3 Tips to Increase Your Online Store’s Conversion Rate

(This article is sponsored and written entirely by an outside party – for more information about our partner content, visit our advertising page. This article was sponsored by Aumcore, a digital marketing agency based in New York City.)

Some think that the most competitive people reside in the world of sports. Wrong, if you want to find true competition, look no further than eCommerce. With countless stores popping up every day, and even more already out there, the online marketplace is a very busy and cutthroat place. Do yourself a favor and use these 3 tips to make things easier and increase your online store’s conversion rate.

1 – Save Them Money (They’ll Buy More)

One of the best ways to increase your store’s conversion rate is to provide incentives for shoppers to choose you over your competition. When it comes down to it, the product/ service is the same, and unless they’re more familiar with your competition there’s no reason they shouldn’t go to you. Your job is to convince them. As for the how, save them money. The best incentive in the eCommerce world is a bargain — all things equal, if they can get a better deal with vendor A than vendor B, you can bet that they’re going with B.

For example, use Amazon Prime as a guide and create a loyalty program your customers can sign up for to receive free or discounted shipping, lower prices on certain items, temporary discounts and/or sales that add an urgency factor, and so on. Not only will this create more brand loyalty, as they know that by shopping with you they can save money as compared to your competition, but it also makes it more likely that they’ll become repeat visitors and keep coming back for more.

Not everyone’s going to want to sign up for a loyalty program, though, so you’re going to want to do something else in addition to the loyalty program. For example, offer general sales, promotions and coupon codes for those who want to save money, but aren’t entirely comfortable with a program. In doing so, you’ll make them feel like they’re getting a bargain they can’t find anywhere else. You can also include timed offers that, like the temporary discounts for the loyalty program, urge your users to make the purchase sooner rather than later.

2 – Focus on Appearance

Ecommerce is all about aesthetics. If you want to get your conversion rate up and increase sales, make sure that everything is visually pleasing. In other words, focus on appearance and what your users will see when they land on your site.

Starting from the beginning, optimize your landing pages so that site visitors see exactly what you want them to see and what they’re expecting to see. For example, if you’re using paid ads double check that each ad matches the landing page it’s linking to. If the ad is for discounted boots, you better ensure that they’ll land on a page with discounted boots, not a new collection of sandals. Otherwise, they’ll likely frustrate and leave the site, leading to high bounce rates.

More obvious for appearance is to switch out low quality and grainy images for high definition ones that showcase your products. The typical customer wants to see what they’re buying before actually making the purchase, and poor images prevent them from properly evaluating your products. Instead, give them studio quality images that they can zoom into to their heart’s content.

One final note on appearance, take a look at how your site’s URL is displayed. Is there an ‘HTTPS’? If not, consider migrating your site from HTTP to HTTPS. For those who don’t know, HTTPS is the standard for all communication on the web, and having HTTPS instead of HTTP sends a signal to users and search engines that the site is more secure. This is especially important in eCommerce because there’s a lot of sensitive data involved, such as credit card numbers, so don’t give potential customers a reason to take their money elsewhere.

3 – Pave the Way for Mobile Users

Last on the list but definitely not least, your store’s conversion rate will not increase if mobile users feel unwelcome. It’s been reported time and time again that there are more mobile than desktop users, and choosing to ignore the mobile trend will only serve to hurt your business. Think of it this way, where does your audience spend most of their time — sitting in front of their desktop or browsing on their smartphone? Seeing as how they can do the latter any time, any place, it’s easy to see that their smartphone takes the win.

To prepare for mobile users, optimize your site by revamping it and switching to a responsive design. A responsive website resizes everything to best fit the screen it’s being viewed in, and doubly functions to help you rank higher on search engines. The problem, or rather problems, with a mobile unfriendly site is that they are a nuisance for mobile users. For example, a desktop site may take longer to load than a mobile site, leading to high bounce rates. Additionally, if a mobile user decides to wait out the long load time, they’ll then be faced with text and images that look completely skewed in their smaller screen. If they didn’t click out in the beginning, you can bet that they’ll do it now.

Tip Rewind and TL;DR

eCommerce is hard, plain and simple. If you want to succeed and increase your online store’s conversion rate, you have to do a lot more than just setting up shop and waiting for the sales to come through. As we covered today, you’ll get the best results by saving your customers money, focusing on appearance, and paving the way for mobile users.

Here’s the tl;dr version in case you want help but are too busy running your store for the full read:

  1. Save Them Money (They’ll Buy More)
    1. Loyalty programs create more brand loyalty, as customers know that by shopping with you they can save money as compared to your competition, and also make it more likely that they’ll become repeat visitors.
    2. Similarly, offer general sales, promotions and coupon codes for those who want to save money but aren’t entirely comfortable with a program.
  2. Focus on Appearance
    1. Optimize your landing pages so that site visitors see exactly what you want them to see and what they’re expecting to see.
    2. Switch out low quality and grainy images for high definition ones that showcase your products and allow users to carefully evaluate what they’re buying before actually making the purchase.
    3. Make your users feel safe on your site by migrating your site from HTTP to HTTPS.
  3. Pave the Way for Mobile Users
    1. There are more mobile than desktop users; ignoring the majority will only harm your store.
    2. Get a responsive site that increases your web ranking and makes it easy for mobile shoppers to have a seamless experience.

Best of luck!

 

Sponsor Author Bio: Matthew Fritschle is a content writer for Aumcore. Specializing in eCommerce web development, Matthew also writes on a variety of subjects that range from social media marketing to mobile app development.

All images provided by sponsor.