13 Reasons Your Ecommerce Conversion Rate is Too Low

Key Takeaways

  • Your target ecommerce conversion rate should depend on where and within which industry you’re advertising.
  • Track the online user experience and know how your audience is responding in order to increase your ecommerce conversion rate.
  • Fully-engaged customers represent 23 percent more revenue than average customers; utilize customer engagement marketing to increase your ecommerce conversion rate.

How low can you go?

If your ecommerce conversion rate is low and narrowing in on zero, hopefully not any lower. But low is a relative term.

So how low is low, exactly?

If you’re worried about your ecommerce conversion rate, know that the percentage depends on where you’re advertising and within which industry. A “good” rate depends on what you’re asking your audience to do and where you’re asking them to do it. The top 25 percent of companies convert at 5.31 percent and the top 10 percent at 11.45 percent, but—although you should always shoot for the moon and hope to land among the stars—your target ecommerce conversion rate should depend on where you’re advertising and within which industry you’re competing.

If you’re a hair salon or legal business, great news—you’ll have a higher ecommerce conversion rate through mobile devices than any other industry. If you’re a home & garden or electronic ecommerce store, you won’t be as lucky. But no matter how much this might sound like your latest horoscope reading, we promise there’s a method to the madness. We call it “optimizing your ecommerce conversion rate”.

Ecommerce conversion rate optimization tactics 2019

how to optimize your ecommerce conversion rate

If your ecommerce conversion rate is low, your bottom line will suffer because your marketing budget is not producing a positive ROI. What kind of reactions does your online experience inspire? If your audience is responding in the following confused and negative ways, improve their experience with these tactics designed to optimize your ecommerce conversion rate in 2019.

“Uhhh what’s the point?”

Reason: Unclear call to action

  • Display a clear call-to-action. Your online experience and advertising efforts should revolve around one, tasteful call-to-action as not to confuse your audience.

“I don’t want to read this.”

Reason: Unattractive copy

  • Provide a positive user experience by using engaging, easy-to-read copy. Don’t force your users to work in order to understand your message. You want their experience to be as effortless as possible.

“I’d rather not fill this out.”

Reason: Lead form is too long

  • Again, you want your user experience to flow as effortlessly as possible. Chances are they won’t want to spend 10 minutes or even 10 seconds filling out online “paperwork” and giving away personal information.

“This looks weird (and sketchy).”

Reason: Low-quality visuals & lack of security

  • Quality images and online experience suggest a quality product. Solidify a trustworthy brand experience with a secure website and by communicating the ways in which your technology ensures transactional safety.

“This looks weird (and sketchy) on my phone.”

Reason: Mobile-unfriendly

  • Up to 70 percent of web traffic happens on a mobile device. Ensure your online experience is optimized for mobile users. Enough said.

“I have to pay for shipping?!?! WTF.”

Reason: Shipping costs

  • These are a thing of the past. For consumers, at least. That extra added cost is just one more reason to NOT make a purchase and overall decrease your ecommerce conversion rate.

“I don’t understand this website.”

Reason: Poor user experience

  • If your site demands effort and work from your users, chances are they’ll look elsewhere. Track the user experience to implement an intuitive website design.

“This is not what I was looking for.”

Reason: Ineffective SEO & high bounce rates

  • If people are coming to your website but quickly leaving, chances are your SEO needs adjusting. Reconsider your industry, the questions being asked, and how your brand offers unique values in order to redefine and attract your target audience.

“I can’t find what I want!!!”

Reason: Filter & search

  • People are accustomed to search engines and finding what they want easily and effortlessly—made possible by search engines and filters. Ensure your online experience provides both of these services.

“I HAVE A QUESTION.”

Reason: Do you have a chatbot?  

  • Implement a chatbot to ensure that users can access information as quickly and effortlessly as possible, and to open another line of communication between your ecommerce store and consumer.

“Can I please just talk to someone? Anyone?!”

Reason: Inaccessible contact information

  • Some of your users might not be so technologically advanced; ensure you’re reachable organically as well as digitally by displaying contact information in an obvious space.

“What are other people saying about this?”

Reason: No featured reviews

  • Many users adhere to the philosophy “better safe than sorry”. If your reviews aren’t featured on your website, chances are your prospect will leave your site to search somewhere else—which brings them farther away from where you’re trying to make a conversion. Furthermore, if your consumer can’t find ANY reviews about your business, you might not be great enough to talk about.

“Checking-out makes me not want to checkout.”

Reason: Bothersome checkout process

  • If almost every user is abandoning their cart, look into the checkout process. First of all, is it broken? Is the add-to-cart & checkout icon easy to find? Can users checkout as guests? Do you offer multiple payment options? Create an effortless checkout process to decrease the number of people who abandon their carts and increase your ecommerce conversion rate.

Online customer engagement

So your audience wasn’t responding to your online experience in the way you wanted, but now you’ve implemented the ecommerce conversion rate tactics and things have changed in a good way. But why?

You’ve strategically improved online customer engagement—and fully-engaged customers represent 23 percent more revenue than average customers.

Online customer engagement refers to the emotional connection between a customer and your brand online, which is fueled by positive user experiences and inspires continued interactions. And ultimately, leads to higher conversion rates and increased revenue.

Conclusion

With these ecommerce conversion rate tactics, you’ve only just begun to exercise the power of customer engagement marketing. You’ll stop worrying about how low your ecommerce conversion rates can go, and start looking forward to the ways in which it can skyrocket and increase revenue at your ecommerce store.

conversion optimization

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About The Author

Emmy is passionate about storytelling. In her pursuit of learning stories from around the world, she has traversed five of the seven continents. Studying and engaging with these cultural divides has blessed her with a deeper understanding of people. With experience writing for magazines, academic journals, and travel blogs, she's applying her skillset to creating and sharing your brand’s story with the world she loves.

Emmy Ciabattoni
Social Media Manager

2019-07-03T18:59:32+00:00April 15th, 2019|

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