A low conversion rate is a big problem for ecommerce businesses and a lot of new companies find that, although they’re driving traffic to their site, they don’t see the conversions that they need to build a stable business. Getting people to the site is the first hurdle, but then you need to convince them to buy something, and that’s a lot harder. In some cases, you might just have to accept that the product doesn’t work and there isn’t really a market for it. However, that isn’t usually the problem and there are some simple mistakes that you could be making. If you’re having trouble with your conversion rate, these are some of the best strategies for increasing it.
Change Your Pricing
Your product might be amazing, but if it’s too expensive, people aren’t going to buy it. This is quite a common problem and a lot of businesses end up in trouble because they’re too stubborn. They decide what they think the product is worth and if the consumer disagrees, then they must be wrong. The truth is, they aren’t, it’s you that’s wrong. If people aren’t willing to buy the product at the current price, then you need to change it or risk losing the business. Try reducing the price slightly and see whether this makes any difference. You might find that you suddenly see a big increase in sales.
A lot of businesses price products too high because their manufacturing costs are too high and they will lose money if they cut the price too much. In that case, you need to find ways to cut your manufacturing costs so you can pass those savings on to the customer.
Target Your Marketing Campaigns
When it comes to website traffic, it’s not just a numbers game. You might be getting lots of visitors on your site but if they aren’t the right visitors, you won’t make any sales. Often, a low conversion rate is the result of poorly targeted marketing campaigns that attract people that have no interest in your products. It’s important that you understand who your target audience is and you build your campaigns around them. If you can start attracting the right people to your site, you should see an improvement in your conversion rate.
Streamline Your Website
People love online shopping because it’s quick and convenient, but that isn’t always the case. If you have a poorly designed website that is difficult to navigate and people can’t easily find the products that they’re looking for, they will quickly become frustrated. People want to get online, find what they need, and buy it in the space of a few minutes. They don’t want to spend half an hour searching around for the right product. If you are unsure about your website, you should pay for some testing and that will tell you whether you have a problem. If people are identifying issues with the site, you need to get in touch with a website design agency and go back to the drawing board. In particular, focus on the menu layouts and search function so people can find things easily, and make sure that the checkout process is simple. Cart abandonment rates are incredibly high in ecommerce and it’s often down to a complicated checkout process that takes too long.
Improve Product Listings
Online retail gives people a lot of choices so when you get them on your site, you need to do something special to convince them that your product is the one that they want. Low conversion rates can be caused by bad product listings. If you have one picture of the product and a boring list of features, that isn’t going to get people excited. You need to make sure that you’re taking lots of good quality pictures and videos of the product in action so you can really show customers why it’s great.
When it comes to the product description, move away from listing the features and specifications of the product. Instead, you need to start telling a story about it. What problem does it solve? How will it make life easier for your customers? What situations could they use the product in? When you tell a story, you show the customer how it could benefit them personally and that’s when they’ll start to wonder how they ever lived without this product. You can still list the specifications of the product because some people will be interested, but put that at the end of the description.
If you make these simple changes, you should see a big improvement in your conversion rate in no time.
