How to increase the conversion of an online store: Checklist for 2021

Conversions are a very important attribute for an online store. Assessing the percentage of conversions, the owner of an Internet resource can judge the success of the work carried out and the effectiveness of marketing solutions. Thus, the conversion rate is directly proportional to the success of the Internet resource, especially if we are talking about an online store.

For different types of sites, the conversion may consist of different things. For example, for a website promoting an application, a conversion can be a subscription to a newsletter or a download of this application itself. In the case of an online store, conversion is filling out a form, choosing a product and ordering it. Summing up the line, it can be stated that conversion in the world of Internet marketing is an action performed by the user that is useful for the site and its owner.

The conversion rate is calculated using two values, namely, the number of users who visited your site in a certain period of time and the number of users who completed the target action. By dividing the number of users who have performed a targeted action by the number of users who have visited your Internet resource, you can get the conversion rate of your Internet resource. A good conversion rate for different niches is different values. It all depends on the specifics of the products, the resource and the type of conversion that you need.

Creating a turnkey online store is a long and exhausting process, but your future achievements and successes directly depend on the quality of its implementation. Having spent enough time searching for a web studio capable of creating a high-quality online store for you, you can thereby lay the foundation for your future promotion and development of the company. In order for the quality of the site to be at the highest level, and no compromises were applied to your resource – the best solution would be to turn to the leaders of the Internet development niche, such as the Gloss web studio.

Glyanec web Studio has been developing online stores and corporate websites for companies all over Ukraine for 13 years. Over the years, we have not only been able to become the best in our niche, but have also already begun to conquer the markets of the nearest European countries. Among our regular customers are the best companies in their niches, and therefore, by cooperating with us, you can be sure of the effectiveness of our methods. To learn more about the services of the Gloss web studio and order the creation of a turnkey online store, you can visit the corresponding pages in the Gloss website menu.

Is it possible to influence the conversion rate

As we have already found out, the conversion rate is closely related to the analysis of the success of a marketing campaign and the overall effectiveness of promotion. Consequently, in order to improve the effectiveness of promotion or analyze its effectiveness, many specialists turn to the conversion rate. The conversion rate is of great importance not only from a marketing, but also from a commercial point of view. The more often your products are ordered from you and the more often your applications are installed– the more successful your business is and the more money it brings.

We have already understood the fact that conversions are closely related to success, but how to influence them and is it possible? In fact, there are hundreds of methods of how you can influence the conversion rate. This parameter is the quintessence of everything related to web development and user experience, and therefore, to improve this indicator, you can resort to a variety of methods.

In order to introduce you more closely to the methods of influencing the conversion rate of your online store, we decided to create a small checklist that describes the basic decisions and actions that can affect the conversion rate of your site. This checklist is introductory, because as we said earlier, you can influence the conversion rate by a variety of methods. As for the checklist of basic techniques for improving the conversion rate of an online store – it looks like this.

1. Focus on the usability of the site, its usability and user experience

Optimization of an Internet resource is a very important process aimed at ensuring that search algorithms are ultimately satisfied with your resource. But while pursuing the approval of search algorithms, do not forget that people, not robots, give you their money.

The usability of the site is an incredibly important aspect and an eternal companion of the development of the online store, and of any Internet resource in general. The more convenient it is for your customers to place orders on your Internet resource, the more often they do it, and this is statistics. But how to influence the usability of the site and what should be done in order to improve the conversion rate from this point of view?

General changes related to the usability of the site

In order to understand how to improve the conversion rate, first you need to understand the reasons for its low values. To do this, you can contact specialists so that they conduct an audit of your Internet resource. In terms of usability, there are hundreds of different parameters and moments that can scare the user away. One of the most important among them is the loading speed of the site pages and the percentage of offset of the Internet resource template during the loading process. These two parameters are not only catastrophically important for users, recently they have also become separate metrics for the Google search engine. Thus, the company strives to improve the user experience of the user and make the Google search engine the most convenient for consumers.

In addition to the speed and offset parameters, you should also consider much simpler things such as layout and mobile version. If your Internet resource cannot boast of high-quality and intuitive layout, it's time to make changes to it. The result of such a decision should be a complete rethinking of how the user interacts with each individual page of your Internet resource and how he interacts with the entire site as a whole. This should also include the design of your Internet resource as an integral part of the user experience.

The thing is that the user not only strives to get results quickly, he also wants the appearance of the resource to attract him and be convenient for use. In order to improve the user experience, you should think about redesigning in accordance with the latest trends in the web industry. Focusing on trends, you should also not forget about functionality. The fewer meaningless buttons there are in front of the client– the more attention he will pay to the landing pages and the more conversions will be on your Internet resource.

Mobile version

Special attention should be paid to the mobile version of the site, which still does not exist on a certain number of Internet resources. In this case, it is important to realize that more than 60% of users, according to the data provided by Google, use their smartphones to buy groceries, clothes, order tickets and other things. The share of smartphones on the Internet is constantly increasing, and therefore optimizing websites to work with them is a primary task for any company.

If you are just planning to order the creation of a turnkey online store from specialists - pay attention to the principle of Mobile First. This principle implies that the online store is primarily developed for use on a smartphone. After the original mobile version is ready– it will be adapted to work on a PC. Thus, the user gets the same user experience regardless of the device and can use all the functions regardless of which particular device is currently at his disposal.

Creating a smart site search

Creating an online store website is a long process, and its duration directly depends on the size of the catalog of the future Internet resource. The more products in the catalog of your online store– the more chances that you will find what the client needs, at the same time it becomes more difficult to find the necessary product for the client. In order to correct the current situation and improve the user experience of your buyer, you should resort to creating a smart search.

Smart search is a special search bar that can help your customer quickly find the product he needs by simply entering its name or category in the search bar.
This method was perfectly integrated from search engines into online stores. It significantly facilitated the search for the necessary goods and reduced the duration of the user's session from visiting the first page of the site to placing an order.

The significance of such a search is difficult to assess, because it is of great importance for the quality and value of the user experience. The more convenient it is for your customers to order goods from you and the faster they can do it– the higher the chance that the order will still happen, and you will not only get an increase in the conversion rate, but also make a profit.

Each of the listed methods of influencing usability will certainly bring its own result. In order for the result to be similar to the amount of effort spent on it, it is necessary that the process of setting up usability, redesign and creating a mobile version of the site be handled exclusively by highly qualified specialists with specific experience and cases. If you don't want to waste time searching, but want to work exclusively with market leaders, order the creation and optimization of an online store from specialists of the Gloss web studio. To learn more about our studio and what services Gloss web studio provides, you can visit the corresponding pages in the site menu.

2. Presentation of goods and appearance of product cards

As we said earlier, conversion is a useful action, and what could be more useful for an online store than placing an order? In order to increase sales turnover, it is important that all the design elements of your product, its description and technical characteristics are as accurate and attractive as possible.

There are a lot of methods how to influence the appearance of the product catalog and each product card separately. Almost all methods are effective in one way or another. In order to simplify the decision-making regarding the work on the presentation of the product, we decided to list the basic actions that have a noticeable effect. Next, we will look at the most affordable methods of working on the presentation of the product and talk about how to sell your products to the customer.

Work on the design and description of the product

Text information is the factor that the user takes into account when choosing a specific model or product. The more comprehensive your information is– the higher the chance that the user will give preference to a particular product, and your business will receive income. In order to achieve the desired result, it is very important that all the technical characteristics of your products are taken exclusively from manufacturers' websites. This way you can avoid misunderstandings and be sure that the information you provide is true.
Also, do not forget about the titles and descriptions of the product card itself.
Using the provided descriptions from manufacturers is great, but that's what all your competitors do. Your task in this case is to stand out from the gray crowd and offer the user information that he has not received before. To do this, you can contact a specialist who will rewrite the unique description of a particular product. You can also resort to the help of experienced designers who will be able to write a detailed text review of the models you are interested in.

This approach is not really involved yet, and therefore using it - the chance of success increases markedly. Nowadays, it is important for Google that your content is as useful to the user as possible, and therefore a detailed review from a specialist together with descriptions from the manufacturer will be a much more effective solution.

Product presentation and use of photo and video materials

Despite the importance of the text and characteristics, the user primarily buys with his eyes. In order for the product you presented to be more attractive to the client, it is important that you take care of both photos and videos. If you are engaged in the sale of products of your own production or cooperate with those who are engaged in such products and supply them to you for sale – an excellent solution would be to arrange a professional photo shoot for all positions. So you can show a potential customer how great your product is, and he, in turn– will be interested in the purchase.

It would not be superfluous to publish a product review, if any. This will allow your potential customers not to waste time reading template descriptions – and immediately look at the advantages and disadvantages of the product. You can create such a review yourself, but you can also negotiate with techno or food bloggers, thereby receiving additional advertising at the expense of a media personality leading a review of your product.

You can also add a three-dimensional product model so that the user can view all the details of the product they are purchasing. This solution is especially relevant for those who plan to order the creation of a turnkey online store and continue to sell household appliances or wearable gadgets. It is very important for the user to understand exactly how the gadget that he buys will look, and therefore the use of three-dimensional models in this case is more than justified.

Reviews and ratings

When purchasing cheap goods, users rarely rely on someone else's opinion, since even if the product turns out to be of poor quality, it will be extremely difficult to call its acquisition a loss. But when buying expensive smartphones or appliances, users want to get as much relevant information as possible, not only from the store that benefits from selling the equipment, but also from the users who bought it.

By giving your customers the opportunity to leave reviews about the product and evaluate it, you can thereby achieve greater loyalty, which in the future may affect the customer's attitude to your online store. By giving users the opportunity to view reviews and leave them, you thereby show the client that he is the most important to you, and you strive to ensure that he buys the product that suits him the most. In addition, the presence of reviews has a positive effect on the promotion and overall image of your organization, and therefore it is definitely worth adding them to the product catalog.

Focus on important buttons

Very often on the Internet you can find large online stores in the catalog, which are extremely difficult to understand. All the important buttons are scattered on the user's screen, and even intending to purchase a product, the client needs to understand how to do it. In order to save your customers from such a need, you should think about how to focus on all the buttons.

In the case of products and their cards, the most important buttons are the “buy in one click” and “add to cart" buttons. These buttons are of great importance for the turnover of your online store, and therefore the emphasis on them should be maximum. It also depends on these buttons how high the conversion rate of your online store will be, so when planning its creation, decide in advance how you will focus the user's attention on the right buttons. If you already own an online store or do not want to engage in the selection of the necessary accents - contact specialists in the field of design. They will not only help you to redesign the site, but also create attention-grabbing buttons, which in turn can noticeably affect both conversion rates and the final turnover of the online store.

By making the described changes to the product catalog of our online store, you can significantly affect the user experience and the comfort of staying on your site. When thinking about whether it is worth changing something or not, remember that it is the client who brings money to the online store, and therefore if there is an opportunity to increase his zeal for the target action– it is definitely worth doing.

3. Add or improve the interaction of the site with the client

Choosing a product is a very responsible and exciting moment, especially if this product is relatively expensive. Most users need professional help when choosing a product or gadget, but unlike an offline store, there is usually nowhere to take it on the site. That is why most users turn to bloggers for a review and opinion about a particular gadget.

In order to keep your customer as much as possible and reduce the likelihood that he will leave without ordering the goods – you need to minimize his needs to go somewhere. Earlier we have already talked about several methods of providing information using the site, but now we will talk about the direct interaction of the client not only with your site, but also with its operators.

In the age of technology, when a user can buy anything on the site, most users lack professional help and advice on various issues. In order to help your client, you should think about how to set up interaction between him and your team. There are several popular ways to do this, each of which has found its application in a variety of sites of different categories. Next, we will look at several options for how to set up interaction with the client so that the result of this interaction is a completed target action.

Place an online chat on the site pages

In order to achieve conversion, it is important that the operator at the other end of the chat is a real person capable of answering the user's questions, so you will not get off with a bot.

By deciding to launch an online consultant, you will be able to significantly improve the user experience of users, their loyalty to your store, and also significantly affect the percentage of conversions of the online store. Users really like to be taken care of, and therefore if you provide an opportunity to quickly get an answer to an existing question, your client will definitely appreciate it. In addition, such a decision can significantly affect the number of conversions and business profits, since your consultant can provide not only answers to questions, but also recommend certain products in a particular category.

Feedback form

Another popular method of configuring user interaction with your site is the placement of a feedback form, this form assumes that the client can order a callback or message in order to get answers to his questions.

Launching such a form is much easier than hosting an online chat, since in an online chat you need a person who will not only know the product catalog, but will also be competent on all issues related to your products. In the case of the feedback form, the user can ask a question, and your subordinate, having found the appropriate answer to the question, can contact him by phone or by e-mail. Despite the fact that the feedback form is much more convenient for the site owner – the most effective is an online chat, because even a user who is not familiar with technology can get comprehensive information and advice in it, which he needs so much.

Summing up the results of this article, I would like to note that this list of impacts on conversion rates is far from complete. You can find out more information about how to influence the conversion of your online store from the blog of the Gloss web studio by reading our other articles. Well, if you have already made a decision and are ready to order the creation of a turnkey online store from Glyanec specialists - contact us by phone, published on the main page of the Glyanec web studio, or contact us by email, marked in the “Contacts" column. If you have a number of questions about the services provided by the Gloss web studio, use the online chat posted on all pages of the site and get an exhaustive answer from our specialist.

Launch a high-quality online store and get effective promotion by collaborating with the leaders in web development, Glyanec web studio.