Visitors are coming to your eCommerce site; now you need to convert them.
The fundamental problem of eCommerce conversion optimization.
There are many factors preventing your users from converting. Website speed, irrelevant content, and no personalization. All are affecting your revenue.
We are going to discuss 5 basic conversion optimization principles you can implement on your eCommerce site today.
ECommerce Website Speed
According to CaptialOne, speed is the most important factor facing their business.
Amazon claims that for every 100 ms in page speed, it is 1% in revenue.
Walmart claims 1 second in page load speed is 2% in revenue.
Two facts that prove you are losing revenue due to your website speed. Speed can be improved through network optimization, the use of a content delivery network (CDN), or web development best practices.
Addressing your network connections is the new frontier of speed optimization. The Internet, governed by border gateway protocol, does not send traffic to your site through the fastest routes. The result is Internet traffic jams or congestion, causing users to experience a slow website.
By taking control of your network connection, you can improve your website speed.
Content Delivery Network
The use of a content delivery network (CDN) will place content geographically closer to your users.
A CDN is best at providing content caching of static content. Static content will be your product pages, images, and website code. The CDN will cache the content close to your customers, so a requested page loads faster.
Web Development Best Practices
How you structure the code on your eCommerce site can make a big impact in loading speeds. Some web development best practices are as follows:
- Compress product images
- Format product images to the specified website size
- Minimize URL redirects
- Eliminate broken links
The speed of your eCommerce shop is directly correlated to conversion optimization.
Principle #1: Optimize your website speed.
Grab Your Users Attention
You have 5 seconds to engage your visitors.
This is the time for your website to load and your content to grab their attention. Providing engaging copy, images or a video can be the difference between a visitor browsing or leaving your site.
Newsworthy or trending topics prove to be a better hook than evergreen topics. That means your initial interaction should be trendy.
Also, advertising is not the answer to increase user engagement. Although this can be a tool in your toolbox, it should not be the only avenue you use to gain user engagement.
What should you do immediately?
Review your current eCommerce site entry points, and determine if the pages immediately grab attention.
For inspiration, here are two examples:
Principle #2: Create trendy, attention-grabbing pages.
Define the Page Goal
Each page should have a goal.
That does not mean a page should have many goals. A page should have one goal. In our attention-grabbing examples above, the goal of the page is to engage a customer. That is the only goal. Whether that means a click to learn more or to scroll down depends on your defined goal.
Each page should have one goal. Here are a few examples:
Front page – Visitor engages and clicks to a second page.
Product page – The goal is the customer adds the product to their shopping cart.
Shopping cart – The shopping cart review page drives a user to check out.
Principle #3: Define a goal for every page.
Keep it Simple
If a website, product page or product description is too difficult to understand, a customer will move on.
Einstein said that “if you can’t explain it simply, you do not understand it well enough.”
This is true for your site content and structure. Do not put too many products or potential distractions on a page. This will lead to customer overwhelm, and the likelihood they do not convert increases.
Here is an example of a simple product page:
Principle #4: K.I.S.S – Keep it Simple Stupid.
Keep it Relevant
Surprise does not help a user to convert on a page. This is indifferent to the conversion goal. If a user receives an offer that is not relevant to the current page, they are not going to convert.
This means the offer on the page needs to be specific to the page content. Think back to your page goal. Ask what is the page goal, and how do I make a relevant call to action.
Your conversion rate will thank you for the assessment.
Principle #5: Relevance is king.
Your eCommerce conversion optimization efforts do not stop here. Conversion optimization is an ongoing process with continual testing and improvement. Understanding the basics is the best place to start.
To learn more about eCommerce conversion optimization, download the eCommerce Optimization Whitepaper.