Every owner of an online store or other commercial site wants it to generate income. To do this, you need to increase the conversion rate.
Conversion is the ratio of visitors who performed target actions on the site to the total number of visitors. For example, in an online store, the target action is the purchase of a product. This means that conversion can be calculated by correlating the number of users who purchased a product to the total number of site users. For online stores, it is usually about 10-20%.
This indicator is a way to track the resource’s profitability. The higher the conversion, the greater the profit. That is why it needs to be constantly increased. Here are 5 simple ways to increase the conversion of a website.
Work with abandoned carts
According to Baymard Institute, optimizing the shopping cart and checkout process increases conversion by 35.26%. The main reasons why shop users add products to the cart but do not order them are:
- The final cost of the product turned out to be higher than expected: the user saw the amount with shipping, taxes or additional fees.
- To place an order, you need to register on the site, but the user does not want to waste time on this.
- You need to fill out a lot of forms or fields: ordering a product turns out to be more difficult and takes longer.
More than 77% of marketers remind users about abandoned carts via message or email. Such reminders usually have a clearly expressed Call to Action (CTA). Moreover, they try to rephrase it and not write the word “buy” and its derivatives. This seems to oblige them to buy your product, although the user essentially does not owe anything.
This is the kind of CTA used by the online sporting goods store Fabletics.
Fabletics CTA: “Visit your cart.”
What else can be improved?
- Check your website for errors. Maybe during checkout the user is simply “thrown out” of the cart.
- Conduct a survey and find out the reasons why customers most often do not place an order.
- Tell users when your site automatically clears their carts.
- Give discounts on your next purchase for quick checkout.
Simplify the checkout process
The more time a user spends on placing an order, the less likely he or she will actually make it. Many online stores are still in their early stages, when the account intelligence goes one step further process ofwebsite design development, immediately simplify the process:
- They do not implement mandatory registration: any user can buy the product.
- Reduce the number of actions that the user needs to take when placing an order.
- In the application form, only the most important fields are left: name and contact information.
- Add a button to order a call back.
- Place buttons “Buy in 1 click” or “Quick order”.
Try making it easier to checkout – this can really increase your website’s sales conversion.
The “Quick order” button in the Comfy taiwan lead online electronics store, where you can leave your phone number.