Online store conversion
Conversion of an online store for any online store, the conversion rate is an important indicator of its performance. Conversion of an online store is the number of purchases made by its visitors, and its level shows the ratio of the number of online store visitors who made a purchase to the total number of visitors for a certain period of time. The higher the conversion rate of an online store, the higher its effectiveness is evaluated.
The conversion of an online store is influenced by many factors, not the least of which is the level of usability. If it is convenient for visitors to use the online store, then the probability of successful purchases increases. If the level of usability is low, then visitors who want to buy something can “drop out” from the first minutes of the visit to the online store.
Thus, the conversion of an online store and its usability are inextricably linked, and in order to improve conversion rates, you should first focus on improving the level of usability. How can this be done?
To improve the usability of an online store, you need to carefully analyze its current state. Both special usability testing and data collection using web Analytics services will help you do this. During the analysis of the usability of an online store, you should pay attention, for example, to what points:
how much time, on average, visitors spend on the pages of an online store;
how often is the purchase process interrupted after adding products to the cart;
how quickly visitors find a shopping cart;
how often visitors leave the online store after being invited to register/authorize.
The data obtained in the process of usability audit will help to identify the main problems faced by visitors to the online store. To solve the identified problems, you may need to upgrade or completely redesign the online store.
The conversion of an online store depends, as already mentioned, on many different factors. In particular, you can note the dependence of conversion on traffic sources: its level will be different for visitors who come to the online store from search engines and from social networks, who get to the online store through links on various thematic forums and directly enter the address of the online store in the browser address bar. This difference in conversion rates is due to the fact that the goals of the online store visitors are different.
For example, if a visitor typed the URL of an online store in the browser’s address bar, it is likely that they are interested in making a purchase in this store from the very beginning. Also, the probability of conversion by a visitor is high if he got to the online store from search engines on a request to buy a certain product, followed a link to a specific product from a thematic forum or blog.
But if a visitor entered an online store for unspecified search queries, such as mobile phones, or clicked on a link from non-thematic groups or pages in a social network, then you do not have to wait for conversion from him: most likely, such a visitor is simply studying the available offers from various online stores or made a transition for entertainment. In such cases, the conversion rate of the online store will be low.
To avoid problems with conversion, you need to pay maximum attention to this issue from the very first stages of developing an online store. It is especially important to correctly design the interface of an online store and accurately determine the target audience for which the store is intended. Professional web studios can create an online store that meets these requirements.
WebStudio2U web design Studio offers professional services for creating online stores, which are characterized by ease of use, unique individual design, ease of maintenance and filling. When developing online stores, we can offer integration with 1C trading configurations, if necessary, so that their administration is as comfortable as possible.