If your visitors aren't converting at all or if there is a sudden drop in the conversion rate, your results will suffer. What if there was something you could do to recover those lost leads and sales? You need to know what is responsible for your low conversion rate and how to fix it, in order to improve your eCommerce conversions, increasing your sales and income.
Reasons For A Low Conversion Rate
1. UI/UX improvements of your website
We will Check conversion rate metrics, user flow, bounce rate, and your conversion funnel (shown below) in your analytics software to see where the issue is. Some common reasons for low conversion rates include:
● Poor navigation. Ensure that the most popular items are easy to find.
● Bad filtering and sorting. You don't want to overwhelm visitors with too many options. They should be able to filter items so that they can make the choices that meet their needs.
● Poor search. Again, ensure that the search results are likely to match what people want. If visitors can’t find an item, they won’t be able to buy it.
2. Know your target customers
If you don't market to the right people, you will end up with a low conversion rate and sales will drop. That's why a key step in solving e-commerce conversion rate issues is finding out what your customers want. You'll need to look at web analytics to see how people are behaving on your site and social analytics to see what they're sharing. Pay attention to online reviews and customer interactions through your customer support service and messaging apps. You can also collect useful customer information through customer surveys.
3. Focus and leverage on Mobile Users
Did you know that by 2020, there will be around 11 billion mobile devices in circulation? And the approximate number of sales made on mobile devices increased by 65% between 2015 and 2016. A cross-device marketing strategy and mobile-optimized e-commerce store to attract and retain customers, no matter where they browse or shop.
4. Improved Conversions on better quality images and Videos
Images and videos matter for conversions, and that goes for eCommerce sites, too. The better your product images and videos look, the more likely your product pages are to convert.
5. Removal of Page Distraction
For best results, make sure each page is focused on the primary offering you want to feature. This means removing navigation and other unnecessary elements on cart pages or landing pages. Check your page analytics to see if anything is preventing people from converting. Go to Audience »User Feeds in Google Analytics and see where people leave the buying process. For even more insight into buyer behavior, you can enable Enhanced Ecommerce in Google Analytics.
6. Build and Enhance Shoppers Trust
Let customers know that your online store is safe. It's subtle but really important. There is no escaping it; trust drives sales. So, if you are experiencing low conversion rates, one of the reasons may be that visitors don't trust you. Customers want to know that they are dealing with a legitimate store that has security measures in place that meet industry standards.
You can increase the trust factor of your website by:
● Avoid spam marketing.
● Use of social proof, including real customer reviews.
● Show that you are real by putting your address and contact details and, if applicable, team photos on the site.
● Including trust seals so buyers know their credit card details are secure.
● Install SSL at checkout (out of the box on most e-commerce platforms) and site-wide if possible.
● Show small images of credit cards, PayPal, and other payment options as a visual signal that you are using trusted customer payment options.
● Display some sort of McAfee, GeoTrust, or other security badges, and make sure you actually have an active account with them. Don't just add a picture if you're not really safe.
7. People Have to Pay for Shipping
Shipping costs kill conversions. This is why so many e-commerce retailers offer free shipping. According to the Baymard Institute, about 61% of people abandon shopping carts because of the high costs, including shipping charges. If you’re charging for shipping, think about making it free. And if you already offer free shipping, make sure everybody knows by putting it on every page of your site.
8. Check out Is Difficult
Baymard research also shows that two-thirds of purchases are abandoned, with 27% of people citing complicated checkouts as the reason. If you can improve conversions enough to get even a fraction of abandoned visitors, you'll increase your site's revenue. Here are some ways to do it:
● Declutter your payment pages, as mentioned in point 7.● Make sure the buyers' position in the checkout process is clear, for example with a progress bar.
● Remind people of what they're buying, with product images on the checkout page.
● Include trust seals and shipping information, so they know exactly what they're paying for.
Another good solution for a low conversion rate is to have a guest payment option, so people can buy without having to register. It works well, and you can then offer to save their information for the future. This offer is more likely to be accepted after painless payment.
9. You’re Not Using Exit Intent
One solution for a low conversion rate is to make the right offer right before people leave your site. OptinMonster’s exit-intent technology is the perfect way to achieve this. Exit intent detects when someone is about to leave your site and puts your offer in front of them. A limited-time discount or tripwire offer can be a great incentive to buy. And if you combine it with page-level targeting, to make sure the offer shown is linked to the page they've been browsing, you'll be even more successful at fixing that low funnel conversion rate.
10. Your Pricing Strategy Is Wrong
Did you know that according to Lemonstand, price is the important buying factor for 60% of people? and one of the reasons your e-commerce site may have a low conversion rate is a bad pricing strategy. He suggests improving conversions by using psychological pricing techniques like:
● Product bundling.● Using the number 9 at the end of a price, rather than rounding it up.
● Using small fonts.
● Make sure prices have only a few syllables when read.
11. You’re Not Testing Enough
Testing is at the heart of conversion optimization. This makes it easy to test your website's entire user flow to see where you can make improvements and increase conversions. Wordstream warns that you sometimes see conversion spikes that don't last after split testing, but adds that if you do a deep optimization, you'll likely see conversion gains in the long run. You can also test landing pages, product pages, offers, and CTAs to find out which ones your visitors responding to best. If you are using OptinMonster, it is easy to split your test campaigns. It only takes a few clicks to create a new split test in the dashboard, then you can edit the new version of your campaign. OptinMonster will automatically segment your traffic and collect analytics data so you know which campaign option works best.
12. Analyze and act on The External Factors
Continuously Monitoring your competitors to see if you need to adjust your marketing strategy can help address some of the conversion loss. Some ways to do this include:
● Setting up Google Alerts for your competitors.● Monitoring their keywords with SEMRush or Moz.
● Using SimilarWeb to see who’s visiting their sites.
● Checking out content effectiveness with Buzzsumo.
● Paying attention to social media analytics.
13. There’s No Live Chat
Offering live chat means that when people encounter a bottleneck in the buying process, they can get immediate help. This can increase conversions by up to 45%, according to Neil Patel. Consider adding this feature, especially when checking out.
14. You Are Not Providing Limited Time Coupons
Create discount codes that customers can use at checkout for a limited time and get a specific discount or percentage of the purchase. When your discount code expires, it will increase the urgency and buyers will be more likely to go through the purchase and not get distracted.
15. You Are Not Testing Your E-commerce Checkout process.
If your store's checkout process is too long, complicated, or unconventional, you may lose a lot of customers by the time they're ready to buy. This crucial step in the funnel is where a lot of your A / B testing and personalization strategies need to take place. Of course, there are industry standards for most hosted eCommerce platforms like BigCommerce, Shopify, Magento, but you may still need to tweak the process depending on your customers. For example, BigCommerce offers an optimized out-of-the-box checkout that is technically a single page (with a few drop-down menus and a persistent view of the product (s) purchased). Example of optimized payment ready to use.
16. Not Letting Customers Checkout As Guests.
Allow users to pay without opening an account. You will still have their name and email address when they buy. Forcing the user to register is simply giving them another reason to leave your store.
17. Not Giving Detailed Product Descriptions.
Make sure you describe the product in great detail so the customer knows exactly what they are getting. Remember, they can’t touch the product and they are not in a store where they can ask questions. This will also prevent returns. Even better: add a product video or demonstration. All of Sierra Designs’ products have videos featured on their product page showing the product off and in use.
All of these things help to build the SEO ranking as well – so it is beneficial for you for multiple reasons.
18. Not Making Your “Add to Cart” & “Checkout” Buttons Prevalent.
Sometimes a user is thinking about buying and may be prompted to do so by an actionable button that says exactly what to do and that stands out from all the other surrounding text and images. The absence of these buttons is often the result of too much thought by marketers. As long as you don't hit people obnoxiously with CTAs, I would worry first about losing the conversion by not making those buttons easy to access. BigCommerce now offers a customizable buy button that you can easily add to your site to get these conversions
“Simply changing our CTA from black to a blue color has reduced abandoned carts by up to 50%” Jeremy Hagon, Marketing Manager, Andreas Carter Sports
19. Have A Great Product Return Policy.
Most customers (over 50%) will read the return policy before purchasing. Don't make too many promises here, but make it as painless and as easy as possible for customers to return products (within reason). It may not sound like conversion optimization, but it's another example of basic business practices acting as a CRO.
20. Not Displaying Your Phone Number Prominently
Having a prominent phone number on your website will reduce your customers' anxiety. They'll know they can always pick up the phone and talk to someone if something goes wrong. This touch of authenticity can go a long way in increasing your conversion rates.
21. Personalization Is Missing
By using tools like Google Optimize, you can personalize your websitepersonalize your website for your customers. For example, if I go to a watch website and look at the ladies 'watches the next time I go to the homepage, you can view ladies' watches and remove one of the men's watches. . Creating Good personalized experiences for the customer will shorten the path to purchase and increase your conversion rates.
Optimizing your e-commerce conversion rate is one of the biggest impact actions you can take to make your store more profitable with lower customer acquisition costs. If you haven’t invested in this area of store-building, you should seriously consider starting now. For e-commerce entrepreneurs who want to make the best decisions for growing their stores exponentially, DigitalCrafts.in is one of the Best Digital Marketing you can collaborate with. Contact Us now for your requirements [email protected]
