E-commerce websites thrive on online sales and subsequent profits. The
success of an e-commerce website depends on its ability to convert
visitors and potential customers into actual customers who add revenue
to the website. And to make your website realize its sales potential
and achieve efficient conversion rates, you need to examine the crucial
factors and keep track of the key numbers.
Here are some factors that determine the conversion rates of your e-commerce website.
Unique Visitors – The number of people who visit your website regardless of the number
of times they do so. If a person A visits your website ten times a day,
it may account for many page views but the number of unique visitors is
only 1.
Transactions – The number of transactions i.e.
purchase/sales/hiring etc. that happens on the website. This number
excludes customers who visit the website but place their orders via
telephone.
Average Order Value – The average amount of money you receive on all your transactions.
Total Sales Volume – Total money earned through all the sales and transactions on your website.
Conversion Rate – The percentage of website visitors who place an order or make a purchase.
Increasing the Conversion Rates
If you want to improve the conversion rates of your website, you first
need to examine all the concerned factors and then improvise on each of
them. Here are some tools and features that you'll need to increase
conversions.
Numbers Tracking Tool
One of the best
and most efficient tools to track the numbers of your website is Google
Analytics, a free, full-featured analytics application by Google.
Integrate your website with Google Analytics so that you can keep track
of all the number figures concerning your website and use them to
improvise the website performance.
Data Analysis
All the data and information that you acquire through the analytics
application need to be used and analyzed further. You wouldn't need to
engage yourself in any high level statistics but you would have to
analyze and evaluate the key numbers provided by the analytics
application on regular basis. With time and experience, you can try to
analyze more complex data.
Act on the Data
When you
have access to crucial data and key numbers, you need to evaluate them
appropriately and employ them to good use in order to enhance your
website performance. As per the information, you can add or change the
pages of your website in order to adjust its presentation. Also, you
can engage in certain SEO marketing tactics and commit to Pay Per Click
ad campaigns where you can try out different advertising copies and key
phrases. This would help you determine what works best for your
website. And most importantly, you can improvise upon the search engine
optimization to attract more visitor traffic towards your website.
Increasing the Sales on the Website
Once you have all the determining factors and facts and figures
concerning the same, it is time to get to work and seek to increase the
sales on your website. This is how the conversion rate will go up. Here
are two by which you can achieve the same.
Same Visitors, More Orders
This method aims to garner more number of orders from the same number
of visitors by enhancing the user experience on the website. Conduct a
thorough examination of your website and asses the shopping experience
and usability. Once you do this, work to enhance the website.
- Make the message of the website more focused and prominent
- Enhance the usability of the website
- Make sure it performs well against its competition
More Orders Per Visits
This method aims to encourage customers to purchase more on each visit.
This increases the average order size and further increases the revenue
of the website. Here are some efficient ways to so the same.
- Offer discounts to the visitors on purchase of a certain amount
- Offer free shipping over a certain order size
- Suggest products that complement the ones that they purchase so they are prompted to buy more.