The good thing about having an eCommerce business is you can have tons of visits to your site—no matter the time or location. The bad thing about it is that turning those visits into actual sales can be much more difficult than doing so in a physical store. This is where conversion rate optimization plays a key role for your business.
The conversion rate is calculated by dividing the total number of conversions/total number of visits. The definition of conversion may vary from web page to web page, but, ultimately, it is what you want users to do when they land on your page. It can be a download, a sign in, a subscription. But if we are talking about eCommerce, normally, what you’ll want them to do is buy. The bottom line is you should be able to keep track of this number because what cannot be measured, cannot be managed.
Conversion rate requires periodic maintenance, always trying to find the new way to improve too, eventually—and hopefully sooner rather than later—, optimize your marketing efforts. So, if your conversion rate is stocked, that’s a red light telling you should do something differently.
When these numbers are not as expected, you’ll probably find marketers and business leaders doing pirouettes and trying some crazy ideas to try to increase their conversion rate. Maybe resizing some buttons or adjusting the headers on your web page will remediate the situation temporarily, but it will be like putting a patch on a flat tire.
Suggested Read: Colors & Conversions of a Website have a Deep Connection
Before making any changes to your page, ask yourself this simple—but critical—question: Is your online reputation trustworthy?
Asking an Internet user for their personal and bank information requires an important amount of trust. To do this, you must be credible and reliable. Your brand and product should be trustworthy. People may want what you sell, but if they can’t trust you, they won’t buy from you.
And when your clients want to know if they can trust your business or not, you know who they are turning to? Online reviews.
That’s right. User reviews are changing the way businesses are done. Here are some interesting stats you should know about that:
So, how can you increase your conversion rate and get those sales your business so badly wants? Take good care of what your online reviews say. They can eliminate the doubts potential customers may have about your product or service, which—if you learn how to swing it—can strengthen your business’ reputation online.
Quite simply, user reviews increase conversions. They come hand in hand. So, if you want to take those sales from your dreams to real life don’t forget to gather online reviews from your happy customers. It will add up to success!
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Megan Arevalo, community director, and writer for websitebuilder.org, lives in Portland Oregon with her husband and two young children. When she isn't calling to the duties of motherhood, she creates and manages content for Websitebuilder.org. She is passionate about social media, website building, writing, photography and of course, her children and husband.
