Conversion rate optimization converts the percentage of conversions from a website or mobile app. Conversion is the key to long-term success. It involves generating ideas for elements on the site or app that can be developed, validating the hypotheses through A/B testing and multivariate testing.
Why Conversion Rate Optimization is different for e-commerce websites? Retail stores sell physical products, which is more complex and time-consuming. The difference in average conversion rates is partly because a website might have one or two steps in the checkout process, whereas an e-commerce store could have five or six. So optimizing the conversion rate is essential.
So e-commerce stores need to focus on a seamless purchase process, from product pages to checkout. In addition, E-commerce stores offer unique offerings like easy shipping and returns, which significantly impact the costumes’ purchase decisions. So, e-commerce owners should focus on creating a seamless purchase process to increase the trust and confidence of the customers.
To increase the conversion rate and revenue, e-commerce stores should adopt proper strategies. Let’s have a look at the three key steps to enhance conversion rate optimization.
1. Recommended and Relevant Products
E-commerce owners should add the recommended products to increase the conversion rates and brand value. A detailed description of the product should be there on the product page. When visitors visit the product page, they want to check all the information to check if the product meets all the requirements. The description will make them take the right decision towards the purchase and increase the conversion rate. In addition, E-commerce sites can increase their visibility by recommending other products based on the customers’ purchase history and search results. These recommendations increase customer engagement and sales.
2. Streamlining Navigation
The conversion rate increases when visitors find the products they are looking for. Navigation is the first place that shoppers look when they look for a specific product in a category. Complex navigation leads to frustrated customers. So proper navigation should be there to give the customers a seamless experience. Though there is no one-size-fits-all solution for all e-commerce websites. So marketers can customize the navigation depending on the type of the business and offerings.
3. Seamless Check-Out Process
As per survey reports, most of the e-commerce carts get abandoned at checkout. If the checkout process is not easy and various types of payment options are not available, visitors can leave the cart without the checkout process. The whole checkout process should be done within a single page otherwise customers will lose their patience and leave the site. Auto-filling is another important feature of a quick checkout process. Websites should save the billing and shipping information to make the process faster.
There are many other strategies that should be adopted for the enhancement of conversion rate optimization. Salesforce has introduced the Commerce Cloud platform through which e-commerce owners can easily maintain all the strategies and move towards the increased conversion rate.
Are you looking for a customized Salesforce solution to take all the advantages of the leading CRM platform? Please feel free to take a consultation call with CloudVandana, a registered Salesforce Consulting partner, and take your business to the next level.
Digital Marketing Manager at Cloudvandana Solutions