Attracting more people to visit your online business site or page is one thing, but persuading them to make a purchase is another. While no one can deny the convenience of online shopping, sales don’t always happen easily on e-commerce sites. Because much like a physical store, you must also know how to optimize it to drive and generate sales.
Understanding eCommerce Optimization
Consider putting yourself in the position of the buyer. As you browse the internet, take, for instance, an ad for running shoes that captures your eye. You then click it, and a landing page with bright colors and crowded content greets you. However, since there’s so much advertising on the page, the content could take a long time to load. As such, you leave and swear never to return.
Based on the scenario given above, customer experience certainly plays an essential role in boosting conversion rates. Poor service and experience can cause harm to your brand, which can make you lose sales and revenue. And this is where optimizing your eCommerce business comes in.
However, aside from improving your business’s website, your marketing campaigns, product descriptions, and the checkout process are also other areas you can optimize to boost the success of your eCommerce store. After all, several variables can impact your brand’s visibility and conversion rate.
And to gain more customers, consider trying different approaches to find what works best for your store. To help you get started, here are some recommendations on how you can optimize it better:
Improve Your Page’s Navigation System
When optimizing your e-commerce store, you can start with the navigation system of your page. As pointed out in the example earlier, the ease of usability of your website could influence the visitor’s impression of your business. If it’s confusing and difficult to navigate, they’re likely to leave your page, losing your chances of gaining a customer and potential sales.
With that said, a user-friendly site can go a long way. Your goal is to simplify and continuously improve your site’s navigation system to help your shoppers find the products they are looking for with ease and convenience. One way to do this is by classifying your products by categories and subcategories.
For instance, if your business involves clothing and other fashion-related products, you can sort items by gender. And to organize it more efficiently, you can also sort them by footwear, clothing, and accessories. You can also use broad headings for easier classification.
Or perhaps, suppose your business offers print on demand (POD) services. In such a case, layout your page in a way that your clients won’t have difficulty in placing and customizing their orders. A disorderly page may not only lower your conversion rate but can also discourage potential clients from collaborating with your business.
In addition, it’s also best to regularly test and optimize your site’s usability and navigation. What works now may not necessarily be effective in the future. Being on top of your website’s performance allows you to constantly improve your services and see what approaches work and what don’t. And with each testing and assessment, you’re enabled to redesign your site or make modifications as necessary.
Utilize Social Media
With the rise of social media platforms, it’s always a good idea to use their popularity to reach a larger audience. And also, the more visible you are in the digital space, the more likely you’ll increase your sales and conversion rates.
A business social media account usually contains website information and contact numbers. This way, potential customers can easily reach them and have access to the list of services or products they’re offering. And in some cases, some platforms also feature built-in shopping and chatbox checkout services to make the transaction smoother and faster.
You can utilize social media to your advantage by regularly posting relevant content that offers valuable information about your business and products. Not only does this help solidify your brand and online presence, but it can also be a way to engage with your customers. Through the comment sections, previous customers can leave feedback and ratings, which could serve you in the long run.
You can also include affiliate marketing and partnering with influencers as a strategy to find new audiences for your products. Influencers and affiliate marketers exist in every industry and client group and can connect with your target audiences in ways that traditional approaches could. And with that, using a significant network of industry marketers has advantages beyond product and service promotion.
Before, consumers generally used their computers to buy products online. And nowadays, due to its convenience and accessibility, more and more people are inclined to use their mobile phones when searching for a product they’re interested in, let alone making a purchase.
With this in mind, you must also take into consideration optimizing your eCommerce site to become mobile-friendly. Listed below are a few suggestions and design features you can introduce:
- Responsive Approach: Simply put, a responsive design means that your site’s contents will look the same on any device, operating system, or browser. A responsive website can detect the visitor’s screen size and orientation and adjust the layout accordingly.
- Audio Search: Most users want the simplest websites possible. You can help your visitors explore your site and boost their experience by providing an audio search tool for smartphones.
- One-tap Calling Feature: Visitors to your website should be able to call or reach you with one tap if they have questions or want to confirm something before buying. The one-tap dialing feature may come in handy when customers need assistance.
- Back To Top: When users scroll down to view your contents, you should also provide a ‘Back to Top’ button. Adding this little function can allow users to smoothly return to the top of the page without scrolling up. These simple touches can engage and positively influence your buyers’ impression of you.
Position Your CTAs Efficiently
Call to action (CTA) phrases are part of a marketing campaign that catches the visitor’s attention to maximize conversions. It aims to encourage potential customers to take the next step, which is to make a purchase.
For that reason, proper CTA positioning is critical. It has to be compelling to entice people. Ideally, it has to have a strong command verb and evoke interest from your audience. But aside from that, its placement also matters.
That said, here are some tips on how you can best position your CTAs:
- Place your CTA button above the fold. The term ‘above the fold’ comes from the newspaper industry, where the main headline is visible when folded, and everything else is hidden below the fold. It refers to the top of the page seen without scrolling on desktop, tablet, and mobile.
- Make the CTA button bold and noticeable, especially on smaller displays. It can also be in a different color from the rest of the page.
- Place the CTA next to the product image. It can assist users to comprehend what they are clicking on.
- Use simple language. The wording on the CTA button should be straightforward. ‘Submit’ or ‘Click Here’ are far more unclear than ‘Add to Cart’ or ‘Buy Now.’
- Use urgent cues. Urgency cues can help users take action immediately. ‘Today Only,’ ‘Limited Time Offer,’ and ‘While Supplies Last’ are some of the popular cues.
Ensure a Smooth Checkout Process
As an eCommerce business owner, your main goal is to ensure that your potential customers finalize their purchases. However, aside from gaining attraction from your target market, another obstacle you have to face is the question of how you can keep your clients from abandoning their shopping carts.
Generally, there are various reasons why that would happen. To name a few, some of the factors include:
- Unexpected or added expenses such as tax and shipping fees.
- The need to register or make an account before proceeding to the checkout and payment section.
- Too many forms or information are needed from the clients, leading to a lengthy process of checking out.
Cart abandonment can significantly affect your business. Since this also influences the experience of your customers, it’s essential that you take the time to innovate and ensure a smooth and convenient process for them.
Upgrade Hosting Service Provider
The speed of an eCommerce site can be determined by a lot of factors, but mostly by its hosting server. A high-performing hosting can help prevent downtime during high demand. It can also help boost your online store’s traffic capacity.
While choosing an inexpensive hosting option may appear advantageous, it may not always be the case. It’s best to assess your options carefully. Evaluate the pros and cons of each provider to get the most of your investment and boost your website’s performance.
Every eCommerce business has strengths, limitations, and areas for growth. While there are many variables to improve, knowing where to look and what to focus on can help avoid making mistakes.
With the insights discussed in this article, you can be on a good start on optimizing your eCommerce store and gaining more customers.