Here’s a common scenario; you’ve built an e-Commerce website. You’re doing all the things you’ve been told to do, like promoting it on social media, creating paid ads and investing in SEO. And yet most people aren’t buying.
Where do you go from here?
Don’t throw in the towel just yet. While getting traffic to your site is necessary, the most important factor should be conversion optimisation. To help you out with this process, we’ve provided you with five tips for converting visitors into customers on your e-Commerce website.
Remarket to people who abandon their carts
For e-Commerce sites, abandoned carts can be incredibly frustrating. You can see with your own eyes that people were just about to buy a product… until they didn’t. They left your website, never to return.
That is, unless they’re reminded of what they left behind.
Remarketing allows you to target ads to people who weren’t ready to buy. You can do this in a number of ways, whether it’s simply showing advertisements of the products they were purchasing or sending promotions their way, like free shipping or $10 off their order. This has worked wonders for many different companies, increasing their revenue and costing them a fraction of the click-through rate than their usual ads do. After all, these people were already on your website and interested in your products, so getting them back is far easier than enticing entirely new customers.
Use high quality photographs
Size and resolution of an image has been shown to have a hugely positive impact on conversion rates. And the reason is simple; people want to know what they’re buying. If you visit a clothing website, for example, and every product image is small, grainy and styled in a way that makes it look anything but appealing, of course you’re going to click away. But if it’s large enough to see the details, high-res and presented to look appealing, you’re much more likely to take the bait. Like they say, a picture is worth a thousand words – so make sure yours says something great.
Keep your site pathway simple
When it comes to navigating a website, your visitors want it to be simple. Your menus should be easy to read and simple to use, with all the information and pathways available within just a few seconds. If you’re site sells women’s clothing and it takes visitors more than a few seconds to find the sub-category of products, you’re doing something wrong.
Another key part of navigation is allowing visitors to filter their results in your store. Give them a few options, such as sorting by price point, size or product rating, to ensure that finding exactly what they want is made that much easier. If a visitor has a positive experience with a site, it not only increases the likelihood of a sale, but they are more likely to return in the future as well.