The user experience with your e-shop is at least as important as the quality of your products or your customer service. Creating your e-commerce site is just the first step of the adventure, and then there are many optimizations to be implemented.
A visitor’s interactions with your site will really drive their decision to buy or not.
Fortunately, there are a number of simple design ideas you can implement to improve the customer experience, increase sales, and improve conversion rates.
What is the e-commerce conversion rate?
Conversion rate is a fundamental indicator for e-commerce sites. This KPI (Key Performance Indicator) corresponds to the ratio between the number of transactions and the total number of site visitors for the given period. According to FEVAD, the average conversion rate of an e-commerce site in France is 2%.
Calculating the conversion rate of an e-commerce site = (number of purchases on the e-commerce site / total number of visitors to the e-commerce site) x 100
The conversion rate is a basic tool for positioning yourself against the competition. This ratio also has the advantage of helping you set challenges and adjust your sales and marketing strategy. If you want to easily calculate the conversion of your e-commerce website, know that you can track this measurement directly in your Google Analytics account.
Here are techniques you can use to see progress in your ecommerce conversion rate and encourage your visitors to buy the products or services you offer.
1) Limit visible products
As a study by a researcher from Columbia University showed, a more limited selection of products can multiply sales 8.
However, you may have hundreds or even thousands of items for sale on your website, so what should you do?
First, while you can’t limit the number of products actually for sale on your site, you can limit the number of items your customers can see: spread your articles over several pages and don’t display hundreds of them at once. Sort them by category, of course.
You should select and highlight your articles:
- Most bought : by highlighting the most popular articles, you indicate to visitors that they can buy these products without hesitation and you do not lose them in the middle of thousands of articles;
- It has received many reviews : online shoppers rely heavily on the opinions of other internet users. Combine that with a limited selection and you get increased sales.
Be careful, make a consistent selection with similar products: otherwise it will look like a random list of products.
2) Balance text and images
If images are very important when choosing a product, you should not abuse it: too many photos kill photography.
It is therefore unnecessary to display dozens of photos on your product sheets.
In addition, text remains the preferred way for online customers to make decisions: don’t neglect it.
To find the best balance between text and images, it’s best to run an A/B test to optimize your page.
3) Don’t just pick any color
Far from being just decorative and aesthetic, colors have a real psychological impact on your visitors and especially on their decision-making.
Although not everyone has the same color sensitivity, the one that is generally most appreciated is blue, as this study showed.
Purple is particularly effective for women, but much less so for men: a color to consider if you only sell women’s products.
For products intended more for men, green is a good choice.
4) Put safety first
48% of people are reluctant to shop on sites that don’t have trust seals – visuals that show the site is safe and trustworthy.
Therefore, it is essential to have security certificates and highlight them, especially at critical times: shopping cart, payment page, etc. Otherwise, it will be difficult to gain the trust of Internet users.
5) Keep the search bar just one click away
When someone visits your e-commerce site, they want to find what they’re looking for quickly.
Without a search bar or if it is not very visible, your customers may not stay long on your website.
6) Filter menu
When your customer finds your search bar, he must be able to perform an accurate search: most products have different sizes, colors, materials… And your customer must be able to find exactly what he wants.
Therefore, it is important to offer a simple and practical filter system.
7) Take advantage of suggested retail prices
The recommended price is a reference based on which the customer evaluates his interest in buying a product on your site.
By always displaying an MSRP crossed out next to your own price, as Amazon does, you give your customer the impression that you’re giving them a bargain.
8) Show payment steps
Payment is the most important moment in e-commerce and it is also the stage where many cart abandonments occur.
There are many reasons for this phenomenon, but one of them is the length or complexity of the payment.
It is therefore very useful to clearly show the stages of payment and their progress (as the Redbubble site does) to reduce the risk of the customer leaving without making a purchase.
9) Simplify the purchase process as much as possible
Improving your e-commerce conversion rate it includes making the purchase process as easy as possible. To do this, multiply the possibilities of establishing contact and display them clearly: live chat, phone number and email address. This way, your user will have the answer to his question directly and will be less tempted to abandon his cart.
Simplification shopping trip also asks you to provide as much information as possible about the products and services sold. If your customer has a doubt or question, it will discourage them if they cannot find the information they are looking for. On the contrary, if you clearly display as much information as possible: price, stock, shipping costs, features, you put the odds on your side. Additionally, embed a few photos to showcase your product or service, or better yet, embed a video.
At time order finalization, to make life as easy as possible for its Internet users. Offer several ways to sign up: social profile, email, Google account or guest. Ask only the minimum number of questions in the account creation form, otherwise you risk annoying your user. It goes without saying that you need to offer several payment and delivery options.
10) Restart Internet users after abandoning the shopping cart
According to FEVAD, shopping cart abandonment affects 70% of shopping carts filled online. L’e-mail with a reminder is a very effective retargeting technique for improving cart abandonment conversion rates.
If an Internet user abandons his shopping cart, it does not necessarily mean the end of his shopping journey. Many visitors leave the site due to lack of time, but keep in mind your shopping plans.
Various techniques work to increase the effectiveness of cart abandonment emails and improve e-commerce conversion rates. First of all, it is a good idea to send the first email within the next hourleaving the cart, because the purchase project is still fresh in the consumer’s mind. It is recommended to send two more follow-up emails with a minimum interval of 24 hours between each email to refresh the memory and motivate the internet user to return to your site. For an effective follow-up email, focus on product photography that immerses the customer in their online purchase.
A good way to get a customer to take action is to offer them a discount code. And for good reason, an Internet user may find the quantity of a product or the cost of delivery too high. A little financial support might be enough to get him to buy what you’re selling. Important point: do not offer the promotion to all customers, but only to new ones. Otherwise, former customers might get used to always waiting for the next email.
Also add elements hedging in your email. Reassurance can be about return policies, payments, guarantees, company strengths, etc. Do not forget to highlight your contact information so that the Internet user can contact you in case of questions.
Use your follow-up email to offer other products or services that your potential customers might be interested in through cross-selling and up-selling techniques. Cross-selling plays with the prospect of further sales in the same range, while up-selling aims to move the market to a higher level. You might be able to bring the customer back to your site and even, why not, increase their average cart.
E-Commerce Conversion Rate: Trends 2022-2023
Currently, the main trend is to intensify the efforts of e-commerce sites for more ecological online sales. Products ecological, fair trade, second-hand, upcycling, “made in France”, vegan products, etc., have never been so successful. If you put effort into this page, it’s imperative that you highlight it on your website to get better conversion rates.
Customizing an e-commerce site to voice search is also a big trend. Internet users are increasingly doing their research using Siri, Cortana, OK Google. If you want to adapt your website to voice search, adopt a conversational language on your site and prefer to title your articles in the form of questions.
The most used voice searches are questions. Optimizing your website for voice search also involves adopting good SEO (search engine optimization) practices, writing quality content, and improving your website’s page load speed.
Provide the site sensitive for mobile devices is also a constant trend as mobile searches increase every year. If you want to have a responsive e-commerce site, make sure that the presentation of the site is clear with intuitive navigation. Avoid large visuals for customization on a mobile screen, pop-ups should also be avoided. Call-to-action buttons greatly improve page readability.
a telling stories and authenticity also continues to be trendy. Company values, know-how, company history and employees are assets that need to be highlighted on your e-commerce site. By emphasizing authenticity and playing on emotions with storytelling, your internet users will understand your brand better and buy your products or services more easily.
With these 10 ideas, you can improve the user experience of your e-shop and increase sales accordingly.
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