When visitors land on your site, they expect a seamless and engaging shopping experience. Ultimately, their overall experience reflects the quality of your business and the value you place in customer satisfaction – so from the moment they start browsing, your business is under scrutiny and pressure to boost its eCommerce conversion rate.
We know that online competition is fierce, and despite having great products and a strong business message, without crafting the right eCommerce experience for your visitors, you might as well be shouting about your enterprise in an empty room.
According to PayPal, since the Covid-19 pandemic, online shopping has increased by 53%, but this exciting change in consumer habits doesn’t mean eCommerce managers should be blissfully complacent. Due to this shift in shopping patterns, it’s never been more important for online businesses to focus on their click conversion rates.
What does this mean? Well, despite fighting for elbow room online, when businesses focus on eCommerce conversion rate optimisation, even the most competitively challenged of businesses can step out of the shadows and develop an online experience that converts clicks into sales.
However, just because online shopping habits are changing, doesn’t mean – if you build it, they will come. eCommerce managers need to make themselves aware of the most common eCommerce pain points and how to fix them to deliver the seamless shopping experience shoppers want.
Let’s explore these pain points below.
Pain Point 1: Your Product Pages Aren’t Optimised
Can you safely say that your product pages have an eCommerce conversion rate in mind? When a visitor successfully finds your site, navigates your menus and finds exactly what they’re looking for, they’re only a few clicks away from making a purchase.
Sadly, without the right eCommerce conversion rate optimisation, that sale will quickly slip through your digital fingers. Your product page should be developed and designed with conversions in mind and your products – great as they might be – won’t sell without a culmination of the right design elements that drive sales.
Critical pain points of poorly optimised product pages include:
- Poor product descriptions
- Low-quality media e.g., photos/videos
- A lack of reviews
- Unclear CTA (call to action) prompts
Successfully focusing on the conversion rate for eCommerce, ensures that your products are the centre of attention and will, as a result, drive your sales higher. You can emphasise your products and improve the site visitor experience with the following solutions:
Make Your Call To Action Bold
How easy is it to make a purchase on your website? Visitors shouldn’t have to dig around your site to find the right buttons or scroll endlessly to reach the bottom of a product description. Enhancing your eCommerce conversion rate could be as simple as making your CTA as clear as crystal. Make it bigger, bolder and the (second) most prominent part of your page.
While it’s tempting to get creative with the text, a straightforward prompt such as “BUY NOW” or “Add to Cart”, is all you need to ensure it won’t be missed.
Invest In Better Product Photography
You’re not a brick-and-mortar store, so visitors are relying on high-quality images to find what they need. Poor quality images won’t only be doing your products an injustice, but visitors may associate your poor media with poor customer service and value.
Don’t sell your enterprise short, invest in better product photography to convert those clicks into sales and ensure that eCommerce conversion rate optimisation is a priority. Remember: High-quality images sell products.
You can’t optimise your product pages, without including product reviews, it’s a simple yet incredibly effective way to build trust between you and site visitors. A strong sense of trust associated with your website will improve the visitor experience and enhance your eCommerce conversion rate effortlessly.
According to inc.com* 84% of people trust online reviews as much as recommendations from a friend, therefore an important part of optimising your product pages is to encourage those who do make a purchase to review your products.
Remember: While reviews are important, don’t let them distract too much from your product and the CTA – keep them at the bottom of the page and avoid sending your visitors to third party sites to read reviews.
Use Keyword Research
Ultimately, if you’re not focusing on the right keywords on your product pages, then your eCommerce conversion rate will suffer. Conducting keyword research using a keyword tracker tool can help you narrow down your search for terms that will match your product pages. Although it’s worth considering that using high volume keywords may not always send the traffic you need to your pages.
Once you’ve conducted your keyword research, you can put it into practice in your page title tags, meta descriptions, and on-page content/product descriptions. Keeping your product descriptions short helps keep your visitors engaged and gives you the opportunity to curate the voice and tone of your business, establishing a brand that goes hand in hand with your eCommerce conversion rate optimisation strategy.
Consider an A/B Testing Approach
Also known as split testing, A/B testing is a simple yet effective way to monitor and compare the results of your eCommerce conversion rate strategy and newly implemented page optimisations.
This testing process shows different groups of visitors two different variants of your website simultaneously and allows you to examine which version is getting the best results and converting visitors into customers in real-time.
Pain Point 2: Cart Abandonment
Knowing that a customer has spent time on your site and filled up their cart only to abandon it and leave your site for reasons unknown is certainly painful. Cart abandonment is frustrating – you’re seemingly doing everything right, yet falling at the last hurdle.
Delving a little deeper to understand why cart abandonment is occurring can help you get to grips with conversion rate optimisation for eCommerce, and put a plan in place to reduce your current abandonment rate.
Cart abandonment can happen for multiple reasons, including:
- A lengthy and complicated checkout process
- They don’t want to create an account
- Delivery times are slow
- Slow website performance, leading to suspicion and uncertainty about site authenticity
- Unclear or unappealing returns policies
- Unexpected additional costs
Preventing cart abandonment isn’t as complicated as it sounds, and the right approach can mean a significant boost for your eCommerce conversion rate. Let’s take a look at some of the solutions.
If potential customers have a sudden query about a product, shipping or your checkout process, providing them with immediate access to the answers they need will encourage them to go through with their purchase. Consider a chat box so visitors can reach out to someone and have their query answered promptly. Monitoring these questions might highlight a recurring issue, and give you the insight you need to make improved changes to your checkout process.
Make Payments Easier
For some visitors, the biggest hurdle facing their online purchase is the hassle that comes with searching for their debit or credit card, inputting multiple digits and going through payment authentication via your merchant account service. To reduce cart abandonment, enhance the customer experience and maintain high levels of eCommerce conversion rate optimisation, start by offering seamless ways to pay. Apple Pay, PayPal and Google Wallet etc are designed to make shopping easier – so, utilise them for a stronger eCommerce experience.
Utilise A Remarketing Approach
Sometimes, site visitors become distracted, their lunch break comes to an end or they simply neglect to continue with their purchase. It can be difficult to manage this kind of cart abandonment, however, by utilising a remarketing approach and ensuring individuals who have interacted with your site are exposed to strategically positioned ads, showcasing the items they have previously shown interest in, will bring them back to your site and boost your eCommerce conversion rate.
Just because they’ve left the site, doesn’t mean that the experience must end. Remarketing is a strong brand awareness tool that can influence previous visitors to make a purchase, potentially months after they initially abandoned their basket.
Sending visitors emails reminding them of their abandoned carts can also prompt them to continue with their purchase.
Make The Process Faster
The faster the payment process, the better the customer experience and the more clicks you’ll be converting into sales. There are numerous ways you can streamline your checkout process, such as allowing customers to make a purchase without registering for an account, asking for essential payment information only, and persistently providing reassurance that payments and personal information are being handled with care and security in mind.
According to econsultancy.com, around 58% of site visitors abandon their carts due to concerns about payment security, so an SSL certificate or PCI credential on display can increase visitor trust and ensure you’re in line with your eCommerce conversion rate strategy.
Pain Point 3: Slow Page Speed
We’ve all experienced the frustration that comes with a slow website, and when it comes to eCommerce sites, the speed of your pages often dictates how successful your conversion rate will be. Not forgetting the important role that site speed plays in your SEO success.
Some of the main reasons behind slow loading websites include:
- Persistent HTTP requests
- Too many ads
- Poor server responses
Data shared from websitebuilderexpert.com shows that 1 in 4 visitors will abandon a website that takes more than 4 seconds to load, so your site speed must keep up with visitor demand. Some of the simplest solutions include:
Optimise Your Images
Those high-quality images we mentioned above? They’re going to take up a lot of space and digital weight on your website. So, ensuring that they’re optimised converting your images to the best file format for your site will ensure these important features don’t drag your site speed down. The bigger the image, the longer it takes to load, so resizing and compressing your images will help.
Optimise Your Code
Unused website code, additional comments, complicated formatting and code littered with additional spaces and commas etc can impact your site speed, by tackling these issues you’ll enhance your site speed and your overall site experience.
Leverage Browser Caching
When visitors access your site for the first time, their device will spend time downloading the files. This can be time-consuming, however focusing on leverage browser caching means that these files and data will be retrieved through a visitor browser and on the visitors hard drive the next time they visit, rather than the server, streamlining the visitors’ experience.
Pain Point 4: Poor Social Media Engagement
As an eCommerce site, social media engagement is essential for driving traffic to your brand. And while it’s tempting to churn out content solely focused on specific products, sales and special offers, this approach can harm your eCommerce conversion rate.
Your social media pages are an extension of your site, and a part of your brand and identity, so the right approach will not only increase brand awareness but also enrich the overall visitor experience.
Some of the main issues behind poor social media engagement for eCommerce sites include:
- Using the wrong platform
- Over-saturating your content with products and sales
- Targeting the wrong audience
- Failing to engage with potential customers
Striking the right balance between your social media platforms and driving visitors to your site can feel overwhelming, however, the right strategy means you can boost engagement and convert those clicks into sales with conversion rate optimisation for eCommerce. Let’s explore some of the solutions to this pain point.
Use The Right Platform
With multiple social media platforms to consider, knowing which is the right one for your business can be difficult. You need to choose a platform that not only drives traffic to your site but also helps you establish connections with your followers. As Facebook is the most used social media platform, it makes sense for eCommerce businesses to invest in a marketing strategy that is renowned for a good ROI.
Take Time To Engage With Followers
Whether you’ve been asked a question, someone has an issue with a product, or you have followers tagging friends and family in your posts, engaging with your followers on your social media platform helps to build trust and brand awareness. Once again driving traffic to your site and enhancing your eCommerce conversion rate.
Create Engaging Content
One of the biggest social media issues facing eCommerce managers is what kind of content they should be sharing. This will naturally depend on the nature of your brand and the tone you’ve curated. However, creating content that individuals can engage with will always have a positive response.
Consider creating social media challenges, where competitors wear or use your products and share specific hashtags to take part or create competitions where participants need to like and share your content to enter. These strategies are great at developing a FOMO approach, which in turn correlates well with your eCommerce conversion rate optimisation.
Pain Point 5: Poor Product Feed Optimisation
We’ve already discussed the importance of conversion rate optimisation (CRO) on your product pages, but what about your product feed? The more detailed and enriched your product feeds are, the better positioned you are to find the right customers and the more likely you are to achieve conversion rate optimisation for eCommerce.
Sadly, ensuring that these product feeds stand out is something that many eCommerce managers neglect, and when these feeds aren’t optimised, you give your competitors the edge. Poor product feed optimisation can mean:
- Incomplete data feeds
- A lack of detail and information
- Ignoring specific feed requirements for different channels such as Google Shopping, Amazon, Facebook etc
- Failing to showcase high-value brands
Creating a high-quality product feed means acquiring more relevant traffic to your site and boosting your eCommerce conversion rate. Let’s explore the solutions.
Tailor Your Product Feed For Each Channel
The requirements of your product feeds will vary depending on the platform you’re selling on. Tailoring your content to meet these requirements ensures that your feeds will perform better and you’re more likely to get your products in front of the right customers.
Prioritise High-Value Brands
If you stock high-value brands and names, then ensure that these are prioritised in your feed. Customers who are familiar with these brands and who have had a positive experience are more likely to choose these products/brands again because of a positive experience and familiarity and convert clicks into sales.
Use High-Quality Images
We’ve already touched upon the link between high-quality images and CRO (conversion rate optimisation) but high-quality images are also important in creating an effective product feed that gets results. Using original images – rather than those from the manufacturer – are always going to perform better, and create a much better impression of your eCommerce site. Ensure your images match the specifications of your product and avoid placeholder images if you want to grab the buyer’s attention.
Ensure Data Is Accurate
Prices, sizes and availability can change quickly, therefore it’s important that you keep the data in your feed accurate and up to date. There’s nothing that will nosedive your eCommerce conversion rate faster, than someone clicking onto your website to find the product they found is no longer available.
Pain Point 6: A Lack Of Customer Loyalty
Just like any business, attracting new customers shouldn’t be your only priority. When you successfully implement conversion rate optimisation for eCommerce, you can expect your client base to increase, and it’s those repeat customers that are going to drive your revenue up and your business success forward.
Frustratingly, as an eCommerce brand, you’re facing a lot of online competition.
Finding ways to increase customer loyalty will ensure you always have a steady conversion of clicks to sales. Consider these solutions to enhance loyalty to your eCommerce brand.
Create A Community
Some of the most successful brands out there, offer so much more than just great products. Many brands have taken the time to create a community that their customers can be a part of. A place where they can discuss products, engage with like-minded people, troubleshoot and somewhere potential customers can obtain advice before they make a purchase. The more information and content your current and potential customers have, the higher your eCommerce conversion rate will be.
Make Customer Service A Priority
Don’t make the mistake of using your eCommerce approach to neglect your customer service. Good customer service is an integral part of the eCommerce shopping experience. Whether you have customers who need advice, who want to return an item or who are having issues with your site, if you want to build brand loyalty and increase your sales revenue, customer service is key.
Make It Personal
From emails and order confirmations to newsletters and birthday discounts, by making shopping with your eCommerce site a personal experience you can easily enhance brand loyalty and through word of mouth and customer reviews, compliment your eCommerce conversion rate optimisation effortlessly.
Understanding these e-commerce pain points can help you manage your site better, exceed visitor expectations and convert clicks into sales. It’s important for eCommerce managers to monitor their site analytics to better understand the behaviours of their site visitors and in turn boost their eCommerce conversion rate.
Ready to launch your eCommerce marketing campaigns to the next level? Get in touch today and let’s chat about how we can help you.