A lot of emphasis is placed on marketing and SEO optimization in order to increase traffic to your eCommerce store. However, getting people to your site is only half the battle. You don’t just want high traffic, you want high conversions. You want your site’s visitors to make purchases and return to shop at your store again and again. No matter what you’re selling or which eCommerce platform you’re using, below are a few simple strategies to increase your conversions and turn your traffic into a customer base.
Track Your Conversions
First, if you’re not sure what your site’s current conversion rate is, find out! You can do with some simple division. Look at your site’s analytics, and simply divide the number of visitors by the number of purchases made. That’s your conversion rate! If you don’t want to be constantly consulting your calculator, there are a number of analytics tools, plugins, and programs that will help you to track your conversions. Many eCommerce platforms, including Shopify and WooCommerce, automatically track your conversion rates for you. An average conversion rate is between 1-2%, but no matter where you are, the goal is to drive that number as high as you can.
Use High-Quality Images and/or Video
The quality of the shopping experience is the most important thing to consider when it comes to conversions. Using high-quality images and/or videos is a perfect strategy for making your site look and feel professional, engaging, and aesthetically comfortable. Distorted images, blurred videos, or no visual media at all can make customers feel uncomfortable or bored. It’s also important to make sure that your visual media isn’t compromised or distorted when viewed from a mobile device, as this will kill your mobile conversions.
Offer Free Shipping
Can you think of an eCommerce site with a better conversion rate than Amazon? The number one reason customers give for becoming Prime members is to get the free shipping that comes with it. Offering free shipping, or providing opportunities for customers to earn free shipping, is a great strategy for improving your conversions. What you’ll “lose” in shipping fees you’ll gain back tenfold in customer purchases. Not only will free shipping improve your conversions, it will also increase the amount of money people spend on your site. Shipping fees subconsciously cause people to be a lot more frugal, and they are much less likely to make multiple purchases.
Promotions and Coupon Codes
Promotions are a good marketing strategy, but they can also be a great conversion strategy. Providing many different deals, coupons, or sales periods throughout the year will not only entice new visitors to make purchases, but it will motivate people to come back to your site again and again. If people know that the possibility of a sale or a promotion is high, they’ll check back to your site more frequently. Promotions can also be a good way to motivate people to shop or even purchase products that they wouldn’t normally browse.
Offer Competitive Pricing
Bring your prices as low as you realistically can, and you’ll make the money back in purchases and loyal customers. Whatever industry you are in, know the average pricing of similar products on other eCommerce sites, and try to offer a bit less. Don’t go too far below average, or people will start to question the quality of your product. But competitive pricing will give your site the edge for potential customers who are shopping around or looking at multiple different sites.