Ecommerce Conversion Rate Optimization for Dummies: A Complete Guide
Ecommerce. That store that is open 24 hours a day, 7 days a week. If you have one you surely want it to have a good performance and an excellent ecommerce conversion rate optimization. We’re here to explain the advantages of having an ecommerce, the conversion rate optimization as a concept (what it is and why it’s important), and how to achieve this goal with two simple but effective techniques. We will also show you a real life example with our ecommerce success case (Sonido Inalámbrico).
The advantages of having an ecommerce
To start things off, it’s best to explain some of the advantages of setting up an ecommerce store compared to having a typical brick and mortar store.
An ecommerce store maintains the perfect balance between wanting to have your own business but also not having it consume your life. You will not have to spend hours in one specific location because you can create your virtual store and work comfortably from home.
When you create an ecommerce website you have the freedom to decide the design most aligned to your product and the interests of your target audience, in addition to not needing to review commissions to third parties.
There are a few requirements to have your own store. You will need a Web hosting, an interesting domain, and a good connection to the internet. Forget about additional expenses such as renting a place, lighting fees, employees salaries, etc. The investment expenses of an ecommerce shop cannot be compared to those of a normal store.
The sales process is much more dynamic in an ecommerce than in a normal business. You will generate numerous sales with the same ad, you can make simultaneous sales, and you can change prices and do instant promos.
Conversion rate optimization: a basic ecommerce concept
The conversion rate is the percentage of users who perform the action we want on a website. In your case (an ecommerce website), it is making a sale as you may have guessed.
While it’s important to look at it this way, “a conversion” can be any other goal that you set for yourself. It could be registering on a website, subscribing to a blog or a newsletter, or even downloading a document or filling out a contact form.
The conversion rate is the result of dividing the number of users who complete a specific action that we want, by the total number of users who visit our website. Obviously we want this data to be as optimized as possible and sell everything!
Why is ecommerce conversion rate optimization so important?
Knowing your ecommerce conversion rate optimization helps us to…
Better understand your customers
Know what kind of customers you have, what product they are looking for and offer them a more accurate product or service.
Increase the number of clients
If you know your clients you’ll be able to offer them an experience that matches their desire. This will ultimately make you have a greater number of clients, and they will also be more satisfied.
More satisfied customers = more sales
By offering a product or service suitable to the needs of your customers while also making it easily accessible through the web, you will have more possibilities for their navigation to be translated into a sales process.
Improve the design of your website without risks
You can make incremental improvements in the design of your website without great costs by checking how customers react with each initiative.
Google improves the positioning of your page
This is really important: if Google perceives that the number of clients of your website is increasing, it will offer you a better position.
Main goal of ecommerce: enhance your conversion rate optimization
I’m sure the message is clear that enhancing your conversion rate optimization is crucial, but how can you do it?
There are many articles with tips concerning this topic that have many guidelines and protocols to follow, but we are going to focus on suggesting two simple and effective actions that totally work! We’ll even give you a REAL case that proves it.
Some other tips to increase your ecommerce conversion rate
You always have to measure and analyze
When you do tests and A/B tests you have to measure the results afterwards. Otherwise it will be useless to have made them in the first place.
Email Marketing Campaigns are essential
Email conversion rate is much higher than Social Media or SEO, for example.
Have you thought about free shipping?
93% of users are encouraged to buy a product when they see that shipping costs are free. If you can bear this cost don’t hesitate to utilize it!
Give discount coupons to new users and/or those who purchase the most. Build brand loyalty!
If there are additional costs to the purchase (shipping costs, by country, or any other), do not hide it.
Offer different payment methods
Credit/debit card, PayPal, bank transfer… the more options the user has, the more chances there are that they will end up buying.
Create remarketing (or retargeting) campaigns
This will be used to reach users who have entered your website but have not made a purchase. You can do it with Google AdWords and the main social networks (Facebook, Instagram, Twitter). You’ll find that the conversion rate is very high.
Attach great importance to product images
Add large, high-quality images that show different angles of the product and let your imagination run wild. Again it can be done with Google AdWords and the main social networks (Facebook, Instagram, Twitter). You’ll also find that this helps your conversion rate.
Reduce the steps of the check out process
Make it as easy and fast as possible. Assume that in each step, you lose 10% of the users interested in your product.
Make the cart always visible and easy to modify
Make it possible to always check how many products and their price are in the cart.
Remarketing with email marketing
Send emails to customers who have not completed their purchase to nudge them in the right direction. You can even offer discounts or other sales strategies.
Add all possible information to the products
Explain all its features, benefits, how it works, etc. The more complete the product descriptions, the better. You don’t want users to have questions and have to search for them.
Let buyers and clients do “reviews” of products
Use these to your advantage and add them on each of the product pages.
Perfect the content of your entire website
Make sure everything is complete from the home page, to each of the product pages and the contact section. Focus on the benefits of your products and not the characteristics and attributes. Think of the user, not your brand.
Simplify the structure and architecture of your online store
Ensure that the user does not get lost and knows exactly what they have to do.
Your ecommerce must have a responsive design
In other words, it has to be adapted to all mobile devices. If users cannot buy through their mobile device or tablet, you lose a large audience. It will allow users to freely purchase your product without feeling burdened.
Do not ask the buyer for too much information
This is especially important when a customer is making a purchase. If you don’t absolutely need it, then don’t ask.
Make users trust you
Add security certificates on the payment gateway, always make the phone and email contact visible, answer all questions on social media, post reviews or images made by happy buyers, etc.
Have a clear and visible return policy
Products that have a guarantee or allow returns have a conversion rate of 45%.
Improve and optimize your ecommerce search engine to the max
Create search filters, custom search engines and the complete search function.
As you can see, by combining Google Shopping Campaigns and AMP you can achieve better results for your campaigns and increase your ecommerce conversion rate. You also have two easy-to-use tools, one of them free, to be able to do this without much effort of time and money. What are you waiting for? It’s time to get started!
If you need more advice about a good Google Shopping campaign, check out this Google Shopping Ads Guide.