Buying online in 2021 is different. It isn’t confined to the price and product quality. As an e-commerce business, you need a practical approach to high-quality traffic acquisition that will result in long-term results. The online user experience matters! E-commerce businesses usually determine their success using e-commerce conversion rates.
What is an E-commerce conversion rate?
E-commerce conversion refers to the completion of the desired action taken by someone on your website. If a visitor browses through your collection and abandons the cart midway, they’re not said to have converted.
Similarly, if they end up checking out and purchasing the product, it’s considered a conversion. The desired action could be completing an online survey, subscribing to the store’s newsletter, or requesting a quote.
Other micro-conversions include signing up and creating an account, adding products to the cart, and subscribing to text updates. If your business has an e-commerce conversion rate of 5%, it means that 5 out of every 100 visitors are converting into paying customers.
What is conversion rate optimization?
The conversion rate optimization—or the CRO—is a workable strategy that gives you better e-commerce results for practically the same amount of money and effort you’ve already invested. This systematic process increases the number of visitors that are taking the desired action on your website.
There are a couple of ways to go about this:
a. The analytics method
This method helps you gain an insight into how your consumer is behaving on your website and how they engage with each web page. Using a platform like Google Analytics, you get to learn more about where to focus your efforts.
The quantitative analysis tells you which webpage the users land on first, which referral changes brought them here, what kind of devices and browsers they use, where they abandon the funnel, and what webpage features they usually engage with. By putting your efforts into the high-engaging pages, you’re bound to see a more significant impact.
b. The people method
While the analytical method focuses on ‘how,’ this analysis addresses the ‘why’ question. You get this kind of information through methods such as on-site surveys, satisfaction surveys, and user-testing. The analysis provides information such as why the users engaged with a specific landing page the most. What was it about the product or the page that appealed to them? What words and terminologies did the respondents use to describe the website experience? Were there any pain points that were highlighted? What makes your site different from that of your competitors? How would your visitors describe your offerings to another friend? This CRO method is more important than the first one because it teaches you more about making the user experience better—something that raw data alone can’t teach you.
Seek help from an e-commerce marketing agency
Once you’re clear on what’s causing your e-commerce conversion score to drop, a reputable e-commerce marketing service can help you regain your lost ground. Just looking good on the internet isn’t enough. They’ll help you curate content based on your online visitor’s buyer stage and customize it to drive sales. MEDIAFORCE is your best bet in Ottawa, Toronto, and Vancouver.