In the past couple of decades, e-commerce has evolved from being a mere luxury for certain “internet savvy” visitors to being a necessity for just about anyone linked to the internet. And the rise of smartphones has only added to the e-commerce juggernaut. Today, there are online stores for everything imaginable. And all these stores are vying for the same set of customers.
As a result, it becomes all the more important to understand what to do with the individuals who are browsing your store rather than obsessing about just getting more and more people to your store. Today, it’s not simply about how much traffic you get (SEO, SEM) it’s also about how much sales you will generate off whatever traffic you are getting (Conversion Rate Optimization). The ultimate goal of any e-commerce business is sales, not increased traffic.
The following are proven ideas to increase e-commerce conversion rates;
Your store homepage is the most important page of your shop and the most potent weapon in converting strangers into customers. How you structure and design your home site creates the first (and quite often) the last impression. Apart from artistic design, showcase your best selling product on the home webpage. If you have the technology, personalize the home page based on the guests browsing history and past purchases to show highly relevant products to them. If you have product videos, this can be the page you highlight to them.
Optimize Navigation Structure
Creating an instinctive and user experience focused navigation structure for product categories is perhaps the critical step in e-commerce conversion rate optimization. Structure your navigation in such a way that it makes it super easy for customers to find their favorite products. Some of the steps in this regard include – creating category names based on what people are searching, using a mega menu to screen all categories in a platter, using category images as a visible help in the right category identification.
Optimize Search Functionality
Search is another way that contributes a lot to the user experience of an e-commerce website. The objective of a proper e-commerce search functionality is not only to provide accurate search results but also reduce as much human effort as is possible and make the search as easy and quick as possible. Test out your search results for accuracy and reliability. Provide auto search features where users get category and product ideas as they type in the search box, create your search functionality to include misspellings and plurals by default.
Optimize Product Page
Once you have successfully made the customer come to their desired product site its time to impress them with your product page layout and information to convert the guests into customers. Use high-quality product images, take images from multiple sites and add a picture gallery. v Add product videos if available
Have an information product description and a product page title. Clearly display things like product price, any applicable savings, shipping charges, if any, and delivery time. Also, allow them to choose the delivery dates to show related products and product reviews. You can even show all reviews in one page to make reviews readily available. All these are must-have information that can seriously impede conversion if not shown upfront, unambiguously.
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— Rapportrix (@rapportrix) 24 de mayo de 2018