If you haven't been paying attention, it's time for an update: E-commerce is booming, and companies are searching for more ways to attract consumers to their sites. With many online stores looking to convert those shoppers into loyal customers, some struggle to understand why their websites are causing them to miss out on customer acquisition and overall sales.
It can be challenging for new business owners to figure out what is causing a low conversion rate. It could be that the product isn't right for the target market, a lack of successful marketing tactics to bring people to the site, or just an overall disconnect between the consumer and the products. We strongly believe that there is a buyable product out for everyone, so unless your products are wildly overpriced or poorly made, it is possible to find your customer base on the internet. E-commerce companies can have great products yet, still have a high bounce rate, often due to a lackluster online store.
So the question is; how do you fix a lousy e-commerce website?
Improving Load Speed
According to Ecommerce Speed Hub, the actual speed of your website can affect your conversion rate. They report that improving your site speed by just 1 second per page load can increase their conversion rate by 3.3% and reduce your bounce rate by 12.2%. Website speed affects consumers and whether they will or won't purchase from your business.
Yahoo Finance states, "On average, the typical buyer journey takes 70.2 seconds. eCommerce sites that optimize page load times are 21% faster than non-optimized sites and cut 15 critical seconds off the shopper journey leading to higher conversions." Customers will leave your site and never return if it takes too long to load or too long to shop, especially if it's too slow on mobile.
#Shiptip: Not sure if your website is too slow? Check out Yahoo Finance's article to calculate your website's speed time.
Improving your Website Layout
According to SemRush, the design, look, and function of your e-commerce site strongly reflects your preferences. E-retailers don't necessarily need to design their website to look a certain way; instead, they need to focus on a conversion-focused website. Websites that make customers take multiple steps to find what they're searching for, those trying to be creative instead of specific, and not being mobile-friendly are all causes for customers to leave frustrated. Your company's website doesn't need to be the fanciest to convert. Improving your website layout means it's focused, informational, and easy for customers.
Fixing the Check-out Process
Did you know that check-out process load time can also affect your conversion and bounce rate? For the check-out process to be smooth for customers, it should include:
- Multiple payment options.
- A clear description of what is being purchased.
- Delivery cost and time.
- Promo code options.
- Quick load time between each step.
Many smaller e-commerce companies take customers to a separate site or page because they outsource their payment and check-out process. Make sure you are partnering with a suitable processor that suits your target market's needs.
If you are struggling to convert people to your website, you most likely need to redesign your website. Remember, it's about conversion. Companies can go wrong when they try to make the most creative and unique website where no one can navigate. Focus on the customer and your conversion and bounce rate. A good website makes your business money!