Elements within your ecommerce site can be skillfully used as conversion points. This means judiciously thinking about every image, hyperlink, and line of text. Every detail on your site ultimately influences whether your visitors will purchase, or look elsewhere.
The following factors will largely determine your conversion rate, which is among most important metrics for a successful ecommerce site.
7 Factors that Influence Online Shoppers to Click ‘Add To Cart’
1. It’s all about the shopper. All copy, navigation, ads, etc. should be customer-centric to create a positive shopping experience throughout your site. Also, make sure your online voice speaks to your visitors in a way that resonates with them.
2. Shoppers are visual. Successful online retailers think about every visual aspect from their site design including text layout, formatting, and imagery, to convert visitors into buyers. Always consider your brand, present a crisp and professional visual experience to create a comfortable buying environment, encouraging your visitor to purchase.
3. Clear Messaging. You want everything about your site, including your content, navigation structure, offers, product details, and policies to be crystal clear. The click ‘Add to Cart’ should be clearly visible with graphics visually appealing for effectively increase conversion.
4. Shoppers often like what they see first. On traditional retail showroom floors, savvy retailers place their bestsellers front and center as you walk into their stores, since customers are usually attracted to what they see first. This being the case, your best sellers should always be listed as first choices and featured products.
5. Shoppers like things they can touch. Putting your product in the hands of your customer to touch and feel is among the oldest retail selling techniques – and it works. Of course your site visitors cannot physically touch what you offer on your site. However, through well written, compelling product descriptions zoom, alternate images, and video, you can effectively stimulate the buying process, giving visitors better visualized ownership of your products.
6. Clear and frequent calls to action. Make sure ads, offers, and product detail pages, all have strong calls to action. Provide visitors with reminders about the action you want them to take along the conversion path. As with traditional brick and mortar retail, you have to ask for the order – selling online is no different.
7. Urgency converts into sales. When running promotions you should always have a clear end date. As a rule, the sooner the offer expiration date, the higher the conversion rate. Think in terms of two-day sales and flash sales for a limited number of hours. There’s no urgency to buy unless you create it.
Apply these seven factors to your ecommerce site to help increase the number of visitors that click the ‘Add to Cart’ button. It doesn’t matter how much targeted traffic you drive to your site, unless they’ve had a great experience, easily found what they want, and can quickly purchase. What are you doing to influence your visitors to purchase from you?
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