By now, many businesses have realized the potential of an eCommerce website in reaching a wider customer base and driving more revenue. From apparel boutiques to grocery stores – lots of businesses are building an online destination with the dream of boosting their sales.
However, not all the sites are meeting expectations. So, what’s going wrong with these e-stores? We will explore this below. We will also analyze how to resolve these problems and sprout maximum impact.
How to Make Your Ecommerce Website More Conversion-Driven
- Unattractive Appearance
The first turn-off for people as they land on your website is an unattractive appearance. Stock images, outdated or no product description, a single picture of the product – all these can add to their disgust.
Just the opposite of what we stated is your way out. Use fresh and original pictures. For instance, you are selling apparel or accessories, hire models and flaunt your products. If you sell electronics, detail all the features. Also, ensure zoom-in functionalities so that people can check the minute details of the images. These days, 360-degree product view, video, etc. are also popular.
Further, the overall layout should be appealing. From colour scheme to site features like menu bars, notification slider, banner – everything needs to look stunning and eye-catchy. You can hire a reputed eCommerce website design company to create an out-of-the-box e-store.
- Your Site is Not Directed at Target-Market
This is in continuation with the previous pointer. Suppose you send pet accessories. Yet, your site doesn’t feature any pet’s image. It exhibits a black and yellow colour scheme along with the products scattered here and there.
We can assure you that people will not find it attractive and bounce.
Here’s another instance. Yours is the same pet store. It has a colour scheme of white and pink. It features creative images of various pets (like kittens or puppies) using the products you sell. Say, a kitten is eating cat food, a puppy is wearing a dress. All these make the visitors shop the items for their pets.
- The Site Takes a Long Time to Load
Imagine this: the visitors see a product that you sell on the search engine or social media. They come to your site and find it taking an eternity to load. And by eternity, we mean more than 2-3 seconds!
Guess what will happen now? The visitors will bounce without converting.
Pay attention to optimizing the site loading speed. Here are a few things you can do:
- Reduce redirects
- Leverage browser caching
- Improve server response time
- Use a Content Distribution Network (CDN)
- Optimize images
We know it requires extensive tech expertise to enhance site loading speed. Consider engaging professional website development services to make your site seamless and glitch-free.
- Lack of Reviews
A study by Qualtrics asserts that 93% of customers read online reviews before making a purchase. If your e-store doesn’t feature customer reviews, you may fail to drive trust among your potential customers.
To get positive reviews, it’s important to offer high-quality products, impeccable customer service, and ask the customers to leave feedback. There are various tools that can help you automate the process. These tools will help you to send messages to the customers once the product is delivered. Also, enable the customers to share pictures along with text feedback so as to inspire trust.
- Not Investing in Digital Marketing
If you think your website has everything we stated above, perhaps the problem lies with your marketing measures. You may not have adopted proper marketing techniques to create a desire among your audience to obtain it.
Digital marketing can boost your business and increase sales. You can leverage multiple marketing techniques. Here are a few:
Invest in SEO services to optimize your site for the search engine. It will boost your rank and help to enhance visibility once someone searches on the search engines for something that you sell. Further, a high rank inspires trust – a crucial factor in eCommerce.
Engaging PPC services is a smart decision as it will help you to obtain a high rank within a short time span. Here, you have to pay the platform (search engine, third-party sites, etc.) where you feature the PPC ad every time someone clicks on the ad and visit your website.
Since most of the online shoppers are on social media, it’s important to engage social media marketing services and optimize your presence on social media platforms like Facebook, Instagram, LinkedIn, Pinterest, etc.
Some other marketing techniques include creating a sense of urgency (limited period offer, only a few available, etc.), remarketing (reaching out to people who have browsed your website, added something to the wishlist/cart, interacted with your business, etc.)
As you can understand, digital marketing helps you to expand your digital footprint and reach a wider audience. Naturally, it has a positive impact on your site’s conversion rate. Not yet convinced? Invest in professional digital marketing services and see the difference yourself.
- Don’t Have Enough Landing Pages
Imagine this: you are running PPC ads for your products on Facebook. The visitors are attracted to a product and click it. Eventually, they are led to the homepage of the site where lots of products are featured.
While some people may go on to explore your site, many will bounce without putting in that effort. So, what’s the way out? We will find out below.
Create distinct landing pages for the products you are featuring on the campaign. Alternatively, you can lead the viewers to the product category page that contains the product you displayed in the ad. However, this is only applicable if the repository has only a few products to feature.
The same applies to any offer, coupons, or campaigns that you air. It’s essential to lead people to the right landing page should you seek to increase conversion rate.
- High Shipping Cost
High shipping charge often makes people abandon their cart. If you follow this model, it’s time to reconsider your decision.
Do you know that free shipping encourages as much as 80% of the customers to make a purchase (source: Ready Cloud Suite). Therefore, if possible, offer free shipping or a nominal shipping charge.
- Not Available to Clear People’s Concerns
Since online purchase doesn’t allow people to manually check the product, they are always in a dilemma whether to spend money or not. To deal with it, you must clear people’s concerns so as to instil trust.
Include an FAQ section on your site that can clarify people’s doubts. Integrating a live chat into your site is also a smart move as it will help people to easily reach you.
Following these practices will positively impact your site’s conversion rate. Try these and thank us later!