Anyone can have an ecommerce site these days. There is Shopify that is taking the online world by storm for instance. Whatever your ambitions are to have an online store, getting traffic is going to be the first thing to concentrate on, but you also need to have that traffic to convert into sales.
Understanding how to get the traffic to convert requires the understanding of a few things. This is based on research so you can monitor things to be able to know how your shop is performing. One of the first things you need to master is the server statistics and conversion ratios. Use Google analytics to get these stats; this is in the new Google search console. You need to connect your own site to this very valuable service if you haven’t already.
Check How Traffic Converts With Analytics.
I’m astounded by the number of site owners who don’t look at analytics. These stats are very important because they tell you how many people are coming to your site, the location they are coming from, the keywords used to find you, how many are turning into customers and, if not, what pages they are leaving from. Without this important information, you are just guessing at how well you convert traffic. Don’t!
When you start looking at your stats, you then need to discover your conversion ratio. The conversion ratio is the number of sales you get per visitor to the site. It’s not the number of sales per “hit”. A visitor may return to the site generating multiple hits, so just focus on visitor statistics.
Another useful tool, especially if you run ads on other sites or in different publications, is to use a tracking service. The tracking service provides you with a unique url to place in a banner or in an ad specific for that publication. Then you can check the best ad conversions as well as the conversions from the traffic coming to your site.
Conversion ratios will vary by product or service. Some may be as low as 1 in 25 visitors while others will be a lot higher. Conversions at anything over 1 in 500 will mean the site needs some serious tweaks to rectify this. Being in an extremely competitive or general market can also cause this.
Relevance Of Product To Market Helps Traffic To Convert.
Getting traffic to convert is all about offering solutions your prospects are looking for. You need to review your site from this perspective. Keep the navigation simple because having an easily reachable product is easier than having to click through four or five pages.
Make sure your advertising targets the right page. Not doing this can lead to poor results too. Don’t make the mistake of having an advertising link pointing to the home page unless it’s relevant to do so. Any advertising referring to a specific service or product should click through directly to that page. Don’t make the visitor hunt for what they are looking for. Most won’t do it and they won’t come back either.
Speed matters! The load time of your site is vital! It can affect sales big time, but more dangerous it can affect your SEO. Google and the other search engines don’t like sites that are slow to load. There are many speed checkers online, so make sure you check the load time of the site. If it’s outside the parameters, get it sorted!
Improving your conversion rates is all about understanding how the website performs. If you can focus on relevance of product to market and keep things simple, getting traffic to convert will be a lot easier.