When you set up your own online business and start building your e-store,
you start asking yourself three basic how-to questions:
– How to keep users in my e-store as long as possible?
– How to make users finalize their shopping in my e-store?
– How to keep the client retention number at a high level?
If those questions are still bugging your entrepreneurial mind,
learn those 7 rules that work as boosters when it comes to conversion optimization in your store:
1. The golden mean
It might seem that the more you have to choose from, the more content you are. Nah, the reality check says it isn’t always the case. Too many internal links may confuse users. They find it either more difficult to make up their minds or they click on some links on the home page carelessly and then would like to come back but have no idea how. It’s true that you should always offer some extra accessories but you need to balance it. Otherwise users might start to wonder if they actually have to buy the main product if so many extras are necessary too. The simplest solutions are usually the best.
2. Use a simple language
It doesn’t matter if you sell expert equipment or one specific type of balls. What matters is the language that you use and it should be easy and understandable for everybody. Avoid complex words and structures, just keep them diverse yet not too simple at the same time. If a product requires a detailed description, don’t spare words and explain everything in detail. Extra information can help users make up their minds.
3. Clear headlines
If you want to persuade a user to stay on your website, just show them what you offer. One of the ways to do it is to use descriptive headlines. Focus on your word choice and the style of writing. These are your tools that you can use to funnel users in a successful way.
4. Don’t put everything above the fold
When describing your products make sure you don’t put all the information in above the fold section. Although many users actually read that section, they still do scroll down while the page is loading. Remember that important details should be placed in both above and below the fold sections. For example name, price or pictures.
5. Know your margins
As the research shows, margins directly influence the conversion rate. On the one hand, the lack of margins or small margins make users digest more content from the site, on the other hand, large margins allow for a better understanding of the content. There is no optimal margin size for all businesses. You have to find your own perfect size.
6. Simple way to purchase
Shopping on an average site takes a few clicks. A resonable high number of clicks doesn’t discourage users actually. Undesired offers and actions that pop up during purchase process can, however, deter potential buyers. Make sure not to bother your prospects with popping banners or not to force them to provide detailed personal information. This is what clients don’t like and escape from.
7. Icons and conversion rate
E-commerce sites started to use more icons that are to replace words or expressions. It’s the consequence of site space optimization and keeping up with current design trends. You shouldn’t jump on the bandwagon and start using icons everywhere. You need to be careful as not everybody will easily guess the meaning of a icon (other than a shopping cart). If you need to use icons, use those that are easy to understand.
Now, will you be able to answer three questions asked at the beginning?