Site is up, Products are loaded. Traffic is good.
Conversions are… okay.
Luckily there are a number of things that can be done to help lift your e-commerce conversion rates to where they need to be. While these tips won’t be a cookie-cutter solution for every web shop – and the only truly definitive method to knowing what will work for you is to conduct ongoing A/B Split Tests – these pointers will at least put you in line with what we’ve found to be best practices for improving your conversion rates.
Use Clear Call to Action
Be sure your CTA badges are large and colorful on the page. These items should stick out and naturally draw attention, not blend in to the page. Make it easy for visitors to know how to add an item to their cart, how to check out, how to get in touch if they have questions, which brings us to the next tip…
Make it easy for visitors to ask questions
Integrate a chat feature or a simple contact form in the footer of your pages to give visitors a quick and easy line of communication you. You could even use your Twitter profile as a helpdesk channel to answer questions and potentially leverage the social media network to drive even more traffic to your products! Regardless of the method you use, be sure to clearly state on your website how visitors should reach you with their questions. Keep it simple for the visitor and always respond within an appropriate timeframe.
Make Products Easy to Find
55% of visitors spend less than 15 seconds on your site. If they can’t quickly and easily find what they’re looking for, the simple fact is they’re just going to go elsewhere. Include search and drill-down options to help them find what products they need. Include a search bar that analyzes key elements in your catalog like product title, SKU and description. On category landing pages, allow users to drill down to narrower selections like manufacturer, brand, size or color. In short, give the visitor the tools to slice and dice your catalog of 10,000+ SKUs to find that one item they’re looking for.
Shorten the Checkout Process
Why force a user through five or seven clicks to buy their product when you can use services like Amazon’s 1-Click Checkout to capture all the same information you need and still land the sale? Not interested in using Amazon’s services? No worries, there are a host of One-Page Checkout solutions available for nearly every e-commerce platform that will reduce the number of steps needed to complete your checkout process.
Optimize Page Load Times
Not only does page load speed factor into SEO now, but a slow website provides a bad user experience as well and can deter visitors from ever entering your checkout funnel. In fact, a one-second delay in page response time can mean as much as a 7% reduction in conversions! Optimize your images for web by reducing their file size. Make sure you’re using best practices in all your coding so there are no bottlenecks there. If all else fails, invest in more robust hardware to get your page load times as low as possible. Two to four seconds per page load is acceptable, less than two seconds is ideal.
These tips can be incorporated into almost any ecommerce website. Some are a bit more challenging and may require a bit more time to implement or even some hired hands to do the heavy lifting, but all should have a positive lift on conversion rates. Ultimately though, A/B Split Testing is going to tell you the best tweaks you can implement across your site to boost conversions.