The conversion rate is one of the most important indicators to measure the success of a store. In e-commerce, it averages 2.96%, according to a global study by Content Square.
A site that is too slow, complex navigation or too high a delivery cost are all obstacles that can discourage your visitors and encourage them to leave your site.
Pay Plug , a French payment solution dedicated to SMEs, gives you in this article 6 techniques to optimize each step of your purchasing journey, and maximize your chances of closing sales. Good reading.
The user experience is decisive for the success of an e-commerce site. You need to ensure that your visitors have no trouble finding the product or information they are looking for. For this, you can rely on different elements.
It corresponds to the map of your site
Just like in a supermarket where the products are arranged by shelf, your catalog must be divided into clear and intuitive categories for your customers. We recommend that you apply the three-click rule, that is to say, to have a maximum of three levels of hierarchy. For example: home page → category page → product sheet.
The navigation bar : once your tree structure has been defined, you must display it in your navigation menu. According to a study by KoMarketing, 50% of Internet users use it to find their way around a site! It must therefore be visible throughout their journey. We advise you to fix the navigation bar at the top of your pages and to make it stand out, for example by using a distinct color from the background.
Ariadne’s thread : generally located at the top Kuwait Email List of the page, the Ariadne’s thread is a text path that represents the different tree levels between the page consulted and the home page. It allows the visitor to know where he is, to navigate easily from one level to another, but that’s not all! Ariadne’s thread also has an SEO interest, since it contributes to the internal linking of your site.
Filters : if you offer a hundred references, it is in your interest to set up filters on your store to help your visitors refine their search. They can allow you to increase your conversion rate by up to 37%.
Commercial promotions
The Vanessa Wu site offers 144 references in the “Baskets and Sneakers” category. It provides its visitors with five different filters to help them quickly find the products that interest them.
Regularly offering promotions is a great way to hold the attention of Internet users from the first seconds. You can highlight them through a banner on your homepage, and indicate the discount percentages under the product overview.
Do not hesitate to make offers limited in time to encourage Internet users not to postpone their purchase. For example, you can display a countdown to reinforce the feeling of urgency, and thus improve your conversion.
Beyond promotions, we advise you to highlight on your site all the advantages that can trigger the purchase: free delivery and returns, the mention “Satisfied or refunded”, the duration of the guarantee, or even the payment you offer.
You can display these reassurance elements as a banner at the bottom of your pages, as the Hexagona brand does.
