To increase the conversion rates on your ecommerce site, no part of the user's journey can be ignored. From this initial landing page and the validation of your order, every step a user takes on your website must be carefully designed with this final purchase in mind. However, it is easier to build than to build a user path that successfully balances a pleasant shopping experience with a clear path to conversion.
To help you design a more engaging and intentional conversion path on your ecommerce site, some best practices.
1. Clear Purchase CTAs
Having a clear call to action (CTA) is essential for converting website traffic into sales. This is what turns a visitor into a customer in the shortest possible time. Most CTAs are usually a "Buy" or "Add to Cart" style button that stands out from the rest of the page to attract the visitor's attention and encourage them to click.
CTA's wording must be short and sweet. Phrases such as "Buy now", "Add to cart", "Checkout", etc. Simply put, CTA has to align with the visitor's interest; A person on the product page is interested in clicking "Buy Now," while someone on a content page will be interested in "Read More."
You can also consider creating a sense of urgency on your e-commerce site. It has been proven that when users feel a sense of urgency when shopping online, the conversation rate can increase by 332%. This can be done simply by changing the way you write your CTAs – for example, changing "Shop Here" to "Shop Now" can make a difference by pushing the visitor to check.
Below, you can clearly see how CTAs are different from the background.
If the eye is drawn, the cursor is too.
2. One-click simple checkout (for guests)
Although adding clear CTAs for visitors to add items to their cart is a good step in conversation rates, there is another step even more important. By adopting a payment process similar to Amazon with a one-click payment process, you can skip the "Add to Cart" step and allow visitors to quickly and efficiently view the product page. Amazon has recently lost its patent for the one-click payment process, so you can implement it on your own website.
According to a recent Magento blog, shortening the payment process in one click allowed visitors to place an order. 10% of the time, it takes a conventional method, which is an important factor in the percentage of abandoned carts – when visitors simply abandon the payment process because it takes too much time.
With regard to the abandonment of the e-commerce basket, we can see that by eliminating the additional steps required by a traditional payment process, we will greatly increase the chances of the fund's conversion. A recent eMarketer article reported that just under 75% of shopping baskets are abandoned, and even more so for mobile users.
Even if you do not want to set up a one-click control, as much as possible by requiring a minimum of data from the user – Amazon does a great job with its one-click payment system and a well recognized CTA.
 3. SSL Greenbar
It has been shown that dropping the cart drops dramatically when you view the SSL greenbar on your website. Here is what they look like on different search engines:
The SSL greenbar is essential for transmitting a reliable and reputable website because all major trading sites electronics should have them. This is not only a visual clue for the potential customer, but also an important safety aspect.
Having a SSL greenbar encrypts the visitor's payment information, which makes it difficult to steal his information. In other words, users do not want to buy on an unsecured website – the big red X with an unsecured padlock can be a real barrier to converting visitors into sales.
Even Google has started to include SSL-certified websites, offering up to 5% increase (a very simple and cheap way to increase your SEO score)
When & # 39; A recent test conducted by Blue Fountain Media, two forms have been created on their website. The one shows a Verisign seal (the right image) and the other one without (left).
Through tests, they found a 42% increase in conversions on the form containing the Verisign seal, demonstrating that the
4. Payment methods (visible with PayPal)
There are currently more than 200 different online payment methods that do not depend on a card, including direct debit, bank transfers, digital wallets, electronic invoices and digital currencies (like Bitcoin).
When designing your e-commerce website, it is essential to adapt to this market, especially if it is expected that these types of transactions will account for more than half of online payments by 2019 , according to a report from Global Payments.
Although it is impossible to have more than 200 different payment methods on your website, it is important that you understand your target market and that you can offer the most suitable payment methods. For example, a website on clothing, whose average spend is £ 50, could benefit from payments mainly of the credit card and debit type, while a website such as overclockers.co.uk might want increase the value of the products.
By offering the three best payment methods in your industry, you can expect to increase your conversion rates by only 30%. However, it's not as simple as defining and disregarding your payment methods – you need to analyze the data received from your customers' checkouts on each payment method and be prepared to adjust them accordingly.
work by showing all the options available to buy in the product description, and near the CTA.
5. Reviews on Products or Companies
Reviews are one of the most powerful tools for converting any interest in your product into a sale. Visitors want to hear from other buyers, not only if the product they are interested in is really useful, but also about the service they received from your website.
By showing reviews directly beside or below the product, you instantly demonstrate that you are a trustworthy seller. It has been shown that customer recommendations drive between 20% and 50% of all purchasing decisions and that 87% of people believe in reviews they have read online about products and services.
Without comments, customers can ask questions about your website: why are there no comments? Is it an authentic site?
Web sites such as AO.com and Amazon offer customers opportunities for instant feedback on the quality of a product or service, so that when it does not occur, it is not a good idea. is not demonstrated, this can worry potential customers. which is detrimental to conversion rates.
Again, Amazon leads the way with reviews – it's the first thing you see when you search for a product and gives you an instant indication of the quality of a product. Well-chosen Images
The excellent photography of the product or service you are selling is essential when you are trying to increase your sales on your ecommerce website – as the old saying goes, "an image is worth 1,000 words. We have written on this subject and its importance in all sectors.
Humans, by their very nature, are visual beings. We often look at pictures and graphic elements before reading product information – this is what draws our attention initially. You must make sure you have the best possible photos of your product, as well as a good range of images covering all angles and details. This gives the buyer a confidence in what the product is, its quality and what it should expect when it receives it.
On the other hand, if you have poor quality images, no zoom function and a lack of detail, you can leave your potential customer worried, wonder if you may have something to hide? Maybe the product is wrong? Why are the pictures of poor quality? These are sufficient to dissuade a visitor from converting.
The data shows that visitors do not actually read the information on your websites, only 16% of readers will browse the entire page and read word-for-word, while more than 75% will simply search for excerpts from their websites. information and photographs.
It's also worth noting that by creating good-quality images, you're more likely to share them on social networks. Studies show that 74% of people use their social media networks to obtain information about purchase decisions.
7. Mobile Optimized
More than 50% of web traffic is now mobile. As this number increases significantly from year to year, it is essential that your e-commerce site is compatible with mobile devices.
In 2015, Google officially declared that mobile searches were more numerous than on desktop computers. When you consider that mobile baskets are much more abandoned than on desktop computers, users abandon their websites if they do not load in less than three seconds and users want to quickly see them. is optimized for mobile. A mobile-optimized website will result in massive adoption of conversion rates.
Having a simple payment process is even more important on mobile than on desktop computers. Users work with a much smaller screen, so there are fewer distractions. Stay simple. Users want to add the item to their cart, pay and go out. This can be done by removing all unnecessary items for the mobile and directing the user to a simple and easy way to follow towards the checkout.
It is also important to remember the unreliable nature of phone data. With a phone signal in a fraction of a second reducing users' download speeds at a fast pace, it's imperative that your mobile-optimized site has the smallest page size possible, which means fast loading times even on a slow internet connection. Simple steps like this can make the difference between converting mobile sales and not.
8. Concise and Effective Product Descriptions
Product descriptions are a key tool in your online sales arsenal. Without effective product descriptions that sell the product to your customers, you lose click-through rates and purchases.
A boring or fuzzy product description is not going to cut it – your customers will change attention off and will not be interested in buying. That is why it is essential to focus on your ideal buyer and to target him personally, with words and descriptions that relate to it. This gives your customers the feeling of understanding their wants and needs.
Although we are talking about building the trust of your customers, it is essential to avoid using clichéd expressions such as "excellent quality", "authentic", etc. your excellent product photos, your elegant website and your efficient payment process that we have already touched on. Trying to convince your potential customer that your product is "of excellent quality" gives the impression that you may have something to hide and that you try too hard to convince him that you are selling is actually of good quality .
Most importantly, the most important factor to consider when writing your product descriptions is to keep it concise. As we mentioned before, users of your website will read and anything longer than a few lines will be ignored or ignored. If you have a large amount of information to pass on to your client, you may want to consider hiding it behind a "read more" button or reduce it to easily digestible items.
with their product descriptions – although they are not the most personal. They are concise and precise, but also offer tons of information (if you wish) by scrolling through the page.
9. Minimum Layout
Creating an easy-to-follow and consistent path between the home page and the checkout is one of the most important factors for evaluating bounce and conversion rates because a study conducted by EyeQuant showed clearer sites images, less text, etc.) experienced a bounce rate and conversion rates significantly lower than those of a more complicated website.
While it may seem daunting to think that your e-commerce site is more minimalist, it is relatively simple If you follow a few simple rules:
- Focus on product images with less than 39 design elements and distractions on the product pages.
- Direct your customers to add to shopping cart, purchase or payment with big CTA buttons. ] Test your website – it's often overlooked, but it's critical that you make sure your payment process works as well on your new iMac or iPhone as it does on a five-year old desktop. Internet Explorer or old smartphone.
- Limit your colors. Again, the fewer distractions, the better. Concentrate your user on the product itself and then on the payment button.
- Less is more. If the product page still works without it, lose it.
If you follow these four steps to rework your product pages, you'll see a significant increase in order completion and lower bounce rates.