The user experience of your e-commerce site is at least as important as the quality of your products or your customer service. Building your e-commerce site is only the first step in the adventure and is followed by a number of optimizations to be done.
In fact, the visitor’s interaction with your site will greatly drive his or her choice to make a purchase or not.
Fortunately, there are many simple design ideas you can implement to improve your customer experience, increase your sales, and improve your conversion rate.
What is Ecommerce Conversion Rate?
Conversion rate is a fundamental indicator for an e-commerce site. This KPI (Key Performance Indicator) corresponds to the ratio between the number of transactions in a given period and the total number of visitors to the site. According to FEVAD, the average conversion rate of an e-commerce site in France is 2%.
Ecommerce site conversion rate calculation = (number of e-commerce site purchases / total number of e-commerce site visitors) x 100
Conversion rates are an essential tool to set yourself up against the competition. This ratio also has the advantage of helping you face challenges and optimize your sales and marketing strategy. To easily calculate the conversion of your e-commerce site, know that you can follow this measurement directly in your Google Analytics account.
Here are techniques to apply to see your e-commerce conversion rate progress and encourage your visitors to buy the products or services you offer.
1) Limit visible products
According to a study by a Columbia University researcher, A more limited choice of products can multiply sales by 8.
But you may have hundreds or even thousands of items for sale on your site, so what should you do?
First, while you can’t limit the number of products for sale on your site, you can limit the number of items your customers can see: Spread your articles across multiple pages And don’t display hundreds of them at once. Of course, sort them by categories.
You should select and highlight your articles:
- most bought : By highlighting the most popular articles, you indicate to visitors that they can purchase these products without hesitation, and you do not lose them among thousands of articles;
- After receiving many reviews : Online shoppers rely heavily on the opinions of other Internet users. Combine this with a limited selection, and you get increased sales.
Be careful, make frequent selections with similar products: otherwise, it will look like a random list of products.
2) Balance text and images
If images are very important in the choice of a product, it should not be abused: too many photos kill the photo.
That’s why it’s useless to display dozens of photos on your product sheet.
Beyond that, text remains a favorite way for online customers to make their decision: don’t ignore it.
To find the best balance between text and images, it’s best to do A/B testing to optimize your site.
3) Do not choose any color
Apart from being merely decorative and aesthetic, colors have a real psychological impact on your visitors and especially on their decision making.
While not everyone has the same sensitivity to colors, the one that is most commonly appreciated is blue, as this study showed.
Purple is especially effective for women, but less so for men: a color to consider if you only sell feminine products.
For more products for men, green is a great option.
4) Put safety first
48% of people are reluctant to make purchases from sites that don’t have a seal of trust – these are visuals that show the site is safe and trustworthy.
That’s why it’s essential to have security certificates and highlight them at especially important times: shopping carts, payment pages, etc. Otherwise, you will find it difficult to gain the trust of Internet users.
5) Keep the search bar just a click away
When someone visits your e-commerce site, they want to quickly find what they’re looking for.
Without a search bar or if it’s not very visible, your customers may not stay on your site for long.
6) Offer Filter
Once your customer has found your search bar, they still need to be able to do an accurate search: Most products come in a variety of sizes, colors, materials… and it’s going to help your customer find exactly what you want. Should be able to do what they want.
It is therefore important to offer a simple and practical filter system.
7) Avail suggested retail prices
Recommended price is a reference on which a customer will base himself to evaluate the interest of purchasing a product on your site.
By always showing the suggested price with a cut next to your price, as Amazon does, you make it feel like you’re giving your customer a good deal.
8) Show payment steps
Payment is the most important moment in e-commerce, and it is also the stage where many cart abandonment occurs.
The reasons for this phenomenon are many, but one of them is the length or complexity of the payment.
That’s why it’s very useful to clearly show the payment steps and their progress (as the Redbubble site does) to reduce the risk without the customer buying.
9) Make the buying process as simple as possible
your improvement ecommerce conversion rate Including making the buying process as easy as possible. To do this, multiply the contact possibilities and clearly display them: live chat, telephone number and email address. That way, your user will have a straight answer to his question and will be less tempted to leave his basket.
simplification of shopping trip Also asks you to provide as much information as possible about the products and services sold. If your customer has any doubts or questions, he will be disappointed if he can’t find the information he wants. Conversely, if you clearly display as much information as possible: price, stock, shipping cost, features, you keep the odds in your favor. Also, add multiple photos, or even better, videos to showcase your product or service.
At the time of finalizing the orderSimplify the lives of your Internet users as much as possible. Offer multiple registration methods: social profile, email, Google account or guest. For the account creation form, ask only the minimum number of questions, otherwise you risk upsetting your user. It goes without saying that you need to offer multiple payment and delivery options.
10) Relaunch Internet users after leaving the shopping cart
According to FEVAD, shopping cart abandonment affects 70% of shopping carts that are filled online. Ale’reminder email A very effective retargeting technique is to improve your post-cart abandonment conversion rate.
If an Internet user leaves his basket, it does not mean that the shopping journey for him is over. Many visitors leave the website due to time constraints but stick to their shopping plans.
Various techniques work to increase the effectiveness of abandon cart emails and improve e-commerce conversion rates. First, it’s a good idea to send the first email within an hour.leaving the car, because the purchase project is still fresh in the mind of the consumer. To refresh the memory and prompt the Internet user to return to your site, it is recommended to send two more follow-up emails with a minimum gap of 24 hours between each email. For an effective follow-up email, focus on a picture of the product that will immerse the customer in their online purchase.
A good way to motivate your customer to take action is to offer them a discount code, And for good reason, the quantity or delivery cost of the product may be considered too high by the Internet user. A little financial boost can be enough to make you buy what you sell. Important point: don’t offer promotions to all customers, just new ones. Otherwise, former customers may get into the habit of always waiting for follow-up emails.
also add elements of Insurance in your email. Reinsurance can be related to return policies, payments, warranties, strength of the company, etc. Don’t forget to highlight your contact details so that the Internet user can contact you in case of questions.
Thanks to cross-selling and up-selling techniques, take advantage of your follow-up emails to offer other products or services that may interest your prospects. Cross-selling plays on the potential for additional sales in the same range, while up-selling aims to move the product upmarket. You may be able to drive your customer back to your site and even why not, increase their average basket.
E-commerce Conversion Rate: 2022-2023 Trend
Currently, a major trend is the intensification of more ecological online selling efforts by e-commerce sites. products Environmentally friendly, fair trade, second-hand, upcycling, “Made in France”, vegetarian products, etc. have never been so successful. If you make efforts in this direction, it is essential to highlight it on your website to get better conversion rates.
ecommerce site optimization voice search It is also a big trend. Internet users are increasingly doing their research with Siri, Cortana, OK Google. To make your website voice search friendly, adopt conversational language on your site and favor article titles in questionable form.
Most frequently used voice search queries. Optimizing your site for voice search includes adopting good SEO (Search Engine Optimization) practices, writing quality content, and improving the download speed of site pages.
provide a site Responsible There is a trend for mobile as well, as mobile searches are increasing more and more every year. For a responsive e-commerce site, make sure the presentation of the site is clear with intuitive navigation. Avoid large visual elements for optimization on mobile screens, pop-ups should also be avoided. Call-to-action buttons greatly improve site readability.
story telling And authenticity also remains in trend. Company values, information, company history and employees are assets to highlight on your e-commerce site. By emphasizing authenticity and playing on emotion with storytelling, your Internet users will better understand your brand and purchase your products or services more easily.
our tip
With these 10 ideas, you can improve the user experience of your e-commerce site and increase your sales accordingly.
Freelance e-commerce developers can help you, whether it’s building your online store or improving the conversion rate of your e-commerce site. Quickly find the professional who will meet your needs by posting your project for free on Codeur.com.