Contrary to what most people imagine, conversions in e-commerces go far beyond sales. They also indicate an improvement in the relationship between consumer and company.
However, this is an important metric to measure performance and specific actions in e-commerce, such as clicks on banners and ads, subscriptions, use of coupons, among others.
Wondering how to increase your e-commerce conversion rate? So, keep reading!
What is Conversion Rate?
In general, conversion rate is a metric used to measure how many people have evolved in the sales funnel , whether visitors who turn into leads or leads who become customers, for example.
Since we talk about sales funnel, let's find out how to have an efficient one?
In the context of e-commerce, it is used to measure the results of marketing and sales actions . That is, the conversion rate serves to measure whether the strategies that lead the user to some action are being effective.
Briefly, e-commerce conversion rate is the amount of sales made compared to the amount of visits received in the online store, in X period of time.
How important is it to invest in conversion strategies?
Investing in conversion strategies is important for any e-commerce, especially when it comes to the online store sales conversion rate .
Why? Even if you invest to generate traffic to the store, it won't do any good if these visitors don't turn into customers, do you agree?
And, that's exactly what conversion investments do, they help convert visits into sales and profit. In this way, there is an increase in the return on investment (ROI) of e-commerce as a whole.
Taking advantage of the fact that we talk about ROI, check out this video on the subject!
How to measure conversion rate in e-commerce?
Conversion rate is always measured in the same way, no matter what type of conversion we are talking about. Here it is necessary to divide the number of actions performed by the number of users who contacted that action, and, after that, multiply by 100 , since this rate is measured in percentage.
For example, if in one day 2000 people accessed your e-commerce, but only 900 bought a product, you would need to do the following calculation:
900 ÷ 2000 x 100 = 45
So your store's conversion rate for that day was 45%.
4 tips to increase your e-commerce conversion rate
Now that you know what a conversion rate is, how important it is and how to calculate it, it's time to see some tips to increase this metric in your e-commerce. Follow up!
Pay attention to the shopping experience
When we think about increasing the conversion rate in e-commerce, we must remember the shopping experience, you know? This point influences sales, builds customer loyalty and can turn them into brand promoters.
What does that mean? Providing a good user experience involves ensuring that the user is successful throughout the purchase journey , such as:
- the moment you enter your store;
- search the products in the search;
- receives relevant recommendations;
- puts the products in the cart;
- make the purchase;
- receives the product.
Get closer to your target audience
When you build a relationship with your audience and engage with them, the more your potential customer trusts you. This close relationship encourages the public to enter the e-commerce and make the purchase.
And, one way to build this relationship is to share content relevant to your persona, always with a pre-established frequency. Use channels like:
- social networks .
Another important strategy is to treat your audience in a personalized way. For example, using personalized recommendation windows, which will make him feel like he is getting special and special treatment .
Build your brand authority
The authority of the company is another point that must be worked on. Why? When the customer already knows, admires and trusts the company, he naturally enters your website when he needs your products or services, and the chances of making a purchase are high .
This strategy is closely linked to the close relationship with the public, mentioned in the previous topic, since when you relate to these people, you also generate authority.
But there are other ways to gain this authority, such as:
- Press office;
- partnerships with other brands.
Invest in differentials and attractions
Use and abuse of differentials and attractions, as consumers are increasingly in the habit of searching for the same products on competing websites. And in the end, the one that offers the most advantages wins.
Some examples of possible benefits are:
- free shipping;
- fast delivery;
- Discount coupons;
- “Take 2, Pay 1” promotions.
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