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How to increase online shop conversion: design, usability, product cards and other factors

The conversion of an online shop is one of the most important measures of the success of e-commerce projects, including dropshipping. Conversion is the ratio of customers who have taken a specific action to the total number of users of the site over a given period of time. It is expressed as a percentage. If 100 users came to your site and 5 of them made a purchase, then the conversion rate is 5%.

Which conversion is the norm? There are no clear-cut indicators. Conversion varies depending on the niche, the country, the type of advertising tools, the traffic sources, the specifics of the online shop and the characteristics of the target audience. On average, a ratio of 1-2% is considered the norm. Falling below 1% - a reason to review business processes, and the indicator above 5% - to continue systematic development.

How to increase sales? You can increase the advertising budget as much as you want to attract visitors to the site. However, this does not guarantee a large number of sales. It's better to increase sales by working on increasing conversion rates. Step Link has put together some simple tips to help you do just that.

The website is the 'face' of your business

In e-commerce, a website replaces the traditional storefront. How attractive, user-friendly and informative it is will determine user retention and, of course, conversion.

  1. Website design. It should not distract from the assimilation of information. On the contrary, it should enhance it.

  2. High loading speed. If your online shop is slow, you are doomed to low conversion rates. Visitors will simply not wait for the necessary page to load. They will go elsewhere.

  3. Adaptive layout. Your site should display correctly on different devices: laptops, tablets, smartphones. Many users choose products and make purchases using smartphones. If the site displays incorrectly on mobile devices, you can forget about high conversion.

  4. Easy navigation. Your site should be convenient and easy to understand for the visitor. They will not spend a lot of time searching for the category or product they need. All the main sections should be prominently placed, especially the search box. Keep an eye on the click map, analyse which sections are most popular with visitors and bring them to the forefront.

  5. Catalogue filters. Set up filters to take into account all the features of your products and to be as convenient as possible for site visitors.

  6. Warranties. Prominently display information about warranties and liability. The ability to return goods quickly and without unnecessary discussion in the event of a discrepancy or defect will reduce the number of barriers to purchase for the user.

  7. Delivery terms. This information is as important to shoppers as warranties. People want to be sure that the purchase will reach them.

  8. Testimonials. Most shoppers pay attention to reviews. They are the ones who help them make a buying decision. Work with the reviews. Appreciate positive comments. Ideally, reviews should include photos of the product purchased, videos of unpacking or using the product. Don't ignore reviews where customers express dissatisfaction. Try to solve the problem they are describing. Other visitors to the site will see this and your reputation will improve in their eyes.

Product cards - a source of information

A product card is the most important element of an online shop. Put yourself in the buyer's shoes. In an offline shop, you can touch the product, look at it in detail, try it on, etc. When you choose products online, you only have a product card at your disposal. It should be as functional and informative as possible.

  1. Use high quality photos. The visitor should be able to see the product from all angles.

  2. Add a video. It will make it much easier for the buyer to familiarise themselves with the product. Even if the video is only 10-20 seconds long,

  3. A detailed description. Make sure you include all the important details. Don't just write for SEO, write for people. After all, they are the ones who will read it. A complete and clear description will interest visitors and allow them to get a full picture of your product. If you can organise a virtual fitting room or the possibility to see the product in a given interior with the help of augmented reality technology - this will be ideal.

  4. Ease of ordering. People like simplicity and convenience. Spare your visitors from filling in a lot of fields. Give them the opportunity to place an order with just a few clicks.

  5. Block of additional products. It is usually placed under the product card. These blocks are usually called "You may be interested in" or "This product is purchased with". A potential customer will linger on the site to familiarise themselves with these categories.

These simple but important steps will help increase the site's conversion rate. However, to implement them correctly and ensure that they work properly, it is worth calling in the professionals. Step Link, when developing or upgrading your sales web resource, will implement not only these but also a number of other methods to increase its cost-effectiveness.


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