Increasing Conversions | Improving Your Ecommerce Solution

The most important part of a website is creating the traffic and converting each visit into a sale, an inquiry, or a return visit. This is also why creating a website is so challenging. Ecommerce solutions can come in many different forms, the organization and way of attracting conversions may work for one industry but not in another. Check out these two different websites and solutions: Serenity Health and Daco. Serenity Health is a website for the every day consumer and Daco is for the business to business consumer. Both sites generate quite a bit of traffic and conversions, because they are designed precisely for their target market.

But both sites, as well as many more out there, can learn and develop their website even further. I read an article recently in a website magazine that gave 10 different ways to increase conversions. Here is a summarized list to share with your web developer and online marketing specialist:

1. Follow Through on Expectations: Make your pay per click ads and other links that are out on the web point to the pages that support the topic. Make your ads and destination urls specific.
2. Concise & Consistent Navigation: Your website’s navigation structure should be similar to others in the way that the logo is at the top with links back to the homepage off of the logo. Navigation should also be on the left hand side or across the top. Drastic changes in this navigation structure doesn’t impress the end user. They want simple and standard structures.
3. Organization: Provide the information a consumer would want to know about a product; IN AS FEW CLICKS AS POSSIBLE. A customer doesn’t want to spend a lot of time on a site, but they want the information. Organize it well, provide what is needed and a link for more if wanted. A consumer wants the information to buy, but not the clicks to make a purchase.
4. Chaos: Don’t make your website look like chaos. Limit the pictures and graphics. Have a balance between imagery and text, but don’t create page chaos. Chaos makes a person leave for good online.
5. Ability to Scan: Can a consumer scan your page to get the important information they need? A web visitor wants to scan for the key features and dig further on the points that intrigue them.
6. RFQs, Contact, Forms: These should all be short. Someone using these don’t have all the time in the world to fill them out. And always have your privacy policy posted on these!
7. Location, Location, Location: The saying goes…the right place at the right time…let your consumers know where they are. Use breadcrumbs, so they can navigate back.
8. H-Tags: Use your H-Tags to aid in quick reading and to enhance your pay per click programs!
9. Feedback: Let your customers know why they are waiting. Unexpected delays causes site abandonment. Provide transaction feedback if your site takes a while to load product information or customer data.
10. And Lastly – Usability: Test your website. Make sure everything works in all browsers–To name a few: Internet Explorer, Firefox and Netscape. Just because you always use one; it doesn’t mean others do too!

Creating a site that is perfect is never going to happen, but it is important to keep striving for perfection to increase conversions and improve your Ecommerce solution.

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