Optimise Your Ecommerce Website to Get More Sales

How many times have you gone to an ecommerce website and then drifted off without buying the product? Chances are that the number is big. Visiting an online store is easy. It isn’t a time consuming affair. A smart phone and an internet connection is all it takes to take you to the store. You are also spared the traffic jams of our cities.

But then making the purchase decision there is not that easy. You can’t touch and feel the product online before making the purchase. And then you have your doubts. Is the product of good quality?  Am I getting the best deal? Can I trust the site? The temptation to check out other sites is always there. It is just a matter of a few more clicks.

Your customers are no different. That makes selling goods online a difficult proposition. So if you are running an ecommerce website, you better be ready to provide a good shopping experience to your customers – one that hooks them to your site and entices them to buy what they want on your site.

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Attract customers

To sell products online, you have to first attract customers to your site. On the web, the best way to do that is to be Search Engine friendly. Research and find out the keywords or phrases that your potential customers search for, when they are looking for your product on the web. And then optimize your site for search engines by incorporating those keywords in your site. This would help your ecommerce website popup on top of the search results when someone searches for the products. And that means more visits to your website.

Social media is another important channel to reach your customers today. Running promotional campaigns on social media will help attract customers to your website. Social media also offers you the opportunity to target the audience in a better fashion.

Affiliate programs are another effective method of attracting customers to your ecommerce site. The affiliates will market your product and bring you customers for a small fee. But your ecommerce platform should support running affiliate programs for you to take advantage of this route.

 Convert visitors into buyers by providing a good shopping experience

It is not just enough to get customers to visit your store. If they do not buy the product, a visit will just add to the load on your server. Conversion rates – the percentage of visitors at a site who purchase a product – are very important for you to make money out of your site. Chances are that you will lose the sale if you do not convert users the first time they visit your online store. Studies show that the conversion rates of online stores are just around 2 per cent. Even a small increase in your conversion rates could do wonders to your bottom line. Every decision you make from the choice of your colours and font of the text to the placement of buttons and the categorisation of products could affect the conversion rate. Hence it is very important that you get the right balance in your ecommerce website.

Have sound site architecture

Group your products into categories and subcategories in a logical and easy to understand manner. This would help customers find what they want easily, and also help search engines get a good understanding of your ecommerce website. Ecommerce websites often have thousands of products and having a solution that enables you to dynamically manage catalogs is very essential. Using breadcrumbs to make sure that the users are always aware of where they are will also help enhance the site experience.

Write attractive content

Research shows that the conversion rate is proportional to the time people spent on the website. What better way to make them spend more time on the page than having content that is attractive and informative. Well written blogs can help you attract traffic to your site and establish your thought leadership in the area. It also increases your search engine rankings. All these contribute to increasing your sales. A Content Management System could help you a lot in managing the blogs and other content on your site.

Optimize you product page

The product page is the one where most people decide on purchasing the product. So you have to ensure that those pages have a wealth of data about the product. It should describe the product in detail. The description should create a positive image of the product in the minds of the customers. It should bring out the problem that the product solves. The description should be supported by multiple images of the product from various angles, which give the customer a clear view of the product. This is especially important as people cannot touch and feel the products on the web. Videos that explain the operation of the product could also be added. Positive reviews and testimonials will also prompt customers to buy the product. The page should also have a call to action that urges the customer to make the purchase without delay.

 Streamline your ordering process

Studies show that around 70 per cent of the customers abandon their shopping cart before check out. There are many reasons for this – such as high load times, complexity of the process, the absence of their preferred payment method and high shipping charges being some of them. Make the ordering process a breeze for customers, to ensure that they do not abandon the cart. Some measures that could be taken are reducing the number of pages, showing how much they have progressed in ordering, providing many payment options and remembering previous shipping and billing addresses. It is also important to keep the process distraction free.

Use analytics to fine tune your site

Data provided by analytics tools can give you insights into the behaviour of customers at your site. They help you identify trouble spots in your website and remove them. Use the data to fine tune your site and make it more user friendly.

Ecommerce has today become very sophisticated and competitive. Gone are the days when you could improve your ecommerce website experience through gut feel and impulsive decisions. Today those decisions have to be data driven. It is not surprising that all ecommerce solutions worth their name today provide built-in analytics tools. If your ecommerce solution does not provide one, try using the analytics solutions provided by Google or your hosting provider.

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