For you – the eCommerce retailer – this has been a bonus. There is a greater potential customer base, yet there is also more competition. In the article that follows we will be looking in some depth at how you can increase eCommerce conversion rates, what are the most useful tactics for eCommerce conversion rate optimization, and what you should be looking to achieve.
Table of Contents
What average conversion rate should an eCommerce site achieve?
These figures may give you a shock at first, but we need to look at them as quantities, rather than percentages. Recent research into young eCommerce sites found that around 50% of them get only 500 visitors per month. Unless we are getting into the major brands the likelihood is that your eCommerce store may get between 1000 and 5000 visitors a month – and that is doing well.
Now, let’s look at those percentages again: say you have a 1.5% conversion rate, and you get 2,500 visitors each month, that’s fewer than 40 sales. Clearly, two things need to happen here: you must increase your visitor numbers and raise your conversion rate. Neither of these is easy to do, but we’re going to give you some tips and ideas that will help with each. First, an important point that can mean the difference between success and failure for an eCommerce outlet.
The importance of mobile optimization
Increasing and optimizing conversion rates
1: Your site is not optimized
2: Your product is not of interest
3: Your price point is too high
4: Your site is not optimized for mobiles
5: Poor quality copy
6: Poor quality images
7: Confusing website
8: No call to action
9: Off-putting shipping costs
10: There is no live chat option
Web analytics explained
CRO testing tools
Using pop-ups for customer acquisition and retention
The world of pop-ups is a varied one, with many different types. Each of these performs a specific role, so let’s have a look at the pop-ups you should consider when aiming to improve conversion rates.
Welcome offer pop-ups
Spin to win offers
Cart abandonment pop-ups
The above list gives a good idea of what consumers expect from an eCommerce store: free or cheap delivery and a clear indication of any costs before they reach check-out; prices that are competitive and indicated clearly before the checkout stage; products that are in stock and quick delivery times, and a choice of popular payment methods. Make sure that your checkout process is simple and without surprises. Provide guest checkout, for all those hesitant customers who need more time to share their data with you.
If you do have to charge delivery – and for many eCommerce stores it is not economically viable to offer free delivery to everyone – one way of encouraging customers to spend more is to offer by way of pop-ups free delivery if they spend more than a certain amount. Once they reach that number in their cart, a pop-up can be used at the checkout page to tell them they now have free delivery.
Sales promotion pop-ups
Social proof pop-ups
Personalized product recommendations
Upselling and cross-selling methods
Using social media effectively
What have you learned?
The above points form the core of getting your eCommerce store fully and efficiently optimized, and we hope you take something positive and helpful away from this article. If you want to learn more about eCommerce conversion rate optimization tools and eCommerce platforms, check our article here.