Conversion rate optimization for e-commerce sites is the art and science of getting more web visitors to take action and becoming a customer or a lead. It includes getting web visitors to register, opt-in, download, refer a friend, and click to chat or making a purchase.
To ramp up your conversion rate, it’s not a matter of guessing and hoping. Specific tactics need to be implemented to reach the goal of conversion rate optimization. Here’s a list of five tactics to take your conversion rate to the next level.
Home Page Optimization
Using analytical tools like Google Analytics, you can determine which categories and products are performing best. Once these are identified, the top-selling products should be on the home page in recommended products or banner sliders.
Also, consider adding a professional video of one of the products. Videos command attention and help the user make a connection and draw a conclusion about the product. For example, if you’re selling handmade artwork, show a video of an artist crafting his work. Clearly showing prospective customers different ways they can place an order will also cater to those who have buying preferences, such as ordering by phone, online or by fax.
The navigation menu should make it easy for visitors to find what they are looking for. The category structure should be specific and include links to information that users would actively search for. The number of categories should correspond with the size of your inventory. If you create too many categories, it will only frustrate the user.
In addition, categories should be created based upon what people are searching for. You can find out what visitors are searching for by using Google Analytics product search box. Using categories based on popularity of products and users’ preferences instead of traditional categorization can have a positive effect on the conversion rate.
Product Page Optimization
Today, online consumers want to experience a website and not just browse it. Good product images add life to the product and capture attention. The default image should be high quality. Instead of using generic pictures, opt for images of real people using the product. Don’t settle for just one image either. Show multiple images and from different angles. The product’s description is another important element in improving the conversion rate. Here’s some tips to make product descriptions more compelling:
- Highlight important features at the beginning of the product description.
- Avoid hype.
- Offer both a detailed and summary description. The detailed description will help those on the fence come to a buying decision, and the summary description will satisfy those who are in a hurry.
- Use bullet points to make the information easier and quicker to read.
- Link out to information on return policy, shipping and FAQs.
The effective use of symbols, icons and text will help avoid users abandoning the purchase during the checkout process. Using these elements on the checkout page will help overcome objections and buyer apprehensions.
The checkout page should reflect site security, transparency, payment methods and FAQs. Letting your customers know that your site is secure enhances buyer confidence, and showing all payment methods will cast a wider net. Be sure to have a persistent shopping cart on your site. If the user goes to the checkout page and finds the cart is empty, they are likely to abandon the shopping cart instead of going through the buying process again.
Be sure not to make users enter the same information twice. For example, it’s just plain frustrating for buyers to have to enter their shipping address in two information fields. Avoid this step by offering a checkbox for those who want to use a different billing address. Streamlining the buying process will have an impact on positive conversion rates.
All of the above methods should be tested regularly to ensure that your pages and overall store is converting optimally. Testing can be done in various ways.
The most common testing method that you will encounter is A/B split testing. A/B split testing is exactly what it sounds like, you’re taking two variations and then testing them with your audience. The idea is to have a key metric in mind to help measure success, this could be the number of signups, for example.
If you want to dig deeper into more advanced conversion rate optimization methods, using multivariate data analysis is a smart way for e-commerce owners to identify buying trends and analyse specific data for market research.
Businesses can make intelligent decisions on consumer buying patterns, target groups and what products to offer. The data displayed in columns and rows makes it easy to analyse the information in a meaningful manner. It’s just another way to get the information needed to take your conversion rate optimization to the next level.
This is a Guest Post by Owen Sondergaard, who is an avid writer and blogger. Writing for CAMO Software, Owen has over 8 years experience in the data industry.