How to Improve Your E-Commerce Website’s Conversion Rate

In such a saturated world of ecommerce, you need to be making the most of the traffic that’s coming through to your website. So, if you’re struggling with the conversion rate of your ecommerce website and you’re ready to make a change, you’re in the right place! 

Look At The Quality Of Traffic Coming In 

The first thing you can do when you’re having issues with your website’s ecommerce conversion rate is to look at the quality of the traffic that is coming in. You could work with an excellent web development agency Manchester based but it’s no use if you’re not driving the right people to see it! Think about it, if you’re not driving qualified users to your website through your marketing, then it’s not going to result in those people finding what they’re looking for. So, the first stage should be looking at what you’re doing to drive qualified traffic. This would involve revising your marketing strategies, here are a couple of the main things to address.

Paid Social

Firstly, if a lot of your traffic comes from paid social media and they’re not converting, then it would suggest that you’re not targeting the right audiences. In the last few years, all of the Meta Marketing Pros are recommending that you use the Advantage+ campaigns, which is where you don’t choose who you target but instead, you put your trust into the algorithms and allow them to use a data driven approach in order to target users that are similar to other users who have already purchased with you, rather than you thinking someone with a particular interest would want to purchase. 

The Facebook and Instagram algorithms are now so advanced and so many people have noticed significant improvements in performance as a result, so put your trust in Meta if you’re currently doing all your own targeting and it can really help. 

SEO 

If you’re not currently investing in SEO, then you absolutely should be. In terms of the most cost effective marketing channel, SEO is top, as you’re just paying for the expertise of an agency, rather than paying to actually display your website as you would with PPC or paid social. When you have a good SEO strategy in place (it’s worth investing in a well recommended, good agency, as this makes all the difference), the right keywords will be selected to ensure that your website appears when people are searching for something relevant to your business, and then they’ll land on your website and find what they’re looking for. 

For example, if you sell luxury Christmas ornaments, then just targeting “Christmas ornaments” may drive traffic if you can rank for it, but people may bounce when they see the price point. Whereas if you targeted the luxury keyword, then people land with an expectation of the price and this can increase conversion rate. 

You’re investing in people who are looking for exactly what you offer at the time when they’re interested, again which is an advantage over other channels like paid social where you’re hoping that when you display an ad, someone will be interested. 

Focus On Website Speed

The next thing you need to do is focus on website speed. In such a saturated online space with thousands of ecommerce websites, if a user lands on your website and it’s really slow, then they’ll simply leave and go to another website. You have to provide a great user experience to compete in the world of ecommerce, and one of the main things that lets websites down is the speed. 

So, you should be working with your website developers in order to speed up the website if it’s an issue, as it could transform the conversion rate of your website. Just make sure that you trust your web developers and you’re doing regular speed tests to ensure that the improvements they’re saying have been made are actually reducing the site speed.