Online store conversion is the ratio of targeted actions such as the purchase of goods, the acquisition of a user's contact information, or the reception of critical reviews through a feedback form made by users on your site against the total number of visits. As a percentile comparison, the initial ratio should be multiplied by 100% to arrive at the final result.
Of course, the primary target action is making a purchase. Guiding a user from their initial visit to final checkout requires the consideration of several nuanced details:
- The title of your store be relevant and understandable. As a rule it informs the client on what you do and what you sell. If a user arrives on a site by way of advertisement, the title of the advertisement should logically relate to the header on the landing page. For example, suppose a user enters a request to buy a pink iron, and clicks on a relevant ad. The corresponding page should already have the product that the customer is seeking to minimize the amount of time they have to spend searching for what they came for.
- Specify a Unique Selling Proposition (USP) in the header, for example: Clothes from the USA featuring Free Shipping. It is equally important to give due attention to the subheading where the USP is further developed. This can look something like a detailed description, for example: "Clothing from well-known American brands. Delivery in Brazil is free."
- It is important to succinctly state calls for action; for example, write “get goods” instead of “order goods” on the Order button. Indicate the final benefit in the call to action, for example: increase sales or return money.
- Improve the content of your online store. Choose high-quality images and provide meaningful and straightforward information on products and services. Streamline your site: reduce the number of obstacles to conversion by creating a simple and convenient interface. Site navigation should be simple, convenient, and intuitive. Remember the Three Click Rule: Most users will only invest three clicks on your site to find what they are looking for before they opt for another result.
- Do not forget about color solutions: Determine which colors most closely match the subject and goal of your site. To form an image of reliability, place the logos of your partners alongside customer testimonials prominently on the site.
- Use dynamic content to show a particular user exactly what they are looking for.