6 Ways to Improve Site Conversions

6 Ways to Improve Site Conversions

We’ve all experienced it: shoppers who abandon their purchases right in the middle of checkout. Boosting the number of customers who convert on your site can add thousands of dollars to your bottom line. Yet how do you convert more shoppers?

Leveraging industry best practices and their merchant’s successes, Amazon Pay has outlined six tips that could help you convert more shoppers to buyers on your site.

1. Help your customers find what they are looking for

Customers may leave your site if product information is confusing or they can’t quickly locate what they came for.[1] Visitors often enter a site through the home page or category page. Fresh Consulting’s UI/UX principles recommend a flat navigation, or condensing your hierarchy to 1-3 layers, combining some of your pages vertically so that it is easier for users to locate specific products in fewer clicks. With in-site search navigation, many buyers will look for generic phrases rather than product names to find information. Using generic phrases, (i.e., “Men’s sandals” or “Phone cover”) rather than specific product names, gives shoppers the opportunity to broaden their search and find what they want.

2. Acquire relevant traffic

Attracting buyers who don’t need your product won’t convert to sales. Low conversion can be the first indicator that you may be promoting content and messages in the wrong places or to unintended recipients. Take a look at the search queries in your paid search account and discern whether you will benefit from adding negative keywords to relevant audiences. One common targeting error is selecting rich keywords or buzzwords that may relate to your overall product group, but are still too broad to appeal to your intended audience.[2] Have a strong understanding of who your audience is before you optimise your site and keywords to help align your product more closely to the buyers who need it.

3. Decrease time to checkout

Asking your customers to fill out lengthy, redundant information may be part of the reason they decide to go somewhere else. 27% percent of shoppers abandoned an order because the checkout process was too long or complicated.[3] You could help reduce points of friction by minimising the number of fields to be completed. Look for technical fixes that can infer information you need such as auto-populating post code, city and county.

4. Provide a compelling visual product experience

When it comes to product images, studies show that quality can lend credibility. 75% of e-commerce site users rank the ability to zoom in on product images as one of their top reasons to purchase.[4] Providing product visuals with various angles, including a full view and size comparison of the product, can deliver valuable context for your buyer. For example, if a customer is on your site reviewing backpacks, it could be helpful to showcase a person wearing the backpack. The customer may be able to visualise how the bag will look when held over their shoulder and that context can bring them closer to purchasing.

5. Look for ways to earn trust with your customers

Users sometimes feel uneasy about sharing their payment information with e-commerce sites. According to a 2017 Baymard Institute study, 19% of users who abandoned their checkout did so because they didn’t trust the site with their credit card information. Trust is earned. If you are a new business, it can take time to build this trust. One way to increase perceived security is include a site seal or security badge on your checkout page. Badges from Norton Secured, Google Trusted Store and BBB give users the best sense of trust when paying online.[5]

6. Offer alternative payment options

35% percent of users from the same Baymard study didn’t want to create an account to check out. To keep users on your site, consider offering an alternative payment method such as Amazon Pay. Alternative payment solutions can provide a faster checkout and increase trust between you and your customers. Established payment methods have proven security. By providing recognised payment methods on your site, you can help your customers feel confident and safe making their purchases.

For more information on Amazon Pay’s Open Cart plugin here.

 



[1] Is Product Content Helping or Hurting your Brand. Shotfarm, 2015.

[2] Ultimate Guide to SEO in 2017, Linkdex 2017

[3] Why Marketers Should Care About Mobile Page Speed, Think with Google, 2016.

[4] Pulse of the Online Shopper. UPS, 2016.

[5] Checkout Optimization Study. Baymard Institute, 2017



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