How to increase the conversion rate of an online store and make the promotion effective
The development of an Internet resource is a natural process that is necessary to increase business profits. There are many tools for promoting an online store, but its effectiveness can be assessed by three indicators and this is:
- Attendance rate
- Conversions
- Trade turnover
In this article, we will talk about how to increase the conversion rate of an online store, what you will need for this and with what tools you can increase the profit of your business, let's get started!
The consumer market and how it has changed over the past few years
No matter how optimized your site is and no matter how much you invest in its promotion, in many ways the number of sales depends directly on the consumers themselves. In the last few years, the buyer market has changed a lot, and now all entrepreneurs whose business is connected with online trading need to adapt to the new conditions.
There have been many reasons for changes in the consumer market over the past few years, but the main catalyst was the arrival of the coronavirus epidemic. Quarantine measures and restrictions have forced the trade market to literally go back several centuries. No one knew exactly how and where to buy the necessary goods. The situation and loopholes in the restrictions were successfully exploited by companies that had enough resources to create an online store site or launch their own food delivery from a restaurant. There were those who achieved success in quarantine, and there were those who closed the doors of their shops and establishments forever. It is because of the limbo and not knowing when the new quarantine measures will be introduced, that many entrepreneurs are thinking about creating a website.
We have already discussed how to develop a website in our articles, which you can read by visiting the blog, but today we will pay attention not to the development, but to the indicators of the resource and how you can influence them. We have prepared for you a checklist of useful tips that will help you increase the conversion rate on the site and help you better rank in the search results. Each of the tips was suggested by experts, so if you listen to them, you will be able to improve the position of your resource and promote your website much more effectively.
Checklist: 10 Ways to increase the conversion rate of an online store and make its promotion effective
Despite the fact that the damage from the quarantine measures was undoubtedly suffered by all business sectors, those entrepreneurs who were able to quickly assess the situation increased their income. During the quarantine restrictions, a huge number of food deliveries were opened, and it was necessary to create a website for each of them. While some entrepreneurs quietly waited for the end of the quarantine, others repurposed their business and provided maximum comfort to customers, which earned the love of consumers.
At the moment, the situation with the coronavirus is only getting worse and new quarantine restrictions are just around the corner, so if you want to create an online store site or improve its conversion rate, then our checklist is just what you need!
The checklist: 10 methods to increase the conversion rate of an online store-looks like this:
1. Pay attention to the technical side of the issue and improve the user experience of your customers
These days, different online stores provide the same products at a fixed price. The days when consumers were looking for " cheaper” are long over and now you can attract a potential customer to your online store only with the help of an intuitive structure, pleasant design and stylish design.
In order to make the website of the online store more user-friendly, you should pay attention to the technical side of the issue and consider the layout of the resource from different angles. Use the latest trends in the placement of product cards, rebrand or change the design of your site to a more trending one.
This step will allow you to attract more potential customers, especially if your design is based on the research of the target audience. Using the color scheme and design elements that are to the taste of your bed customers-you will certainly interest users and motivate them to perform the target action-to confirm the purchase.
In the design, it is important that the website of the online store created by you fits the chosen niche. If your goal is to create a new high-quality design, analyze the structure of the site along the way. Perhaps together with the update of the design, you will have the opportunity to make it even more intuitive and user-friendly.
2. Embrace responsive design
If the website of the online store is not yet adapted for use with a smartphone, you lose about 30% of customers. According to data provided by Google, more than 67% of Google Chrome traffic comes from smartphone users, because the company's search algorithms currently give more preference to resources adapted for use on the mobile screen.
In addition, the development of adaptive design will allow you to better rank in the search results, and for algorithms, your resource will become more interesting than the sites of competitors. If your resource already has an adaptive version, further analyze its usability and usability. Remember, how convenient your site will be for consumers will depend on its indicators and the turnover of your business.
3. Add smart search on your site pages
This feature is now very popular and is often used on resources that are included in the top search results.
Smart Search is designed to help your customers save their time and quickly find the product or article they need. Its job is to search your site for articles that are as relevant as possible to the client's query and produce the result in a split second.
Using such a search can significantly affect the usability of your resource and save time for customers. Also, using smart search will definitely affect the loyalty of representatives of your target audience. This can affect your business prospects and the company's turnover.
4. Main icons
When designing the design for an online store site, make sure that all the key elements of your site are easily distinguishable and attract the user's attention. Using for the design of such tabs as: catalog, shopping cart, "about us". and "delivery" - bright colors, you can achieve more interaction of the potential buyer with the pages of your site.
This will increase the conversion rate of the online store site and may affect the number of sales of products, because if the pages of your site attract more attention from users, the chances of convincing the customer to buy products will become much greater.
5. Pay attention to the development of a high-quality filter system
Filters are designed to facilitate the search for the necessary materials for visitors to the online store. Their presence can improve the usability of your resource, so if you do not have them, experts recommend thinking about creating them.
If you have been using the filter system for a long time, analyze and improve it. This will allow you to achieve greater loyalty from the representatives of the target audience and, as a result, will affect the number of products sold. Taking care of the comfort and time of the client is a sure way to increase conversions and product turnover, so when upgrading the structure or design of the site, always test the result for intuitiveness.
6. Analyze the site navigation
Often on the Internet you can find excellent sites with a properly selected theme and high-quality design, but the convenience of navigation on such resources leaves much to be desired. Often problems with navigation are caused by the fact that the site was created for a long time and consistently brought results, but not every entrepreneur is ready to follow trends and update the structure in accordance with current requirements.
If your site brings results even with an absolutely non-intuitive structure and deplorable navigation-imagine what results are waiting for you when you correct navigation errors and make your resource as comfortable as possible for users.
In order to increase the effectiveness of the promotion of the online store site and increase the conversion rates of the site, you should take a responsible approach to the analysis of your navigation. To do this, you can ask one of the employees of your staff or just a friend to find certain pages on your site. If he succeeds without too much effort, then congratulations, you have high-quality navigation. If your friend spent more than 2 minutes searching for a particular page — this is a clear reason to think about updating the navigation on the site.
7. Work with product cards, create a competent Title and Description
Search algorithms respond well to Title and Description, and therefore they should be given special attention. By creating a high-quality Title, you can attract the attention of not only the search algorithm, but also the user. To do this, you need to come up with a title that will be as relevant as possible to the request of your potential client. This identity will interest the user, who will certainly want to get acquainted with your materials.
If you also use a blog to promote the website of an online store — you must use competent titles in it. The user, while searching for a solution to their problem, can pay attention to your article due to the identity of the title and its request. Using these or other tools, you can convince the user of the need to purchase a new device, and thanks to a conveniently placed catalog, your client will not need to search for the product he likes for a long time.
Also, you should not forget about the description, because customers also pay attention to it. If the title should be relevant to the client's search query, then the description should develop the topic of the client's problem and thus interest him. Do not forget about the use of keywords, as Google search robots also do not bypass them.
If you devote enough time and attention to the development of competent titles and descriptions for blog articles and product cards — this can significantly affect the effectiveness of the promotion of your online store and allow you to increase the company's profit.
8. Animations, photo and video content
When the customer gets to the product page, he first pays attention to its appearance and only then is interested in its characteristics. In order to increase the interest of customers in your products and increase the indicator of the online store version, analyze the materials that are used on the product pages.
It should be noted that photo and video technologies do not stand still, and if the materials on your site are already more than a few years old, their update can play a role in promoting and affecting the resource's impressions. In order to create beautiful product cards and tabs with your services, contact the designer and photographer. Experts will help you create great photos and develop a suitable design for a particular village.
9. Reviews and a page with them
Ratings of other customers and users are one of the most important levers that can attract users to cooperate with your company. If your site does not yet have a tab where the customer can view the review of your company, add it.
This section allows you to achieve greater loyalty from the representatives of your target audience, which will affect the performance of the online store and its promotion. Also, using a page with reviews is a great advertisement.
10. Comprehensive order information
If your goal is the successful promotion of an online store, the growth of indicators of an online resource, then pay attention to the information about the order. If you can only find out the cost and delivery time on your website after placing an order — this is not enough.
To ensure that your customers fully trust the online store and their loyalty level is constantly growing, add the ability to find out all the information about the product that the user ordered. Having the ability to find out the weight of the parcel, the invoice number provided by the delivery service, and the final amount that the customer will need to pay at the post office — your buyer will be able to calculate the amount of necessary finances much more accurately and in general will be much better informed. Thanks to this, the loyalty of representatives of your target audience can significantly increase, as well as the indicators of your resource.
Promotion of the website of the online store
If you want to improve the conversion rates of an online store's website, then the checklist posted above will help you achieve the desired results. If your ultimate goal is the effective promotion of the resource — you can apply for a comprehensive promotion to the professionals in their field, the team of the web studio Glyanec.
Digital agency Glyanec has been on the market for more than 12 years and is a leader in the field of creating websites and online stores in Ukraine. Our specialists will develop a promotion plan and set up contextual advertising campaigns for your online store. The designers of the website creation studio Glyanec will make sure that the new design of your site meets all your requirements and at the same time is trending. If your company's corporate website needs a high-quality design, or you want to promote your online store as effectively as possible, contact the specialists of the Glyanec web studio.
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