Basically, the average CR percentage globally does not exceed the point of approximately 2.35%. In the meantime, about a quarter of websites can boast more than 5% of conversions, and only one out of ten players reach the unbelievable rate of 11% and more.
So, if you’re in the first category, your online retail site might have some flaws and issues that prevent prospects from purchasing. Your product and customer service must be the major focus points, certainly. But it would be best if you also drew attention to several troubles that irritate users and don’t allow them to go through the sales funnel successfully.
Let’s go over the 5 major conversion rate roadblocks that any eCommerce store should know about.
1. Loading Speed and Performance Are Questionable
First and foremost, test your online store’s speed. Can you believe that a shocking 40% of people leave a website that loads more than 3 seconds? And just a one-second delay can diminish CR by 7 percent!
So, stories about leaving sites that load slower than instantly are real. Then, if problems occur during browsing through the catalog or on the checkout, people tend to close sites. This highly increases bounce and cart abandonment rates, drastically doing the eCommerce store harm both in sales and SEO-wise.
The only way out here is to optimize the website in terms of speed and performance. For instance, building a progressive web app (PWA) enhances the store’s performance and makes design and navigation equally handy on every device, which is important for customer retention.
2. UX/UI Is Not Mobile Friendly
Actually, the share of m-commerce in the whole eCommerce structure was predicted to be more than 53% by this year. Therefore, adequate mobile versions of sites have become as vital as never before. And even if you don’t have a native mobile app, you can still compete on the market by recreating your website as a progressive web app with flawless UXUI or making the design responsive.
Here are just a couple of ideas that you can borrow from the best. Take a look at the screenshots below from the AliExpress PWA, the Adidas mobile app, and the Puma Mexico PWA.
- The AliExpress PWA has its menu located at the bottom of the page. Since all main buttons can be tapped by thumb, you can navigate the site with one hand.
- Product galleries in the Adidas app are vertically organized to look through them and naturally by scrolling. Perfect!
- Catalog pages on Puma’s PWA have a plain and clear design: there are only 4 items on the screen with only significant info like the price and discount and available colors. The page isn’t overwhelmed with redundant elements/data.
3. CTAs Are Not Visible
Are your call-to-actions catchy and convincing? Critically rethink them all over the site in terms of messages, appearance, and placement. Moreover, revise all pop-ups, newsletters, and banners that you use for promotion.
Let’s have a look at a couple of examples below. The first is from Misguided. The brand chose the simplest yet efficient way to grab one’s attention: the button is large and contrasts to the page’s color scheme.
The screenshot was taken on the official Misguided website
The second is a fragment of a newsletter from online course provider Udemy. The title and the red CTA button themselves create a sense of urgency to do exactly what was intended by the brand. The placement is also remarkable: while others locate CTAs somewhere under their particular item proposals, Udemy opted for the “no time to explain” move.
The screenshot is taken from the newsletter from Udemy’s official website.
4. Customer Retention and Re-engagement Strategies Are Insufficient
Does your site have promotional pop-ups for newcomers and non-subscribed visitors? Every successful online store does! Take a look at how Converse encourages users to sign up. The brand doesn’t just offer announcements about new arrivals; it gives you a discount for the next order. The likelihood of subscriptions is definitely increasing.
The screenshot was taken on the official Converse website
In the screenshot below from AliExpress, you can see that the shop makes offers to regular clients and the help of coupons. A worthwhile tactic to implement, isn’t it?
The screenshot was taken on the official AliExpress website.
Finally, let’s mention re-engaging push notifications from brands that customers can receive right on their smartphones. The opportunity to send such reminders with appealing discounts and other offerings is available for mobile apps and PWA owners. The main principle here is not to overuse; this means because loads of irrelevant and bothersome notifications will have a reverse effect.
5. Social Proof Is Absent
Consumer assessments, testimonials, and reviews are the strongest argument in favor of or against ordering something. Social proof presence solves a few problems at once, from building a reputation to driving sales.
That’s why even well-known and trustworthy manufacturers like Dyson (in the screenshot below) have their own review sections in online stores. Users can either get an idea about the item quickly (with the rating snapshot and average rating) or read more detailed feedback by those who have already been using this device.
The screenshot was taken on the official Dyson website
Numerous pitfalls can deteriorate your store’s conversion rate and affect your revenue as a consequence. Fortunately, conversion rate optimization (CRO) rules and tools greatly aid in tackling these issues. So, check to see if your online shop has the drawbacks stated above. If something is detected, you know what to do.
About the Author
Kate Parish, Chief Marketing Officer at Onilab, with 8+ years in Digital Marketing and eCommerce web development promotion. Kate constantly upgrades her knowledge and skillset to stay fit in the progressing online world. She always does exhaustive research in such spheres as SEO, Magento PWA development, and SMM before sharing her expertise with a wide audience.