What are the factors that affect your eCommerce website conversion rates?

All eCommerce sites have only one goal: to sell! The sad thing is the fact that 68% of eCommerce carts are abandoned while the total conversion rate is around 1.9%. It shows that eCommerce sites lost a lot of money each day! So what are the solutions for that? 

You have to find out a list of factors that affect website conversion rates. Today CMSmart will show the answer to this problem to help you to collect maximum leads to your website.

Checkout process

Customers are always simplifying things. Maybe they want to save time, they don’t clear technology, and they don’t know to use it. The checkout stage should always be lean and fast. If you make the checkout process is simple with some steps you will succeed in the first step. It is better to avoid complex and non-logical steps. 

A simple check out process you can refer: 

• I look for the article of interest to me

• I add it to the cart

• I take note of the price and any shipping costs

• I enter the data for delivery and payment

• I click on the “Checkout”

• Finally feedback confirming the order and a nice “thank you” to your beloved customers.

You can experience our checkout process here: Magento multi vendor marketplace

2. CTA

Do you know, call to action is one of the most important factors on your website or landing page. It helps to increase rate from. It’s the door that leads shoppers further into your website and down your sales funnel.

If you want your visitors to complete certain actions, tell them to do so. What could be simpler? A CTA can be text, button, image, animation, or video. It can also encourage visitors to perform various actions. Wondering how to write the perfect call to action?

We’ll show you exactly how to craft the killer call to action and have customers knocking down your door.

If you want your CTA elements to convert, you should make them user-friendly. Stay away from aggressive techniques that can frustrate your visitors even before they give your product or service a try.

You need a clear understanding of your target audience to use color psychology wisely. Depending on gender, age, location, and professional status, people tend to perceive colors differently. What works great with one group of people may fail to work with another. Besides, the design of CTA elements design should reflect the overall web design to make the entire page aesthetically pleasing. 

Use action-oriented language and provide users with explicit instructions, like download, learn and check. Demonstrate the urgency. A limited-time offer is a powerful CTA tool because it uses the fear of missing out phenomenon and encourages visitors to take action immediately. Words used for limited-time offers include now, today, limited, while, etc.

3. Zero shipping costs

Another reason that causes potential buyers to abandon the cart are the high costs of shipping. People who buy on the web do it for two reasons: convenience and savings. The latter is influenced by shipping costs. If costs are excessively high or even similar to the cost of the item itself, it lacks the convenience factor, leading the user to abandon the purchase.

Tip: Whenever possible, it is good to offer free shipping on all items, or alternatively, you can create a threshold beyond which the shipments will be free.

4. Make registration optional (guest checkout)

One of the main causes (and perhaps #1) to shopping cart abandonment is forcing the buyer to register before making a purchase. Web users (myself included) do not like to provide their personal data for two reasons: First, because we do not want to create a new password to remember to buy only one or two products. Second, because very often we associate the word ‘registration’ with receiving newsletters, which in some cases, may even become spammy.

The solution to the problem is to make registration optional, offering the possibility to buy without the obligation to register (guest checkout) and postpone registration only at the conclusion of the sale. For example, via a pop-up maybe by encouraging the user with a discount on the next purchase.

Tip: Make it possible to register via a social login, a very popular solution, because with a simple click you avoid having to provide new data and makes the buying process even faster.

5. UX – UI

No doubt, design decides whether a landing page is going to convert or not. Working on UI and UX, designers should think about usability, user engagement, and key performance indicators, also known as KPIs. Based on the input data, like strategic marketing goals, value proposition, and buyer persona profiles, designers start developing UI/UX design.

As a design agency, we completed various projects and have extensive experience in making web designs that convert. Based on this experience, we’ve highlighted some tips that can help designers to come up with great UI/UX solutions.

For example: we offer many templates to customers who can view and discover more about the product. When you show full necessary information and attractive image those will help increase UX-UI for website. This is the way that help improve conversion rate, click here to get more detail: Demo Magento multistore marketplace 

6. Content

After you’ve taken care of a friendly design and powerful call-to-action, it’s time to think about copy that’s going to help you on your way to conversion rate optimization.

Like any marketing strategy, a content strategy starts with identifying your target audience . When you know who your readers are, you can easily find out what their areas of interest include.

Determine the sales funnel stages your customers go through to pick the most interesting topics that reflect your audience’s pain. For instance, if you sell sports products, tell stories about outdoor activities, provide healthy tips, share how-tos, and publish interviews with experienced sports instructors and influencers. If you run a design service that is primarily targeted at businesses, talk about the design strategies aimed at growing conversions and publish case studies that give non-designers an understanding of the work and time estimation processes.

Share valuable information that your potential customers are going to look for. That is how you’ll show your expertise and willingness to help. That is how you’ll build trust.

7. Trust 

is something you cannot code, design or embed into your webpage. Building trust around your brand is a decisive part of CRO; it requires time and consistency.

Keeping promises leads to brand loyalty. Don’t go for big pronouncements that can’t be backed by actions. Great promises might convert but in the long term, this approach will decrease the client lifetime value, and you’ll barely get brand advocates.

Make sure you have an about us section that contains brief information on how the brand was founded and what it stands for. Introduce site visitors to the team and show the people who stand behind the brand.

The company’s availability is one more way to boost trust toward your product or service. That’s why contact information should be updated and easy-to-find and live chats and hotlines should work properly.

By the way, social media networks can be a part of customer service too. Companies monitor their brand name mentions and customer feedback on social platforms. This helps to establish connections quickly and track reviews effectively. It’s worth mentioning that brands should react not only to negative feedback but also to positive. Always show appreciation for compliments made to your brand.

People rely on reviews a lot nowadays, and it’s natural for them to want to know what kind of experience clients have had with your brand. That’s why it’s important to have a section devoted to testimonials and interviews with your clients on the website. This will help you to strengthen your brand’s reputation and meet clients’ expectations

8. Integrate reviews

Time to confess… how often have you taken a look at reviews before purchasing? I imagine always (or most of the time). This is because the experience of those who purchased before can influence, positively or negatively, the sale, making it one of the factors that most often affects your conversion rate.

The other side of the coin is that automatically one is exposed to any criticism and discontent, but if the service offered is serious and professional, reviews can become even a great way to improve your branding.

9. Page load speed

If a user clicks through to a page on your website and finds themself waiting more than a few seconds for your page to load, they are likely to leave your page and can cost you a conversion.

To get a baseline for your current page speed, test your site using a tool like Google PageSpeed Insights.

  • Limit Redirects
  • Include the Trailing Slash
  • Compress and Optimize Images
  • Use a Content Delivery Network 
  • Limit Plugins and Extra Page Elements
  • Minify Your HTML or CSS
  • Utilize Caching
  • Choose Your Web Host Carefully

If a web page takes more than 5-6 sec. to load, it is likely that the page will be abandoned, and in the case of a cart page, that means losing a sale. Optimizing page load times here is crucial to ensure a good user experience.

10. Use responsive design

Businesses don’t want to lose potential leads who access the landing page on devices other than desktops. That’s why the designer should take care of how the website looks on screens of all sizes. Moreover, Google is a strong advocate of responsive design. So, responsive design is useful for both conversion rate and search engine optimization. 

Responsive design is crucial for a simple reason: 35% of websites were accessed by smartphones and tablets in 2015, a 160% increase compared to 2014. This data proves how the mobile internet has become an integral part of any online business and in the life of each of us. That’s why your eCommerce store needs to be optimized for easy navigation, even on mobile.

Tip: It is good to assess with the client whether a responsive website can really be the best solution to increase the user experience offered by the site.

Example: In the case of un’eCommerce with a vast product catalog, have a responsive website may not be enough. While the creation of a dedicated mobile app can be the right choice.

In conclusion:

In this first of a two-part series, you read some of the most important factors that determine the conversion of an ecommerce store. In the next article CMSmart will talk about customer care, how to improve your forms to request data, and much more… stay tuned!

Frank Meyer

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