One of the most important metrics for e-commerce businesses is conversion rate. This metric computes the percentage of website visitors converted into customers. The higher a company’s conversion rate is, the more the revenue and profit they realise.
Web Design Bromley, an online marketing agency that designs, builds and maintains e-commerce sites, notes that simple online marketing and web design solutions can help companies increase conversion rate. Small improvements and updates to a website’s structure and design can potentially produce lasting increases in conversion and drive a larger amount of revenue for a business. E-commerce sites become more attractive because of their more user-friendly nature.
Website Design and Content
For e-commerce businesses, optimising their website design, user experience, and content quality can improve conversion rates and maximise traffic heading into their websites.
Home Page
Many website home pages are not optimised. They are used as an intermediary page that users skip over to search for a specific product or category. Top-selling products, special offers, and hot categories that are clearly displayed on the home page can allow companies control over a customer’s experience on their website. Users are led through a specific path on the website and are provided with various suggestions along the way to checkout.
Website Content
Well-made copy can greatly improve the conversion rate of product pages within a company’s website. This is why product descriptions on an e-commerce website need to be updated on a regular basis. Compelling copy can paint a clear, more relatable image for customers, showing them why a product is suited to them and why it is worth their hard-earned money. Brief and effective descriptions talk not only about the features of a particular product, but outline the benefits it can provide to each customer.
Wait Times
Websites with long load times and slow page load speed can discourage users from staying on the page. Technical issues that cause users to leave a website because of slow load times can be resolved by compressing images, optimising caches, and reducing the number of displayed advertisements.
Customer Queries
No matter the size of an e-commerce business, anticipating and responding to customer questions is important. Websites with a frequently asked questions page can improve conversion rates by addressing concerns even before they have been raised. Customers with similar questions will not have to wait for answers from a service representative. Similarly, providing specifications, detailed product information, and a reviews section can relieve prospective customers of their uncertainties and doubts about a product’s quality or value.
Checkout Process
An e-commerce company can lose sales if their website’s checkout process is confusing, difficult to use, or broken. Careful website optimisation can improve average conversion rate by reducing the number of customers that abandon orders. For instance, websites can create a clear path to checkout by reducing advertisements and page redirects. Creating an easy and simple checkout process can lower cart abandonment and increase conversion rates.
The effective use of website design and content is a way for e-commerce businesses to optimise conversion rates and boost overall sales. These strategies and conversion efforts often translate into real and measurable results.