Conversion rates: how to identify errors and expand sales for ecommerce

Ecommerce conversion rates are a key indicator for measuring the success of an online sales strategy. Even if your online store is getting traffic, if the qualification and opportunity rates are low, the sales results will not be satisfactory.

Understand what a conversion rate is and why it is so important for an ecommerce.

Therefore, it is important to identify errors and seek solutions to increase conversions. In this post, we will present some tips to help you in this task!

What is an ecommerce conversion rate and why is it so important?

In general, the conversion rate or ecommerce conversion rate is a metric used to analyze the efficiency with which a company is carrying out its strategies.

Basically, a conversion is any action the user takes planned by the company, be it downloading an e-book, signing up for a newsletter, filling out a form or adding a product to the shopping cart.

In short: Conversion is any type of return established as a goal by the business strategy, whether financial or not.

It is an important indicator that makes it possible to measure the conversions that a given action has managed to generate. That is, regardless of the chosen strategy, you can use this indicator to calculate any type of conversion.

Ecommerce conversion rates are important to optimize strategies, as your team has the data needed to understand how Leads are arriving and the opportunities to be taken advantage of throughout each stage of the marketing funnel.

Conversion Rates Across the Marketing Funnel

We must remember that the ecommerce conversion rate must be calculated considering each stage of the marketing funnel . For example, when talking about a top-of-funnel strategy, the main objective is attraction, thinking about increasing brand recognition. In this case, a good conversion rate is the number of hits to your company’s blog.

In the middle of the funnel, the strategies are aimed at capturing Leads , so we must pay attention to rates such as the volume of people who filled out a form or registered on a Landing Page .

Finally, at the bottom of the funnel, it is necessary to reinforce your company’s authority to increase the confidence of the Lead captured and make him close a sale, for example. In this case, the conversion rate could be the number of subscribers to a webinar or demo of the product or service.

But what to do with all this data? Measure! It’s time to calculate the return on all actions and the number of conversion rates.

How to calculate ecommerce conversion rate?

Conversion rates for ecommerce are one of the main metrics to measure the results of actions like banners, ads, coupons and, of course, sales success .

The calculation is simple: regardless of the type of conversion to be measured, you need to divide the number of actions performed by the number of users who did it – even those who did not convert – and multiply by 100.

For example : in a single day about 2000 people visited your online store, but only 500 bought, the conversion calculation on that day should be: 500/2000 x 100 = 25%.

Knowing the right way to calculate, evaluating to improve results in this indicator is fundamental, however, some details can end up harming ecommerce conversion rates , see below.

Common mistakes that hurt ecommerce conversion rate

Some details may be interfering with your ecommerce conversion rate and directly impacting your results. In this case, it is important to be aware and correct them as soon as possible. See the main ones below:

Moment of discovery

The moment of discovery is where the customer already knows they have a problem and is looking for possible solutions. At this time, some details of your company cannot fail, or this can “scare” your visitor, see below some examples:

  • Links that direct visitors to the wrong page;
  • Website loading time is too long;
  • Difficulty in mobile access (cell phone);
  • Difficulty in contacting the company to resolve possible queries;
  • Product filters that are hard to find or don’t work;
  • Lack of product variety (sizes, colors, versions);
  • Products without photos and description;
  • Lack of credibility in the product.

Moment of purchase

The moment of purchase is decisive time for your ecommerce. In it, there can be no distractions or things that make your future customer upset. Make him as comfortable as possible and pay attention to details such as:

  • Additional amount or minimum amount for card purchases;
  • Difficulty using discount coupons/vouchers;
  • Account creation is mandatory for purchase;
  • Checking out confused and asking for unnecessary information;
  • Additional costs are only revealed upon completion of the transaction;
  • Few payment methods, which does not give the customer flexibility.

Post-purchase moment

Post -purchase is the most important moment for your business. After all, the entire experience that the user goes through once they click on checkout will determine if they will be loyal, that is, if they will buy again.

Below are some common errors in this step:

  • Difficulty tracking the order;
  • Not having a returns policy (process is unclear and information is inaccurate);
  • Not having visibility into the status of order return processes;
  • The return process is complicated, it has many steps;
  • There is a cost to the consumer in the return process.

First steps to optimize your ecommerce conversion rates

Now that you know what errors end up interfering with your ecommerce conversion rates, here are some tips on how to increase these numbers:

1 – Conduct an in-depth analysis of your current conversion rates

Before taking the first step in your ecommerce conversion rates , you need to have real data on how they are currently, so you can establish personalized strategies according to your interests.

For this, some ecommerce platforms such as Nuvemshop, Tray and Loja Integrada help you with data such as traffic , conversion rate and cart abandonment .

Another option is Google Analytics , where you can track data such as conversion rates , page exit rate, internal searches performed by the visitor within your website, where conversions occurred and how long it took to convert.

RD Station is an excellent analytics platform, because it is possible to capture data on the main channels where conversions happen , the most accessed pages, the average time and much more.

2 – Use images or videos of the products in high quality

The look matters a lot when convincing someone to buy, especially on the internet where we have to trust what is described in the ad. When entering a page, the consumer expects to be informed.

In the case of ecommerce products, if this person is not sure about the purchase, it is essential for them to see photos, read the technical description, understand the value of a product to decide whether to make the purchase or not.

High quality images are practically a must these days. The consumer wants to see all the details of the product, in realistic photos. This experience needs to be offered to resolve all doubts about the item’s appearance.

A good alternative is to bet on unboxing videos (unpacking), for example. The more realistic, the better! The consumer wants to know what the experience of receiving the product will be like, taking it out of the box and starting to use it.

Read more: How to do email marketing for your online store – and make more sales

3 – Make coupons available to the user when abandoning the cart

Cart abandonment coupons are like a last-ditch effort, which can be tempting for most people. Offer them strategically as in the first purchase, or above a certain amount. In this way, the customer sees an advantage in completing the purchase.

4 – Show trust to customers

Undoubtedly, one of the major factors for low conversion rates in ecommerce is the lack of credibility. As we said above, internet sales are based on trust in the products, after all there is no live contact. In this case, it is important to work on building your brand’s authority.

Security seals are effective ways to ensure that every transaction is completely secure, preserving buyer data and preventing potential fraud. In this way, you increase the credibility of your business and give confidence to your future customer.

5 – Offer multiple payment methods

Nowadays there are several means of payment, and believe me, the store that does not adapt to new technologies is left behind! Adopting new methods to make a purchase gives the customer what he likes most: flexibility, which makes sales conversions increase more and more.

Using multiple payment methods increases your billing, as well as lowering dropout rates.

A current example is the PIX , which has become popular among Brazilians due to its practicality and speed. With it, business owners can receive any amount quickly without fees and bureaucracy. For the customer, it gives the freedom to pay easily with a few clicks and no additional charges.

6 – Define who your audience is

By defining who the target audience of your online store is, you can better target communication strategies. For example: which language to use, which content to produce, which products are well accepted, knowing exactly which channels to invest in, etc.

In short, to improve your ecommerce conversion rates, you need personalization.

Read more: How to Create a Money-Making Website in 5 Easy Steps

7 – Bet on relevant content

More than promotions and products, consumers are looking for content that meets their needs. The production of content such as articles or eBooks makes the brand position itself better in search engines such as Google, increasing its visibility, as well as improving customer relationships and increasing brand engagement .

How about making a newsletter? With it, it is possible to increase the conversion rate between visitors and leads, in addition to retaining them and improving the relationship with your brand.

8 – Pay attention to the page layout

As we said earlier, visuals matter a lot when it comes to capturing users’ attention, because some details such as bad images, different-sized texts or very flashy colors hinder the experience of those who are browsing, that is, their rejection rates increase.

To do this, keep a layout as optimized as possible and guide all navigation to the actual conversion.

Another important detail is the loading time of your site, after all, when we search for something we want the solution to appear as quickly as possible, and if your site takes a while to load, the user will probably give up on seeing it.

Pay attention to your ecommerce links and ensure that they all lead to the correct pages. Some platforms help you design your online store according to your needs, with pre-defined layouts and themes, thinking about the customer experience and your product.

9 – Keeping an eye on logistics

Shipping is one of the factors that most prevent sales conversions, since some reach absurd values, which undoubtedly amazes your potential customers.

For this, contact some logistics companies and pay attention to the values ​​and delivery times, seek partnerships and choose the best options within your profit margin. Offer multiple delivery options and different prices to give the consumer the power to choose.

Another important factor is information such as tracking code, return policy and costs. Everything has to be transparent and clear so that your customer has access to the data they need safely and without harming them.

Read more: 7 Proven Traffic Sources for Affiliate Marketers

10 – Focus on SEO strategies

How many times have you gotten past the second page of Google search? I bet few. That’s because Google selects what content is really relevant and puts it on the first page, and that’s where your ecommerce should be!

Search Engine Optimization (SEO) strategies can help you achieve good organic results. As stated earlier, creating valuable and well-optimized content is a necessary strategy to attract new visitors to your website and, consequently, increase ecommerce conversion rates .

Another important detail is the product descriptions, they must contain all the features and advantages of what was offered. Show the benefits and everything that will make you stand out in search engines against the competition.

11 – Offer contact channels

Like any relationship, contact is the basis of everything and in the case of your ecommerce it is no different. Throughout the process, visitors will have questions and often the success of your conversion rates will come from solving those questions.

To do this, expand the contact channels and make them accessible on the website. Examples of contact channels:

  • WhatsApp button ;
  • Social networks;
  • Email .

Identifying and correcting errors in conversion rates is essential to increase the chances of sales in your ecommerce .

By analyzing the main reasons that may be affecting this metric, it is possible to take steps to reverse the situation. So stay tuned for the tips presented in this post and see how to improve the performance of your business on the internet!

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By Best Learning Academy Team