4 strategies to convert site visitors to sales
Getting customers to visit your ecommerce website is only a small part of the battle, but converting a site visit to a sale takes more effort. There are a number of options for improving the customer experience of your online store, and each has its own advantages.
Optimized content
With more consumers using mobile devices to browse online retail stores, it has become increasingly important for ecommerce sites to be functional and intuitive across all channels. Business 2 Community pointed out that shoppers may arrive on individual product pages and not necessarily the main website, which makes it essential to have optimized product pages that will be easy to navigate whether a customer is looking at it on a smartphone, tablet or computer screen.
Enhanced details
Adding more detail to your site, from more in-depth product descriptions to better photos of products, can help turn window shoppers into paying customers. Practical Ecommerce suggested including videos that show off products in a visually appealing way to give customers a better feel for items they might want to buy. You may also want to consider ecommerce software that creates more transparency when it comes to the point of sale.
Streamlined point of sale
Many customers have abandoned their shopping carts when they found a retailer's POS software to be lacking. Streamlining the experience by eliminating redundancy can go a long way to reassure customers about their decision to make a purchase. According to Business 2 Community, having forms for both billing and shipping addresses can be a hindrance if customers have to fill out the same information twice. Offering an option to automatically copy the information from one to the other can be a good place to start. It's also important to make the checkout page of your site easy to read, featuring important details such as shipping options, payment selection and security information.
Shipping and payment options
Giving buyers options can make all the difference when it comes to completing a sale. A recent EConsultancy survey revealed that 50 percent of online shoppers have abandoned their carts because the delivery options weren't good enough. The survey also looked into what options consumers prefer. Fixed delivery dates ranked highest at 31 percent, while next-day delivery and in-store pickup rounded out the top three services shoppers want from online retailers.
