The 6 Steps to Boost Your E-commerce Conversion Rates

The 6 Steps to Boost Your E-commerce Conversion Rates


The e-commerce industry has changed significantly over the last decade, especially because of the rise of mobile shopping and the growth of online marketplaces. These changes are also affecting e-commerce optimization, as conversion rates have become critical for businesses to stay in business. There are many ways to improve your conversion rates, but this guide outlines six steps that you can follow to boost your conversion rates and, ultimately, your bottom line.

1) Don’t over complicate things

In order to optimize your conversion rates you need to make sure your online presence is on point. This means that you need to first have a solid web presence and then ensure that it’s linking back into your eCommerce site properly. Another reason why conversions may be low is because of poor ad placement; make sure that if you are running PPC ads or banner ads they are targeted towards customers who have already demonstrated interest in your products. On top of that, optimizing for mobile users can often help drive more sales because of how much time people spend on their phones.

2) Keep it simple

Studies show that shoppers with less time, who have limited attention spans, often have a predisposition for favoritism and choose simplicity. Therefore, make sure your products are easy to find. Sort them by category or price. Keep it simple and you will get more conversions. You might think having multiple options would increase sales. However, research shows that too many choices often result in nothing being purchased at all! Another thing you can do is create specific landing pages for specific search terms. For example, if someone searches gloves, they may be looking for something very different than someone searching winter gloves. Having two completely different landing pages could lead to a lot of wasted ad spend if both keywords were going to one page with lots of other products as well.

3) Use images – BIG ones!

While they’re not always possible, images are a great way to capture attention. We don’t mean banner ads on your site, either. People get used to those and they become white noise in many cases. If you want people noticing your site and what you offer, get visual. If they like what they see (and even if they don’t) it's likely that you'll capture their attention long enough for them to read more about your services or products. In fact, eMarketer reports that including at least one image with text on a page will increase conversion rates by 53 percent! What does that mean? More customers finding out how much better you are than your competitors!

4) Write about your product benefits

One of the most important things you can do when selling online is explain why your product is superior. You need to show people why they should buy your specific brand or type of product. Before you have time to address pricing or shipping, you need customers to understand how your product helps them and why they should choose it over similar options. To do that, you’ll have to get in their heads, think about what they want and explain it clearly. That requires taking a step back from data and trying on their shoes for a while. Ask yourself: What do my potential customers want?

5) Show value in every offer you create.

People buy when they perceive value, so don’t rely on discounting as your only incentive. Instead, focus on providing products or services that make your customers’ lives easier and better—and more fun. When you do that, not only will you boost sales in the short term, but you’ll also forge long-term relationships with customers who continue to shop with you because they recognize the value in what you offer. Plus, if and when things get rough for your business or industry down the road, these customers maybe some of your first champions if you show them loyalty now.

6) Test, test, test...and never stop testing!

You can have all of your product pages optimized for conversions, but if you don’t continually test every aspect of your site and integrate those lessons into your next iteration, then you’re just spinning your wheels. Continually test everything from call-to-action placement and messaging to page layout, colors, even products. Identify what works best with your customers and what doesn’t. This continual testing is key to boosting conversion rates over time.

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