3 Reasons Why Your eCommerce Conversion Rates Are Plummeting

Do you ever find yourself concerned over the impact of your site’s low conversion rate? Or how about the bounce rate that seems to find itself creeping higher and higher? Every eCommerce store’s goals come down to the number of conversions their site makes. But what can be done when your site isn’t bringing in the sales that you need? As an experienced eCommerce marketing and conversion rate optimisation agency, we’re here to help.

If you find that visitors are finding your site and yet their baskets are remaining empty, your bottom line will end up suffering for it. The worst part? It is often due to reasons that can easily be avoided or fixed and yet so many eCommerce businesses ignore the key conversion rate factors that are damaging their sales.

Conversion rate is a vital indicator of the overall success (or sometimes failure) of your paid search and eCommerce marketing efforts. It impacts every online campaign, website and landing page on the web. If you are not already aware, there have been many new 2022 Google Ads & Microsoft Ads Benchmarks published for a variety of industries. One thing that was clearly indicated in these reports – decreased average conversion rate across the board year over year.

What exactly is causing this decline? How can you avoid it? The skilled conversion rate and eCommerce marketing experts at Brave are here to help.

1. Your Site Isn’t Optimised

Although the eCommerce and overall digital landscape is rapidly evolving, many of the same core conversion rate optimisation principles apply. SEO is one of them. Optimising your website does far more than simply help you get noticed on Google, it helps to:

  • Build a trustworthy brand reputation
  • Improve product and content offerings
  • Support your PPC campaigns
  • Improve the overall user experience (UX)

SEO is all about optimising your on-page content, images and hierarchy in a way that helps you to raise your search visibility but also keep your visitors on your site when they click. Ensure that you are using the relevant keywords in your written copy, use high-resolution images for any product images and keep on top of UX/User Journey trends to keep your design fresh. To see the benefit of SEO, we advise working with an experienced SEO or conversion rate optimisation agency.

2. Your Website Makes a Bad Impression

If you find that getting traffic to your site isn’t an issue but keeping them on there or seeing any conversions is, it could be due to poor site design. In a buyer’s journey, a first impression often determines the outcome. The job of a well-designed website, apart from boosting brand recognition, is to effortlessly impress and guide your user. When a user’s journey is impaired by a poor site design, the overall experience can leave a bad taste in their mouth.

Site design or UX issues may include:

  • Overused or poor-quality stock images and icons. If visitors see the same image on multiple sites or a collection of poor-quality images, it erodes trust. Images should be of high resolution, within your brand guidelines and must relate to your brand or content.
  • Poor filtering and categorising. Visitors to your site should have the ability to limit options using specific criteria and navigate your site easily. Too many options overwhelm visitors and affect your conversion rate.
  • Outdated or cheap design. If a website was “state of the art” in 2010, it is likely grossly outdated now. Ecommerce website design plays an enormous part in the overall success of your site. A regular refresh with current design and consumer trends in mind can do wonders for your overall conversions.

In short, visitors are unlikely to buy from you if they don’t like the way that you look. First impressions are crucial and the easiest way to impress your customers and represent your brand is through your website. If you need a site refresh to boost your conversions, we recommend speaking with an eCommerce website design expert.

3. Your Site Isn’t Mobile Optimised

People are spending more time on their phones, specifically to access the internet and shop online. In fact, mobile is such an influential factor in the user buying journey that more than half of the world’s website traffic comes from mobile. That is a lot of traffic to be utilised. In addition to gaining more traffic to your eCommerce site, it proves to Google that your site is worth ranking. As of 2019, Google now indexes a site’s mobile content before the desktop version.

For a site to be deemed “mobile-friendly” it must follow certain characteristics:

  • A responsive site design to ensure that content and features aren’t distorted
  • Any forms can be filled out using autocomplete so that their search is more accessible
  • Hamburger navigation for a functional and unobtrusive navigation design

To not only be seen as a trusted site to Google but to your users as well, a site needs to be mobile-optimised.

Your customers won’t want to keep typing to find what they’re looking for. Using autocomplete can make their search more accessible and they’re more likely to convert. For advice on optimising your website or developing a more responsive design, speak to one of our experienced eCommerce website design and development experts.

Written bybrave

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