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Common in a competitive market
Having a low conversion rate is all too common in today's eCommerce competitive market.
Set of many reasons
It is easy to despair in this situation because there are many circumstances that can affect low conversion rates or a sudden traffic drop: low market need, competition, bad value propositions, non-adequate branding, high price, etc.
Figuring out the root cause of low conversion is never easy because it is usually a set of 5-6 reasons that you need to improve -- while keeping things that work intact.
So, How do you start improving conversion rates?
First, you need to define are your online store visitors a good fit for your product, maybe you need to define the persona better and improve marketing efforts.
Find leads quality with quality research
To acquire actual visitor’s facts, you should perform qualitative customer research.
Qualitative customer research is a technique where you talk to at least 5-10 visitors and customers to find deeper motives and goals behind their store visits. (Please contact us if you are interested in performing qualitative research.).
For example, for one natural product eCommerce, we talked with 5 random visitors and find out that most of them were looking for different types of products. The blog articles that were leading them to the client website were just too broad and they did not address the right challenge that the client products are solving.
For quantitative data, you should also add a survey and discover the customer match with questions like, why did you come to the store, are you interested in the products etc.
Both qualitative and quantitative data will give you a better understanding of your customer
Sometimes, getting people to fill out your form can be challenging. But, we found that
you can give away a 20% discount or a gift card as an incentive for filling out the forms.
Many areas of acquisition improvement
There are many practices that you also need to consider.
∙ defining good ads value propositions
∙ defining the right content topics to attract customers
∙ adjusting the product offerings etc.
The second reason, If visitors are a good fit, if they have the problem that your product is solving; then there are some UX challenges that distract customers from buying - and that's usually a set of things.
Customer UX pain points can be a set of details or one or a few large pains points.
∙ on the landing page, value propositions, do they resonate.
∙ Then, branding, does it speak the proper language.
∙ Is it easy to find the product?
∙ are there enough images on the product page.,
∙ are all info about the product mentioned, for example, → if it is a raincoat -- for what levels of rain it is suitable. From what exact material it is and so on.
∙ Checkout should also convey trust,
∙ The delivery date should be clearly visible and then followed up upon.
∙ ..and so on.
So to fix the conversion rates, there are two main areas you need to consider, visitors fit in the acquisition stage- where you define lead quality;
and the second one - UX- where your shop interface plays the main role.
Both are equally important.
The actual areas depend on the customer research, every brand is unique, with different areas to Improve.
By following this process, your brand will understand the customers better which will allow you to;
improve conversion rates and ultimately boost your sales and assure a bright future for your brand.
Follow SuperSuper digital product design agency here to see valuable customer experience reports directly in your LinkedIn feed.
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