Having a great website is fantastic. But in the e-commerce world, it doesn’t matter if you aren’t converting visitors into customers. So, how do you do it?
Our highlighted strategies will boost your e-commerce results, resulting in higher sales and revenue.
But first, let’s investigate why your site visitors may not be converting. Sometimes, getting the prospect to your site is relatively easy, but getting them to buy is another matter completely.
Common problems include:
- Site hasn’t been optimized
- Distracting or confusing pages
- CTA is muddled and vague
- Visitors don’t trust you
- You don’t pay for shipping
- Poor-quality product pictures
- The site isn’t optimized for mobile users
- The check-out process is unclear
There are lots of potential obstacles. Is your website making any of those mistakes? Fortunately, with the availability of effective e-commerce metrics, it’s possible to narrow down which issues are affecting conversions.
Also, your company can increase its conversions by applying these principles:
Write Persuasive Content
The purpose of sale-oriented content on the internet is simple: Engage readers, keep their attention, and encourage them to purchase.
This isn’t to say that your content needs to be pushy or demanding the prospect buy something. Who responds to that approach, anyway?
An effective approach is to make the prospect understand that you are just like them and you understand their needs.
For example, if you sell pet food, the content might focus on how your high-quality food will benefit their dog’s health, give them more energy, and, it tastes incredible (so you’re told).
Create Simple Navigation
It’s crucial to remember that a dozen of your competitors are one click or tap away. That’s the reason that simple and straightforward site navigation is so darn important. Site visitors need to find what they want in no more than two or three clicks.
When people need to search a site beyond two or three clicks, they get frustrated and will go to your competitor. Sometimes, the business that gets the sale doesn’t necessarily have the ‘best’ product or lowest price. However, the site navigation made it simple for the customer to fill their needs and go.
Whole books are written about simple site navigation, but a critical thing to remember is this: When a visitor comes to your site from Google, they probably just searched for a product or service they want.
When they come to your site, they must see exactly what they were looking for. The linked product page needs excellent pictures, crisp text, and a straightforward way to purchase and check out.
Optimize For Mobile
If you are old enough to remember the days when most of us browsed online from a desktop, you know how much times have changed. How much? As of 2018, more than ⅓ of all retail sales were conducted on a mobile device, which is probably closer to half today.
Remember, users are even more impatient on a small mobile screen. If they can’t find what they want in two seconds, they’ll bail for another site.
Try Scarcity Marketing
Scarcity marketing works incredibly well. The marketing concept is based on a ‘scarcity effect’ study done in 1975. Scientists put 10 cookies in a jar and two in another jar. Subjects were asked to rate the cookies’ taste.
All subjects gave higher scores to the two-cookie jar. This shows that scarcity makes people think the cookies taste better.
Today, you can use limited-time offers to take advantage of the scarcity effect. Some effective scarcity marketing messages to try are:
- Sale ends in 10 minutes!
- Order in the next four hours and get free delivery!
- Only 5 left in stock!
Write Excellent Product Descriptions
Getting people to your website is fantastic, but if the product descriptions are blah, they probably won’t purchase. Improving the quality of product descriptions can make a huge difference.
The most important rule when writing product descriptions is to make the description about the customer. What is in it for them to purchase the product? How will it help them and solve their problems?
Write about benefits for the customer and not the product’s features. For example, if your company sells creams and oils, don’t just list the ingredients of that lip balm. Instead, write how the ingredients will help the user soothe their lips almost immediately and bringing fast relief.
If your products contain natural ingredients, be sure to mention them and how they solve the customer’s issues all naturally.
When writing your product descriptions, be sure they don’t get TOO descriptive, meaning too long. Remember that online readers tend to scan the pages and few read every word. Keep the product descriptions as short as you can, and use bullet points when possible.
Improving your website’s conversion rates is a long-term project. Using the suggestions highlighted here can improve conversions over time and take your company to the next level financially.
Laila Azzahra is a professional writer and blogger that loves to write about technology, business, entertainment, science, and health.