Conversion Rate Matters

The conversion rate on your ecommerce site matters as it is a direct reflection on how your business is going. The higher your conversion rate on any page the better your website is at turning visitors into customers.

Different types of products will have different conversion rates. As a rule the more expensive and less frequently purchased an item is the lower the conversion rate for that type of product will be. Think buying a computer vs buying bread and milk.

In ecommerce, the term “Conversion Rate” usually refers to the ratio between the number of visits to an online store and the number of purchases made in a given period of time.

Improving Conversion Rate

There are many ways to improve your sites conversion rate and most of them are similar to what you would do in a bricks and mortar store. The key thing to think about is what is a barrier to making a purchase and how can I remove it.

    • Remove as many steps as possible to checkout. eg.If all your customers only come from New Zealand then don’t ask what country they are from.
    • Add your guarantees and warantees. Building trust online is hard, by clearly displaying your promises to the customer they can purchase feeling safe in their desicion. This also means having easy to read non legalese returns policies.
    • Make the buttons personal and tangabile. What will the customer get if they click on this button. Where possible phrases like “Order My Item.”
    • Use testimonals or reviews where possible. Reviews and testimonals help build trust. People are reluctant to be the first to jump on and try a service or buy a product. Reviews and testimonals show that others have trusted you so your new customer can as well.
    • Keep the important information above the fold. (The part of the screen seen without scrolling.)

Digital Peak Can Help Your Site Convert More Visitors

  • Clearly state the benefits of your products or services. Good copy can be tricky to write so think about what questions a customer would normally ask you face to face and answer those.
  • Add physical descriptions and photos. If you are selling physical products then it is important to give your potential customers every possible piece of information they may need to buy. This includes a description of how large an item is. If you have ever been disappointed by a serving size of food you ordered from a menu you will understand why size information is important.
  • Clearly show time frames. If you offer a service how quickly can it happen. If you offer delivery when could a customer expect delivery.
  • Create dedicated landing pages for your paid advertising. The homepage of your site is a great way to greet customers but it is not the most effective page to sell a particular service or product. A dedicated page will allow you to focus on what interested the potential customer.
  • Recommend related products. Maybe the product that the sites visitor has landed on is not exactly what they were looking for. By showing related products you increase your chances of showing the visitor the product or service they are looking for.
  • On a landing page have only one purpose. If you distract your potential customer with mixed messages then it likely the visitor will not convert on the product or service you are showing them.
  • Offer multiple payment options. There are several payment options avaliable for ecommerce sites (Paypal, Stripe, Cash on Delivery and Direct Credit.) if someone is willing to pay you money you should try to facilitate the transaction.
  • Make sure your team is visible on the landing page or near CTA’s (Call to Actions). By showing your photos or details you remove the fear factor and show that a real person is backing each purchase.

Average Conversion Rates

Overall Organic Direct Google Ads Facebook Ads Emails
Average CVRin ecommerce 1.33% 1.18% 1.46% 1.55% 1.56% 3.84%
AVG CVR of storesin the top 10% 3.65% 3.70% 3.98% 3.77% 2.49% 9.89%

These figures are from compass