If you are reading this, you are probably looking for ways to increase your eCommerce business's sales, revenues, and profits. The math is straightforward. Of all the things you can do to improve your sales, revenue, and profits, the conversion rate is the area with the most significant potential. If you can increase your eCommerce conversion rate by even a little bit, you will sell more, increase income, as well as profits. We are not talking about the need for a massive improvement either. Even a fraction of a percent increase in your eCommerce conversion rate can make an enormous difference.
Conversion rates in July of 2021 were down considerably from a year earlier. Data shows that, across all sectors, the average conversion rate was 1.37% compared to 1.48% a year earlier. Maybe 1% doesn't seem like a lot, but given enough volume, it doesn't take much to see how much more money you could be making. Remember, the conversion rate is the fraction of people who are already on your site. Just getting a few more of those people who have already shown an interest in what you have to offer to complete a purchase may be the easiest way to increase profits. So how do you do it?
How to Improve Conversion Rate
There are endless strategies to improve conversion rate, but here, we will focus on some of the simple steps you can take to optimize your eCommerce website for the highest possible conversation rate. Most of these suggestions reflect the highly effective but simple practices that you likely have already heard or thought about yourself.
Still, even the tiniest improvement can make a difference, and it doesn't take much to see that conversion rate starting to tick up. So, even if you think your website is fully optimized, take some time to review and see if you can find one or two minor improvements that could make a big difference.
How to Increase Conversion Rate: eCommerce Optimization for Multiple Devices
Given the changing habits of consumers, you should be paying attention to the way conversion rate is impacted by the shopper's device. According to the latest research, there is a considerable difference between the rates detected on desktops, tablets, and mobile phones. Desktop shoppers have the highest conversion rate, followed by mobile phones, with tablets showing the lowest rate.
The simple solution is to ensure that your webpage is responsive and dynamically optimized for the shopper's screen. However, if you want to win the conversion rate game, you can take a couple of steps further. With website personalization from Personizely, you can deliver custom content to users depending on their device. That gives you more than just content that displays correctly for the screen size; you can decide precisely what iPhone users see, and it can be different from content delivered to iPads or desktops. The possibilities are endless for improving conversion rates across all devices.
Optimize Your Site by Improving Your CTA Copy
Your call to action (CTA) is that critical piece that can move website visitors to become buyers. When was the last time you reviewed your CTAs to ensure they are as effective as possible? You may also want to ask yourself the question: Is the same CTA right for everyone? The answer is probably: No.
There might be a place for your standard, run-of-the-mill CTA, but Personizely gives you much more advanced options. There is a great advantage that comes with advanced targeting, data placeholders, and multiple variations. The CTA base on purchase history, on-site activity, cart content, and other data will do wonders when shown to the right person at the right time.
Increase eCommerce Conversion Rate with FOMO
No one wants to miss out on a limited time offer, limited inventory, or anything that will end soon. Put the powerful fear of missing out (FOMO) to work on your eCommerce site. Just a little push can help consumers hit the checkout button and complete their purchase. With Personizely, you can add to the impact using the scientifically proven power of the countdown timer. Research has proven that a small timer that shows how long customers have to take advantage of free shipping, a discount, or other offers can significantly improve the conversion rate.
How To Increase Conversion Rate: eCommerce Pop-ups
You might think pop-ups are a thing of the past, but that would be inaccurate. Whether you personally like them or not, the fact remains that they are a proven way to increase the eCommerce conversion rate. According to one study, the top 10% of high-performing pop-ups had a conversion rate of over 9%. But remember, those are the best "high-performing" pop-ups, and to deliver those, you need the right tools. Personizely's drag and drop builder allows you to create high-performing pop-up widgets in just a few clicks. And when you base them on shopper data, it improves the chances of customer conversion even further.
Improve Page Load Times
Sometimes we need to focus on the basics. Even with internet speeds increasing thanks to improved broadband and 5G infrastructure, page load times remain critical to increasing eCommerce conversion rates. No matter what other strategies you implement, it won't matter if you lose them before they ever have a chance to see your home page.
Multiple studies show that you have about four seconds for a page to load before users start clicking away. Since even small changes can impact load speed, it is recommended to check it regularly. Your pages can be loading slowed due to large images, scripts, or there can even be something wrong with your website host. Shave some seconds off your load times and watch that conversion rate go up.
Optimize Your eCommerce Website by Adding Social Proof
Believe it or not, one of the most efficient ways to increase the eCommerce conversion rate is to tell people that "everyone else is doing it." The social proof remains a powerful tool in eCommerce, and you should consider optimizing your website in a way that features it. Still, instead of just filling your pages with user reviews, recent purchases, and sales statistics, make it personal.
How to Improve Conversion Rate: Reduce Friction
When was the last time you tried completing a purchase on your eCommerce website? It might be worth taking the time to walk through the process. According to a recent study, several factors related to checkout friction led people to abandon their carts. 24% didn't complete their purchase because they were required to create an account first. 18% said that the checkout process was too long or complicated. The same research showed that the average checkout contained 14.88 form fields, yet found that this number could be decreased up to 60%. Review your checkout process and make sure it doesn't include unnecessary fields or steps that could be keeping potential customers from completing their purchases.
Increase eCommerce Conversion Rate by Removing Distractions
Just like our homes and offices, our eCommerce websites can get cluttered. To increase the eCommerce conversion rate, we need to deal with it. Every element and piece of information on our websites are there for a particular reason, and their main goal is to move the visitors through the sales funnel, or in other words, to get them to check out. However, over time, things can get messy. We end up with elements that do nothing to add to the conversion process. Too often, that is because we are trying to create a "one-size-fits-all" website. We start thinking about every possible customer situation and want to ensure that we cover all of them, and by doing that, we can very easily overdo it. However, with website personalization, we can remove distractions by delivering only the right content to the right consumer at the right time.
The best way to remove distractions is to provide custom, personalized content based on the individuals browsing your site. Personizely can help keep your site clutter-free by personalizing content based on location, device type, order history, referral source, time of day, and more. No more "one-size-fits-all" content. Instead, you deliver just the right content designed to convert each visitor.
Website Optimization for Increased Conversion Rates is an Ongoing Process
Increasing eCommerce conversion rates on your website is an ongoing process. Customer preferences change, web browsers evolve, market forces grow. Keeping your website up to date with the latest and best practices can and often becomes a full-time job. However, it doesn't have to be.
It's vital to deliver the right message to each customer and having the right tools to make that happen makes life much easier. It's also pretty easy to get started with Personizely, as the two-week free trial will give you a much better idea of all the possibilities you have to increase your conversion. Start creating personalized content in minutes and discover the difference it can make.