.
Help your customers find what they are looking for
Customers may leave your site if the information products you present are confusing or they do not quickly find what they are looking for. These visitors often access a site through its homepage or category page. Flat navigation or condensation of your site hierarchy in one to three layers makes it possible to associate certain pages of your site vertically, so that users can locate specific products more easily and in fewer clicks. With the site’s search bar, many buyers can search for phrases by their generic names rather than product names, to obtain information. Using generic terms (for example, "Men's shoes" or "mobile phone cover") instead of specific product names, allows for a broader research and helps customers to find what they need.
Generate relevant traffic
Attracting visitors who do not need your products you will not improve your conversion rate. A low conversion rate may be the first sign that you are highlighting content and messages in unsuitable locations, for the wrong type of people. Look at the search terms listed in your paid SEO account to determine whether the addition of negative keywords could be of benefit to the viewers concerned. A targeting error commonly made is to select words that are in vogue or meaning-rich keywords: these can relate to your entire group of products, but are not accurate enough to attract your target audience. It is essential to know your audience well before optimising your site and your keywords to understand how to make your products more accessible to buyers who need them.
Improve the speed of your site
GGlobal mobile retail commerce revenue from 2012 to 2018, Statista 2016
Mobile-first Indexing, Google, 2016
Is Product Content Helping or Hurting your Brand, Shotfarm, 2015
UI/UX Principles, Fresh Consulting, 2016
Deconstructing E-Commerce Search: The 12 Query Types, Baymard, 2014
Ultimate Guide to SEO in 2017, Linkdex, 2017
Holiday Retail Insights Report, SOASTA, 2016
Why Marketers Should Care About Mobile Page Speed, Think with Google, 2016