Two Ways to Improve Ecommerce Conversion Rates

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Simplicity is key when it comes to making online purchases today. Faster, cheaper, easier… These are all traits that people have come to expect during their shopping experiences. Try and think back to the last time you ordered something online… Was it a difficult process? Was the landing page cluttered? If users answered yes for either of the above in regards to your website, your business could be missing out on conversions that may have occurred otherwise.

Today, we will discuss some techniques for improving conversion rates on your Ecommerce websites. To be specific, I will highlight the importance of minimizing clutter and simplifying your checkout process.

 

Minimize Clutter

The first thing you’ll want to do for a quick conversion rate boost is to remove any and all clutter from your landing page. When a web page is full of lengthy paragraphs, multiple calls-to-action, widgets or too many links, users can become confused and frustrated. Obviously as a business owner, this is never a good thing to see because feelings like these drastically increase their likelihood of bouncing from your page. However, maintaining a clean landing page that is easy to digest and navigate can help prevent this from happening. Here are a few things to look for when cleaning up your landing pages:

  • If there is excessive text, utilize concise bullet points to convey information about your products instead.
  • If there are excessive links, use your Analytics tracking to determine which areas of your site are most popular and include only those links on your page instead.
  • Remove anything else, such as widgets, stock indexes and weather forecasts, from your page that could ultimately distract your visitors from converting.

The trick is finding a unique balance between what is truly necessary for users to convert and the extra elements that serve only as distractions. By improving the tidiness of your landing page and removing extra distractions, you can provide an easy boost for your conversion rates.

 

Improve Your Checkout Process

Another way to boost your conversion rates is to improve your website’s checkout process. Whether you’re trying to cut back on the total number of pages involved or trying to instill a sense of security in your customers when performing transactions, there are a number of usability best practices that can help. Here are a few ways to improve this process:

  • Provide breadcrumb trails if your checkout process includes more than one page. This makes it simpler by reminding your customer where they are in the overall process with a clear graphic.
  • Indicate required fields for your submission forms with asterisks. Some fields are required and some are optional, so be sure to clearly label this for your customers.
  • Include easily recognized trust symbols and badges. This is a good way to remind your customers that their personal information is secure throughout the ordering process.

Using the techniques above, you can certainly improve the efficiency of your checkout process, while leaving your customers wanting to come back for more.

At the end of the day, simplicity is key when it comes to online shopping. Users expect to find what they are looking for and find it easily. Today, we’ve outlined a few ways to go about improving your Ecommerce conversion rates. What are some other ways to go about simplifying your webpages for CRO? Feel free to leave any comments below. Thanks for reading.

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  • http://twitter.com/Tiesdotcom Tiesdotcom

    What are your favorite a/b testing tools for improving conversion rates?

    • Troy Boehm

      Depending on how many ad’s you like to run or the size of the ad group – A very simple way is to set the ad rotation to even and run two ad copies that are the exact same, but that lead to different landing pages. This will let you know which landing page performs better under that same circumstances.

    • http://twitter.com/daverosborough Dave Rosborough

      Website Optimizer is a great way to run A/B tests, particularly for testing landing pages to improve conversion rates. When it comes to keyword bids and ad testing, AdWords Campaign Experiments (ACE) can also be helpful for incremental growth. Thanks for reading.

    • http://www.infiniteconversions.com/ Infinite Conversions

      Hi,

      We’ve got a bunch of tools we use.

      Here are some free or low-cost A/B testing tools:

      A/BINGO

      AB TASTY

      CLICKTALE

      CONVERT

      EXPERIMENTLY

      GENETIFY

      GOOGLE ANALYTICS EXPERIMENTS

      GROWTH GIANT

      NINJA BUTTON

      OPTIMIZELY

      PHPSCENARIO

      SPLIT TEST ACCELERATOR

      SPLIT TESTING PRO

      UNBOUNCE

      VISUAL WEBSITE OPTIMIZER

      ZENTESTER

  • http://allmarketingsolutions.co.uk/social-media-marketing-services Ayaz

    HI Dave! I agree with you providing the simplicity on the estore is really crucial and I took it in this way that If I do the shopping online than I need simple store where I can buy and can also be guided with simple written directions and if you managed to do this that’s certainly the great booster for your store.

  • http://www.facebook.com/raju.paliwaal Raju Paliwal

    Hello Dave.
    Will Enhanced CPC option will help in CPL based Campaign ?
    I am a new PPC analyst want to know about it in detail.

    Thanks in advance

  • http://www.facebook.com/raju.paliwaal Raju Paliwal

    Will Enhanced CPC work in CPL based Campaign ?
    I am new in PPC, Please tell me in detail.
    Thanks In Advance

    • http://twitter.com/daverosborough Dave Rosborough

      Raju,

      Enhanced CPC will not work if you are opted into Conversion Optimizer. By selecting that option, you are given the choice of using the suggested CPA bid -or- a custom CPA bid. However, if you have a campaign running with Enhanced CPC, you can always cross-reference your CPA goals manually if you have segmented your campaigns and ad groups appropriately.

      Hope that helps, thanks for reading.

      • http://www.facebook.com/raju.paliwaal Raju Paliwal

        Thanks of your response Dave!

        What Match Type Help in Decreasing my CPL ?
        Currently I am Using “Phrase” Match Keywords Only.

        I am Getting few Clicks but no Conversions.

  • http://twitter.com/daverosborough Dave Rosborough

    Hi Sajan,

    I appreciate the kind words. Just out of curiosity, how have you gone about adding a sense of urgency to your ecommerce pages? Limited time offers? Promo codes? Would love to hear your thoughts.

    • http://www.esparkinfo.com/ Arun Nair

      Hi Dave, I would like to say that is the limited time offer like 2 hrs left & 200 products sold or kind of bidding or options could be festival specials. If I am handling social media I would like to go with coupon code.

      Thanks
      Arun Nair