The internet economy is booming. According to Internet Retailer, in 2013, buyers spent $ 262 billion in American online stores. This is a 13% increase compared with 2012. This impressive growth leads to the field of e-commerce new players who want to get their piece of cake, the volume of which in the US alone is a quarter trillion dollars.
Owners of new and existing online stores face a number of problems, without solving which one cannot count on serious success. One of these problems is the low conversion rate. This article will tell you how to effectively turn visitors to your e-commerce site into buyers.
Why increase conversion rates?
The conversion rate is the percentage of the number of users who performed the desired action, to the total number of site visitors. For example, if 2 out of 100 visitors to an online store place an order, the conversion rate is 2%.
Conversion rate refers to the key performance metrics of e-commerce sites. Increasing this indicator, you use an intensive way of business development.
Imagine the following situation: 1000 people per day “drop in” into your online store. Of these, 20 are buying something. You have set yourself the task of increasing the number of customers to 40 per day. This can be done in two ways. You can try to increase the number of visitors to 2000 per day, which will lead to an increase in the number of buyers to a given rate. it extensive way development.
You can also focus on working with the existing 1000 visitors, trying to convince more people to become your customers. it intense way development. In most cases, the extensive method is costly. In addition, extensive growth is being depleted faster, leading to the cessation of business development.
The magic button to increase the conversion does not exist. If you choose an intensive project development path, roll up your sleeves and get ready for long and hard work. The conversion rate increase plan for e-commerce sites includes the following items:
- Optimization of site pages.
- Improved navigation.
- Optimization of conversion funnel.
- Use remarketing.
- Use low-frequency keywords to promote.
Below you will find a detailed description of each item.
1. Optimization of site pages
Start the implementation of this item plan with a study of the requirements of search engines to sites. Follow the recommendations of search engines and eliminate errors.
Of course, if your online store sells a lot of goods, then some actions may seem too complicated. For example, it is very difficult to create unique descriptions for hundreds of pages, to use unique title, description, and alt attributes for a photo. But there is no other way. Quality content is necessary not only to ensure the visibility of pages in the search, but also to convert visitors into buyers.
Start creating descriptions from the pages of the most popular products that generate the main cash flow. Try to provide customers with comprehensive product data. Otherwise, he will leave to look for information on other sites.
Use analytics systems to identify pages that need optimization first. Pay special attention to the main landing page. Check out the pages that generate the most bounces and departures from the site.
Use the following checklist to verify that the page meets search engine requirements:
- Does the page have useful, relevant and unique content?
- Did you use a unique title with a relevant key phrase?
- Did you include the relevant key in the alt photo attribute?
- Page URL contains keyword?
- Does the page have relevant internal and external links?
Note again, the basic requirements of search engines are needed not only to drive traffic. By fulfilling these requirements, you create the basis for the efficient operation of the site, including high conversion.
2. Improved navigation
Easy navigation is one of the critical factors for effective site operation. When it comes to an e-commerce project, navigation is doubly important. When a potential buyer cannot find the necessary section or product, he simply leaves the resource and goes to competitors. This increases the bounce rate and deprives you of profit.
Of course, you can take advantage of the experience of Norwegian Internet entrepreneurs and put all the products in one pile on the main page. However, in this case, your customers are unlikely to be satisfied.
To improve navigation, you must understand the behavior of users on the site. This can be done using WebVizor’s visual analytics tools and Google In-Page Analytics. Using these tools, you can determine how potential customers behave, which navigation elements they most often use, and which navigation blocks remain outside the zone of attention of visitors.
Pay attention to the screenshot of the service In-Page Analytics. It shows that 2.7% of visitors begin to surf the site using the first menu button in the upper left of the page. Another 4.4% of users choose the navigation element, located slightly below. This is easily explained: English and Russian-speaking users read documents from top to bottom and from left to right. This is worth taking advantage of. Place the navigation buttons on the upper left side of the page that lead to the products you want to sell in the first place.
To make navigation easy and intuitive, use a clear hierarchical site structure. Make sure that the menu buttons are visible and clickable on different screen sizes. Use bread crumbs.
3. Optimization of conversion funnel
Conversion funnel can be optimized in dozens of ways. In this case, we are talking about reducing the number of buyer's actions that he performs from the moment he lands on the site until he pays for the goods.
For example, some online stores allow you to place an order only after registration. This step is not critical for the seller, so it can be safely excluded from the purchase process. As an option, you can consider authorization using an account on social networks. If you want to get the customer's email address by all means, give him a coupon after paying for the goods. Naturally, the reference code you send to Email, entered in a special field.
To understand how to optimize the conversion funnel for your e-commerce site, use the Google Analytics Goals Map. This will allow you to understand at what stage of the purchase process you lose the most customers.
Pay attention to the pages from which users exit the purchase process. Perhaps potential customers don't like your offer? Maybe they lack information? How about a nice bonus? Perform a split test. Post the promise of free delivery, customer reviews, warranty information on the problem pages. Choose the most effective option. Use the Funnel Visualization report to evaluate optimization.
4. Use dynamic remarketing
Dynamic remarketing involves the display of contextual ads to search engine users who have visited your site. In this case, you can demonstrate to failed customers products from the category in which they were interested on your site. This tactic allows you to show ads to an audience that is interested in a particular product.
To use dynamic remarketing, you need to sign in to your Adwords account and add a remarketing tag to your site. After that, visitors will be automatically included in the remarketing list. The audience on the list will see your ads by visiting sites within the Google Display Network.
To effectively use this tool, pay special attention to creating remarketing lists. Carefully approach the creation of rules for the inclusion of visitors to the list. To involve the most promising users in the remarketing scenario, specify in the rules that the client should be included in the list, having visited at least three pages of the site. In this case, one of the pages should be devoted to a particular product. Do not include users who have bought something from you in the remarketing list. Use other ways to re-sell this category of customers.
Use the image ads feature. The AdWords system allows you to use any content and photos from your site to create attractive image ads.
5. Use low-frequency keys.
The key phrase "buy a tablet" is high frequency. To get to the top of this request, you have to make a lot of effort. The key phrase "Samsung Galaxy Note 10.1 2014 Edition tablet" is low frequency. You should have no problems displaying the page to the top for this request. However, the difficulties of advancing by high-frequency queries are not the only reason to bet on low-frequency ones. When a person searches for information, he uses high-frequency keys like "buy a tablet", "tablet review", "a powerful and inexpensive tablet", etc. When a person plans to buy, he uses requests like "tablet Samsung Galaxy Note 10.1 2014 Edition". In other words, low-frequency queries are more conversion.
High-frequency queries should also be used. Just do not try to optimize the product categories pages for them. The high places have a place in the blog where you can post detailed reviews and other useful content.
How fast the conversion will grow
The implementation of the proposed plan will allow you to get the effect immediately. For example, as soon as you publish accurate information about the product in the product card, sales will start to grow. Dynamic remarketing will bring you the first sales soon after launch. Do not forget to monitor the conversion rate and link the dynamics of this indicator to the changes that you make to the site.