Your brand’s success is directly tied to eCommerce CRO. It is not worth driving people to your website if they don’t buy anything.
Many retailers fail to increase their conversion rate once customers have landed on their website. It can be difficult to know where you should start. If you don’t know what you need, you could end up doing more damage than good.
Fear not, because this post will cover nine common mistakes made by eCommerce CROs. We’ll also share tips on how to fix them. We’ll be looking at:
Don’t Worry about eCommerce CRO!
Making small changes to your website can make a big difference in your conversion rate, whether it is positive or negative. You could let profit slip by if you don’t regularly analyze your conversion rate and look for ways to improve it.
Let’s suppose that you convert one visitor to your store for every 100. You could improve this number to 2% by making improvements, such as fixing a broken link or simplifying the payment page. It may seem low, but it will instantly double your revenue.
What does an eCommerce CRO do?
Data is the key to a successful ecommerce CRO strategy. Without data about your site’s performance, it will be difficult to spot where conversions are dropping. The first step is to analyze conversion data on your site and to hypothesize about what can be done to improve it.
Be careful. Changes can have a negative effect on your business. To ensure reliable results, A/B testing is a scientific approach.
You can test a new version or page of your website using A/B testing. By segmenting your visitors, 50% will view the new variant while 50% will continue to see the original. You can compare both the results to determine which one has the highest conversion rate and then decide whether you want to adopt the change or not.
There are many types of tests. Some are simple, but they have significant impact. Others are more complex and cost-intensive, but result in a lower conversion rate. Hypotheses must be prioritized. The easiest wins should be given first, while subtler changes should be left for last. The A/B testing of each change allows for further improvement.
Each ecommerce store is different. Your target audience will determine what conversion rates are most important to you.
There are a few things that all ecommerce sellers should know. These are the essentials that customers want in an online shopping experience. These are key to increasing your conversion rate and generating more revenue.
Let’s look at some easy ways to increase your store’s conversion rate.
eCommerce CRO 9 Reasons Shoppers Leave Your Store
Now that we have the why and how of eCommerce CRO, let’s move on to the easy wins and mistakes for our store.
1. Not mobile-friendly
A beautiful desktop design won’t be of much value to your customers if it isn’t mobile-friendly.
If customers feel your website is not responsive, as shown below, it will make it less likely that they complete their purchase.
Make sure to test your mobile site carefully. This will ensure that it looks great and provides a seamless customer experience.
2. Slow Page Speed
Online shoppers want a quick and easy way to shop. Slow loading pages can frustrate customers and cause them to leave your store.
A study by Portant has shown that conversion rates drop by an average of 4.42 percent for every second that passes between page loading and the time it takes to load. This is a serious setback for your eCommerce CRO efforts.
It’s important to grab customers’ attention quickly, with so many competitors just a click away. This means optimizing your website for speed.
3. Too many distractions
Customers who are focused on buying the product they desire will find it difficult to navigate messy and disorderly pages. Your customers will be more distracted by too many images and text on your pages than they are encouraged to buy. This is an example of the monstrosity that we discovered earlier.
Keep your website simple and product-focused, from landing pages to product pages and payment pages. Limit the number buttons per page. There’s no reason to have 10 buttons when three is sufficient. A clearer path to purchase will be made by limiting the number of choices your customer must make.
Make sure your product photos are consistent in size and shape so that you can easily understand the layouts of your pages. Color schemes and fonts that are easy to read and do not distract from products will help you achieve the highest ecommerce CRO scores.
4. Faulty Search Function
It is much easier for customers who know what they want than to just browse. These customers will visit your website to verify that you have the product they are looking for. They don’t want to be overwhelmed with too many options. Instead, they will want to be directed to the product that interests them.
High-converting customers will find it easy to find what they are looking for by making your search function obvious.
Make sure all your products are properly tagged and that you have a good search function. To help customers narrow down their choices and prevent them from scrolling through many pages, you’ll need to provide a variety of filters.
Online shopping has one major drawback: customers can’t touch or see the product. They need to have enough information to make informed purchasing decisions.
Your product descriptions should be concise and simple. This will make your products more appealing to customers. For eCommerce CRO, high quality photos of products (including lifestyle photos) and a detailed product specification are key.
Consumers are becoming more brand-conscious and want to learn more about the brands they purchase from. With the environment at the forefront of everyone’s minds, consumers will likely choose brands that have ethical or sustainable values to give them the satisfaction of making an ethical purchase.
Customers should have easy access to information about the brand values so that they can both buy your products and become a part of your brand.
6. Absence of urgency
Your site may not be available to every customer who visits it. They’ll likely leave your site if there isn’t an sense that urgency. There’s no guarantee they’ll return.
Give buyers compelling reasons to make a purchase right away. Here’s an example of how Airbnb encourages customers to act now:
There are many ways to increase urgency and encourage action, whether it’s by offering buyers time-sensitive offers or making them feel like they are competing with other customers for a desired product.
7. Long checkout
After your customer has made their purchase, they want the checkout process as simple as possible. Customers may abandon a purchase if they are faced with lengthy, complicated forms on multiple pages.
When requesting information, keep custom fields to a minimum and offer users the option of continuing as a guest.
Try to keep your checkout process to just four steps
- Check out
- Delivery details
- Payment Details
It is important to capture an email address. This will allow you to follow up on abandoned carts and convert customers at a later time.
A progress bar can be added to the page to reassure customers and encourage them onward.
8. Unexpected expenses
Customer adds an item into their cart based upon the price of the item and the perceived value. Customers don’t want to be surprised by an additional cost when they get to the payment page. This will not only change the customer’s perception of the product’s value, but it can also damage their trust in the brand if they feel misled.
To avoid unpleasant surprises at checkout, you can provide pricing information upfront on taxes, exchange rates, and delivery costs. To calculate shipping costs, you can use customer information at the shopping cart page. This will let customers be aware of it early. Customers can also choose from multiple shipping options with different costs to control the cost of their purchase.
9. No purchase confirmation
Although your conversion rate for the initial purchase might not be affected, it is crucial that you have a purchase confirmation page when converting customers who are returning customers to life-long customers.
Buyers who do not receive confirmation emails or a confirmation page will be confused. This is a great way to increase future sales and improve customer experience.