It is important to understand that conversions are not just about sales. We are talking about any meaningful action that a user takes on your site. This could be:
- Subscribing to your fantastic newsletter
- Downloading a fantastic e-book
- Filling out a contact form
These different types of conversions are valuable because they can lead to building relationships with potential customers, collecting data for your marketing efforts, and, of course, making those sweet online sales.
While we're at it, let's talk about the conversion funnel. Imagine a funnel (yes, like the one you used in science class) and imagine your customer's journey from the moment they land on your site to the final goal: conversion.
This journey could have several stages, such as:
- Awareness
- Interest
- Desire
- Action
You need to ensure that this funnel is a smooth journey. There are no obstacles or roadblocks that could cause the customer to abandon your e-commerce business.
It's about guiding them through the process, from the "Hey, that looks nice" stage to the "Shut up and take my money" moment. Understanding this funnel helps you identify where you might be losing potential customers and make the journey as smooth as possible.
Average conversion rate for an e-commerce site: key factors
A good conversion rate for e-commerce is based on several key factors. These factors can make or break your customers' experience.
Let's take a look at what they are.
Website design and user experience
Imagine this: you walk into a shop and it's a complete mess. Things are everywhere, there are no signs, and you can't find what you need. You'd probably leave, right?
The same goes for your website. A clean and intuitive design is what every customer is looking for. It invites people to come in and find what they are looking for effortlessly. That's why it's essential that the user experience is perfect.
This means that the site must load quickly, navigation must be smooth, and information must be easy to find.
UX shouldn't be the only thing you focus on. A visually appealing website can captivate visitors. It's a combination of functionality and aesthetics that keeps users around and ultimately gets them to click the 'Buy' button or sign up.
Creating a fully customised Italian e-commerce site like Cuborio and an excellent user experience will quickly lead to conversions.
Product prices and offers
Product prices and special offers attract shoppers through your digital doors.
Imagine you are a customer with your wallet at the ready. You are hunting for the best deal. If your prices are sky-high with no apparent reason or value, or if your competitor comes up with a new offer, guess who will leave their shopping basket empty?
To win the pricing game, you have to play smart. Be competitive, but also show value. Add an occasional offer:
- Discounts
- Bundle offers
- A limited-time freebie
This creates a sense of urgency and value that is harder for customers to resist. And when customers feel like they've gotten an epic deal, you make a sale and have a happy customer who will likely return for more products.
Site speed and performance
A slow-loading site is a conversion repellent. People want their information, and they want it yesterday.
Performance, however, is not just about speed. We're talking about a website that is problem-free, with smooth scrolling and no errors.
Nothing drives a potential customer away faster than a site that crashes or displays strange error messages. Increase the speed of your site and ensure that its performance is like a well-oiled machine.
Image quality and product descriptions
Let's shift gears and talk about images and vocabulary. In other words, the quality of product images and descriptions. Online shopping is a bit of a leap of faith.
Since customers can't physically touch or try your products, they rely heavily on the images and text you provide. Blurry images or vague descriptions? Shoppers might as well be blindfolded.
Invest in sharp, clear, professional-looking photos taken from multiple angles, and don't shy away from using videos or 360-degree views if possible.
Illustrate the features, but don't forget the benefits. And be honest: don't promise what you can't deliver.
With high-quality images and compelling descriptions, your products aren't just sitting on a digital shelf, they're virtually jumping into customers' shopping carts!
Payment options and checkout process
You've won over customers with your stellar website, they've found the product of their dreams, and now it's time to close the deal. But wait! If your e-commerce checkout process is easy and offers many payment options, you could see your online sales increase exponentially.
Simplify checkout! A simple, step-by-step process with clear instructions is the way to go. Don't bog customers down with unnecessary forms; stick to the essentials.
Now let's move on to payment options. In a world where there are more ways to pay than there are flavours at the ice cream parlour, flexibility is key:
- Credit cards
- PayPal
- Apple Pay
- Cryptocurrencies
Remember that different people have different preferences. Cater to a wide range of preferences and you will see your conversion rate rise rapidly.
Customer reviews and testimonials
Customer reviews are the digital version of word of mouth and have a huge impact! They build trust and credibility.
Encourage your customers to leave reviews, perhaps by offering them an incentive. Display positive testimonials on your product pages.
Don't avoid less-than-positive reviews. Respond politely and show that you care. All of this is part of building a brand that customers know, love and recommend to others.
Mobile responsiveness
In an age where smartphones are practically glued to our hands, having a website that works with mobile devices is essential. It's about offering customers on the go a smooth and enjoyable experience. This means:
- Large, scrollable buttons
- Easy navigation
- Fast loading times
Google also loves mobile-friendly websites, but above all it loves m-commerce, which means you could get a higher ranking in search results.
Typical e-commerce conversion rate: Industry benchmarks
The average online conversion rate in e-commerce is typically around 2-3%. However, it can vary based on a number of factors, such as:
- Industry
- Location
- Time of year
If you are reaching or exceeding 2-3%, you are on the right track. If not, don't worry! There is always room for improvement.
Take a look at the elements we discussed above or consult an advisor to improve your e-commerce site's conversion rate.
Conversion rates by industry
Let's break it down by industry. E-commerce companies in the health sector may have a different conversion rate than those in the technology sector.
For example, the health and wellness sectors often see higher conversion rates, sometimes around 4%, while electronics may be closer to 2%.
Each sector has its own peculiarities, so it is important to evaluate your performance against that of similar companies.
Conversion rates by traffic source
Where do your visitors come from? Organic search via SEO can bring a steady stream, but did you know that PPC often boasts higher conversion rates?
However, recent reports show that PPC may be on the decline. So make sure you keep up with the trends!
And don't forget the power of social media. Sometimes a well-placed Instagram ad can work wonders. It's important to know which channels are most profitable so you can focus your efforts wisely.
Conversion rates by device
Do your customers shop on a desktop or use their phone while watching their favourite programme?
Desktop users are typically known for higher conversion rates, but mobile is catching up fast. Tablets fall somewhere in the middle.
Adapting your website and shopping experience to different devices can be the key to unlocking conversion rates.
Are you looking for a good conversion rate for e-commerce?
From understanding how to calculate conversion rate and the many factors that can influence it, to comparing it with industry benchmarks, we've covered it all.
A good e-commerce conversion rate isn't just a number. It's a sign that your e-commerce site is effectively engaging customers, delivering value and making their shopping experience an enjoyable journey.
Whether you're achieving the average conversion rate or looking to achieve more, remember to keep learning, testing and optimising.
