E-commerce companies frequently spend a lot of money on ads to get people to their websites, but they rarely improve conversion rates well enough to turn more visitors into sales. Researchers in behavioral science has made significant progress over the past ten years to improve our comprehension of buyer behavior, despite the fact that optimizing conversion rates may initially appear to be a daunting task. We can make it easier for customers to do the things they already want to do by creating solutions that are in line with our psychology.
The following five principles can help e-commerce marketers boost conversions on their websites:
How You Structure Your Navigation Bar is Extremely Important
The majority of marketers add menu items and CTAs (calls to action) haphazardly, without considering consumer behavior. All visitors, including those who visit e-commerce websites, look first to the right and then to the left of the page. Users will always pay little attention to the page’s center.
The most important CTA should be in the upper right corner, the second most important one should be on the left, and the least important one should be in the middle of the navigation bar. When deciding where to place important content blocks, these insights are crucial. Website heatmap visualization applications like Hotjar are useful tools for webmasters who want to make their websites more user-friendly.
Prevent Information Overload
The saying “less is more” holds true when it comes to providing information about the products that are offered. Numerous studies demonstrate that conversions will actually be hindered by an excessive amount of information that is not essential to the purchase decision. In fact, users prefer straightforward and familiar web pages. a menu with very clear navigation that lets customers know where to look for products in which category, what’s new, what’s on sale, and so on. will greatly assist visitors in locating and purchasing desired products by providing them with the necessary direction.
Product pages that don’t have a lot of random details and images also do better, so keep them as short and clean as you can. Last but not least, pages with irrelevant information will have lower conversion rates than clean checkout funnels with easy-to-follow instructions.
Use Social Proof
One of Robert Cialdini’s original seven principles of persuasion, social proof, is well-known. If other people have purchased a product and, ideally, recommended it to others, shoppers will be more likely to do so. Highly effective recommendation engines that share information on what other people think of the brand’s offerings are no longer an option for e-commerce websites. Not only are recommendations crucial to website conversion rate optimization, but they also appear in Google search engine results pages (SERPs), making them even more so.
Avoid Friction (Especially on Mobile)
Visitors to websites despise having to jump through hoops to complete simple tasks. This is true for both desktop and mobile websites, but we still see the majority of issues with mobile applications, where checkouts frequently become difficult. We understand that e-commerce businesses would prefer not to pay Apple or Google for using Apple or Google Pay, but the cost of customers having to manually enter credit card information and abandoning a purchase in the middle of the process is likely to outweigh any fees the company is charging.
Any kind of friction will always hurt sales.
Provide What is Expected
There is a standard template that customers have come to expect from e-commerce websites, regardless of how you feel about the layout. Your conversion rates will suffer if you present a website that looks different from the typical website that customers have come to expect. According to the Google study mentioned earlier, customers favor websites that are “prototypical” of their respective categories.
For e-commerce businesses in any industry that want to increase conversion rates, good website design is essential. Although the task at hand may initially appear daunting, there is valuable research available on numerous aspects of website design, including the placement and density of content, social proof, and avoiding friction. Conversion rates will rise and profits will rise for e-commerce managers who follow evidence-based best practices.
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