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Running an online store involves more than offering great products or providing exceptional customer service.
It is also about converting visitors to your online store into buyers.
As such, your customer conversion rate is an indicator of your online store’s success in attracting visitors and convincing them to buy. However, many e-commerce businesses battle to increase their store’s conversion rate.
Why does this failure to convert happen?
Several factors affect the conversion rate, from the user experience to the stores’ website design.
As such, this article will discuss the seven main factors that influence online store conversion and suggest strategies for boosting your e-commerce presence and performance.
Your customers' first impression when visiting your app or online store is its design.
Your business must have a well-designed, easy-to-navigate, visually appealing website that can build trust among visitors, while a clear Call to Action (CTA) button and an intuitive layout propels visitors towards making a purchase.
As such, ensure that your business’s app and/or website checkout process has no more than three steps, and use contrasting colors for your CTA buttons so as to draw your potential customers’ eye, and grab their attention.
(Website) speed and page loading time are two of the most important factors that affect the user experience.
Research suggests that visitors tend to leave websites if pages take longer than three seconds to load.
Therefore, the faster your online store loads, the greater the chance of a visitation becoming a conversion. T
o help with this, use code optimization and imagery tools, such as Cascading Style Sheets (CSS) minification, and utilize a Content Delivery Network (CDN) for faster global access.
Because customers can only view your online stores’ products virtually, providing them with clear, concise, and detailed product descriptions is essential.
This can be achieved by providing them with customer reviews, high-quality photos, and product videos, that give a more comprehensive overview of your products.
In contrast, your engaging and informative product descriptions help to dispel any doubts buyers may have.
However, when describing your products’ features and qualities, use friendly, straightforward language, and include statistical data, such as your products’ size and manufacturing details, and if deemed necessary, user and usage guidelines and instructions.
Your online store must offer a variety of payment options.
This is because payment convenience significantly impacts your customers’ purchasing decisions.
The more core payment options you offer, the more likely your customers will convert and complete their purchase.
As such, to ensure that full conversion happens, make sure that your online store offers a variety of payment options beyond the traditional payments of cash, credit, and debit cards, with alternatives such as bank transfers, buy-now-pay-later (BNPL), e-wallets, and installment plans.
Additionally, consider your target market, and include payment options that they use, while ensuring that your checkout process is efficient, secure, and speedy.
Having, and maintaining a positive user experience (UX) keeps visitors engaged with your website and increases the likelihood of them purchasing.
However, having a poor UX, with complicated forms, lengthy checkout processes, or unresponsive sites, can negatively impact conversions.
To help your business identify the most efficient and effective UX elements for your website, conduct A/B testing such as easily accessible shopping cart features or product recommendations.
READ ALSO: Choosing the Best E-Commerce Platform for Your Business
Trust and security are critical factors that should never be overlooked in online transactions.
As such, online stores have security certifications such as display trust badges and Secure Sockets Layer (SSL) to help increase customers’ confidence in purchasing, where trust can be built through clear return policies, positive reviews, and responsive customer service.
To further cultivate customer trust, create a sense of security, display security certifications, use trusted payment platforms, and offer order tracking options.
Effective digital marketing strategies attract visitors to your online store, where techniques such as search engine optimization (SEO), paid ads, or social media marketing campaigns help your online store or website reach a broader audience.
Moreover, remarketing strategies can increase conversions by targeting visitors who have not yet made a purchase.
To achieve this, ensure that your business has an effective marketing strategy by using analytical tools to understand visitor behavior, and personalize offers or content based on their search or purchase history.
By focusing on, and implementing these seven key conversion points, you and your business can significantly improve your online store’s conversion rate.
Each element, from website design to marketing strategy, plays an important role towards creating a pleasant shopping experience that drives customers to make a purchase, to close the deal.
Therefore, keep optimizing and testing these suggested key points to ensure your online store operates efficiently, effectively, and profitably.
Do you want to start an effective and efficient online store easily?
If your answer is yes, then try Youtap eCommerce.
Youtap’s entire system has been designed to maximize the operational management of your online stores, from sales reporting to stock management.
With Youtap, you can run your online business more practically and profitably, and be one step closer to success.
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e-mail: halo@youtap.id
Whatsapp: 08111 500 523
Direktorat Jenderal Perlindungan Konsumen dan Tertib Niaga Kementerian Perdagangan Republik Indonesia
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