The current industry average of eCommerce conversion rate is just 3% and that means 97 out of 100 visitors leave an online store without making a purchase. This is currently the biggest hurdle of every eCommerce business. The major reason is the lack of attention in some essential aspects of website optimization that contribute heavily to conversion. Merchants often pay too much attention to strategies and promotions and ignore the basic optimization to provide excellent shopping experience to customers. That’s a great mistake. So let’s see how you can make a substantial impact on the conversion rate of your eCommerce store by optimizing the store.
1. Make your store mobile responsive
According to a report published by comScore, 4 out of 5 smartphone users prefer using phone instead of PC for shopping. Since the number of smartphone users is growing in a fast pace, it’s extremely important that your website should be mobile optimized. Otherwise, you will lose a large number of potential customers.
To avoid this loss, you have to ensure that your store works perfectly in mobile devices. For that, the site should be responsive in design. So it can be easily visible and navigated in a mobile device. Another option is to build a mobile app for your store so that it can provide the perfect user experience for mobile customers.
2. Integrate Advanced Search Option
Customers always want to find what they are looking for easily and quickly. So enabling an advanced search is a must for ensuring a quality user experience.
Search has to provide related product options so that customers can quickly find what they are looking for. This will enhance the conversion rate.
3. Multiple Payment and Shipping Option
Studies conducted by comScore have revealed that 40% of retail eCommerce purchases include free shipping. Only 2% of customers stated that shipping offers didn’t influence their purchasing decisions. Similarly, the conversion rate is higher when a store offers more than one payment option. So including multiple payment options and giving free shipping options can enhance the conversion rate.
4. Improve the site’s loading speed
Customers are always reluctant to purchase from a store that takes too much time to load. Studies show that 25% of customers leave a page which takes more than 6 seconds to load. Using tools like Google Page Speed, you can measure the speed. If it exceeds the ideal time, get the help of your development team to identify the issues and resolve them quickly.
5. Provide an easy checkout
Don’t confuse your customers with a complex checkout process. Limit the checkout form with minimum number of fields within a single page. One important thing is not to compel a user to register before he reaches the checkout page. Forrester Research has found that making registration mandatory before checkout reduces the conversion rate by 23%.
6. Include abandoned cart recovery option
How many of your visitors leave his/her cart without completing the purchase? Studies show that the percentage of abandoning carts is 71.2% while the percentage of shopping carts converted is 28.8%. BI Intelligence has found out that merchandise worth approximately $4 trillion was lost in abandoned carts of eCommerce websites last year. So adding an abandoned cart recovery system will definitely multiply your sales.
These are the most essential aspects you will need to address if you want to improve the conversion rate of your eCommerce store. If you want the professional assistance of an eCommerce marketing and development experts team, don’t hesitate to contact us.