Top 12 Conversion Rate Optimization Tips for Ecommerce Business Solution

By | Date posted: | Last updated: July 22, 2020
ecommerce business solution

To optimize an ecommerce website or an online store, various key figures are consulted for analysis. One of the most important key figures is called “conversion rate”. This measures the number of visitors compared to those who carried out the desired action. In the Ecommerce store, the owner is simply interested in the number of visitors who place an order. However, this is much more complex, since many pages do not offer an order at all or are simply a classic website. In this case, a conversion is often a contact in the form of a request, an email, a phone call or a chat request.

In this article, we have put together a few measures that primarily aim to optimize this number of leads generated. In other words: How will an ecommerce website as a whole become more successful with the existing visitors?

Anyways, What are Conversions in Ecommerce Store?

A conversion is an action on an Ecommerce website that previously defined as the goal to achieved. Such a goal does not necessarily have to be a sale. Possible conversions include:

  • Lead generation by filling out and sending the contact form.
  • Lead generation through a phone call.
  • The opt-in for the newsletter.
  • The sale / “order confirmation” page in a shop.

Conversions can be very diverse and are weighted individually from industry to industry. The conversion rate is calculated from the number of conversions achieved (predefined goal) divided by the number of visitors.

How to Generate More Leads for Your Online Store?

Explore the 12 tips for optimizing the conversion rate in the ecommerce business help to develop a strategy for a constant review and adjustment of the relevant factors.

1. SEO as a Powerful Tool for Lead Generation

In order to lead potential customers or buyers to an ecommerce website or online shop, the page must have a certain relevance and findability for search engines. Therefore, many measures of classic search engine optimization are preparatory measures for optimizing the conversion rate in the Ecommerce business. These include factors such as the behaviour of the system on mobile devices. Good usability on mobile devices is essential for search engines these days. However, values such as the page speed are also an important measuring instrument for the conversion rate optimization. If the page loads very slowly, the visitor gets to the destination less well and the risk of premature interruptions increases. So first optimize your page fundamentally for search engines to be found and thus generate leads.

2. With Clear USPs to a Better Conversion Rate in Ecommerce

If the user is on your side, he should immediately see why he is right for you and should not go on to the competition. So, your USPs should be clearly visible. Remember that many entries on your website do not necessarily take place on the homepage. It is, therefore, appropriate to highlight the USPs here, but it is not the only way to achieve this. External references, in particular, can be very important, but can often refer to specific landing pages/sub-pages. Therefore, the USPs are often listed directly in the header of the page to be present on every landing page.

But also keep in mind that USPs only increase the conversion rate if they are really unique or special. “USPs” such as “great product variety”, “top prices” or “free shipping” are so generic that they hardly have any effect. So, think carefully about what sets you apart from your competitors. Maybe you can offer a special service that your competition doesn’t offer!

3. Content is King – Also with Your Ecommerce Store

The content is not only an important factor for success from an SEO perspective. High-quality content is also extremely helpful for increasing leads. Texts should be legible, understandable and clearly worded. The visitor to the site wants to understand what it is about and wants content that offers them added value. Therefore, pictures should always be in the appropriate resolution. If images are too large, they would have a negative impact on page speed, and images that are too small have a pixelated appearance and can increase the risk of jumps.

4. The First “U” – With Successful Usability to More Leads

“Usability” stands for “suitability” and thus suitability is a crucial factor for your website. Is the site easy to use? Is the content well-structured and the navigation is intuitive to use? Does the visitor find areas such as the search function and the shopping cart as well as the contact form intuitively or does he first have to spend more time to find them? By constant checking and improving usability, visitors get to their destination faster and are more satisfied. The usability should also include user guidance. If the visitor is distracted on his way (example cross-selling products in the checkout process), this can negatively affect the conversion rate!

5. The Second “U” – A Positive User Experience as a Success Factor for The CRO

“User Experience (UX)” describes the experience how a visitor connects to the page. Does the visitor find a uniform and clear corporate identity in your online store? Does the visitor perceive the content as added value? Does visitor find simple, short processes in the system and find the data? Then the user is satisfied and will reach his goal faster. User Experience aims to increase the length of stay and make the customer “happy”. This means no artificially drawn-out text to keep the user on the page. Here the UX turns negative and the risk of bounce rate would have increased. The user should build a positive association with the shop / page through a successful usability paired with the right content in the right place. When querying customer data, “less is more” counts, because querying the relevant customer data makes the customer satisfied. Nobody wants to provide additional, irrelevant data in the purchase process to reach the goal. Even if it is tempting to query and collect as much customer data as possible, it does not make the customer happy and that is not the goal of successful user experience. So, this is about perception and emotion.

6. Increase Conversion Rate in Ecommerce & Guide The Visitor Through CTAs

A CTA (Call to Action) guides the visitor. With well-placed and clear calls for action in the form of buttons and the like, the visitor finds his goal. The placed CTAs should be checked continuously and adjusted if necessary. Are they clearly visible and placed in the reading flow? How often are you clicked and does the visitor find destination or does a jump often occur afterwards? Analyze this data to optimize your calls for action and also pay attention to the choice of wording. Avoid command-like calls and, if possible, do not place any actions with negative connotations inconspicuous buttons (such as “Close” or “Cancel”).

7. Trust Leads to The Goal – Trust Elements as a CRO Booster

In the Ecommerce store, trust elements is a factor with a great influence on a possible conversion. Integrate platforms or place existing certificates or seals of approval on relevant pages. When designing a landing page, pay attention to the trust-building elements. These can be customer opinions, testimonials, seals of approval and the vice versa. Don’t be afraid of customer reviews on external platforms. Customer opinions are not only an SEO ranking factor but also a helpful means to increase trust in your store and thus to increase the conversion rate. Consistently positive feedback on external platforms is rare. Do not be afraid to conduct active evaluation management and see not completely positive evaluations as an opportunity for improvement. Grow and respond to reviews – both positive and negative feedback. Another measure of trust in your company is your “social proof”. Interaction on social media channels creates trust. Potential customers see others who already trust you and are therefore an aspect of trust-building measures that should not be underestimated

8. Conversion Rate Optimization in Ecommerce Store Through Clear Target Group Definition

The above measures already tap a large part of the lead funnel. Now you want to be more specific and guide the visitor to his goal. The more pointed the funnel becomes, the more specific your leads become. But if your target group is unclear or very broad, it will be difficult to filter out the relevant leads. The broad mass of visitors does not necessarily lead to a higher conversion, so a clear analysis of your target group is essential. Does your content fit your target group? Does the target group you want to address & find the content on your site? If so, then you have already adapted your system to your target group. However, if there is a lack of conversions, you should check whether you have clearly defined your target group and your goals.

9. With Remarketing Faster in The Conversion Funnel

Remarketing is one of the most powerful marketing tools. If a visitor has already visited the desired landing page, then visitor is in your “remarketing storefront”. These visitors are most likely very relevant and valuable leads and it is therefore a good idea to remind them again about your company, your service or your product. This happens in different ways. Some options are in place:

  • Search engine advertising (SEA)
  • Social media campaigns
  • Campaigns on business platforms
  • Newsletter

When you are going to remarketing, pay particular attention to data protection and frequency capping in the Ecommerce area so as not to overwhelm potential leads with advertising.

10. Increase Conversation Rate for Dynamic Content

In addition to general remarketing, dynamic content recommended. It is now relatively easy to create. This is partly automated by the CMS. With dynamic content, personalized content can generate that speaks directly to the visitor and thus ensures a personal bond. Already known users can be guided to their destination much faster than new visitors whose intentions are still too unclear.

11. Adjust Your Offer to Convert Users into Buyers!

Always think about what you want to achieve and what your target group looks like. If these aspects do not match your offer, the conversion rate will hardly increase, since the users in the lower area of your conversion funnel will not be happy and will therefore not convert. How can you possibly prepare your offer differently? Can you offer added value to your competitor? Sometimes small adjustments in offer is enough to increase the conversion rate.

12. Controlling Through Targeted A / B Analysis and Further Tests

As already described, the optimization of the conversion rate is also a constant process in the Ecommerce area. Target and goals change over time, so your system should adapt to the times. Through targeted testing, for example through A / B tests, you can check, for example, which layout is more appropriate for a landing page. Targeted tests are based on data that has collected. Find pages with particularly high bounce rates and analyse them for your customer journey. If you guess as to what causes the high bounce rate, create a second, optimized variant of the page and test it over a certain period. Document your adjustments so that you can later draw conclusions about the success of the changes and note that that you always focus on one aspect. If there are too many adjustments, your A / B test will also no longer be revealing, since you will no longer be able to understand which changes have improved the conversion rate.

Testing and controlling are a constant cycle. At the beginning of each test, there is an as-is analysis. Where is that standing? What problems do you recognize, what do you want to optimize? Then draw up action plans. How do you want to achieve your (new) goals and with which means or tools do you achieved the goal? Finally, the controlling follows. Did you achieve your goals? If so, set yourself new goals. If you are still reaching your original goals, it is important to analyse why they have not achieved.

CONCLUSION

Conversion rate optimization in Ecommerce business takes time. Do not act hastily and back up your measures with data to conclude. Be strategic and do not target all multipliers at once. Seek help with adjustments that take up too much time or resources and set yourself small goals. This quickly results in the measurable success that motivates further tests and optimizations.

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