Ryan Gould 2 years ago
There’s been a boom in online shopping, and it’s not just a result of the pandemic. This number of digital buyers has been rising steadily for the better part of the decade. Today, there are more than 2.1 billion digital buyers worldwide, but the sad truth is, most traffic doesn’t lead to a conversion. In fact, according to some research, only around 2% of online shoppers actually end up making a purchase. So, how can you give yourself the best chance of a sale? It all boils down to your website.
In today’s market, the ecommerce climate is more competitive than ever. Buyers have a plethora of choices. It’s not just independent retailers on platforms like Shopify. Amazon is crushing small businesses with competitive prices and lighting fast shipping. You can’t always compete, but you can create a better website—one that holds up to big box retailers and Amazon.
Though there are a lot of tips and tricks about the best way to build a conversion-driving website, user experience reigns supreme. These features are absolutely crucial in the modern market. Your customers will thank you.
A poorly designed ecommerce website can make users feel like they’re a child lost in the winding corridors of their local mall, desperately searching for a map. Nobody likes a difficult shopping experience, which is why it’s better to just keep things simple.
The best thing you can do is start with a simple website design that has clear navigation, easily accessible price and product information, gorgeous product photos, and a seamless checkout experience. Don’t make shoppers search through pages of clutter to find what they’re looking for.
If you want to make conversions, you need to meet potential customers where they are—and that’s on their smartphones and tablets. Across the globe, mobile devices account for half of all website traffic. The problem is that not every ecommerce website is optimized for mobile use. Mobile websites are some of the most unresponsive on the web, and 73.1% of web designers think a non-responsive website design is a top reason why visitors bounce.
So, how do you optimize? Certain wordpress plugins can help create an intuitive checkout process, but make sure your website also:
If a picture is worth a thousand words, a video is worth a million. To help make users more secure with their purchase, include product videos. This method has become increasingly popular among clothing retailers, specifically because it shows the movement of garments, the relative sizing, and fabrics (basically, all the stuff you can’t see in a photo). That’s not the only niche where it succeeds. According to research, 78% of people report that a brand’s video has convinced them to purchase software or an app. That’s no small number.
In short, product videos are a great way to demo key features and help users imagine your product in their everyday lives. Think of it as an on-demand sales pitch without having to knock on any doors.
Cart abandonment is a huge issue in the ecommerce sector. Research by Baymard Institute found that cart abandonment rates range from 70% to 86% depending on the device. One-page checkouts aim to solve the problem. They can’t fix it entirely (most cart abandoners simply aren’t ready to make a purchase) but they can eliminate the issue for the 18% of people who ditch their carts because the checkout process is long and complicated.
In addition to integrating a one-page checkout, consider making the process easier by adding:
It may seem old school in the world of social media, but email is still one of the most direct ways (next to SMS) to reach customers. A pop-up email signup that offers a discount can help you gather qualified leads. Over all, pop-ups with images tend to convert better than ones without. So do pop-ups that use counters to promote limited time only deals. Ramp up the FOMO and shoppers will convert.
If your website has a lot of different products, particularly those that fall into many different categories, customers may feel overwhelmed trying to find what they need. For this reason, a search bar is a must.
Highlight the search bar in a prominent location, like the top-of-page navigation. That way, users only need to glance to find what they’re looking for.
Filtering is another way to help users find what they need. For example, there’s no point in having an Android user searching through iPhone accessories. Instead, allow for filtering. Let shoppers separate products by size, color, brand, or manufacturer. That way, they’re not overwhelmed with irrelevant products that will slow down their buying journey.
Customer reviews can help a shopper feel more confident in a potential purchase — and they’re crucial for making conversions. According to Power Reviews, who analyzed 4.5 billion website visits to 1.5 million online product pages, 86% of shoppers won’t buy a product without reading the reviews first. When a shopper is exposed to a product page with at least one review, the chance of a conversion increases by 52.2%. The more (positive) reviews, the better.
Shoppers won’t complete the buying journey if the path to conversion isn’t clear. For this reason, you need prominent CTAs. Never underestimate a well-placed call-to-action button.
For the most effective button, make sure to use a stand-out color, have clearly defined borders, and write compelling text. Customers should know exactly where they can purchase a product, view a demo video, or find out more — and it should always look exciting.
In today’s age of instant access, shoppers don’t want to wait on hold for customer service. Many don’t even want to pick up the phone. A chatbot can help provide instant answers to shoppers around the clock. After all, AI never needs a break. The better you can help your customers, the more likely they are to become loyal to your brand.
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