7 Crucial Elements of an eCommerce Store That Converts Visitors

October 28, 2020

eCommerce experts make a living by carefully analyzing all the different ways that a store can be changed in order to increase the conversion rate. There’s good reason for this – any increase in conversion rate directly translates into increased sales and increased profits. Here are seven crucial elements you can insert into your eCommerce store to increase that coveted conversion rate:

1. Ease of Use Tweaks

This isn’t so much a set change you can make, but a series of functionality improvements that make your website easier to browse and easier to buy from, and will increase the general ease of use – things like collection page management and cart page tweaks can pair together to increase conversion rate. See the changes that Blackbelt Commerce made to the LA Lakers’ site for demonstrations of this element.

2. Mobile Responsiveness

Billions of people use the internet via their mobile but many eCommerce stores are still not mobile-friendly. You want to make it as easy as possible for people to interact with your site and buy your products from their mobile. Your site should look just as good on mobile as it does on desktop, which is a hard task for many.

3. SSL Certificates

The Secure Socket Layer that your website structure uses shields your sensitive data and the data of your clients from possible hackers. By having a certificate of your use of SSL, customers will take notice and trust you more – it’ll also help your SEO as Google prefers SSL sites.

4. Intuitive Navigation

Navigation is key for SEO as well as conversion and giving users the tools they need to easily find what they’re looking for will greatly improve your conversion rate. A key rule of eCommerce is that you make more conversions when you reduce the number of steps from page landing to checkout, which is why navigation can make a world of difference.

5. HQ Images

The computer screen allows you to display high-quality product images, but so many eCommerce stores feature images that make their products look drab and dull. Make sure you know how to take professional product pictures, as it’s very different to the sort of photography you’re used to from your phone. Make sure you adequately compress the images you use though, otherwise they’ll take ages to load.

6. Speed Optimization

A wise person once said, “the only thing worse than no internet is slow internet” and this quote should be your mantra. Do everything you can to speed up your site – compress your code, definitely compress all your pictures and use as few divs as it takes to shave off valuable loading time.

7. Videos

Videos are the new images, thanks to fast loading speeds online, and 93% of marketers now use videos to boost conversions – those videos should be simple, informative but also exciting. Videos also build trust, as people like to look at their products and look at their salespeople in the face. You should rarely use videos that are over two minutes in length as people’s attention spans tend to be too small to watch longer videos in full.


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