E-commerce sales are on the rise and according to the latest market research, online sales are expected to reach $6.51 trillion by 2023, accounting for 22.3% of total retail sales. The increased potential of the industry encouraged more and more e-Commerce businesses to surface, resulting in the emergence of a highly competitive landscape. But with so many online marketplaces out there, how can you stand out? Getting visitors might be easy, but converting them into paying customers, that can be a challenge.
The conversion rate can refer to many different things, depending on your business goals, but generally, the conversion rate represents the number of visitors on your website who completed a desired action. In e-Commerce, a successful conversion rate translates to sales.
A good conversion rate is considered to vary between 2%-3% across all industries, with the top 25% converting at 5.31% or higher. There are several tactics that can help you grow your e-Commerce conversion rate and a number of factors to be taken into consideration when focusing on improving your current activities, such as the type and quality of your website’s content, the user experience, mobile optimization, and more.
Here are a couple of ways that can help you achieve the highest conversion rate possible:
One of the most important aspects of an e-Commerce website is the user experience. From the look and feel of your site to the ease of use, a positive user experience captures all these factors. An unappealing website with an unpleasant design and a difficult navigation will result in a poor user experience (UX) and a high bounce rate.
Therefore, websites should be created with the user in mind to ensure all these aspects are being addressed and the interface is working smoothly. Furthermore, there are several UX metrics that can help improve your e-Commerce website, which you can explore in our full guide.
Search engine optimization (SEO) is key when trying to drive traffic to your website, as a proper SEO strategy results in more visitors to your site. From keywords, tags, and descriptions, to image and content labels, SEO helps your audience to find your site.
Most people now use their phones to browse the internet, access websites, and make online purchases. That said, it’s critical to have your website properly optimized for mobile use and capable of fully smartphone functionality. You wouldn’t want to lose a potential customer because they cannot complete a certain action on your website when using their phone.
Make sure that the design and the features of your website work on mobile as well as on desktop. Optimizing your website will help users to find you and the content they’re looking for on your site. Equally important is to make sure to include high-quality images and video content to ensure a visually appealing aspect, as sites with quality media content tend to perform better.
Another way to drive website traffic and attract users is by offering discounts and deals. People love the idea of any type of remuneration, whether it’s a giveaway, a discount, or just a good deal, they tend to respond positively towards offers that they can benefit from.
There are a number of ways to make customers feel like they’re getting a good deal on your website. Beside the average free shipping and free returns deals that are highly appreciated on all e-Commerce websites, you can showcase products on sale, run the ‘1+1’ deal, organize giveaways, and offer discounts before checkout. All these tactics can help you boost the conversation rate on your e-Commerce website.
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