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  • How To Build A Smarter eCommerce Website

    Posted on 05/10/2012 by Joel in eCommerce, Magento eCommerce Websites

    Every eCommerce website that is aimed for business, is set up with a few basic components such as a shopping cart, an order page, a list of products and a checkout page. While these basic components can allow you to run your business there are ways to make your website more powerful and more compelling for your visitors.

    Let’s face it, you are in business to make money. In order to guarantee you are getting the most out of your website you need to know if you are successfully converting your visitors into sales. One great way to do this is to set up a web visitor tracker such as Google Analytics which can be found here.

    One benefit to a solution like Google Analytics, besides being free, is its ability to help you understand how many people visit your sales or product page and how many of those people actually go ahead and buy. This is commonly referred to as the sales conversion ratio. For example, let us imagine you have 1,000 people visiting one of your product pages and only 5 buy. Your sales conversion ratio is 0.5 %

    The reason it is important to understand your sales conversion ratio is because paying attention to it can allow you to make more sales without having to spend more money on advertising or spend more time on writing press releases.

    Believe it or not, you may find that by changing the structure of your page, whether it is the design of the page, or even the text itself, will lead to a significant positive change in your response rate. In essence, having a full understanding of how your website converts sales can lead to free money. Here is an example:

    If a website sells a product for $100 that receives 500 daily visitors, and only 5 buy, it is a 1% conversion rate. Throughout the month, counting a month as 30 days, this web page produces 150 sales which leads to $15,000.

    Now, what if the response rate improves from 1% to 3%? That same web page is now generating 15 sales per day, 450 sales per month and is generating $45,000 per month.

    How much advertising would you have to spend in order to get that kind of a boost?
    I am not going to tell you that you are going to jump 300% by installing Google Analytics but I am going to tell you that if you have a full understanding of how your web pages perform, as well as a full understanding of who your visitors are, you will increase your chances of closing more sales without having to invest more money in advertising.

    Things To Look For

    1.) How Long Do Your Visitors Stay?

    2.) What Browsers Do They Use?

    3.) Is There A Higher Ratio of Sales For Any One Browser?

    4.) Is There A Higher Ratio of Page Exists  For Any One Browser?

    The reason these questions are important is because you may find that your visitors are on your checkout page for a long time but exit at a high rate. This would indicate that your checkout page is too complicated and is leading to visitors giving up on the order.

    As for the browser questions listed above, it is important to realize that certain browsers have different ways of rendering your web page. If you find that a high ratio of Internet Explorer visitors are leaving, the odds are they are not seeing everything your page has to offer and you may need to adjust the page to fit their needs.

    Another tip is consider changing up your headlines or copy and see if that makes a difference. Make note of any changes in visitor patterns, if any. Sometimes a more effective headline, clearer product description or even a change in price can make a huge difference in your conversion ratio. For example, while it may seem obvious to lower prices in order to entice buyers, you may find that you are selling your product short and it is leading to skeptical visitors who may mistakenly feel it may not be high quality.

    Concluding, you would be surprised to see how many variables can play into the decision of a visitor. The more time you invest in learning about your visitors, from their browser, to their preferred products to purchase, to their page visit duration, the more power you have to inexpensively, if not for free, boost your sales for the long term. If you need any help taking your eCommerce website to the next level contact us today.