You set up a great funnel. You look at your sales and the needle hasn’t moved at all.
What gives? You’re driving traffic to your e-commerce site, but it’s not converting. It’s a big challenge for e-commerce sites.
Those sites that can master this will have a thriving e-commerce business. Do you want to know how you can get your traffic to convert?
Read these e-commerce optimization tips to find out.
1. Where is Traffic Coming From?
The first thing you need to do is look at your traffic. One reason why your store isn’t converting is that you’re getting the wrong kind of traffic.
For example, you look at your traffic and find that it’s increased quite a bit. Most of your traffic is coming from Pinterest. What’s the mindset of a Pinterest user?
In most cases, they’re scanning images looking for a quick solution to a problem. They’ll find a pin that looks like it will help, they click, stay for a minute or two. They get what they need and leave.
That type of traffic isn’t ready to buy yet. You’re better off trying to get them to sign up to your email list and then sell to them.
What kind of traffic is ready to buy? Usually, people who are using organic search are ready to buy. Let’s say you’re selling photography equipment. Someone has done the research and knows that they want to buy a Canon T7i because it’s a great camera for beginners.
When they’re ready to make the purchase, they search for “Canon T7i on sale” or “where to buy a Canon t7i near me.” You want to focus on getting your website listed in these search results to capture a portion of this traffic.
You have to shift your mindset from getting any type of traffic to convert to getting the best type of traffic that is ready to convert now.
Ideally, you’ll want to capture the attention of people at various stages of buying a product. This will ensure a constantly full pipeline of customers.
2. Set Your Site Up for One Goal
Have you ever looked at a website and got confused over what you were supposed to do next? Some websites have a popup to contact customer service, another one to sign up to email, and another one to buy a product.
This can be confusing and frustrating to users. Your site should be designed to do one thing, and one thing only. It could be to get someone to sign up to your list or to purchase a product.
Review your website and make sure that each page is geared towards that one goal.
3. Test and Test Again
You rarely get a marketing campaign right the first time. That’s why you need to test your e-commerce campaigns.
If you’re having a problem with product conversions, you should test your product pages. It’s important to test one thing at a time. Testing multiple things at once will make it very hard to pinpoint what’s working and what’s not.
What can you test? Start by testing the headline at the top of the product page. You can also test product images, the feature text, colors, and calls to action.
When you run a test, you want to collect enough data to be able to make an informed decision. Testing a headline for a day won’t give you enough information. When you run a test, run it for a minimum of 5 days.
4. Spice Up Your Product Pages
When people think about purchasing products, they think about how it will change or improve their lives. They don’t think about the features of your products, they think about how those features will help them become better.
It’s hard to do that with a product page full of text. You can use e-commerce marketing videos to help you tell the story. You can show your products in action and how they improve your customers’ lives.
5. Do You Have a Strong Value Proposition
Sometimes, you can use every conversion trick in the book and find that nothing is working. In that case, you may have to go back to the foundation of your business.
Why would someone buy from you instead of the competition? That’s your value proposition. If you can’t show someone why they should buy from you in a matter of seconds, you’re dead in the water.
A good example is the Dollar Shave Club. When you visit the website, you know exactly what you’re getting. You’re getting a personalized grooming routine.
6. Simplify the Buying Process
How many steps and pages does it take for someone to purchase from you? If you don’t know the answer, pick up your phone and go through the process to buy.
You want to use your phone because if it’s easy to buy on a small device, it’s easy to buy on a desktop or tablet. Smartphones also make up about a third of all sales online.
7. Are You Trustworthy?
People will buy from you if they trust you. There’s no question about that. Sales acquisition is kind of like dating. People have to get to know you and know
That process starts within seconds of visiting your website. People will form a first impression based on the design and they’ll decide if they want to purchase from you or not.
Your site’s design should be clean and modern. You’ll also want to have plenty of reviews and testimonials.
8. Speed Up Your Website
There is a correlation between site load time and conversions. When your site loads fast, you increase your chances of conversion.
You want to check your site’s speed using a website speed test. There are a number of free tools online that will check your speed and diagnose potential issues.
E-commerce Optimization Tips for More Sales
Getting cold traffic to convert into a sale is difficult. Don’t get frustrated and give up if you don’t see results right away.
Use these e-commerce optimization tips to make improvements to your conversion rates. You can always test and improve to get the best results.
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