Studies have shown that, typically, Internet users don’t read website pages word by word. They scan them and pick individual words and sentences. By using the Ecommerce Conversion Rate Optimization techniques and putting the most important things first, you will be able to hold your users’ attention for longer, and thus you will increase the chances that they will convert.
More than 95% of visits are not converted, and only about 22% of businesses are satisfied with their conversion rate. It’s a tough world out there but you are not alone.
Here’s what you can do to boost your ecommerce conversion rate and grow your business.
Fast Page Load Speed is a Must
It doesn’t matter how nice your images are and how persuasive your copy is. If your site doesn’t load fast enough, the user will leave the page before he has a chance to see them. Even a delay of just a few seconds is enough to lose a visitor.
- 0.1 second is about the limit for making the visitor realize that the system is reacting instantaneously, meaning that no special feedback is necessary except to display the result.
- 1.0 second is about the limit until which the visitor’s focus remains uninterrupted, even though the user will notice the delay.
Excerpt from Chapter 5 of “Usability Engineering” by Jakob Nielsen
In their study, Bing and Google found out that delays as small as 0.4 seconds reduced usage preference, while Amazon reported that a 100ms increase in loading speed equals 1% increase in revenue. Fast web page loading is so important that Google started using speed as a ranking factor, and nothing destroys your ecommerce conversion rate faster than disappearing from the first page of results.
The Attention Span Depends On the Format and Content
Grabbing someone’s attention is not very hard – there are a lot of gimmicks out there that can help you. But keeping their attention for a longer period and converting them, now that’s another story.
“There is no such thing as an attention span. There is only the quality of what you are viewing. This whole idea of an attention span is, I think, a misnomer. People have an infinite attention span if you are entertaining them.” Jerry Seinfeld
We live in a digital world in which we get hit with huge volume of news and data from every direction. Since it’s impossible to keep up with everything, our brains filter the information and only focus on the things we are interested in. because of this, relevancy is extremely important.
Instead of focusing on how to attract as many people as possible, you should focus on how to attract those people who are mostly likely to be interested in your content. Otherwise, you will not be able to hold their attention for long.
Less Is More
Having options to choose from is great, but when faced with too many options, the visitors feel overwhelmed and choose nothing at all.
When it comes to ecommerce conversion rate optimization, the fewer distractions, fewer links, and therefore fewer choices you have on your landing pages, the higher the conversion rate. But how much is too much? According to Oli Gardner, Co-Founder of Unbounce, two is already too much when it comes to objectives.
“One page. One goal. Period.” Oli Gardner
Generating more sales with the same amount of traffic is every marketer’s dream. But is it possible? Well, with a data-driven, real-time monitored, tailor-made strategy, it is. You can use the following four tricks in order to get (and keep) your customers’ attention and ultimately improve your ecommerce conversion rate:
Getting real-time feedback from your users will help you a lot with conversion optimization. Surveys nowadays have come a long way from the annoying, interruptive forms that took ages to complete. Today, surveys are nice and layered pop-ups that stay in the corner of the browser. Make sure you use them if you want to know what your users are interested in.
Optimization isn’t something that you do once and then forget. Only one in every seven A/B tests is a winning test, so optimization is a repetitive process that requires research, conducting tests based on hypotheses, and learning from the results. Knowing what your users are responding to will help you serve them better content and thus grab and keep their attention and convert them more easily.
Personalization doesn’t end with emails. Also, personalization doesn’t work if you don’t know your customers. According to Janrain, 74% of users get frustrated with websites when content, offers, ads, promotions, etc. don’t have anything to do with their interest. Can you guess what they’ll do? Yes, they won’t pay attention to you.
Segmentation and personalization go hand in hand. There are many ways you can segment your audience (by location, keywords used, content they’re attracted to, behavior, etc.), but the point remains the same: you must provide customers with what they are looking for, not with something that just works for the average user.
Because of the mobile revolution, users are constantly on their phones or tablets, trying to keep up with everything. They don’t have time (and they don’t want) to wait for a page to load or for the brand to get to the point. Some days you might even feel like it’s impossible to grab your customers’ attention and make them convert. But fret not! High-quality content paired with smart targeting and reiteration on different channels will always help you attract even the most distracted of users.
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Valentin is the Founder & CEO of Omniconvert, a growth enabler for mid-size e-commerce websites looking to become customer-centric. He likes to mix state-of-the-art technologies and data scientists together to help businesses grow by using the gems hidden in their data.