Your website is one of the most important marketing and sales tools you have. It enables you to reach out, attract and convert customers 24 hours a day, seven days a week.
We’re continuously finding ways to ensure your online efforts are worthwhile, in terms of time, money and return on your investment.
One of the best methods to measure effectiveness is by monitoring your website’s conversion rate.
Conversion rate indicates the percentage at which visitors to your website perform actions you want them to make.
Let’s say you have 200 visitors to your website in a set period and 20 of them completed checkout you will have a 10% conversion rate. Generally speaking, a conversion rate of 2% to 3% is what businesses aim for, there are several reasons why customers do and don’t convert, however, improving the quality of your website content can dramatically increase your website’s sales conversion rate. Focus on your content and user experience to improve conversion.
1. Improve your product descriptions
Your product description is one of the most important selling and marketing assets you have, it can also educate your customer on the product. The product description provides supplemental product information that a product image can’t do on its own. You can write a great product description, by doing the following:
1. Introduction paragraph, two or three lines no more.
2. List out four or five highlights of the product so that they are easy to read.
3. Write a detailed paragraph which includes descriptions that create atmosphere, establishes the tone, and includes your unique selling points.
4. Conclude with a clear Call-To-Action (CTA)
5. Make use of SEO-friendly keywords, don't forget that in addition to capturing the attention of customers already on your website, your product description can also serve to attract new customers in through search engines.
2. Improve User experience
Generally speaking, a great e-commerce user experience (UX) leads to more conversions, higher conversion rates will translate to higher sales. A poorly designed website will decrease your conversion rate and increase drop off. Things to consider when improving UX:
- Checkout Process: Shopping cart abandonment rate is above 65% on average. That implies two-thirds of customers that add items to their carts never check out. Cart abandonment rate can be reduced by simplifying your checkout process allowing to customers proceed as swiftly and simply as possible, request information that is only needed to complete the sale.
- Page Loading Speed: When a customer enters your website, you’ve about 15 seconds to capture their attention before they move on.
Aside from drafting appealing content, you also want to make sure that your page loads fast. Combining the power of the Drupal content management system and ajax/react.js technology to enable partial page preloading for better usability.
3. Use high-quality product photos
- Ensure your website is optimised for high-quality photos and that they’re clearly displayed you don’t want to be displaying grainy and blurry photos on your product page.
- Where possible avoid using stock images that have been used on other websites
By adopting some or all of these initiatives you will improve the conversion rate on your website, if you'd like to find out more please feel free to contact the Koda Web team