Once you've successfully managed to attract some visitors to your site, the next challenge is to somehow magically transform those visitors into customers. In marketing lingo, this process is called 'conversion' and a key indicator of how well your site is doing is the 'conversion rate' - the proportion of visitors to your site that go on and buy something. An online business hoping to be successful should be aiming for a conversion rate of above 2%.
First impressions matter
When a visitor arrives at your site, you have about three seconds to convince them to stay on your site. One key thing you can do to help convince them to stay is to make it very easy for them to start searching. So make sure you have a good visible search bar, and also make sure your section list is prominent and easy to use.
No room for doubt
When visitors eventually find a product they are interested in you then need to leave no doubt in their mind about whether the product is the right one.
Increasing your conversion rate is much more than just making sure visitors can find the right product. That's half the battle, but by no means the whole issue. You also need to convince them that you are the sort of company they want to spend money with.
Any transaction represents some degree of risk for a potential customer. Is my order going to arrive in a timely manner? Is it going to arrive at all? What happens if there's a problem? Your job as an online store owner is to minimise the perception of risk in the mind of the visitor. Here are a few tips to help with that.
Remember - a successful E-Commerce site is able to minimise or remove any potential obstacles that lie between the visitor arriving and the visitor placing an order. The fewer obstacles they have to navigate, the higher chance you'll have of converting them into a customer.
If you are at a loss about how to make some of these changes yourself, think about talking to a designer, or else talk to Sellerdeck about their Managed Services where they can review your site, make a list of recommendations and implement them for you.