Running an ecommerce business?
If you’re selling goods or services online, then how well you understand your customers’ motivations could impact on how well your website performs – and ultimately how many sales you make. In other words, understanding your customers’ buying habits and key concerns about doing business online is crucial to your overall business success.
It’s simply not enough to focus on the numbers of visitors your website attracts on a daily or weekly basis. You need to go into more depth. You need to view your business website dispassionately from a customer’s perspective.
The three key purchasing indicators you need to examine closely are:
Your bounce rate When visitors land on your website’s Home page, how long do they stay for? A high ‘bounce rate’ could suggest that your content isn’t sufficiently engaging. Equally it could indicate that your visitors’ expectations aren’t being met – perhaps the keywords and terms you are currently ranking for don’t realistically reflect the true nature of your business?
Conversion rates It’s not unusual to attract a sales conversion rate of around 3%-4% given the fact that many people go online simply to browse. Achieving anything less than this could be a pointer that all is not rosy and certainly would be worthy of further investigation.
Basket abandonment (lost sales) Putting goods into the shopping basket and then abandoning the transaction at the last minute can be a common problem for the online retailer. But if this is something that you are encountering a lot of, you really need to get to the crux of the matter and discover the main reason your customers are not following through with their purchases.
Typically common reasons are:
i. The checkout procedure is overly-complicated.
ii. Delivery/ shipping price is too high.
iii. Customers are using your site to make price comparisons.
iv. Customers are not ready to purchase/ deciding to save purchase for later.
Whatever the main reason your customers aren’t completing their purchases, armed with the right information you will be in a stronger position to tackle the issue.
If you’d like to know more about how professional ecommerce website designers could help your company become more successful and profitable by addressing the key purchasing indicators and other main issues which affect ‘the customer experience’, then kindly get in touch by phone, email, or via the website.
Ecommerce website designers’ services make a sound investment for any business owner serious about increasing their customer conversion rates, whilst reducing the incidences of basket abandonment and bounce rates.
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