Ways to turn your Ecommerce site into a conversion machine

It’s a great first step to get your online web presence for you business and even better to transform that from a static information only promotional tool to a fully fledged eCommerce platform for selling your products and services. And as much as that is the route to tapping in to online customer demographic it is also worth investing the time and energy into ecommerce website development to really maintain and sustain custom through that channel. eCommerce websites, like your physical shop fronts or your office premises need regular upgrading, refurbishing and revitalising to ensure they are meeting the needs and appeal of your customers. Otherwise you can end up with an eCommerce site that may attract traffic but does not convert those browsing surfers in to online buyers. And it’s this conversion rate that is terrifically important for focusing on when undertaking your eCommerce store development.

So this week we have 3 important ways to turn your eCommerce site into a conversion machine:

1.    Make the buying process clear and simple

Look at how your current customers interact with your purchasing process. Is it convoluted? Does it require several clicks? Does it feel secure and trustworthy? Does the page load time provide too a long a delay between selection and transaction pages? All of these are really important for considering why potential customers may abandon their cart and choose not to continue. A clear process that takes minimal effort but with enough information that displays confidence in the product and company is enough to not only ensure a sale but a return to purchase again and to recommend.

2.    Check your language and content

It may seem unimportant or trivial but the kind of language you use to promote your services and products as well as explain your processes is vital in gaining custom. People need to feel that they can understand you as a business and understand what you can offer them. They also need to feel confident with your professionalism and trustworthiness. A poorly written site smacks of unprofessionalism and risky business. It’s also worth thinking about whether the language is inclusive for wide demographics of customers. Does it just focus on attracting a certain cohort of customers? The broader you make the appeal the broader the range of custom – even global.

3.    Custom eCommerce development

That’s right, don’t just look at what functions are available and being used by your competitors online. It’s very important to ensure that you are using the right plugins and techniques to manage your shopping carts, checkouts and content management systems. However, it is also very important to make them relevant for you. Think about the patterns of your customers; their age, buying habits, product selection motivations, geography, traffic to social media and usage of multimedia. Incorporate these where relevant and appropriate for your business without over complicating the site visually or functionally. After all people are more likely to make a purchase when they are confident that it is right for them individually not just that it is available to purchase.

And whilst we think these 3 tips are sure to get you on the right track; we will always be back with more advice on improving your eCommerce sites. So keep watching this space!

Posted on 25 Apr 2014