Retail businesses in Singapore can invest any amount of money in paid search campaigns, display advertising or social media, but if you don’t optimise your eCommerce site for converstion, you're not going to get your desired return on the money for these marketing investments.
First of all, do you know what are the key e-commerce metrics you should be optimizing your business for?
They are average conversion rate, average order value (AOV) and revenue per visitor (RPV).
- Average conversion rate is the percentage of people who purchase from you divided by your total traffic.
- Average order value (AOV) is the average amount someone spends when they order from you.
- Revenue per visitor (RPV) is the amount of money generated when someone visits your website.
Now, let's take some time to digest these statistics:
- In 2015, 200 million digital shoppers will spend an average of $1,700/person.
- 65% of retailers have a shopping cart abandonment rate that is higher than 50%
- By 2016, 89% of companies plan to compete on the basis of customer experience.
- 89% of consumers began doing business with a competitor following a poor customer experience
- Only 8% of companies said they currently provide a ‘very integrated’ customer experience
5 E-commerce Optimisation Tips To Increase Your Retail Store's Conversion
Just like any other website, an eCommerce site definitely needs expert optimisation. Below are key elements every entreprenuer should pay heed to when optimising your retail eCommerce for the search engines; to help your products show up when people of this internet generation do their researches online.
- Keyword Research For The Right Targeting
- Site Architecture
- On-Page SEO
- Technical SEO
- Local SEO
- Content Marketing
- Link Building
Need a further guide? Download our free eBook today, and be an SEO pro the eCommerce field today.
2. Strategic Design And Optimise UX
We have all seen tons of websites that are beautifully designed, have slick functionalities and portray a strong sense of professionalism. You see, that's great but that's not going to be enough. Time and again, we hear website owners complain and get really frustrated about spending tens of thousands of dollars on web design that don't turn website traffic into leads, sales or the engagement they desire. 85% of shoppers abandon a website due to poor design, while 83% leave because it takes too many clicks to get to where they want to go.
What is an appropriate, lucrative web design strategy?
The 4 components to take into account are brand, design, technology and content.
Read the articles below to find out more:
Why Cheap Website Design Can Hurt Your Brand So Badly 5 Steps To Designing A Great Company Website (Hubspot) 6 Steps For Building Successful Websites (smashing magazine)
So, what are the aspects of user experience (UX) should you be consistently improving on, in order to increase sales profitability?
A slow loading site will result in lost revenue. In a fast moving internet age, a website has only seconds to capture the attention of your visitors. For every second slower, you lose 10% of your visitors.
A 1-second delay in page load time causes:
- 11% fewer page views
- 16% decrease in customer satisfaction
- 7% loss in conversions (source: Aberdeen Group)
Here are a few crucial ways you can speed up your retail eCommerce site and improve conversion by a great margin:
- Minimize HTTP Requests
- Reduce server response time
- Enable compression
- Enable browser caching
- Minify Resources
- Optimize images
- Optimize CSS Delivery
- Prioritize above-the-fold content
(source: Aberdeen Group)
Ecommerce site navigation should help shoppers find products quickly and easily. Good navigation improves the online shopping experience and will accrue higher sales conversions. Your retail eCommerce shopping experience should be seamless so visitors won't be exiting halfway while browsing through your site. Even relatively small differences in site navigation may significantly impact users and their ability to find products and expedite the ushering of consumers down the sales funnel to converting customers.
Read the articles below for all knowledge on site navigation enhancement:
3 Crucial – But Overlooked – Aspects of eCommerce Navigation Optimization (Lemon Stand)
Optimizing Navigation Menus for Higher Effectiveness and Conversions
10 Website Navigation Trends For 2017
3. Paid Search Optimisation
More commonly termed SEM (Search Engine Marketing), paid search optimisation has to be done like a pro, combining varied ongoing strategies in order for it to work. A proper account structure with expert setting configurations like geographic and device targeting including ongoing tasks like keyword research, multiple digital marketing straetgy testing and professional analysis has to be mastered. We'd advice you leave these tasks to trained, professional practitioners who have a trained understanding of the industry and SEM best practices.
What is Paid Search and why does your retail eCOmmerce need it?
Paid search marketing means you advertise within the sponsored listings of a search engine or a partner site by paying either each time your ad is clicked (pay-per-click - PPC) or less commonly, when your ad is displayed (cost-per-impression - CPM). It is the positioning of your website in the search engines.
Why do you need it?
The main objective here is that your retail eCommerce appears at the top of the SERPs. With organic results decreasing in rank and visibility on a full screen, it’s vital that your company appears within the top five results in order to stand a chance of click-through.
4. Omnichannel Personalisation
A survey found that 86% of consumers’ purchasing decisions are affected by website personalization.
2017 is the year retailers delve deeply into a new level of focus on personalisation with digital marketing for their online stores using collections of website visitors behavioural data. Retail marketers will task on strategizing and developing marketing campaigns catered to a highly-targeted audience.
Individual shoppers will access content unique to their demographic group, location, previous purchases, interactions with the brand and other identifiable consumer trends.
In the age of the customer, if you fail to adapt to your user’s needs and expectations, you will be losing them. How efficiently your e-commerce site personalises its customer’s experience will differentiate how effective it is for sales conversion; and between you and your competitors.
Key ways a modern eCommerce enterprise can facilitate omnichannel personalization for users across multiple channels:
- Website Personalisation
- Email Personalisation
- Mobile Customisation
- Targeted Offers & Content
- Integrated Analytics
- In-store Personalisatiom
Read the articles below to understand in detail how to personalise your retail eCommerce Omnichannel experience:
Artificial Intelligence In Retail A Smashing Tool Of Omnichannel (Medium) How To Use Ecommerce Personalisation For Retail Ecommerce
5. Cart Checkout
Recent stats from Radware indicate that:
- 70% of online carts are abandoned before checkout.
- A 2 second delay in load times can increase the abandonment rate to 87%.
Checkout page optimization is a frequently overlooked area for retailers wanting to increase online revenue.
Below are some reasons why people abandon their carts according to a study done by bigCommerce:
- 61%: Extra costs (shipping, taxes, fees) were too high
- 35%: Didn’t want to create an account
- 27%: The checkout process was too long or complicated
- 24%: Couldn’t see or calculate total order cost up-front
- 22%: Reported the website had errors or crashed.
- 18% Didn’t trust the online store with their credit card information
- 16%: Delivery timeline was much too slow
- 10%: Didn’t believe the returns policy to be fair or satisfactory
- 8%: Didn’t see their preferred method of payment
- 5%: Their credit card was declined
Now, here are some valuable tips on how to optimise your eCommerce checkout:
- Ensure checkout ares is isolated and payment focused.
- Have a short checkout process and show the customers where they are within the process.
- Make form filling easy and intuitive through good design practice.
- Have clear delivery shipping costs upfront.
- Ensure customers card details are safe and provide reassurance measures.
For further reading, check out the articles below on eCommerce checkout page optimisation:
6 Ways To Optimise Your E-commerce Checkout Page (Crazy Egg)
40 Checkout Page Strategies To Improve Conversion Rates (Kissmetrics)
Conclusion Remember this while plunging in to optimise your retail eCommerce-It’s your customers who matter. Focus all your marketing efforts optimizing features that deliver a speedy, convenient and seamless customer experience.
Design your eCommerce to be customer-centric and you will see conversions and sales increase. Always test and analyze results to make improvements along the way. Optimisation must be an on-going effort that your digital marketing team has to be on top of.
Use the metrics mentioned at the top of this article to ensure that your new features are perfoming as expected. These gradual improvements will pave your retail eCommerce's route to profitability and success.