E-commerce: how to improve your conversion rate?

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Launching an e-commerce site can be frustrating, especially at first. You've put all your energy into this project, but it doesn't seem to be enough. Sales are struggling to take off, even though your e-commerce site is generating traffic.

This is all the more difficult because, when you're starting out, it's sometimes hard to understand why. Unless you're supported by an e-commerce expert , you don't always have the perspective you need to identify potential obstacles to purchasing (and their solutions).

Your efforts must then focus on a strategic key performance indicator: the conversion rate of the e-commerce site (also called transformation rate). This percentage corresponds to the ratio between the number of transactions carried out and the number of visits over a given period.

Many entrepreneurs, when starting their e-commerce business, focus exclusively japan telegram data on acquiring traffic. However, conversion rate optimization ( CRO ) is just as fundamental.

Logically, the more visitors you manage to convert, the more efficient your store is. The conversion rate then turns out to be an essential data that influences the growth of your merchant site.

To achieve your turnover objectives, our experts will help you. In this article, discover 5 strategic levers to improve your e-commerce conversion rate.

1. Highlight elements of reassurance to inspire confidence
One of the main objectives of your e-commerce site is to inspire confidence in Internet users to ultimately transform them into customers . This is essential when you do not yet have a great reputation (so if you are launching your activity) and you are looking to improve your conversion rate.

To do this, you can highlight reassurance elements. This is all the information on your e-commerce site intended to allay Internet users' fears . This may concern your credibility, your seriousness, the terms of delivery, return or refund, or even the quality of your products.

In e-commerce, the reassurance elements generally concern:

Payment methods (which Internet users prefer to be as diverse as possible),
Delivery,
The return and refund terms (detailed, for example, in an FAQ ),
The qualities of the product,
Secure payment (HTTPS protocol),
The company identity (in the footer, with contact information, and an “About” page).
How to improve your conversion rate?
On its homepage, Greenweez highlights 4 elements of reassurance: delivery (cheap and fast), the diversity of the catalog, customer reviews and its history (a shortcut to the “Who are we?” page).
Reassurance elements, to be clearly visible, are generally presented in the form of pictograms . They are more appealing and easier to remember (even unconsciously). It is also important to display them at key moments in the purchasing process (on the home page, on product sheets, during check -out , etc.). On the one hand, they must limit shopping cart abandonment and, on the other hand, improve its conversion rate.

2 Conversion
On the e-commerce siteLPB Reunion, the main banner on the home page highlights payment facilities: a key reassurance element for customers who are hesitant to order online.
2. Highlight customer reviews to encourage purchases
If we can also assimilate them to elements of reassurance, they are so important in e-commerce that they deserve special attention: customer reviews.

9 out of 10 buyers consult the feedback of other Internet users before placing an order (according to an IFOP study). You have certainly already had this experience yourself when purchasing a product or booking a hotel. To judge their quality, you primarily consult the comments of customers who have preceded you to make your decision. Favorable customer reviews therefore have the power to improve your e-commerce conversion rate.

Reviews have a very profitable impact on your sales as well as your visibility. Google robots ( crawlers ), responsible for your natural referencing , interpret them as a positive signal. Thus, they will value more the e-commerce sites that integrate ratings.

These are also present on search results pages (organic and paid). A product highlighted on the search engine, with a positive rating, has a better click-through rate ( CTR). You thus benefit from an improvement in your visibility and potentially your turnover.