Online commerce is what your business should take advantage of right now. And, if you’re getting a lot of traffic to your ecommerce website but aren’t making many sales, you need to make some changes to your site.
Your low conversion rate could be caused by any number of factors: customer disinterest, lack of product information, or slow page load times. Increase your conversions by making changes to your site’s content, sales approach, and page load speed.
Keep Updating Content
According to researchers, one of the top reasons why visitors fail to make a purchase from an online retailer is insufficient product information. Lack of information regarding your product, your business, or even your contact information can have a negative effect on your conversion rates.
- Make sure that your product descriptions are accurate, updated, and contain all the relevant information. Most site visitors skim content, rather than reading it, so be sure that your copy is easy to skim but also informational.
- Create a Frequently Asked Questions page and keep it updated. Many customers would rather leave your site than contact you for the answer to a question that wasn’t in your FAQs. Find out what your customers are looking for with your internal site search, and be sure those questions can be answered with your updated FAQs.
The majority of your visitors will not make a purchase the first time they visit your page. Continuously updating your content will not only promote return visits, but create a sense of urgency that can convince your visitors to make a purchase now.
- Promoting a limited time offer is a common way that online retailers encourage visitors to buy now. Create an offer – a price discount, free shipping, or bundled package – and give it an expiration date.
- You can also create urgency by implying that you have limited stock of certain items. The customer needs to buy now; otherwise you’ll run out of product. This tactic – “Only Four Left!” – is easily repeatable and automated, but use it sparingly for best results.
Increase Your Page Speed
No matter what kinds of sales, promotions, or content you have on your website, if the page isn’t loading fast enough, your visitors are going to navigate away and not come back. Every second counts: even after only 3 seconds, up to 40% of visitors will abandon your website, according to Gomez.com.
- Consider this case study: When online price comparison service Shopzilla re-engineered their website, their average page load times dropped from 6 seconds to 1.2 seconds – and their revenue increased by up to 12%.
- 75% of customers would rather shop at a competitor’s site than suffer delays on your site, and 88% are less likely to return to your site after a bad experience.
IT issues can have a significant impact on your revenue, so make sure that your website is operating at optimal speed. Be sure to remember that in order to increase your ecommerce conversions, you’ll want to update your content and contact information, and promote a sense of urgency, encouraging customers to buy now.