Ecommerce Optimization 101: Turning Browsers into Buyers

Ever feel like your ecommerce business is like that one store at the mall that everybody ignores? Don’t worry, there are ways to turn your online shop into the bustling shopping center you’ve always wanted it to be. We’re not talking about digital magic here. Rather, it’s all about optimizing your site one component at a time.

We’ve compiled a list of tweaks and adjustments that’ll take your ecommerce website to the next level. Whether you’re dealing with slow load times or product descriptions that put people to sleep, by following our guide, you’ll have customers hitting “Add to Cart” faster than they can say “Free Shipping.” So let’s dive in!

Improve Site Speed

It’s hard to overstate the importance of loading times. Every additional second it takes for your site to load can decrease user satisfaction by 16%,, making this the first critical component of your site that you should optimize.

Firstly, you should use tools like Google’s PageSpeed Insights to get an overview of your current loading times. Your overall PageSpeed score should be at least 90 for desktop and 85 for mobile, so if the numbers are lagging behind, you might want to take a few steps to push the needle in the right direction.

Start off by compressing any images and files on your page. This reduces the amount of bandwidth required for the page to load. Secondly, using a Content Delivery Network allows the user’s browser to fetch data from a nearby source rather than from a distant central server, further reducing loading times in the process. And finally, invest in a good hosting server to reduce server response times.

Optimize for Mobile

Mobile ecommerce, or m-commerce for short, has seen some absolutely staggering growth these past few years, and it’s easy to see why. The convenience of opening up your smartphone and buying something with a few taps is just too great to resist. The numbers definitely support this, with m-commerce sales increasing by 16.3% year over year to reach a whopping $2.52 trillion in 2024!

So, how can you make your ecommerce business more mobile friendly? Well, responsive design> allows your web page to automatically adjust itself to the size of the user’s device, and with so many different sized devices floating around these days, it’s essential to cater to them.

Also, try to prioritize simple navigation. It should take users seconds to navigate your site, otherwise they might not end up clicking the “Buy” button. Make sure you test your site every step of the way so that you can see how much of an impact your adjustments are having!

Enhance User Experience

Once again, simplicity is key here. 78% of Millennials prefer a minimalist design, and since they outspend Baby Boomers and Gen Z by about 30%, prioritizing their preferences is quite important. Opt for simple menus and categories coupled with an intuitive search function with auto-suggestions and you’ll be good to go.

As for the checkout process, there are two elements to consider. FIrstly, you should minimize the number of steps in the checkout, and secondly, offer a guest checkout option in case a buyer doesn’t want to go through the hassle of making an account.

Optimize Product Descriptions

At the end of the day, if your product descriptions miss the mark, the quality of your products won’t be enough to drive conversions. After all, a high quality product description that effectively describes your product can boost conversion rates by as much as 78%!

So, what goes into a good product description? There are two elements to this, namely content writing and visual optimization. For the written portion, consider using clear, concise language that quickly communicates your product’s features, but make sure you incorporate SEO best practices so the descriptions show up in the SERP.

Also, remember to frame these features as key benefits. For example, a pair of Bluetooth headphones might have features like long battery life and noise canceling, but what do these features offer to the customer? Well, in this case, you could say that customers can shut out the outside world and listen to music all day without needing to charge the product.

Leverage Social Proof

There are no two ways about it. Practically every ecommerce customer factors in social proof and reviews when making purchasing decisions, or 97% to be precise. Simply put, it just makes users more likely to trust you and your products.

To take advantage of this phenomenon, prominently display positive customer reviews on your ecommerce page. You could also incorporate user generated content that showcases your products in the wild, giving potential customers a glimpse behind the airbrushed, edited product pictures you might have on your page.

And in case you’re having difficulty getting these reviews, you could always offer customers an incentive such as a discount or a reward for leaving one!

Use Data Analytics

How can you be sure that your efforts are bearing fruit? By taking a look at your data. This means analyzing bounce rates, conversion rates, and the average value of each order. Generate heatmaps to see what your users are clicking on and how far down the page they scroll, and glean areas for improvement from this data.

It’s important to make data driven decisions while running an ecommerce business, even if you feel like you have good instincts. Data doesn’t lie, but it can be misinterpreted, so make sure you’re analyzing it in the correct context. For example, a high bounce rate could mean that your page isn’t optimized, but in what way? Does it load too slowly? Could the product descriptions do with a touch up? It could be anything, so try to interpret the data before you act on it.

Ready to Turn Your Website into a Sales Magnet?

If your website isn’t pulling in the number of sales you want, it might be time for a little renovation. There’s no reason to settle for “just okay” when your site could be a conversion machine, and at Content Development Pros, we know just how to get the job done.

Our ecommerce web design team leverages 15 years of experience to create pages that don’t just look good, but drive results as well. Let’s work together to build a storefront that customers can’t resist - and one that keeps them coming back for more.