A website that achieves immense success by attracting subscribers leads, and generating sales is a result of optimizing the e-commerce conversion rate. Keeping an eye on your conversion rate is crucial as it helps you gauge whether or not you are meeting your business objectives and increasing your revenue.
To assist you in improving your customer's experience on your website, motivating them to make purchases, and ensuring a seamless purchasing experience, we've compiled a list of helpful e-commerce conversion rate optimization (CRO) tips. These tips are based on e-commerce best practices and are guaranteed to go a long way in boosting your conversion rates.
What Do You Understand By Ecommerce CRO?
Perhaps you've come across the term "Ecommerce CRO" before, but you're not quite sure what it entails. Put simply, it refers to the percentage of website visitors who take the desired action, such as subscribing, signing up for an email list, or making a purchase. To increase your conversion rate, you need to understand your customers' mindset, emotions, and behavior. This will help you create better user experiences and maximize the number of conversions you receive.
For example, our quantitative study has revealed that people shop online for various reasons, such as better selection and living too far away. While these reasons are outside the scope of our conversion rate optimization tips, other insights can help you focus on the areas where you can improve your optimization efforts.
What is a Good Conversion Rate for an Ecommerce Site?
In the world of online business, there is no universal benchmark for a "good" conversion rate. Achieving high conversion rates requires meticulous attention to detail in design, with numerous small decisions adding up to create a user experience that truly resonates with customers. This reality can be daunting, especially when competing priorities vie for your attention.
Despite the challenges, however, it's essential to prioritize UX improvements if you want to boost your website's profitability and cultivate customer loyalty. Even the biggest names in e-commerce, such as Amazon, Nike, and Etsy, have room for improvement, as our UX research has confirmed.
Improving conversion rates is an ongoing process that applies to companies of all sizes, from small niche sellers to global mega-brands. With each incremental change, the aim should be to make it simpler for customers to find what they're looking for, add items to their carts, make a purchase without any hassle, and return later for repeat business.
By methodically addressing the issues that complicate the buying process, you can minimize cart abandonment and maximize sales, inching ever closer to your ultimate goal of optimal conversion rates.
Expert Ecommerce CRO Tips to Skyrocket Your Website Conversion Rate
Include Trust Signals
When it comes to shopping on an e-commerce website, customers want to feel secure about their decision to make a purchase. One way to provide this assurance is through trust signals, such as SSL certificates and site seals. With the help of some extensive testing of checkout processes, two key users behaviors are discovered in relation to trust signals:
- Users tend to perceive certain parts of a page to be more secure and trustworthy than others, depending on its design.
- A user's perception of a site's security is largely influenced by their own gut feeling, which is often based on the visual appearance of the page.
Website Speed Optimization
By optimizing your website's loading speed, you can significantly enhance the user experience of your customers and boost their satisfaction. According to statistics, if your website takes more than two seconds to load, 53% of your customers may lose interest. Even a delay of just one second can lead to a 7% decrease in conversions. Therefore, optimizing your website's loading speed should be a crucial aspect of your eCommerce Conversion Rate Optimization strategy.
Now, let’s explore further what can you do to increase your website's speed.
Firstly, test your website's speed to determine how fast it renders. Secondly, check your hosting plan and ensure that you are using a high-performing version. Lastly, optimize your website's images, as images with high clarity may occupy more space on the website source and slow down the loading speed.
To test your website's speed, try using Google PageSpeed Insights, GTMetrix, or Website Speedy, which can help you determine your site's baseline speed. The average load speed for top-ranking eCommerce sites is 1.9 seconds, so aim to achieve this benchmark. But in case you are looking for a way to improve the performance of your ecommerce website without going through the trouble, consider Ecommerce Speed Optimization Experts and optimize your site for better results.
Display the Product Reviews Clearly
Product reviews are not just significant, but they are vital for users who want to make informed decisions about whether a product is suitable for them. According to Baymard's research studies on product rating, users heavily rely on reviews during multiple rounds of desktop and mobile testing up to 95% of the time.
Users are usually interested in two key pieces of information about reviews: the average rating score and the number of ratings the average is based on. Therefore, it's crucial to display both pieces of information for each product.
Provide users with the ability to search within categories
Users may naturally assume that a search field located above a list of categorized products is related to those categories. From the perspective of the user, this seems like a reasonable assumption. During a usability test, a participant expressed confusion after performing a search and realizing it was not limited to their selected category.
Understanding the user's mindset, it's clear how they might come to this conclusion.
Providing users with the option to search within a specific category on an e-commerce website can lead to improved conversions. This is especially crucial on mobile devices, where users have smaller screens and prefer to see a limited number of product options.
Improve the efficiency of mobile payments
Our findings from testing mobile checkouts reveal that Payment Method selection is a common pain point for users. Although most sites offer credit cards as the primary payment method, they also display several third-party options. However, these choices can be overwhelming and confusing on a small screen, leading to usability issues.
To address this issue, we recommend exploring a guide that showcases how 92 companies are handling mobile payment options. These examples can provide valuable insights on what to do (and what not to do) to improve your mobile checkout experience and boost conversions.
Write Easy to read, and Clear Product Descriptions
When creating descriptions for e-commerce products, it is vital to offer accurate and concise information that meets the users' needs. A description that fails to meet the expectations of a user can lead to them leaving the page without making a purchase. To avoid this, consider including details such as product dimensions, composition, and compatibility information in your product descriptions.
Offer Discount and Coupon Options
In today's world, online shoppers have become accustomed to seeking out products at a lower cost than the original price. They often acquire coupons and discount codes from various websites such as Endless Sales, Coupon, and similar platforms. Coupons and Discounts
Hence, it's worth considering offering your customers the chance to save money by providing them with discounts or coupons that offer xx% off their purchases. This will not only make them feel thrilled but also encourage them to return to your brand.
You can decide what works best for your brand, but it's important to keep this in mind in order to maintain your brand's position in the highly competitive market.
By creating coupons or discount codes that can be used at checkout for a limited time, customers can receive a specific amount or percentage off on their purchases, fueling their excitement.
Have a Smooth Shipping & Return Policies
Return policies are a significant concern for buyers. However, where they seek this information might surprise you. According to our survey, 11% of buyers abandoned orders within the last quarter due to unsatisfactory return policies. Although most buyers will search for return policies after finding a product, some potential customers prefer to know the return policy before browsing. This helps them decide if it's worth shopping on your site.
Return policies can be found in different places on your site. Some sites have a dedicated section in the navigation menu, while others include this information on the product page. However, different buyers may seek this vital information in distinct locations.
A subgroup of users always looks for return policies at the bottom of the site, ignoring the clear and relevant section of the product page.
Providing easy access to shipping and return information is an essential e-commerce optimization practice that many websites overlook. Including shipping links in the footer of every page can make or break a sale.
Display Instant Account Creation Pop-Up
When designing an e-commerce website, it's crucial to provide the option for users to check out as a guest. Forcing customers to create an account often leads to order abandonment and lost sales. However, encouraging customers to create an account can greatly benefit your site, resulting in a higher conversion rate. Unfortunately, many websites fail to communicate this value to their buyers.
It can be challenging to convince users to create an account, especially if it's their first purchase. To overcome this hurdle, it's essential to clearly outline the benefits of creating an account and how it will enhance their shopping experience.
Our testing has shown that explicitly stating the advantages of creating an account on your website increases the likelihood of users creating one, even if they're not regular customers.
In conclusion, implementing conversion rate optimization strategies can greatly improve the success of your business. By utilizing expert-recommended tips such as understanding your audience, optimizing your website for mobile devices, and utilizing A/B testing, you can see significant improvements in conversion rates and ultimately increase your revenue.
It is important to continually analyze and adjust your strategies as needed to stay ahead of the competition and meet the ever-changing needs of your customers. With these tips in mind, you can take the necessary steps to optimize your website and achieve long-term success.
Makkpress is a premium ecommerce CRO company that offers comprehensive UX research services to enhance your user experience, boost your conversion rate, and increase your sales. Their premium insights, utilized by top websites worldwide, are available to you exclusively with Makkpress Premium. In addition to the aforementioned strategies, Makkpress Premium can help you achieve your business goals.