The scourge of every online retailer: a great website, great products and hordes of visitors. But the conversion meter hardly shows any signs of life. What happened to the long hours of designing your website, bringing in the big names to feature and keeping the faith? They say what you send out to the digital universe comes right back to you. Well, what have you been doing to get the conversion rates you deserve? It’s easy to think that with a decent website and good products, buyers will be eating out of your cart. But a robust customer conversion strategy needs to tick a few digital marketing, UX/UI, design and strategy boxes, among others, to create a genuine conversion and complete the purchase.
The following mistakes can affect conversion rates:
Wrong/vague product description and unrelated keywords
The more clear and specific you are in describing your product the easier it is for the customer to decide. Additionally, well thought out, targeted keywords are essential in bringing the customer to your product page. If you are not careful about these two attributes, it only takes a click for the customer to switch to another site.
Online retailers can overlook the importance of this powerful SEO tool and related tweaks under the hood. Metadata can boost SEO and web page relevancy to search requests, e.g. by providing page title information to search engine crawlers and therefore informing search engines about the page’s purpose and relevancy. Effective use of certain meta tags, e.g. the description meta tag, can improve customer clicks. The title tags are also essential in aiding SEO and well-named tags contain the most relevant keywords and product names. On the other hand, wrong use of meta tags (or no use of meta data at all) can adversely impact indexation, search rankings or even bring in the wrong customer. For example, if you mistakenly use meta robots (robots.txt) to tell search engines to ignore indexing your best products, customer conversion numbers can plummet.
Good design and sitemap
One of the most visible and important factors for bringing in new customers and keeping them satisfied is good website design. Websites that are easy to navigate help customers focus better on your products and their buying decisions, aiming to make locating, viewing and purchasing products possible with minimum navigation.
Does your shopping cart provide a friendly UX?
A friendly online shopping experience should be similar to the ease with which you shop at your nearest real-world supermarket. If an online shopping cart is not designed to be easily filled, emptied, saved or checked out quickly then customers will not go through a difficult experience twice.
Clicks per purchase: Payment UX and credit card processor
A smooth payment experience goes hand in hand with a good UX. Online shoppers increasingly seek an easy, smooth checkout experience that completes with the fewest clicks possible. Then they want their cards processed even faster. How many clicks can you eliminate from the purchase cycle while ensuring security? Do you have a backup credit card processor in case the primary one is temporarily down?
Investment in promotional sales and the right target community
How much do you invest in promoting your products or a special sales period? Is the
promotion impacting the ‘intersecting’ space of demand and supply, where you are delivering what your customers want? A good promotional campaign without a sound strategy or consumer insight will reduce conversion numbers.
Shipping time and integrating seasonal dynamics
Don’t make the mistake of thinking all improvements toward customer conversion depend only on digital marketing and a smooth e-commerce platform. Seasonal products can drive huge sales volume and it takes good planning to make sure your timing is spot on with advance product orders and timely shipping.
Everybody loves reasonable prices
It is common for many retailers, especially drop shippers, to markup product prices much higher than a reasonable margin. This can be a costly mistake on many counts, not least because of reputation and credibility. Customers are smart and knowledgeable about the things they want. Always assume they will do their homework and look for alternative sellers who charge reasonably as well as provide good after-sales support.
In today’s competitive e-commerce scene, don’t make the mistake of depending on just an attractive website and smart product images to get high conversions. Addressing other important technical and non-technical aspects of the customer journey can boost conversion and keep them coming back. For those customers that are not retained despite your best efforts, stay tuned for our next blog on getting the lost customer back!