If not all eCommerce websites, the end goal of the majority is to gain conversions in the form of sales. After all, one has their website live to sell their products. However, it is not as easy as setting up a good-looking website and promoting it here and on social media. Instead, consider your website as the entire experience and journey you are providing to your visitors – much like how you would want them to have a comfortable experience if they walked into your physical store. Only this time, you need to take care of an entirely different spectrum of things to make your visitors convert into sales. This is exactly what we are here to discuss.
The shopping experience is of utmost importance when aiming for high conversions. For this, you need to ace your online store’s design and make it as user-friendly as possible. We’ve put together a list for you to go through and follow some of the best practices.
Before we get into the tips, let’s first see some numbers showing consumer behavior when shopping online.
- Nearly 1.8 billion people made online purchases in 2018, making the global e-retail sales amounting to $2.8 trillion.
- Global e-retail sales are projected to grow up to $4.8 trillion by the year 2021.
- Nearly 50% of the consumers shop on mobile as compared to in-store or online.
- As for the online payment method, the most popular form is the eWallet. However, it is better to include more than one option of payment for convenience.
- Coronavirus really pushed the digital aspect to 5th gear, with nearly 42% of the US population buying groceries online in March 2020.
- Nearly 75% of the consumers’ site search queries are unique each month, indicating that shoppers expect to see new products daily.
- Nearly 62% of the shoppers purchase something online at least every month.
Now that you know how consumers operate within the digital sphere of online shopping, you can better understand our tips to improve your website’s conversion rate.
Ways to Design Your Online Store for More Conversions
Designing your eCommerce website should be built around the users’ accessibility, journey, and overall experience. Here’s what you can do or change.
1. Add Proper and Clear CTAs
This cannot be stressed enough that a great Call-to-Action can really drive good sales. Consider CTAs as the necessary anchor required to show users where to go next.
These CTAs for an eCommerce website are usually looking like “Buy Now” or “Add to Cart” and “Add to Favorites.” These buttons ask the consumer to take any action and grabs their attention.
One of the key factors in having a great CTA(s) is to have the right text, color, design, and placement. If we could select the top two factors out of the rest, then the message and placement of this message hold the most significance.
2. Keep a Simple Checkout Process
One of the many reasons for the abandonment of the cart is the elaborate or complicated checkout process. The best way to go about this is to keep it a one-click checkout process.
Once you have eliminated the extra steps and have reduced it to just one-click checkout with auto-fill form, you are already on your way to get a solid sale.
If you cannot shorten the checkout process, optimize the check-out procedure as much as possible to boost conversions and lower the rate of cart abandonment. You can implement this by asking for very few important and necessary details from the customer and dividing your checkout process into easier understanding steps.
3. Display Green-Bar SSL
Many people will be feeding in their credit/debit card details to shop on your site. Therefore, if your site shows signs of being insecure or fraudulent in any shape or form, your abandonment rate will increase.
To maintain the right image and increase your conversions, you should invest in showing green-bar SSL on your website. This is because it looks different on different browsers/search engines.
Consider the green bar SSL as a security badge that indicates your website as safe and secure. The visual cue is enough for the buyer to trust your website and shop freely. Moreover, having this green bar also encrypts user’s payment information, making it harder for hackers or third parties to steal or sniff the information.
It has been tested that having this kind of SSL highlight increased a website’s conversions by 42%, making the customers more inclined towards sharing information.
4. Have More than One Payment Option
It is all about catering to your customers in the best ways – what better than providing multiple modes of payments. Of course, this makes the customer experience better, but you are expanding your reach to various customers automatically with more payment gateways. Some people will choose one option, and some would opt for a different one – having most of them is a great way to increase the conversion rate.
5. Incorporate Company or Product Reviews
Transparency is another great way to earn buyer trust. Once you have authentic reviews about your product and services on-site, the users will judge the products and your service better. If most of your reviews are in your favor, the visitors are more than likely to convert. For instance, you plan to get yourself the best affordable smartwatch and land on a website with the necessary reviews assisting every product. You will immediately place more trust in that online store than the one that lacks it entirely.
Make sure that your new or existing website has these features incorporated along with Google Analytics for you to keep an eye on your website’s progress and traffic after the changes are made. Good Luck!