Conversion rate (the percentage of visitors who become customers by placing an order) is a key performance indicator for any e-commerce website. Even the smallest change in this all important percentage can have a massive impact on the profitability of your website.
Here are five e-commerce tips for improving the conversion rate on your website:
1. Streamline the checkout process
Checkout processes are getting shorter and shorter. Look at your checkout process and ask yourself if every question you are asking is absolutely essential to the checkout process. Conventional wisdom a few years ago was that checkout was a great place to try and upsell, capture additional marketing data, or push sign up to a mailing list. Today, customers want speed and convenience. Get rid of anything unnecessary and you may see a difference in how many customers turn their basket into an order.
2. Make sure you are optimised for mobiles
More and more transactions are taking place from mobile phones. Make sure your site, and especially your checkout process, work well on a mobile phone. Customers should never have to zoom-in on any aspect of your site.
3. Make sure you website is running as quickly as possible
Giving customers the speed and convenience that they need isn’t just about stripping back processes, it’s also about making sure your website is tuned for optimum performance and is running on a hosting platform that will scale – keeping your site running fast even when things get busy.
A recent study by KISSmetrics showed that a one second delay on a website can cause a 7% decrease in conversions. Online, every second really does count. If you’re not sure where to start, check out the Google Page Speed Test on Webmaster Tools.
4. Create the “fear of missing out”
Psychologists understand that the “fear of missing out” can be a powerful motivator in any transaction. Think about how many times you see phrases like “while stocks last” on any offer. Use prompts about low stock items or timed shipping (like Amazon’s “order in next X hours for next day shipping”) to help motivate your customers.
5. Allow anonymous checkout
25% of users will abandon checkout on a new site if they have to register before they can buy. Do you really want to turn away one order in four? Make sure your platform supports anonymous ordering and focus on delivering a great e-commerce experience that will bring customers back to you.