Tips to increase E-commerce conversion rate

According to Statista “in 2020, over two billion people purchased goods or services online, and during the same year, e-retail sales surpassed 4.2 trillion U.S. dollars worldwide. In the year of the pandemic, global retail e-commerce salesgrew with more than 25 percent”.

Three years after the burst of digital purchases, if your e-commerce business hasn’t reached a significant customer base, something is wrong.

For most e-commerce businesses in the MENA region, marketing efforts are still far from required, leading to a poor customer experience, a relatively below-average conversion rate, and sales revenue. Investing in a sustainable marketing plan is crucial in this time and era of fast-based technological innovations.

Conversion rate is directly linked to your sales. It is your measurement of how effective your marketing campaign is in leading customers to action.

‍Platforms such as Facebook, Google, Instagram, Youtube, and Tiktok have been offering a pool of potential customers to e-commerce businesses. However, with the wrong messaging or at the wrong time, your business is risking not getting the right or enough exposure that can increase conversion rate and therefore potential sales.

We have put together a few tips on how your e-commerce can lead to more conversions.

1) Align your ads with your business objectives

Almost 56% of consumers in the UAE, KSA, and Egypt start their online shopping journeys using search engines such as Google as opposed to retailers’ websites. These platforms also highlight advertisements on their first search result page that are given high-quality scores. However, focusing on SEO (Search engine optimization) isn’t enough on its own.

If your ad is getting numerous clicks and not enough conversions then you may need to take a look at how your ad is aligning with your business objective. Is it delivering the right message to the right person at the right time?

Goals, targets, and objectives are all measurable accomplishments you are looking to make out of your marketing efforts. Whether it’s to increase brand awareness or to reach specific product sales, your ad needs to highlight that central message. If your objective is to announce the launch of a new product, the messaging in the ad needs to be adequate to the persona in question.

Choosing appealing and persuasive visual content as well as the desired call-to-action you are looking for is very important to ensure transparency, accuracy and to generate long-term trust. Just because your website is getting more organic traffic doesn’t necessarily mean your business is growing if your content isn’t serving its intended purpose

2) Optimize your website

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Now that you’ve aligned your ad with your business objectives, it’s time to focus on the next lead step. Say a user finds your ad intriguing enough to click on it and visit the related website page. A website that doesn’t reflect a seamless experience for the customer to understand definitely leads to confusion and frustration.

A first-time user, still discovering your business certainly does not need confusion when you are still trying to build trust. It is therefore important to highlight a clear value proposition that targets your persona. This step is crucial as it can elevate your potential client’s status, from being aware of your brand to becoming a lead.

Website design and content should reflect on your image and the message you want to deliver. Is it a luxury e-commerce business? Is it based nearby? What are the different product varieties they offer? Is it connected to a physical store? Can I afford it? Many questions are asked by your potential customer once you open a website page, and you should be ready to answer them all in a constructive, easily accessible, and persuasive way. For that, you need to make navigation simple and logical, which is a continuous process considering the change of customer behavior over time.

Website optimization shouldn’t only be tailored to the display version. In fact, 85% of consumers in the UAE and 80% in KSA use mobile devices to get information about the products they intend to buy. Therefore, your website should also be optimized for the mobile version.

3) Personalize

The more time it takes for a user to find what they are looking for, the less probable for them to make a purchase. Everything is becoming faster and faster, users captivate what they’re getting out of an ad within seconds. Personalized ads create a sense of belonging and importance to the customer.

By using dynamic content and providing services that tailor your e-commerce experience to each and every user, you are on your path to making your customers feel heard and taken care of.

Remember Coca-Cola's campaign in 2016, printing first names on 20-ounce bottles? The campaign was a success and led to millions of conversions and buyers simply because a more personal relationship with customers felt special and emotionally attractive.

Personalize!

4) Allow guest checkout

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Every purchase from your store is already registered in a database, do you really need your customers to register in order for them to buy? Not really..

Although a customer registering their information on your e-commerce platform is important for future communications, so do sales numbers. If the only thing you need from your user is an email address for confirmation then ask for that and for that only.

Developing a long-term relationship with your customer takes time. Even with a great marketing campaign, some users prefer trying a product for the first time before engaging long term.

By allowing guest checkout, you are making it easier for a hesitant buyer to make the purchase and avoiding abandoned carts.

Find out more about how Amplify can help you reach your conversion rate goals.