You can increase your conversion by adapting the content in your ecommerce store to better meet the needs of your customers. To understand how to increase conversions, you first need to understand how the conversion funnel works.
There are three steps to the conversion funnel, also called the buying cycle, once a potential customer has entered your site.
Conversion is defined differently depending on the action you want visitors to take. For an ecommerce store, conversion is defined as making a purchase. Understanding the conversion funnel will help you build an ecommerce store that meets customers' needs at each stage of the cycle. The majority of the content in your ecommerce store should be focused on evaluation - providing information that shows that your products are more valuable than a competitor's, but elements related to site usability also influence purchasing decisions. The position of content can also impact purchasing decisions. For instance, if you place a "buy now" button at the bottom of the page, customers are less likely to see it than if it's placed at the top.
Conversion rate optimization is the process of analyzing your ecommerce store and making improvements to maximize sales. There are different elements in an ecommerce store that influence the customer's decision-making process and each one can be optimized for better performance. On-page elements that contribute to conversion can include headlines, descriptions and the placement and color of call to action buttons.
A/B testing is a common conversion rate optimization tactic because it allows merchants to systematically test and analyze different on-site elements to determine which version is performing more effectively. In A/B testing, when a merchant changes an element on their website, like including a more thorough product description, the merchant will also maintain the old version to compare the difference in conversion rate, if any.
There's an extensive list of page elements that you can change to improve performance. Here are some to start experimenting with:
These help improve customer service in and personalize each experience in a way that encourages visitors to return.
Merchants frequently lose out on possible sales and face issues with shopping cart abandonment when the checkout process isn't optimized. A poorly designed shopping cart or lack of information can prevent them from completing a transaction even if they're ready to buy. Check these elements to make the final conversion easier: