Many visitors to your homepage are an important prerequisite for generating sales. This insight applies to all business models, whether web store or affiliate marketing. However, an impressive number of page views does not always go hand in hand with appealing revenues. Do users actually buy from the store? Do they click on the advertising link and generate sales on the target page?
In e-commerce, visitor numbers indicate the proportion of transactions.
The conversion rate as an important key figure: definition and significance
Conversion rate is easy to calculate: Divide the number of transactions by the number of page views or unique visitors.
For an exact analysis we recommend the Unique Visitors as a reference value. Basically, the conversion rate in e-commerce is lowthat may disappoint laymen. Conversion rates of 1 % and less are not uncommon. This is partly due to the fact that many users only want to inform themselves.
If you want to improve your individual conversion rate in e-commerce, you need to assess the current rate first. Compare the rate with the key figures of competitors in the same industry. This industry reference is indispensable. For example, the conversion rate is significantly lower for sellers of high-priced goods than for stores that sell items at low prices.
Analysis at lower conversion rates compared to the competition
If you find that the proportion of transactions is too low in an industry comparison, a Optimization of the conversion rate requires an in-depth analysis. The low rate can be due to a variety of factors. This makes it difficult to improve the conversion rate in e-commerce. Typical examples are:
- Addressing the wrong target group
- User unfriendly website
- Deterrent or insufficient content
- Offer in need of improvement and lack of customer service
Critically review your homepage and your offer. Here, too, a competitive analysis provides valuable services. At the same time, you should put yourself in the position of users: Would you make a transaction if you were arriving at this homepage for the first time? When answering this question, consider all aspects such as web design, menu navigation, prices for a particular product, and choice of payment options.
On the basis of a comprehensive analysis, there are many targeted possibilities for conversion optimization.
Adapt marketing to the target groups
In some cases, unsatisfactory commerce conversion is due to the fact that operators are Target the wrong audiences through online marketing and on social media. Among other things, they entice with Google Ads and affiliate marketing users to their site who are not eligible for the desired action such as a purchase or a lead. This is particularly annoying with advertising measures such as Google Ads, because you unnecessarily burden your advertising budget.
Therefore, use a free tool such as Google Analytics and regularly monitor the conversion rate, also pay attention to the specific times of visit abandonment.
If many users leave the homepage immediately after calling up the homepage, this is a clear Reference to wrong target groups. If, on the other hand, they have added a product to the shopping cart and only cancel the purchase afterwards, there is another reason for the lack of sales.
Design more user friendly homepage
The User Experience is another point that increases the conversion rate in the E-commerce influenced. Good homepages are characterized by user-friendliness. Users find their way around quickly and intuitively and get to with just a few clicks to the information you are looking for or products, respectively. With a well-structured page layout and clear web pages, you contribute to a pleasant user experience. At best, the search function is also convincing. In online stores, buyers also appreciate the option of narrowing down the product search with criteria such as price, colors, brands and the like.
Basically, the faster users get to their destination, the more likely you are to see sales.
Website content: Is there room for improvement?
If you want to improve your e-commerce conversion rate, deal with the texts, images and graphics on your website. Good texts meet the following criteria, for example:
- correct spelling and grammar
- Stylistically appealing formulation
- clearly arranged with elements like subheadings
Remember that texts should convince readers of a transaction. For example, add Call to Actions to encourage users to take the desired action. As with the written content, you should analyze the images, graphics and videos to see to what extent they arouse the interest of the viewers and encourage them to make a purchase or other transaction.
Review offer: Is it competitive?
Last but not least, you can also achieve higher conversion rates by optimizing your offer and your customer service. If you charge much higher prices than your competitors, don't be surprised if your conversion rate is low. Lower the prices or advertise with free shipping. Also, extras like a long warranty period or a liberal return policy can help improve your e-commerce conversion rate. Also pay attention to the payment options.
Many customers prefer certain procedures: If you don't offer them, you lose these potential buyers. A wide choice of payment methods often leads to an increase in the conversion rate.