Most articles written around ecommerce delve into what brands should be doing to heighten those conversion rates, or savvy ways to attract customers to your site.
Don’t shoot us down too early when we say this, but obsessing about numbers is just really not healthy for you or your business. Let’s face it, bounce is normal for any site, no matter how big and well established, that’s why we have a name for it. But, if you are continuously consumed by your cart abandonment metrics, you could lose focus of the bigger picture. Everyone has to come to terms with the fact that customers sometimes just don’t go through with the purchase. They either want to come back to it at a later stage, want to think about it a bit more or want to see if they can find it somewhere else.
It is not always something you are doing wrong. Sure, this is not always the case and if you are seeing that your bounce rate on a page is higher than the 41-55% average, there is definitely a need to see what is going wrong. But if you are sitting at a cool 30%, focus your energy somewhere else.
If there is one thing that we cannot exaggerate enough is the need to A/B test everything you do to your site.
That new content that you have uploaded? Try a similar but different way of saying it and see what converts the most clicks.
Every single CTA needs to be tested. From the colour, to the size, to the shape and the copy inside the CTA. Use software like Hotjar to also determine the ideal point on the site to place the CTA. If the visitor stops scrolling at a certain point, and the CTA is below the fold, it could be too low and that’s why you aren’t seeing a lot of conversions.
All of your add ons and elements should be tested. The length of your forms, your pop-ups and your banners. Pop-up subscription forms can be tricky. You need to make sure that they are obvious enough without taking up too much of the screen and annoying the visitor. But they also need to be simple enough for them to want to fill in their email address and receive your emails.
Sometimes bombarding your customer just puts them off, and by this we are referring to all touchpoints with your customer. From mailers to pop-ups to overly eager social posts. Just calm it down a bit and keep it simple.
Pop-ups are a controversial topic among ecommerce sites. They certainly have a place, and are vital to get your customer to sign up to your mailer, or for conversion rates, but visitors are 60% more likely to bounce with an obnoxious, oversized pop-up. Don’t be the site with the pop-up that blacks out the whole screen. Or the one with the invisible “x”. Or the site that shoots off a pop-up everytime you move the mouse, or go to a new page. It is annoying, and probably why your bounce rate is over 50%. Just saying.
Mailer exhaustion is also a real thing for your customers. Content heavy mailers should only be sent two to three times a week, with a break in between. You simply cannot expect your customer to open every single email you send, so once again here, if you are sending daily, or bi-daily emails, you cannot pick apart the open rates and beat yourself up about why some open days are higher than others.
We understand that this can be tricky, especially if you are a SME or Startup and resources are not readily available, but if you have customers ordering around the clock, they might need
support. It could be worth your while to hire an intern to be available over weekends and in non-business hours as support for your customer.
In this same point, we also want to stress the importance of allowing your customer to give you feedback, even if it is negative. In fact, embrace the negative feedback, especially if you are new to the ecommerce scene. This allows you to see exactly what your customer wants and expects so that you can adjust accordingly.
Yes, there are certainly some Karens out there who do love to moan for the sake of it, but don’t delete or hide the messages. It just sends the wrong message. Rather, deal with the situation empathetically and methodically and show that you are trying to sort it out.