Are you looking to double your online revenue?
If you are not making good money from your e-commerce website, then the first thing you should do is review the analytics report and determine exactly where the problem is. However, if you find that the traffic to your website is very steady, only that customers are not completing orders, then it is time to consider optimizing the conversion rate.
At the heart of conversion rate optimization is making sure your website is easy to access and that visitors enjoy browsing and buying. Of course, sometimes this depends on the level of trust you build with your potential customers, and if they don't trust you, then it's hard to place an order. We're now focusing on conversion rate optimization, and according to this guide, you can easily do this and even increase your profits by several times.
3 Steps to Optimize Your E-Commerce Website
- Optimize product pages to maximize ad effectiveness
- Should I optimize the current theme, or start a new one from scratch
- 5 optimization tips
Optimize product pages to maximize ad effectiveness
Assuming you are a master of Facebook Ads and place $300 ads per month at a very low cost per click of $0.1 (the average for retail e-commerce is $0.45), this will bring you 3,000 paid visitors. Since the average conversion rate for e-commerce sites is 3%, you could get about 90 orders per month.
What if I told you that with a few simple tweaks, you could dramatically increase your conversion rate?
You just need to add the FAQ section and put the buy button on the first screen to possibly achieve this.
Optimizing your online store is a complex and far-reaching activity that will directly impact your future revenue levels, but the first question is.
Should I optimize the current theme, or start a new one from scratch
Unfortunately, I can't give you a definitive answer. There are pros and cons to every option, and it all comes down to which trade-offs you are more comfortable with.
When to start a new topic
Imagine this: you install a brand new theme on your website and are happy to get it up and running properly.
You may find great online stores elsewhere that you want to emulate and have a specific vision: there must be countdown timers, backorder features, and a library of videos that play automatically.
Then you start working on your own website theme and find that it seems impossible. Sure, you can customize basic settings like fonts and images, but when it comes to advanced features, you feel helpless.
While there are many plugins or apps that can help you with this, you usually have to pay to use them, plus there may be upsells. It feels like expectations and sadness about the reality that you had a grand vision at the beginning, but it's difficult to achieve.
Our advice: If you want to have full control over the look and functionality of your website, the best thing to do is to build a completely new website from scratch.
That is not to say that this option does not have any drawbacks.
- Requires more time and money
- Depending on the complexity of the site, this could take 3 to 6 months and you may also need to spend a sum of money to cover the development costs.
- More risks exist
- The tried-and-true online store is working perfectly with a reliable foundation, but if it is built from scratch, there is a high risk of unpredictable errors that can cause problems to develop further.
- Next, we look at alternatives.
When to optimize your current theme
It would be better to optimize the current theme if you fall into at least one of the following categories.
- That you are short on time or money.
- You cannot wait months for development to take place.
- You really like the current theme and just need to make some adjustments.
- Whether you use Shopify, BigCommerce, WooCommerce, or Magento, you can access an app store covering thousands of plug-and-play solutions to help you optimize your online business.
- Shopify App Store
- If you really can't find a specific plugin, then having a developer develop one for you instead of having to build the entire site from scratch will dramatically reduce project time and cost significantly!
- At the same time, since you are building your website on a professional platform used by millions of users worldwide, it will be more likely that you will get a website that runs efficiently and is well coded.
5 optimization tips
At this point, you should figure out whether you should build a new store from scratch or optimize the existing one. But which elements should be optimized? Let's find out together!
- Simplify the shopping cart page
When it comes to shopping cart pages, there is a golden rule: less is more. That's why we recommend using a single page checkout.
When you think about it, customers who visit the shopping cart page must be interested in the product and already have some kind of purchase intention, and although not completely sure, there is at least a high probability that they will create an order. Therefore, the shopping cart page serves to reduce the resistance to checkout.
How do you do this?
Eliminate visual clutter from the page and guide the customer to take action. The best approach is to expand the size of the main button, change the color to make it stand out, and simplify the entire order placement process.
If you want your checkout page to look great, learn more from this article: 6 Steps to Optimize Your E-Commerce Checkout Page.
- Ensure that the website theme is suitable for viewing on mobile devices
Mobile eCommerce is huge, with data showing that 62% of mobile users have completed a purchase via a mobile device in the last 6 months. If you're already getting a lot of conversions from mobile users, that's great, otherwise, it's probably because your site isn't mobile-accessible.
The truth is that many eCommerce themes don't look good on mobile devices. For example, some buttons are hard to click, to fix this, make sure the buttons are the right size and have enough blank area around them. The way the images are arranged on mobile devices is also important; if the shopping cart button doesn't appear on the first screen, it will cause unnecessary scrolling, which could affect your conversion rate.
This tool from Google tests whether a website is suitable for mobile device access.
- Provide correct pictures and descriptions of products
You may have the most beautiful, high quality product in the world, but if the pictures and descriptions are terrible, then no one will buy it.
If done correctly, then product images and descriptions will become important assets for you. For example, when you sell forwarding delivery items on AliExpress, you can differentiate yourself from your competitors through images and descriptions.
How do you adjust the details of the product? Here are some tips to keep in mind.
- Before you start, think about your role as a buyer. Instead of simply describing features or specifications (e.g., 5GB storage), highlight the benefits of the product (e.g., 1,000 songs in your pocket). Also, avoid using generic phrases (e.g., superior quality) as they will not add any value to your product description.
- Photography tips.
- First, make sure the photo environment is bright enough; second, consider lifestyle-related shots in addition to studio shots to add more context to your products; and finally, shoot from multiple angles and provide close-ups of your products. If you really want to stand out from your competitors, then go a step further and add video to your product pages.
- Add the add-on sale to the store
Instead of acquiring new customers from scratch, why not just up-sell to existing customers?
For example, if your customer is looking for a 128GB Lenovo laptop, then you can try to sell him a 256GB laptop.
One key point to keep in mind for upselling: don't just show the higher priced product in the product recommendation section, you need to tell the customer why they should buy this higher priced item. If you wish to upsell extra sheets, talk about the hassle of washing the sheets or the importance of extra clean sheets and good quality sleep.
- Don't forget about SEO
In short, SEO (Search Engine Optimization) is a series of operations that optimize a website to rank better in search results. If done properly, this will bring a lot of free, repeat, high-converting traffic to your website. Doesn't that sound fantastic?
However, SEO is a difficult problem to solve because it involves many elements, but there are some things you need to know: SEO can lead to the highest converting traffic compared to other marketing channels. Therefore, unless you are not planning to earn more income, I suggest you take SEO seriously and you need to.
- Select keyword
- Optimize your pages for these keywords
- Optimize your website structure and navigation menu
- Don't fret, the actual practice is not as scary as it sounds. We've written a detailed guide: The Ultimate Guide to SEO for Ecommerce Websites.
The great thing about running an e-commerce site, in our opinion, is that there is no cap on your income.
As an e-commerce online store owner, you are in control of all the operational decisions, rather than being limited by some silly company policy like an office worker.
If you are not bothered about growth, it is possible to keep a small online business and still make enough money to live comfortably. However, if you want to make more profit, wouldn't it be great to be able to increase your revenue by 1 to 3 times just by optimizing your existing e-commerce site?
The decision to take the next step is yours!
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The only question is, which side are you going to pick?
Let me know in the comments.