Our last post looked at 5 simple ways to get more visitors to your ecommerce website. But if you are getting the visitors, but still not getting the sales, what can you do? You know you've got a great store, and fantastic products, so why aren't they selling?
Let's get going with 5 simple ways to increase your conversion rate, and get more sales from your website:
1. Keep it Simple
This is the number one rule of all e-commerce websites and cannot be stressed enough. Complicated or confusing checkout processes with lots of options or lack of clear navigation put off more customers than anything else. You should try your checkout yourself, or better still watch someone who has never used your site try it out. How do they get on? Is it always clear to them what to do next?
2. Clear Pricing & Costs
The second biggest loss of customers comes about when a checkout starts to add on costs. Of course dellivery costs are often added on during a checkout. Keep these costs as low and as SIMPLE as possible. Don't try to hide your delivery costs, the later on in the process the customer becomes aware of them the more likely they are to drop out. The best way of handling delivery costs is to integrate them into the cost of the product and then offer apparently "free delivery".
3. Don't Oversell
Some sites lose business because they try too hard to up-sell or cross-sell. In many ways this goes back to point 1, keeping the entire process simple. But to some visitors aggressive cross-selling is an even bigger put-off. Sometimes you can lose a visitor simply because they move away from the checkout to look at something else you are offering them - and then lose interest and don't buy at all. Always remember you want to get your customer from product page to payment page as quickly and with as little distraction as possible.
4. Be Careful With Offers
I know we said use discount codes to get customers to visit your website! And yes, we stand by that! But it's important to present the opportunity to use a discount code carefully and discretely in the checkout. If a customer has a code chances are they are going to be looking for where to use it, so you don't need to push the fact you accept codes in every visitor's face. The problem is if a customer doesn't have a discount code they may feel they are getting a poor deal. They may try going to Google to search for a discount code, and then they are gone, off your site - probably never to return.
5. Offer a Guest Checkout
We all have far too many accounts nowadays. Don't force your customer to register and setup yet another password just to buy something. Of course offer the feature for those that want it - but every site needs to have a guest checkout route - or you're just throwing business away.
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Web design has come a long way since 1999 when I started my first job as a web designer based in Nottingham. Since then I have worked as a web designer in Leicester, London, Barcelona and Auckland before setting up