In the past few of decades, ecommerce has developed from a luxury for a select group of “internet aware” persons to a necessity for virtually everyone with internet access. And the proliferation of cell phones has only supported the ecommerce behemoth. There are online stores for every product imaginable today. And these stores are all competing for the same.
Therefore, it becomes increasingly vital to comprehend what to do with the customers you already have, as opposed to focusing solely on attracting more and more customers. Today, it is not only about how much traffic you receive, but also how much revenue you can produce from those visitors. Any ecommerce business’s ultimate objective is sales, not greater traffic.
To optimize every consumer encounter on your website in order to maximize conversion, the following five areas can be optimized:
- Store Homepage
- Enhance Search Capabilities
- Navigation Structure
- Product Page
Your store’s homepage is the most vital page and the most effective tool for converting visitors into customers. How you organize and design the home page creates the first (and frequently last) impression. In addition to aesthetic design, highlight your most popular product on the homepage. If you have the capability, customise the homepage based on the visitor’s browsing history and previous purchases to display products that are extremely relevant. If you have product videos, you should feature them on this page.
Enhance Search Capabilities
Search also contributed significantly to the user experience of an ecommerce website. A strong ecommerce search functionality should not only deliver accurate search results, but also minimize human effort and make the search as easy and quick as feasible. Verify that your search results are accurate. Include misspellings and plurals by default in your search capability, and provide users with suggestions for categories and products as they type in the search box.
Creating a logical and user-experience-centric navigation layout for product categories is arguably the most crucial step in ecommerce conversion rate optimization. Design your website’s navigation such that it is incredibly simple for customers to locate their favourite products. Creating category names depending on what people are actually seeking for, employing a mega menu to display all categories in a platter, and using category graphics as a visual help for correct category identification are some of the procedures involved.
Once you have successfully led the user to their chosen product page, it is time to impress them with the layout and content of the page in order to turn them into customers. Utilize high-quality product photographs, capture images from numerous perspectives, and include a gallery of images. Add product videos if available. Include a detailed product description and page title. Clearly display price, any applicable discounts, shipping costs, if any, and delivery time. Allow them to choose delivery dates and display relevant products and reviews. You may even display all reviews on a single page to increase accessibility. All of these are essential details that can severely impede conversion if they are not communicated immediately and unambiguously.