The 5 rules of conversion
The “secret” of successful webshops is simple: they have enough visitors that are purchasing products. It is useless to see a great number of audience if it does not have a desire for your service or product. Conversion in e-commerce means converting visitors into actual customers. Check out the 5 most basic rules with which you can successfully convert a visitor into a buyer!
1. Conversion goals: there are important aspects also before purchases
To put it in a more nuanced way, the goal of the conversion is to realize your business goal and result, in which the visitor should be a partner. Obviously, the purchase is of primary importance, but remember, a number of conditions must be met in order to complete a successful transaction!
Not everyone who is interested is ready to buy. In this case, the goal of the conversion also can be to subscribe to the newsletter, create an account, and gain some contact information. Something that allows you to contact the visitor later. If you succeed, you can turn them into actual customers with relevant content and personalized offers.
The point is to direct the potential buyer towards the purchase by fulfilling certain goals (eg entering your web store, spending time on the site, subscribing to your newsletter, asking for an offer).
2. Check the route of your visitors
It is not breaking news when we say a visitor walks a certain path until he or she arrives on your website. To begin with, they encounter a problem that they are looking for a solution to (e.g. they will need an item), you need to get them to notice you. Search engine optimized content, social media, and online advertising help, but we can't talk about conversions here yet.
It’s worth keeping an eye on what are the methods that bring in more visitors. Partnership with a price comparison site or Facebook ads? Focus on the marketing tools that make you most available, so if in your experience one or the other doesn’t live up to your expectations, don’t be afraid to look for another! (You can do this periodically too.)
3. Simple is the best
Suppose you have successfully invited a potential customer to your webstore. It’s clear to you what and where you’ll find, but it’s worth reviewing your page from time to time as an outside observer. It’s like seeing it for the first time, just like the visitor that just arrived. Transparency and logical structure are not only advantageous but nowadays a basic requirement. As a result of the coronavirus epidemic, less experienced online shoppers have also been encouraged, which is why it is necessary for everyone to find their way around it (within the target audience, of course). If you serve several age groups because you have a ‘sell everything’ webshop, then e.g. think of non-online socialized grandparents. How long does it take for an interested person to find a particular product? How is your search engine, how eloquent are the names of the categories, is all the necessary information visible? These are issues that may seem banal at first, but a significant portion of purchases fall into such trifles. Optimize your site, keep it clean and comfortable to use!
4. Offer smoothness
Smoothness plays a huge role in facilitating conversion. This includes the fact that the page loads immediately and we offer everything on the taskbar - including the purchase process. This means that the buyer can easily add the item to the cart, simply select the delivery (it is good to indicate the fees), and enter the details. What about abandoned baskets? Top tip: placing an order, ordering the service is really just about the purchase! Discounts that are difficult to gain are discouraging to complete the process, just like too many pop-ups. Once you’ve converted an actual customer, don’t let the result be lost with aggressive data collection! Do not subscribe your visitors to your newsletter because you want them to purchase, because they will definitely ditch your webstore!
5. Measuring, measuring, and measuring.
Conversion can be measured, for this, you need to check how many visitors does your page has and how many of them actually finish their purchase. You can use Google Analytics to track data, but there are many other factors you can use to get information: the rate of newsletter openings, the amount of time they spend on your page, and how many people return. You can monitor your ads based on your click rate and cost, but you can also consider how much they contribute to your actual conversion (whether your ad only brought visitors or traffic too). However, it is not enough to collect or analyze data. The most detailed studies are done in months, where almost all the components related to the operation of your web store are discussed. If you feel that you have a place to improve in the field of conversion, do not be afraid to involve experts, in the long run, you will gain back the amount invested several times!