Vinod Janapala October 6, 2020 When it comes to eCommerce conversion rates, the amount of capital that is spent on customer acquisition is largely being debated on its success. Many surveys have documented the average conversion rates at a nominal 2%.
Let us consider this scenario.
A cinema hall has a seating capacity that can accommodate 5500 people. Now, if a mere 2% of the attendees purchase any item during the show, then all the shops and vendors in the cinema hall would be competing for getting the attention of just 110 customers. This makes their efforts go into vain, given the little number of buyers.
An average store in the eCommerce domain in India usually sees a customer conversion rate of around 2-3%. But we are sure your goal is not just to be on the average list.
So, let us understand a few of the proven ways through which you can elevate your eCommerce conversion rates and improve your status quo.
USING A COMPELLING DESIGN & COPY: Design is usually one of the few aspects which although being crucial, is often neglected upon in an eCommerce business/site design. In simpler words, if your webpages are not well designed enough to keep the visitor’s attention and move ahead with the transaction, then no other parts of a typical sales funnel are going to work out for your business.
Your website needs to be visually appealing and persuasive to make the most of a digital eCommerce business. Many surveys indicate that a modern customer is more likely to be interesting to engage with a visually appealing website.
The overall objective is to make the customer stay on a particular part of a webpage so that he/she can further move ahead and complete the transaction. Approach an experienced eCommerce website development company to handle the complex design nuances.
PERSONALIZATION: There are majorly 2 ways to personalize your visitor’s experience on the site.
- Personalization using dynamic content
- Personalized pathways for the visitors
Studies show that many factors like customer’s on-site behavior, their demographic, and their history of previous engagement with your brand, and tools for creating and delivering dynamic content; allow you to present tailored content, offers, and product recommendations that best align with the user’s interests.
When it comes to providing pathways, you should focus on the variations of customers you want to attract to your platform. You will be guiding them through “collections” of various products that are related to each other, but essentially are not from the same category.
PROVIDING EASY NAVIGATION: Consider a scenario wherein you as a customer walks into a megastore store where all items are misplaced without any labeling. You are most likely to walk out of the store and shop your requirements elsewhere.
The same is applicable for an eCommerce store as well. If the visitors are unable to locate the items they are looking for without any hassles, they are going to straightaway head towards your competitor’s site.
By using the navigation bar at the top of the screen, visitors/customers can easily venture to the intermediary product category page they are looking for. From there, they will be able to dig deeper into the specific products offered within each individual category. A well-established eCommerce website development company can greatly help you provide easy navigation to your visitors.
DISPLAYING VARIOUS TYPES OF SOCIAL PROOFS: A recent Nielsen study revealed that 84% of consumers trust recommendations that come directly from friends, family members, and peers over any other forms of advertising content.
As a business, you should use every possible opportunity to present the social proofs you have collected over the years showcasing your brand’s excellence towards your customers. Product reviews are one such good form of social proofs.
SALES & DISCOUNTS SECTION: Endless sales and availability of too many options have almost trained people to shop cheap. There will always be people seeking discounts and this behavior is here to stay, so think about having a dedicated “sales” section on your site. This might turn out to be a worthwhile experiment for your brand.
To keep the prospective customers engaged throughout their journey and comfortable enough to do business with you again, it is imperative that you keep them updated about certain things. The “in the know” ideology plays a crucial role in keeping customers updated and engaged with your business.
Providing detailed, yet easy to understand product descriptions is an industry must. Let us be honest. Customers are never able to properly manage and handle products in an eCommerce transaction before the purchase. So, it only makes sense to provide them with as much detailed product descriptions as possible to simplify the purchase decision.
Conclusion
While eCommerce businesses share many commonalities, it is important to understand that each eCommerce business is different in terms of their customers. The tips mentioned above should clearly help your business increase eCommerce conversion rates. However, you should always be on the lookout for newer ways such as eCommerce and the ways in which customers buy are rapidly changing.
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