Why Conversion Rate Optimization Is Important for eCommerce
Nothing is worse than running an online store that’s not generating enough sales, which is why conversion rate optimization for eCommerce is so important.
If you run an eCommerce business, you need to understand that optimization is still essential in order to turn visitors into paying customers.
Even though they might have clicked on your website and are browsing your offer, it doesn’t mean that you’ve secured a sale. In case your website doesn’t look trustworthy or is difficult to navigate, visitors will simply turn away and look for another retailer. As you want the shoppers to make it to the end of the checkout process, you need to stay on top of eCommerce trends and work on your conversion rate optimization.
Here are the top reasons why you shouldn’t overlook the conversion rate optimization for eCommerce step.
Online competition is getting fiercer by the day
No matter when you got into the eCommerce game, you’re surely aware that the competition is increasing on a daily basis. There are more and more online sellers that are threatening to take away even the most loyal of your customers. Moreover, there are simply some giants in the field that cannot be competed with, such as Amazon.
With that in mind, you can see how vital it is that you manage to convert casual visitors into paying customers. You want an easy-to-use website that will automatically lead customers through every step of the way towards a purchase (or some other goal you might have).
By implementing conversion optimization, you can stay ahead of your rivals and be competitive in a busy sector.
The prices of various services are on the rise
Another thing to keep in mind is the rising costs of various services that you might be using. For instance, the price of pay-per-click, and particularly Google Adwords, is increasing. While PPC used to be one of the best ways for new and small businesses to reach a new audience, it’s no longer as profitable as not every click is converted and the costs are high. Conversion rate optimization, on the other hand, can help eCommerce businesses make the most of every click, which basically means that this approach pays for itself.
Moreover, the cost of digital marketing is also spiking. This shouldn’t come as a surprise, as all types of marketing are starting to be more expensive. While the point of digital marketing is to get shoppers to your website, there is no guarantee that they will buy something. CRO can actually help with this as you will not be spending as much money on each customer.
The customer attention span has been shortened
Psychological studies have proven that consumers nowadays have shorter attention spans than previous generations. This is something else that affects you as an online retailer, as shoppers are very likely to leave your website if they cannot quickly find what they need. There is surely another site that will give them what they need but faster, regardless of the price. Implementing CRO should increase your chances of holding your customers’ attention.
A big reason why the attention span is now shorter is actually social media. While Facebook, Instagram, and other platforms also offer a chance to market your business and even sell products, they have also contributed to an atmosphere that fosters a short attention span among its users. It’s crucial to gain your audience’s attention by differentiating yourself by telling a unique story.
The look and layout of an online store can be improved
When running an online store, it’s essential to keep in mind that the way it’s laid out makes a big difference in whether you will convert visitors or not. You want a layout that will make it easy to find products and make a purchase. With that in mind, make sure to label everything properly and place it in the right category, make categories clear, and add a search button as well.
Although you might not have to completely redesign your website, you could consult with some professionals to see which areas could be improved to make your goal of converting customers easier to reach. For instance, if you’re based in Western Australia, you could reach out to experts for web design in Perth and build a better website that will drive leads and sales as well as build customer engagement. Using conversion rate optimization to improve the usability and intuitiveness of your web presence will reduce friction and customer anxiety and help you toward your goal of having paying customers.
The eCommerce business will be more legitimate
An eCommerce business that is regularly optimized will look more legitimate to visitors than an online store that disregards this important step. By appearing more authoritative, you clear the way toward having paying customers.
As an online retailer, you want your inventory to have clear categories and be easily searchable, which will help visitors find what they are looking for and make your entire business more streamlined. From making the shopping cart easy to access to not requiring registration, there are many things to implement in your website’s design. You also want an FAQ section that will answer various questions your potential customers might have, regarding shipping, the return policy, or anything else.
The efficacy of your website and marketing efforts will be boosted
While search engine optimization results are not instant, with conversion rate optimization, you can see immediate results. You can see a higher conversion rate as soon as you implement changes. Moreover, even though CRO needs regular testing and improvements, it does come with long-term results.
CRO also helps with marketing, especially affiliate marketing if that is something you use. A website that is properly optimized and has plenty of engagement is of more value to your affiliate marketers. Just like you are making more through the purchases, so are the affiliates you work with as well as pay-per-click advertisers.
As you can see, conversion rate optimization is very important as you want to get more customers in a short time period. Plus, it will also help your other marketing strategies, as all people that come to your website from social media and PPC are more likely to make a purchase. With all that in mind, start optimizing your website and enjoy the benefits.