Primary aim of an Ecommerce website is to have a growing rate of successful conversion. Obviously first thing is to design and develop such a site that would attract customers and compel them to stop by and search through goods or services. But then your aim is to register profit from your business and for that your website should be optimized in a way so as to register higher rate of conversion. Strong PPC campaign and great SEO support your marketing department but your website plays crucial role in calling the ultimate shot. If in spite of applying every tool of digital marketing you’re unable to reach your aim then following reasons may be playing foul. Let’s do a brief investigation.
Extra and unnecessary focus on a particular agenda
Hard work and perfection bear fruit but not always. A study made by “Visual Website Optimizer” has revealed that around 23% customers would abandon your Ecommerce site if you coax them to login to your Ecommerce site. It should be introduced during the “guest checkout” process.
Errors were unplanned
You lack in providing multiple payment and shipping options
There should be multiple payment options for buying products or services. Some basic options include:
- Bank Transfers
- Credit Cards
There should be a variety of shipping options such as “free shipping” if purchase limit crosses over a certain limit. Specifically make your terms and conditions available before your customers. According to reviews made by “Visual Website Optimizer” around 28% customers would abandon the cart if sudden shipping charges appear.
Weak site security
In simple words no security, no purchase. Inclusion of badges and SSL certificates (Secure Sockets Layer) can be really helpful. If you are running a Magento based Ecommerce website then there are many extensions such as Display Credit Card CVV etc. which are helpful in storing transaction details inside a fully secured atmosphere. In addition there should be such textual content which would inform your user that the website is absolutely secured.
Hidden search boxes
Search boxes should be easier to find and should be properly highlighted. This point when taken proper care off had led an 82% rise in the rate of conversion from their online store.
Are you ignoring your Analytics?
Now Google Analytics is the tool to thoroughly investigate the problem with an online store. You could get an idea about the behavior of your customers from some important points mentioned below:
- Important sectors where the visitors are spending maximum time; what information are they looking for?
- Checkout pages.
- Ratio of new and returning visitors.
Pay more attention on site testing
You should test random departments of your site at random to search for the best elements to uplift the conversion rate. There may be many such things like bigger buttons, a different play of colors or web content modification. In addition you should test various products or services that you are selling.
A well packaged and focused online store would surely bring in good results. Hope the above-mentioned points would help you better the rate of conversion for your online store. Please give your feedbacks.
Barry Davis is a Technology Evangelist who is joined to Webskitters for more than 5 years. A specialist in Website design, development & planning online business strategy. He is passionate about implementing new web technologies that makes websites perform better.