E-commerce websites are the need of the moment in the digital revolution we are experiencing today. Brands need to have an online presence, even if they have a physical presence, to always be available to customers.
However, converting on e-commerce sites can be a little more complicated than selling in the field. There, you don't have your salespeople to help your customers find the right products and guide them through checkout - all you'll have is your online store to attract visitors, engage them and convert them into paying customers.
And oftentimes, e-commerce sites struggle to convert despite implementing top-notch SEO strategies and marketing campaigns. If this sounds like you, we've identified the 6 most critical elements of your eCommerce website that could be to blame.
6 Essentials for Optimizing E-commerce Websites
In simple terms, conversion refers to users taking the desired action on your webpage. The action does not have to be a sale, it can be a sign-up on the website, newsletter, etc. Here are the 6 elements you need to look at if your e-commerce site isn't converting:
1. Checkout process
The checkout page is arguably the most important aspect of your eCommerce website. This is where the user becomes a customer. The customer might be totally willing to buy the product, and you might still be unable to convert if the checkout process creates friction or doesn't work as expected.
2. Call to action (CTA)
A CTA tells users what to do next on your website. There are many ways to set users to any path you like. You can ask them to visit your site, learn more about a certain product, or make a purchase.
3. Content
Content around your products and e-commerce website goes a long way in attracting your target audience. It includes everything from product descriptions to blog posts about your products.
4. Customer service
Making the user feel supported the moment they land on your site helps keep them engaged. If they don't get customer service or poor service from you, they are more likely to leave your site when they can't find the product they are looking for or when they encounter a problem.
5. Product filters
Filters are an important part of an e-commerce website. They help users to sort products according to their tastes. For example, on a clothing e-commerce site, the user might want to buy a women's skirt. For this, it will sort the skirt page with 'color', 'size', 'length', and price.
6. Website design and navigation
Once you've clearly defined the purpose of your website, you need to move on to design and navigation. Your website design should be simple, clear, and easy for visitors to navigate. Most importantly, it should guide visitors to convert as a customer or at least email subscribers.
Navigating the site is a great starting point for users. Whether they know what product they want or are just exploring, they should be able to do it effortlessly. Effective navigation helps push users down the sales funnel as you connect them to your site as soon as they land.
Wrap Up
With so many eCommerce brands vying for customer attention, you need to make sure your website stands out among its contemporaries.
Take a look at the critical elements that make up your e-commerce site to spot issues if your e-commerce site is struggling to convert. Elements like CTAs, checkout, filters, and site navigation play a key role in converting customers.
Keep your store fully optimized across all departments and create great content to attract audiences and grow your business.
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