How is your company’s ecommerce conversion rate?
Does it regularly put a smile on your face?
Is it steadily increasing month-after-month?
Or is it basically nonexistent?
Is it so small that your website often doesn’t pay for itself?
If that’s the case, then it probably goes without saying that you need to do something fast. Aside from the fact that your website should always be a source of revenues, lacking that quality means handing over a profitable advantage to your competitors.
7 Ways You Can Increase Your Website’s Conversion Rate in 2019
The good news is that there’s a lot you can do to turn things around in a relatively short period of time. If you’re sick of seeing your website fail to produce customers, the seven tips below will transform your ecommerce conversion rate in 2019.
1. Learn to Use Google Analytics for All It’s Worth
Before we get to the other six tips on this list, let’s begin with one of the easiest. If you want to improve your website’s ecommerce conversion rate, you need to learn how to use Google Analytics. This is the most basic step you can take.
There are three reasons for this.
The first is that Google Analytics is an extremely effective tool for monitoring how your audience is interacting with your website. When you understand what traffic is doing on your site after it arrives, you’ll also understand how you can turn that traffic into greater conversions.
Despite these incredible insights, Google Analytics is completely free, and setup takes a couple of minutes.
However, the third reason is the most important one, which is simply that mastering Google Analytics – though easy – will mean you understand all the concepts inherent in increasing traffic. Learning how to use this platform has proven to be a tremendous crash course for those who are new to online marketing.
So, if you aren’t already familiar with Google Analytics – and the traffic reporting it offers – change that now and 2019 will look a lot brighter.
2. Better Target the Traffic You Attract to Your Site
When you first launch an ecommerce website, it’s hard to be anything but grateful when traffic finally arrives. You may even let out an actual sigh of relief once it becomes evident that people will, indeed, find your site and decide to click on it.
Unfortunately, at some point, you may realize that much of the traffic you’re attracting is actually helping to drop your site’s average ecommerce conversion rate. While it might look good on your dashboard to see hundreds of even thousands of people coming to your site every week, if only a very, very small number of them convert, what’s the point? You’re actually wasting money on attracting people who will never buy.
If this problem sounds familiar, there are two steps you can take right away to start overcoming it.
Both involve looking at what kinds of prospects are coming to your site, something that’s incredibly easy to do when you know how to use Google Analytics.
First, find out which segments are converting the most. Determine what they all have in common, and then target more of those prospects with SEO content and PPC ads. While the former will pay off in the long-run, using PPC ads will start turning around your sluggish ecommerce conversion rate right away.
Second, look for any pages that are attracting the types of prospects who never seem to convert. For example, say your company sells fly-fishing rods. If you have pages that are attracting traffic that might be interested in line fishing, bottom fishing, or some other method, those should be removed ASAP.
While a content audit should become a regular practice for your company, at the very least, start by doing this abbreviated version to cut off any low-quality traffic sources. Even though it will most likely mean fewer visitors to your site, your conversion rates will benefit greatly.
3. Place Social Proof Everywhere
Unless your company is relatively new, you should have enough feedback from satisfied customers that you can leverage the power of social proof.
To put it simply, “social proof” refers to the positive impression people tend to form of anything that a large number of other people already approve of. The classic example is a restaurant with a line running out the door and down the block. What would your impression be of that restaurant even if you otherwise knew nothing about it? Would you be more or less likely to visit it?
You can utilize social proof on your site in a number of different ways. Testimonials is an obvious one. User reviews are especially powerful, too (just ask Amazon).
Depending on your product, though, you may want to invest in case studies that will tell prospects stories about people just like them who purchased and are better for it. You can also use video to tell these stories.
The point is that, if you don’t use social proof, all you have is your own marketing copy. As effective as it might be, most prospects are still going to take it with a massive grain of salt. They expect your copy to endorse the products you’re selling.
With nothing else to go by, they might remember back to bad purchasing decisions they’ve made in the past. That doesn’t bode well for your ecommerce conversion rate.
Don’t leave it to chance. Instead, place social proof throughout your site so becoming a customer seems like the smartest decision they could make.
4. Keep a Close Eye on Any Competitors Who Are Currently Beating You
While you can’t know how much better a competitor may be doing than you, it’s probably safe to say that if their ecommerce store is attracting more traffic than yours, they’re winning.
Fortunately, although the goal should be to eventually beat them, their success can work to your advantage for the time being.
You can also set up ongoing reports that will compare your site’s traffic – and sources – to that of these competitors. This gives you an effective benchmark and regular updates about how well your efforts are paying off.
Without this kind of approach, you’re doing little more than taking wild stabs in the dark. While you do that, your competitors are enjoying uncontested access to your market and the kind of ecommerce conversion rate that type of advantage confers.
Don’t just stop at monitoring their traffic, either. Visit their sites every now and then to look for other clues to what’s working for them. For example, you might find that they use videos to show prospects how exactly their products work – even including the aforementioned social proof in them. Maybe they provide numerous buy buttons on each product page.
We’re not saying you should blindly adopt everything your competition does. That’s why software is so helpful and testing to see which features truly pay off for your website.
5. Invest in Regular A/B Testing
Speaking of which, if you’re not already conducting regular A/B testing, 2019 is the year you need to start. This practice is far too beneficial to ignore and could quickly create the path to an increased ecommerce conversion rate this year.
In short, A/B testing – sometimes referred to as split-testing – involves changing just one feature of your site and then comparing how it performs against the original page. Both are kept live, though, so you get to see in real-time whether or not your change has had the desired effect.
There are countless features to A/B test, as well, which is why this should be an ongoing practice. Most companies – if they conduct any split-testing at all – only do so a handful of times out of the year, usually when they add a new page or feature.
Instead, try to conduct A/B testing multiple times a month. By doing so, you’ll see exactly what changes lead to better ecommerce conversion rates. With each change, you then have another opportunity to test that improved feature against another possibility.
These compounding results are what could easily take your company’s ecommerce site past every competitor in 2019.
6. Test Different Channels to Find the Best Opportunities and Customize Your Messaging
Another very important type of testing that will lead to a higher ecommerce conversion rate for your website is looking at which channels are producing your various forms of traffic.
For example, just about every company wants organic traffic coming to their websites through search engines like Google. Many are also using PPC ads on sites like Google and Facebook. Plenty of others are reaching out to potential customers through social media sites like Twitter and Instagram. Emails remain a potentially robust source of traffic for your site, too.
Altogether, there are dozens of different channels available. Of course, that doesn’t mean they’re all equally valuable. Treating them as such is a waste of your budget but trying to figure out which channels produce which types of traffic can also be a time-consuming, confusing process.
That’s where UTM tags come in. These are simple tags that you can add to any of your webpages’ URLs.
Imagine you want to know how people are arriving on a particular product page, for example. You can add a UTM code to the URL for that page that you share on Facebook. Then add another UTM to the URL for that page which you share on Twitter. Keep doing this for every single channel. Then, go back and check what kinds of prospects are showing up broken down by the UTM tags you used.
Now, you know which channels deserve even more attention and which you probably need to reconsider.
7. Add Chat Software to Engage with Prospects While They Debate a Purchase
Chat software has received a lot of attention in recent years. The benefits of chat software are many, which includes decreased overhead, increased sales, and, perhaps most importantly: it’s still very much a competitive advantage.
For the moment, only about 9% of sites use chat software, so if you start using a platform in the near future, you may enjoy a unique benefit many of your competitors currently aren’t utilizing.
The great thing about chat software is that it gives your prospects the opportunity to make direct contact with you the moment they have a question. As these questions tend to come up when someone is considering a purchase, being able to provide an immediate answer is a great way to improve your ecommerce conversion rate and customer loyalty. After all, why would a customer go to another site in the future when they’ve already had such a wonderful experience with yours?
There’s definitely no lack of options to choose from, either.
While dozens exist, here are the five most popular versions out there right now:
Even if you’re the sole proprietor and operator of your ecommerce website, keep in mind that you can always use an autoresponder, so prospects will still receive a message when you’re not around.
While it’s not as effective as responding in real-time, it’s better than absolutely nothing. Your message can even ask for contact information, so you can get them the information they need to make a buying decision right away.
Don’t Lose Customers Because of a Lackluster Cart
No matter how well you implement the seven tips above, before your prospects can ever become customers, they will all have to use your website’s shopping cart.
This is why you can’t afford to take such a common feature for granted. If your shopping cart fails to convert, none of the steps that preceded it will matter.
At Chum Cart, we’ve developed an online shopping cart that drives conversions. It’s fast, mobile-friendly, integrates with other popular platforms, and offers plenty of options to improve your ecommerce conversion rates.
Contact us today, and we’ll show you just how simple it can be to optimize this essential step for better results.