Common-pitfalls-in-conversion

9 Common Pitfalls in Ecommerce Conversion Rate and How to Avoid

Conversion rate is the ratio of the number of visitors on the website to the number of visitors actually performing a desired action. Some online websites might consider the visitors just submitting a form as a successful conversion and for some conversion count increases when someone clicks on “Add to Cart”. Typically, better conversion rate would mean better return on investment.

All Ecommerce companies usually focus on how to increase the traffic to their websites but miss concentrating on the conversion rate. You need to start focusing on how to convert those visitors into buyers.

There are several reasons why a shopper leaves a website without purchasing and it is extremely essential for an eCommerce company to be able to increase their conversion rate and increase profits. Below is a list of common pitfalls which could negatively affect the conversion rate of your website along with certain tips to help you avoid them:

1.Hidden Call-to-action

All eCommerce websites usually believe that the longer the shopper stays on the website, higher will be the chances for them to actually purchase. Keeping this point in mind, many websites have huge amount of hidden content, which is not a good practice. A call-to-action should be flashy to interest the buyers and motivate them to further read the hidden content. The content that is hidden is important and can be used as an opportunity to make sure that buyers come to read it. Hence, hidden content should be crisp, precise, interesting and attractive enough for buyers to read.

Tip

Recommend products which are related – You should try to keep the customer involved and engaged on the website. You should try and suggest related products to the customer. This would help you in increasing the sale and also the customer’s engagement on the website.

Don’t cheat your Customer – Don’t hide any information about the product with your customer. You should clearly state the benefits, features, uses, drawbacks and other relevant points about the product on the website itself.

For example, show everything related to the product’s care, size, special instructions, fabric, and dispatch and shipping details, so that the customer does not have to search for any details and does not feel cheated later.

Common Pitfalls in eCommerce Conversion Rate and How to Avoid Them Conversion rate is the ratio of the number of visitors on the website to the number of visitors actually performing a desired action. Some online websites might consider the visitors just submitting a form as a successful conversion and for some conversion count increases when someone clicks on “Add to Cart”. Typically, better conversion rate would mean better return on investment. All eCommerce companies usually focus on how to increase the traffic to their websites but miss concentrating on the conversion rate. You need to start focusing on how to convert those visitors into buyers. There are several reasons why a shopper leaves a website without purchasing and it is extremely essential for an eCommerce company to be able to increase their conversion rate and increase profits. Below is a list of common pitfalls which could negatively affect the conversion rate of your website along with certain tips to help you avoid them: 1. Hidden Call-to-action All eCommerce websites usually believe that the longer the shopper stays on the website, higher will be the chances for them to actually purchase. Keeping this point in mind, many websites have huge amount of hidden content, which is not a good practice. A call-to-action should be flashy to interest the buyers and motivate them to further read the hidden content. The content that is hidden is important and can be used as an opportunity to make sure that buyers come to read it. Hence, hidden content should be crisp, precise, interesting and attractive enough for buyers to read. Tip: Recommend products which are related – You should try to keep the customer involved and engaged on the website. You should try and suggest related products to the customer. This would help you in increasing the sale and also the customer’s engagement on the website. Don’t cheat your Customer – Don’t hide any information about the product with your customer. You should clearly state the benefits, features, uses, drawbacks and other relevant points about the product on the website itself. For example, show everything related to the product’s care, size, special instructions, fabric, and dispatch and shipping details, so that the customer does not have to search for any details and does not feel cheated later. 2. An underutilized Homepage Homepage is the best place for an eCommerce website where you can promote and highlight the best products and deals. Most of the websites only target to beautify their homepage and end up ignoring their strategies to highlight products, popular deals and schemes. By having easy navigation on the homepage, one can increase the time spent by shoppers on the website and reduce the bounce back rate. The homepage should be engaging enough and easy to understand. The shopper should find the search functionality easy to use. Tip: You should experiment well with the appearance, style and features of the landing page. The landing page informs the visitor what the website can offer them. If the landing page shows the customer that this website is different from the rest and easy to use, then this could highly help you in increasing conversion rate. Landing page gives enough motivation to the customers to stay on the page for longer. Label of any action button – In an eCommerce website, an action button or link directs the customer to take an action. These actions can be like “Add to Cart” or “Signup” and many more. You can run experiments on a more successful and liked label to these action buttons as this can also increase your conversion rate. In the past, there have been attempts and experiments around this and have shown tremendous amount of increase in the sales and conversion rate. For example, Amazon displays all its popular categories, sales, offers, deals and other important action buttons on the homepage to ensure that the visitor’s attention is grabbed by all the important things. The user is driven by the content of the website, even though they may have come on it for a different purpose. 3. Concentrate on only one source of traffic All sources which bring traffic to your website are important but only those sources should be focused upon which ensure quality traffic to the website. Most of the websites keep paying attention to all different sources of how to get traffic. There are various ways using which you can find out the number one source of traffic to your website. Once, you find out the best source for bringing traffic to your website, you should focus only on that. You should ensure that the buyers should land at the most appropriate pages. All the shoppers should be directed to the page or content they are looking for. If you are successful in bringing the traffic to the appropriate and optimized landing page, then definitely your websites conversion rate will increase. 4. Depending upon Sale or Promotion to increase Sales Many websites keep running promotions which are always good to build database and instant sales but it is very important to have long-term sales. You cannot keep burning money by running discounts and not earning any profits. At some point of time you will have to keep margins to earn profit. Using discounts and promotions is a good strategy but you need to understand that it has to be ended after a while. Promotions make your conversion rate high but no profits. Tip: Improve your websites content every month – You must keep updating your content to maintain your repeat customer’s interest. Also, on the basis of the various experiments you have conducted, you should update the content in a way that it is very explanatory. The content on the website should be very precise and clear. The visitor should exactly understand what he is supposed to do next after reading the instructions on your website even if it is just a click away or a very obvious step. 5. Not so good User Experience There are several ways to find out how a user who left your website can be brought back. Though the biggest point which probably everyone overlooks is to find out the reason why that buyer had left the website, many a times the reason behind poor conversion rate is bad shopper experience. Most of the websites fail to stand up to the shoppers’ expectations. Hence, prospective customers are lost. The cost for website designing has reduced tremendously and that leaves you with no excuse to have a website with poor customer experience. Once you have found out that poor conversion rate is due to bad customer experience, you need to surely work on it and get your website updated and advanced to suit customer needs. You should make the website so user friendly and attractive that the shopper wants to come back to your site due to great customer experience. This helps in building trust and the interest of shoppers on your products. Customers these days are very smart and cannot be fooled. Tip: Track the visitor’s behavior – Increased views, revenue, signups, downloads and a combination of these lead to an increase in conversion rate. Tracking multiple elements on the website, you will be able to test the impact of different ways a customer could help you achieve your goal, that is increased conversion rate. It is important to track different behaviors to actually learn the customer experience. Every buyer has a different behavior – The organic customers tend to spend more time on the website whereas customers who have come to your website through promotions generally bounce back in a few seconds. In the same way, new visitors view your website differently whereas returning visitors view it differently. All these different behaviors of the customer should be noted and analyzed well. The test cases should be aimed at the correct people who are able to provide you the most accurate statistics. 6. Implementation of Ideas without proper Testing There are various ideas which come to your mind for your website. Some of them are a huge success while others go against you. Most of the websites without proper testing implement the idea and later have to suffer costly setbacks. As per studies, it has been proven that majority of the ideas after implementation fail when tested. That means most of the ideas prove unsuccessful. So, if you want to save yourself from a major disaster, it is advised to perform split testing first. This will prevent you from wasting money and filtering ideas which are actually going to be successful. Tip: Keep testing the website again and again. Some tests would pass and some would fail. To gradually increase the conversion rate, lots of testing is the key. You can use testing to find out the best design and style for your website. The more you will test, the more you will find out about the success of the ideas in the form of data and not how you feel about it. 7. Focusing only on the Design of the Website Graphic designers are great at coming up with a concept and making it happen but they fail to keep in mind that great designing always doesn’t mean high sales and good conversion rate. There are many beautiful websites with low conversion rate. Most of the eCommerce companies these days work only on attractive and different styles for the website. They tend to forget to follow the other important strategies. Designing and conversion analysis should go hand in hand in order to get a website to generate good sales. You should analyze your customers and their behavior and then design the website. Tip: You should experiment well with the layout of the landing page and make it look stylish and attractive. You should try and make the website landing page bright and colorful. It should not be too filled up. 8. Mirroring others’ Website and Strategy Generally when someone is starting a new website, he tries to copy the strategy and design of an existing successful website. They copy all the actions without calculating the results. This is a major mistake as, firstly it is extremely difficult to translate their work, and secondly there is no guarantee that the other website is actually making profits. All businesses are different and their style of running is also different. Your website should be unique and all the results and statistics should be well calculated and noted. Tip: You should keep experimenting for improving customer experience. You should try different functionalities and incorporate different features to ensure people stick on the website for longer. 9. Conversion Tracking Most people are not tracking the conversion rate of their websites. This is the most important guideline. To improve the conversion rate and your strategy, you should be aware of the current conversion rate. We must track sales, logins, sign-ups, form submissions, store visits, online chats and others. You will notice a drastic improvement in your conversion rate the day you start tracking it and working on it accordingly. Below are a few points where conversion tracking would be helpful: • It will help you understand which campaign was more successful in increasing sales. It would tell you the right marketing effort which you must execute in the future and which one to avoid. • Advertising costs a huge amount of money. By tracking, you would know if your advertisements are helping. In case your commercials are drawing more conversion rate versus your advertisement in the newspaper, then you know where to spend your money next time. AdWords Conversion Tracking is the best way to track conversion rate. So, spend proper effort and time in tracking the conversion rate and start earning more profits. Obviously, if your conversion rate increases, then profits also increase automatically. One who works in digital marketing knows how important it is to work on improving conversion rates of a website. An effective campaign can help you get great conversion rate and that is the key goal. You must figure out a strategy that works best for you and your website, and then execute it. One can definitely pay an amount to increase the traffic on their website but this cannot make people buy products from your website. You need to have a good strategy to make people actually buy from your website. By understanding and following different strategies for improving conversion rate, you can easily get to know the common pitfalls you might be missing out on till now.2.An underutilized Homepage

Homepage is the best place for an eCommerce website where you can promote and highlight the best products and deals. Most of the websites only target to beautify their homepage and end up ignoring their strategies to highlight products, popular deals and schemes. By having easy navigation on the homepage, one can increase the time spent by shoppers on the website and reduce the bounce back rate. The homepage should be engaging enough and easy to understand. The shopper should find the search functionality easy to use.

Tip

You should experiment well with the appearance, style and features of the landing page. The landing page informs the visitor what the website can offer them. If the landing page shows the customer that this website is different from the rest and easy to use, then this could highly help you in increasing conversion rate. Landing page gives enough motivation to the customers to stay on the page for longer.

Label of any action button – In an eCommerce website, an action button or link directs the customer to take an action. These actions can be like “Add to Cart” or “Signup” and much more. You can run experiments on a more successful and liked label to these action buttons as this can also increase your conversion rate. In the past, there have been attempts and experiments around this and have shown the tremendous amount of increase in the sales and conversion rate.

For example, Amazon displays all its popular categories, sales, offers, deals and other important action buttons on the homepage to ensure that the visitor’s attention is grabbed by all the important things. The user is driven by the content of the website, even though they may have come on it for a different purpose.

estore-homepage-offers

3.Concentrate on only one source of traffic

All sources which bring traffic to your website are important but only those sources should be focused upon which ensure quality traffic to the website. Most of the websites keep paying attention to all different sources of how to get traffic. There are various ways using which you can find out the number one source of traffic to your website. Once, you find out the best source for bringing traffic to your website, you should focus only on that. You should ensure that the buyers should land at the most appropriate pages. All the shoppers should be directed to the page or content they are looking for. If you are successful in bringing the traffic to the appropriate and optimized landing page, then definitely your websites conversion rate will increase.

4.Depending upon Sale or Promotion to Increase Sales

Many websites keep running promotions which are always good to build the database and instant sales but it is very important to have long-term sales. You cannot keep burning money by running discounts and not earning any profits. At some point of time, you will have to keep margins to earn the profit. Using discounts and promotions is a good strategy but you need to understand that it has to be ended after a while. Promotions make your conversion rate high but no profits.

Tip

Improve your website’s content every month – You must keep updating your content to maintain your repeat customer’s interest. Also, on the basis of the various experiments you have conducted, you should update the content in a way that it is very explanatory. The content on the website should be very precise and clear. The visitor should exactly understand what he is supposed to do next after reading the instructions on your website even if it is just a click away or a very obvious step.

5.Not so good User Experience

There are several ways to find out how a user who left your website can be brought back. Though the biggest point which probably everyone overlooks is to find out the reason why that buyer had left the website, many a times the reason behind poor conversion rate is bad shopper experience. Most of the websites fail to stand up to the shoppers’ expectations. Hence, prospective customers are lost. The cost for website designing has reduced tremendously and that leaves you with no excuse to have a website with poor customer experience.

Once you have found out that poor conversion rate is due to bad customer experience, you need to surely work on it and get your website updated and advanced to suit customer needs. You should make the website so user friendly and attractive that the shopper wants to come back to your site due to great customer experience. This helps in building trust and the interest of shoppers on your products. Customers these days are very smart and cannot be fooled.

Tip

Track the visitor’s behavior – Increased views, revenue, signups, downloads and a combination of these lead to an increase in conversion rate. Tracking multiple elements on the website, you will be able to test the impact of different ways a customer could help you achieve your goal, that is increased conversion rate. It is important to track different behaviors to actually learn the customer experience.

Every buyer has a different behavior – The organic customers tend to spend more time on the website whereas customers who have come to your website through promotions generally bounce back in a few seconds. In the same way, new visitors view your website differently whereas returning visitors view it differently. All these different behaviors of the customer should be noted and analyzed well. The test cases should be aimed at the correct people who are able to provide you the most accurate statistics.

6.Implementation of Ideas without proper Testing

There are various ideas which come to your mind for your website. Some of them are a huge success while others go against you. Most of the websites without proper testing implement the idea and later have to suffer costly setbacks. As per studies, it has been proven that majority of the ideas after implementation fail when tested. That means most of the ideas prove unsuccessful. So, if you want to save yourself from a major disaster, it is advised to perform split testing first. This will prevent you from wasting money and filtering ideas which are actually going to be successful.

Tip

Keep testing the website again and again. Some tests would pass and some would fail. To gradually increase the conversion rate, lots of testing is the key. You can use testing to find out the best design and style for your website. The more you will test, the more you will find out about the success of the ideas in the form of data and not how you feel about it.

7.Focusing only on the Design of the Website

Graphic designers are great at coming up with a concept and making it happen but they fail to keep in mind that great designing always doesn’t mean high sales and good conversion rate. There are many beautiful websites with low conversion rate. Most of the eCommerce companies these days work only on attractive and different styles for the website. They tend to forget to follow the other important strategies. Designing and conversion analysis should go hand in hand in order to get a website to generate good sales. You should analyze your customers and their behavior and then design the website.

Tip

You should experiment well with the layout of the landing page and make it look stylish and attractive. You should try and make the website landing page bright and colorful. It should not be too filled up.

8.Mirroring others’ Website and Strategy

Generally when someone is starting a new website, he tries to copy the strategy and design of an existing successful website. They copy all the actions without calculating the results. This is a major mistake as, firstly it is extremely difficult to translate their work, and secondly there is no guarantee that the other website is actually making profits. All businesses are different and their style of running is also different. Your website should be unique and all the results and statistics should be well calculated and noted.

Tip

You should keep experimenting for improving customer experience. You should try different functionalities and incorporate different features to ensure people stick on the website for longer.

9.Conversion Tracking

Most people are not tracking the conversion rate of their websites. This is the most important guideline. To improve the conversion rate and your strategy, you should be aware of the current conversion rate.

We must track sales, logins, sign-ups, form submissions, store visits, online chats and others. You will notice a drastic improvement in your conversion rate the day you start tracking it and working on it accordingly. Below are a few points where conversion tracking would be helpful:

  • It will help you understand which campaign was more successful in increasing sales. It would tell you the right marketing effort which you must execute in the future and which one to avoid.
  • Advertising costs a huge amount of money. By tracking, you would know if your advertisements are helping. In case your commercials are drawing more conversion rate versus your advertisement in the newspaper, then you know where to spend your money next time.

AdWords Conversion Tracking is the best way to track conversion rate. So, spend proper effort and time in tracking the conversion rate and start earning more profits.

Obviously, if your conversion rate increases, then profit also increase automatically. One who works in digital marketing knows how important it is to work on improving conversion rates of a website. An effective campaign can help you get great conversion rate and that is the key goal.

You must figure out a strategy that works best for you and your website, and then execute it. One can definitely pay an amount to increase the traffic on their website but this cannot make people buy products from your website. You need to have a good strategy to make people actually buy from your website. By understanding and following different strategies for improving conversion rate, you can easily get to know the common pitfalls you might be missing out on till now.

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