You might think that increasing traffic to your ecommerce site should be your top priority.
However, it actually makes a lot more sense for you to focus on conversion optimization and conversion rates.
Conversion Optimization Generates Profit
It could be that thousands of people come across your site every day. But generating more traffic does not necessarily increase profitability.
If none of them complete your call to action, you are essentially failing because you won’t be making any sales.
If your customers convert, however, then you are growing your client base and increasing your assets.
A primary purpose of any technology is arguably to simplify life and to make it more efficient.
In the realm of ecommerce, business owners certainly have an interest in making their sites intuitive to use.
Site usability is crucial to achieving conversions and generating sales.
This fact is especially true in light of the increasingly short attention spans of people in modern western culture.
Yet brands do not always realize the measures they should be taking to make the user experience as simple as possible.
Site Navigation
Those knowledgeable about the qualities that contribute to a high-converting site emphasize different tactics.
But a majority of them agree on the fact that site navigation is key. Arielle Hurst says that knowing what users want and how they shop is extremely important.
Understanding your audience will tell you how to organize and lay out your website.
You need to get feedback on what your customers are searching for, whether you do so through surveys, live chat, or some other means.
If your customers often shop on sites like Amazon, including UPC codes in your product descriptions so they show on searches can increase sales.
Another option is to track your customers’ movements on your site. You can then use that information to highlight the products your audience is seeking.
Along the same lines, it’s important your site gives visitors all of the information they need to evaluate your merchandise.
Make sure you have detailed descriptions of what you’re selling and that the purpose of each item is clear.
Read Arielle Hurst’s 12 Ways to Optimize Your Ecommerce Site for Conversions for more tips.
Visuals and Testimonials
Anyone experienced in online marketing should be familiar with the importance of both visuals and customer testimonials.
Visual media is not only powerful but also central to communicating with people in western culture.
You need to be able to showcase your product’s beauty and functionality if you want to persuade people to purchase.
The reason why customer testimonials are important should be obvious. You as a company clearly have an interest in saying that your product is fantastic and that people should buy it.
But there is more credibility in having multiple third parties recommending and promoting you.
Because they are not motivated by your agenda, such recommendations give your company an enormous amount of credibility.
It’s also helpful to include other trust symbols on your site in addition to testimonials and reviews.
You might display security certifications or brands with whom you have done business.
ACS Bathrooms Has a Strategic Home Page
The company ACS Bathrooms is an excellent example of an online site being strategic about keeping people on the site and shopping.
The first image a user sees is that a clearance sale is ending soon. Discounts are a great way of capturing people’s attention.
The third slide on the homepage explains the company’s purpose and why customers should patronize ACS Bathrooms.
Before users even start exploring the site’s products, the company has already communicated their “why” and made an attractive offer.
The company is also shrewd about the explanation of its purpose. The first statement on the list guarantees a 25-year warranty.
Starting with a reason pertaining to security is smart because it appeals to the pain point of uncertainty.
Other advantages listed are the variety of the company’s products, the offer of design advice for customers, and the wide range of shipping locations.
The rest of the slides on the homepage feature high-end products, as well as the company’s showrooms.
These features are designed to bring in significant profits.
The ACS Bathrooms site designers have clearly composed the homepage with the user in mind.
The page appeals to visitors’ desires, needs, and fears. Customers can easily see company contact info in the top right corner of the homepage.
There is also a clear call to action to get the “BEST prices.”
The homepage also prominently features brands with whom ACS Bathrooms collaborates so that the viewer can’t help noticing one of the trust symbols the company utilizes.
It is clear that this site is focusing on conversion optimization.
Leveraging Images and Reviews
ACS Bathrooms unquestionably takes advantage of visuals and client reviews, wisely including both in the navigation bar at the top of the site.
There is a tab for an entire page called “Clients Gallery” where potential customers can scroll through picture after picture of aesthetically pleasing bathroom furnishings.
The “Testimonials” tab features a page that is entirely full of thank you notes from satisfied customers who are grateful for the company’s handiwork.
The images under the “Projects” tab shed light on the fact that ACS Bathrooms tends to furnish high-end hotels and apartment complexes.
Speaking of which, it’s important that your business markets to a specific niche.
You might think you should try to appeal to everyone you can so that you can get every customer possible.
However, it’s actually much more effective to narrow down your target audience.
In the case of ACS Bathrooms, the company is focused on an upscale audience looking for a specific type of luxurious décor.
Limiting your clientele enables you to more easily match your services with what certain customers are seeking.
You enable yourself to become more skilled in one particular field since you won’t be spread thin trying to learn an overwhelming amount of skills.
And believe it or not, you even eliminate some of your competition because you won’t be trying to compete with every marketer out there—just those in your niche.
Have you optimized conversions for a specific target audience? Use conversion optimization to reach shoppers more likely to buy what you offer!
A Few Other Recommendations
As noted earlier, the easier you can make the user experience, the better. Hurst points out that it’s a great idea to be available to help your customers at key points in their journey to purchasing.
For example, right before checking out is a good time to present your customers with a live chat box.
Don’t require shoppers to register in order to check out.
Many people, especially if they are first time visitors to your site, will find registering annoying.
Let them build loyalty to your brand first and register later if they choose.
From my personal experience, Paula’s Choice is an excellent example of a company that offers the option of registering but still allows shoppers to check out as guests.
I’m a loyal customer to Paula’s Choice and have registered with them, but I’ve often forgotten my password.
It’s true that I would save time in the long run by checking out as a registered customer.
However, I appreciate being able to check out as a guest.
In the moment, I don’t usually feel like taking the time to reset my password or register all over again.
Finally, cart abandonment rates are high.
You should therefore always run retargeting campaigns for customers who do not complete the purchasing process.
Conversion Optimization Equals Usability and Credibility
Usability and credibility are the common threads in optimizing your site for conversions.
You should keep the entire buyer journey as easy as possible. Help customers do what they can on their own.
At the same time, you also need recognize what shoppers want, whether they realize it or not. Then provide that for them.
Identifying customer desires and fears is crucial, and you should address them as soon as people land on your site.
Then show your credibility and authority to meet those needs.
By implementing these principles, you will make great strides in creating a site optimized to secure conversions.
Image credit: Marketoonist The Customer Journey
Originally published 10/4/16. Content updated 12/21/22 to improve SEO, add resources, and format for mobile devices
Great article on conversion optimization! It’s essential for any ecommerce business to focus on maximizing conversions rather than just increasing traffic. The article provides valuable insights on improving site navigation, leveraging visuals and testimonials, and creating a user-friendly experience.
In addition to these strategies, I would highly recommend offering Promo Codes. Using a wide range of discounts and coupon codes for various products and services can increase your conversion rate.
I can’t thank you enough for this article on conversion optimization! It has completely transformed the way I approach my ecommerce site. The emphasis on site navigation and understanding the user’s journey has been eye-opening. I now realize the importance of visuals, customer testimonials, and trust symbols in building credibility and persuading customers to make a purchase. The example of ACS Bathrooms’ strategic homepage has provided me with concrete inspiration. The tips on leveraging images, targeting a specific niche, and simplifying the checkout process have been incredibly valuable as well. This article has given me a roadmap to improve usability and increase conversion rates on my site. Thank you for sharing these valuable insights!