Let’s talk about e-commerce conversion.
If you operate an online store, this concept likely looms large in your meetings, goals, and head space.
First, let’s put it into perspective: the average e-commerce conversion rate in the United States is just 2.63 percent. The global website conversion rate is 4.31 percent. Of course, based on your industry or audience, this number could look slightly different.
Regardless, this stat illustrates the bigger picture: conversion is difficult.
On average, 3% of visitors will end up converting.
The majority of visitors on your site won’t purchase anything — at least at any one particular time. Conversion is a numbers game, through and through, but there are things you can do to tip the numbers in your favor (and spoiler alert: that’s what we’ll talk about below).
Failing to optimize your e-commerce site for conversion is a costly mistake. Yet it’s one our Fort Worth web development team sees all the time. Below, we’ll outline the five issues that could be disrupting your user experience, lowering conversions, and leaving you scratching your head at the end of each month.
Overwhelming Shopping Experience
What’s the difference between a junk store and a high-end boutique? Well, aside from the obvious price difference, think about the design and layout of the stores. How products are displayed greatly impacts how we perceive them. Carefully spaced presentation (with each product claiming its own defined area) helps us consider each of them more thoughtfully. On the flip side, overflowing shelves are tiring to peruse, making shopping feel a lot more like work.
In the same way, your online store relies on presentation. Too many choices with too little white space will overwhelm shoppers and lead to a negative browsing experience. You want your prospective customer to feel excited to explore your options.
Use the power of space to give your products a setup that helps improve their perceived value.
Authenticity is the most desirable social media trait for any brand. Stay honest about how your brand is coping during this time and, whenever possible, use your platform to connect and share — not sell.
Lack of Clear Direction
Suggestions are welcome; investing in accurate product recommendations has been show to significantly boost revenue.
Lack of Relevant Product Recommendations
To understand just how valuable product recommendations can be for your brand, look at the global leader of this feature: Amazon. It’s reported that 35 percent of Amazon’s revenue is generated from their recommendation engine powered by AI.
While you probably don’t have Amazon’s technology and scope, you can take a page from their book and make your product recommendations a prominent feature of your e-commerce conversion strategy.
In 2017, Salesforce published results to a recent study that further proved product recommendations drive revenue. Even though visitors only engaged with product recommendations about seven percent of the time, this small group of shoppers drove a full 26 percent of total revenue on average.
That means though the majority of your shoppers won’t interact with product recommendations, those that do are far more likely to convert.
E-Commerce Conversion is a Numbers Game (and We Know How to Play)
At Ardent, our expertise in e-commerce sites means we can help you locate and improve the things that could be holding you back when it comes to conversion. If you feel like your e-commerce site isn’t operating at its best, or you’re ready to build an e-commerce site using these principles, let’s talk.
Our web development team can help you understand the e-commerce model that best fits your goals, and design a site that represents your brand while maintaining these best practices and more. Contact Ardent