The eCommerce conversion rate is the ratio of visitors that approach your eCommerce website or landing page that converts or completes their specific activity, such as buying a product or service. Conversion rates could be defined in a business, including clicking a link on your site, engaging in a form survey, adding items to an online shopping basket, using the email newsletters, or buying into a service.
The actual conversion rate could get by dividing your outnumber of conversions by the aggregate of visitors on the website, followed by the multiplying figure by 100, even though the average conversion rate could also be calculated by the total visitor’s sessions rather than visitors to your eCommerce websites.
Calculating the Conversion Rate
To find out the accurate conversion rate, divide the total number of conversions you get in a given period by the total number of people who visited your site. Then multiply the result by 100 percent to get a percentage.
CONVERSION RATE FORMULA
Conversion rate = (conversions/number of visitors) x 100%
Examining your conversion rate is essential since you can’t improve your conversions if you don’t measure them on a continuous premise. Comparing the conversion rates on your site over time is an ideal way to track conversion rates.
Optimizing the Website Conversion Rate
Conversion optimization doesn’t include a specific size approach — average eCommerce conversion rate benchmarks could also vary in your industry and continuously change over time. Despite this, the best strategy for further developing conversions is to research and learn extensively about your potential customers and current site visitors.
Accumulate the information and customer feedback from the different traffic sources and secure channels to your sites or landing pages; types of devices customers use, the number of return visits they make to your eCommerce store, etc. Directing A/B testing is another helpful strategy for identifying the design features and following the style, such as the wording of CTAs your target audiences see as generally compelling. Examining these experiences will permit you to turn your way of dealing with and meeting your customers where they are, refining your way of dealing with service offerings.
Apart from this, below are the essential tips that would lead you to a reasonable conversion rate;
1. E-commerce checkout Procedure
A study shows that 18% of users have left the orders incomplete due to complex checkout UX issues. They face a long checking-out experience, which could be a complicated process. Therefore, your checkout process ought to be seamless and easy. Thus, the customer doesn’t have to face any complications while attempting to purchase. It is an effective and practical step for supporting conversions from visitors about to buy your products or services.
2. Trust Signals
Trust signals include adding security certificates like SSL and site seals to assist users in having a sense of security about their decision to purchase from an e-commerce website. All through the entire testing of checkout processes, the two vital user behaviours relating to trust signals are appeared as;
Relying on the design, users perceive some page sections to be more secure and reliable than some sections of the same page.
Their “gut feelings mainly examine the ideal perception of the customers of a site’s security,” Thus, the amount of trust they put in the brand mainly relies upon the trust signals or how secure the website looks.
3. Display Product Reviews
User reviews aren’t just significant yet, and they are essential to users’ confidence in the appropriateness of a product or service and their capacity to reach an informed purchase decision. Market research depicts that around 95% of the customers mainly depend upon the user’s ratings and reviews to learn more about the product across multiple rounds of desktop and mobile testing. They regularly search for two essential sections of information about reviews: the average rating score and the number of ratings.
4. Optimizing Website for Mobile platforms
As of now, most e-commerce websites are already optimized for mobile devices. However, many e-commerce sites are still not offering a great mobile experience. More than 80% of visitors or customers use mobile devices for browsing, exploring, and buying products or services. Therefore, it is essential to focus on mobile UX. One of the best ways of increasing your conversions is to make your website available for visitors on mobile devices with a well-optimized user experience. Thus, it becomes easier for people to use your site on their mobile devices and manage their e-commerce activity.
5. Better Product Photos
A product’s image tells a lot about the brand to visitors to a website. HD and clear pictures of products ensure the visitors that they’re buying the correct item. Consequently, they could have a critical effect on your e-commerce conversion rates. A recent study shows that 56% of users start exploring item images after showing up on an e-commerce page. Yet, bad-quality photographs or pictures of products that users couldn’t focus on can affect the conversion rate.
6. Easy Checkout Forms
Checkout form structures on desktop and mobile versions must be clean and easy to understand, along with the minimalistic fields. Less form gives users a clean and smooth viewing experience during the checkout process, reducing the cart abandonment ratio and leading to more conversions. A recent usability study has shown that the average checkout consists of around 11.8 form fields; this figure is more than the eight needed for most checkouts.
7. Easy Navigation on Website
Users expect a sensible website navigation system to observe what they need with fewer buttons and clicks to reach the specific part around the site. For instance, always keep an option as “View All” that enable the visitors to access all products and services available on the website within the limited scope. Moreover, make the category field visible at the top of the website navigation system. Thus, the visitors don’t have to switch to the desktop mode website for that feature. It must be visible immediately after opening the primary navigation on mobile.
8. Implementing a live chat feature
Live chat popup features seem to be a trend among websites. However, implementing the live chat feature is the most crucial step. Research shows that many e-commerce sites have demonstrated that non-user-started live chat popups are irritating and diverting, thus, which cause the visitors to leave the website with a bad user experience. Therefore, make sure to optimize this feature only when users have specific questions they need to be answered.
9. Easy Navigation
Users always seek a sensible website navigation system to observe what they need with the least number of clicks on the site. Thus, make sure to available highlighted categories and products in a single place, making the users access their desired products or services hassle-free. Using the category list to offer every product type would be the best navigation feature for users. Likewise, they ought to be visible immediately after opening the main page, either on the desktop or mobile version.
Final Thoughts
A reasonable conversion rate consists of hundreds of little design decisions that could overwhelm a business’s sales decision. To add a more good impact on conversion rate, it would be wise to add improvements in the UX of the site to enhance the user’s experiences.
Perhaps, enhancing conversion rates is a continuous process for any organization. The objective of each incremental change ought to be to make it easier for your buyers to observe the products and services they need, add further they can add it to their cart, and finish a seamless transaction.
My name is Vijay Singh Khatri, and I enjoy meeting new people and finding ways to help them have an uplifting experience. I have had a variety of customer service opportunities, through which I was able to have fewer returned products and increased repeat customers when compared with co-workers.
