Let's start with a simple e-commerce related question:
What would you prefer; site that is driving traffic by the truck loads but is not necessarily converting or a site that has a decent flow of traffic, but that traffic is converting? Hopefully, option two was the overwhelming response.
As attractive as a high volume of traffic may be, if it's not converting, then it might as well not exist. It's like a store getting a lot of window shoppers but no one is actually interesting to buy. Low conversion rates could also mean that there are issues on the site involving usability, clarity of message, or design causing the consumer to abandon without making a purchase.
Many e-commerce site owners make the mistake of investing significant resources into driving traffic to their site without following through to actually investing in onsite conversions. Often this is caused by a misconception that optimizing the conversion process and creating a strategy is complicated, time consuming, and costly.
Tightening a conversion funnel, and focusing the user experience requires some time but it could be a few weeks. Even in that brief amount of time, the conversion rates should begin to increase.
Keep in mind every change that is made needs to be tested.
Sometimes a change can be as simple as changing the color, layout or font size. Changing these variants, produced and 11% increase in sales for major brand, Laura Ashley
The next step in tweaking the e-commerce site is to identify where the majority of the traffic is coming from. As consumers move to mobile, it would be wise to optimize the site for mobile consumption. Customers want to navigate on a site that is designed to offer them the best experience possible.
Too many choices
Overwhelming shoppers with too many choices can distract and confuse shoppers. Reduce the number of options in the dropdown menu to the bare minimum. It's easier to have subcategories than to offer too many in one long menu.
Product pages and images should offer user the ability to zoom in and out of the product. This encourages users to engage with the product. Clearly, this feature should also be available for mobile devices.
Shipping and return details should be clearly stated. There is no room here for misunderstandings.
This is the one place where an e-commerce company should not be cheap. Customers do not want to feel overwhelmed at this stage of the purchase. Implementing a virtual agent to walk the consumer through the process is a great tool enables a smooth transition during their purchase, provides a sense of security and confidence in the purchase, and in turn increases the conversion rate. Another option at this stage of the funnel is to have a live chat feature.
Implementing these tweaks is not complicated and the return can be quite astounding. Remember, traffic is only as good as the number of conversions. Know your audience and tweak the site accordingly.