Every website or eCommerce store created on the internet has the ultimate goal of luring customers and increasing leads, and consequently eCommerce conversion rates of a business.
However, if the landing page of your website is not effective, how do you expect your website to work?
In this article, we will read everything you should know about eCommerce conversion rate and optimization steps and strategies if you too are an owner of a website or an eCommerce store.
What is Landing Page Conversion Rate in eCommerce?
The landing page of your website or your store is the place where a customer or a prospect “lands” when he opens your website.
It is the first page of your website that he sees and is significant as it makes the first impression on any visitor.
It depends largely on your landing page if the customer is willing to navigate further or not.
The landing page eCommerce conversion rate shows the number of visitors that converted into sales and revenue.
It is the rate of conversions from leads to sales caused on your website due to its features and dynamicity.
Today, the average landing page conversion rate of eCommerce websites of all the industries and businesses with an online presence is somewhere near 2.35%.
Evaluating Conversion Rates in eCommerce Websites
With the help of a simple mathematical formula, you can calculate the eCommerce conversion rate of your landing page.
For this, you need to have with your certain statistics, such as the number of visitors, and those who took an action on your website such as making a purchase or requesting a callback, by using tools such as Google Analytics for eCommerce conversion rate.
You need to divide the number of actions taken by the number of total visitors on your landing page, and then multiply the result by 100.
For example, if in a month, 5000 people visited your website, and out of that 700 took an action, such as buying your product or service, then the eCommerce conversion rate of your website is 14%. You can also make use of
Hacks to Increase eCommerce Conversion Rate
Mentioned below are some factors that play an important role in determining the landing page conversion rate of your website, and how to can alter them to improve your eCommerce conversion rates.
1. Speed
The faster the loading speed of your landing page, the more are the chances of a visitor turning into a customer.
It has been observed that if the time taken by your website’s landing page to load is more than 2 seconds, about half of the total visitors lose interest in your website.
No one likes to wait today, and that is why you should focus on increasing the loading speed of your landing page. To ensure the good speed of your landing page, you should perform some steps as mentioned below.
1. Test your speed
With the help of tools such as Google Page Speed Insights or GTmetrix, you can test the baseline speed of your website and its landing page. Accordingly, you can work to optimize your landing page to boost its speed.
2. Check your hosting plan
Every web host provides multiple hosting plans to the customers with varying features. Try to choose a plan that provides the most responsive pages and higher-performing websites.
3. Optimize images
You can optimize the images added to your website and your landing page to reduce the loading time of your website. This can be done with the help of multiple paid and free tools such as Kraken, Compressor.io, Tiny PNG, etc.
2. SEO and CRO
Search Engine Optimization and Conversion Rate Optimization for eCommerce is the two most important processes that add great value to your website.
They help you increase traffic as well as conversions to your website. With the perfect SEO and CRO strategy, you can develop exceptional websites and landing pages, that focus on driving traffic to your website, converting them to sales, and also providing them with a smooth user experience.
You can ensure that your page is optimized for SEO and CRO by altering the on-page SEO factors including keywords, content quality, and the data of the user and the usage.
3. Responsive Landing Page
To ensure an effortless user experience, you should ensure that your site and its landing page are responsive.
A responsive design makes sure that the pages load instantly, the visitors require less scrolling or resizing and they can open your website smoothly on their mobile phones.
Making a website mobile-friendly is the most important step toward increasing its responsiveness and should be a significant part of your strategy.
4. Persuasive Design/Content
The design of your website should be appealing and persuasive. The content should be engaging, to keep the visitors interested in your website and the information or data it is providing.
The main motive is to ensure that your content does not shout about your brand and its value repeatedly, but conveys the message politely every once in a while! This ensures eCommerce conversion rate optimization.
5. Go Visual
What visitors see has more influence on their minds compared to what they read. You should include images of high quality on your website, that portray beautifully and seamlessly your products and services.
You can also add videos, however, ensure that they are well-optimized and due not put an adverse effect on the loading speed of your webpage.
With adequate images and videos, you can make the customer excited to use your product subtly.
6. Simple and Easy Navigation
Navigation within a website plays a great decisive role in gaining or losing the interest of a visitor. The most significant factor in enhancing the navigation on a website is the search functionality of a site.
It is the plugin that helps the users to search exactly what they are looking for, saving their time and effort. Presenting your visitors with the most relevant products enhances their interest in your website, leading to an increasing eCommerce conversion rate.
7. Provide Shopping via Social Media Platforms
By creating an organic presence of your business on the social media platforms, or advertising using paid methods, you can catch the attention of the users of social media sites.
This is most effective for brands or stores that deal in the fashion or culinary industry, or something that would catch the attention of people with accounts on social media sites, and matches the type of content circulated on a particular platform.
Also, you should allow the customers to shop directly from these sites, or make them visit your site through requisite links or tags.
8. Checkout Process
The checkout process of making purchases on your website should be straightforward and uncomplicated. You need not demand all your customers to register for buying a single product.
If you compel them to do so to make a purchase, they might leave your site to avoid the trouble. You can incorporate options such as guest checkout to ensure eCommerce checkout conversion rate optimization.
This will make the checkout process a child’s play, and make them more interested in making more purchases shortly.
9. Follow up on Abandoned Carts
If a visitor adds items to the cart but does not go forward with the purchase, you should make a follow-up with him to make him complete the purchase they stopped due for some reason to increase eCommerce conversion rates.
Your following up might help them change their mind. Also, figure out the reason why a visitor did not complete the checkout.
Abandoned carts might be a great opportunity for you to reach high levels of sales. You can do this with the help of email marketing, or through notifications if an app is installed by the respective prospect.
10. Highlight return and guarantee policy
An effective return and guarantee policy help you acquire the trust of your customers. Therefore, you should highlight your return and guarantee policy to make sure that every customer sees it and is ready to put their faith in your website or your store.
11. Free Shipping or Delivery
If you offer free shipping or delivery to your customers, your eCommerce conversion rate automatically improves.
You can offer free shipping on orders above a minimum value, to grab their attention, and make them buy even more to avoid shipping charges.
12. Use Scarcity or Offers
You can add limited-time offers or discounts to a product to make the customer want to buy it as soon as possible. You can also enter stock details such as “limited stock”, or “only 2 pieces left” so that the customer completes the transaction quickly from the fear of losing the product.
13. Focus on Security
Your customers want to know if you provide robust security provisions in terms of their data and financial information such as credit card numbers, UPI Id, etc.
If you guarantee them that their data will be safe on your website, only then they will move forward with the transactions. You can highlight the security features added to your website, such as SSL certificates, HTTPS website, etc.
14. Accept Various Payment Options
The versatility you have in the payment options accepted by your store plays an important role in making the customer decide about making a purchase.
You should have multiple options for payment including credit cards, debit cards, UPI, and CoD, if possible, to improve conversion rates for your eCommerce store.
15. Promote Sales Section
A sale is something that attracts customers online as well as offline. When in a sale, they can buy even those products which they had no intention of buying.
You should promote the sale section on the landing page itself so that the visitors can find exactly what they are looking for at a discounted price.
About half of the customers visiting your website only make a purchase when they get a good sale or discount option.
16. Robust Site and Search Recommendations
Site Search is the most preferred method opted by the customers to find the products they are looking for. They do not want to waste their time navigating from category to category to find the desired product.
You should install and responsive and advanced search engine on your website to make it easier for the visitor to find products and improve eCommerce conversion rates. You should-
Create a sticky search box that scrolls down with the page
Use a “search” or “find” textbox instead of an icon
Offer suggestions to the visitors through autocomplete option.
17. Bold CTA
There are multiple features of Call To Action buttons that matter, including its
1. Placement- it should be placed within sight, so that the visitor does not waste time scrolling and finding the important buttons such as “add to cart”, “learn more”, “checkout”, etc.
2. Design- the design of the CTA should be highlighted so that it can draw the attention of a customer. This can be done by making it of a dark, contrasting color with bold text.
3. Join or Subscribe to CTA- which can make a visitor engage more with your page for the latest updates, important news or information, etc.
18. Showcase Social Proof
Recommendations from near and dear ones play a major role in formulating the opinion of the customer.
Therefore you should focus on creating a positive social proof of your website and its landing page to increase the eCommerce conversion rate. You can also add product reviews or any such feature to your website.
19. Provide Discount Offers
You can offer discounts to regular customers, or those who have bought your product once or so, to make them engage with your website again.
With discounts are given to them, the customers tend to buy products that they had not even planned.
20. Personalize
You can provide your customers with personalized experiences. Based on the purchases they had made earlier, or the products they had searched for, you can highlight the relevant product in the app or website being opened on their devices.
For this, you can use Artificial Intelligence tools in your eCommerce website to increase eCommerce conversion rates.
Why Don’t E-commerce Shoppers Convert?
There are multiple reasons why a visitor might not show desired interest in your website or a landing page. The conversion rate of your eCommerce website is affected by reasons such as the following-
The first impression of your site is undesirable
You are not familiar with your customer base
Your site does not meet the required optimization standards
Your site is not mobile-friendly
Your products are not appealing
The images uploaded on your website are poor quality
Your content is not persuasive
There is no clear CTA
It is difficult to make transactions and checkout on your website
There is no strategy for re-marketing.
You are now aware of the reasons that might be causing the low conversion rate of your landing page and your website. Also, you know quite well the eCommerce conversion tactics and methods you need to incorporate into your website to make it more appealing to the visitors. Generating sales is the most significant job to be done by your landing page, and if it fails to do so, what is its worth? You can take the help of a good eCommerce conversion optimization consultant for this. Inculcate these practices into your website and eCommerce store, and see the rise in your leads, sales, and revenue over time. You can thank us later! POSTED IN BusinessTAGGED best tips for ecommerce landing page, ecommerce conversion rate, improve ecommerce conversion, increase ecommerce conversion rate
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