How Conversion Rate Optimisation Can Help Your E-Commerce Website

Concept of conversion rate illustrated on a board

Getting your business online is a smart move, especially in this digital age. It gives you the chance to acquire a wider customer base and expand your market share. But this does not work without a website that is properly designed to convert visitors into customers.

Any company who does web design in Beckenham would say that an effective e-commerce website has a high conversion rate. That is where conversion rate optimisation comes in.

What is Conversion Rate Optimisation (CRO)?

If you look into the behaviour of your website visitors, you will see which pages are the ones where most of the visitors leave or make a purchase. The percentage of visitors who buy items from your site is your conversion rate and this can happen on several parts of your website.

These parts can now be optimised to fit the needs of your visitors and to subsequently let them make a purchase. Simply put, conversion rate optimisation is the fine-tuning of your entire website to make it easier for your visitors to decide.

What Factors Affect Your Conversion Rate?

Your conversion rate will depend on the following factors:

1. The price of your product. A website selling Ferraris would have a lower conversion rate compared to one that sells shoes mainly because these are more often bought than cars.
2. Your product’s cost-to-value ratio. Does the cost of your product match its perceived value?
3. Your product’s relevance to the visitor. Male visitors will not always buy from a lingerie website unless they are buying for their wives.
4. Your relationship with the visitor. Have you established a trustworthy online presence by giving them free valuable content?

How Does CRO Help?

If each part of your website is clearly set up to (1) give the visitor the value he needs, and (2) clearly tell him what to do to make a purchase, your conversion rates will go up.

As an owner of an e-commerce business, you need to have a unique selling proposition that should be declared on each link, page, headline, image, and call-to-action button on your website. Only then will your visitors see why you stand out and then make a purchase. With proper CRO, you will get more customers and increase your sales.