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For many eCommerce website owners, despite doing everything right, the customer conversion rate is relatively low. They have information, pictures and a great design, but, for some odd reason, their website is not converting. Here are 3 ways to tell your eCommerce website is not converting, along wit the solutions to each problem.
It is taking too long to Load
Possibly the most important reason why many eCommerce sites do not have a high conversion rate is because they take longer than a few seconds to load. In fact, according to data by Gomez and Akamai.com and Strangeloopnetworks, slow loading times significantly reduce your conversion rates. With more people turning away from your site, a loss in the conversion rate is evidently imminent.
The easiest way to solve this problem is to optimize the eCommerce website. Image compression, coding simplification, reducing 3rd party requests and using a responsive design are all great ways to help reduce website loading times.
It doesn’t have Personalized Information
Despite a great websites design and plenty of information, a multitude of eCommerce sites have low conversion rates. At such times, it is not the design but the information posted on the site. In other words, these sites have a lack of personalized information. According to a study by Journalism.co.uk, personalized information has become more crucial than ever, ensuring the right customers not only visit your site, but remain loyal customers.
As such, the use of personalized search data can help dramatically boost the conversion rate of any eCommerce website. The fact is that it creates interest and provides customers with a reason to return.
You have no Call to Action
At times, many websites have a great design, simple layout, easy navigation and personalized information. However, they still experience low customer conversion rates. As such, it may be the call to action that is hurting your conversion rates. According to a case study by Andrew Gough, not only did call to actions provide greater leads but suggests they ensured higher conversion rates.
In context, the study talks about leading the customers to “do something.” When customers read your information, they are impressed and perhaps decide to stay. However, call to actions not only reinforce their decision, they ensure that your customer buys from you.
For example, educating your customers about skin care is a great way to gain traffic. However, by placing a call to action at the end, stating that you provide affordable and effective skin care products, helps drive sales and ensure a high conversion rate.
As such, when you place information on your site, ensure that your customers know what the next step is; provide a call to action.
Despite spending a significant amount of money on website design and content, many eCommerce site owners experience little conversion rate. Whether it is slow loading times, a lack of relevant or personalized information or the lack of a call to action, each reduces your conversion rate. Fortunately, they can be resolved rather easily.
Richard is an eCommerce specialist, focusing on Magento solutions. Over the last 4 years, he has helped numerous businesses improve their online conversions. You can find more about Richard and his team’s work at Infinitytechnologies.