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We have read enough on the usual techniques that focus on the search engine optimisation and then on bringing the leads to the websites. However, knowing how you can sustain the leads and fetch utmost benefits from them makes sense, particularly in a time when the focus has shifted to awareness with regards to where actually the money lies. No matter what you do to build a rich user experience on your store, little additions will also make a difference. If you have an online store that fails to achieve better conversion rate, you are soon expected to be in dust.


When you enter the market, there are plenty of dos and don’ts you get to witness from the experts in the field. However, what’s trending in and what’s more suitable for the growth of your online business are completely two different things. It makes sense to explore what you should actually do with the visitors that you manage to bring to your website successfully and what can actually prevent them from tuning out in no time, which is quite common with myriad websites today.

Let’s discuss it in detail.

An Overview

No matter what you are selling – merchandise or products, it can’t be denied that ecommerce today has gradually evolved even beyond what we address as “convenient” shopping. Hence it becomes all the more important to stop focussing completely on the people that actually land on your online store in the form of “traffic”. They should rather be seen as the real human visitors.

People who visit your website are actually the ones who also get engaged on your website at the various levels. With each and every word that they read on your website and with every little thing that they notice there, it can’t be denied that they constantly form an opinion. They finally form a final picture of your brand in their minds and based on that, they make purchasing decisions. It’s then when they decide whether they will be buying from your online store or from the store of your competitor.

So how should the user experience be like?

User experience on your website includes everything – audio, visual, aesthetic, usability and more. It should be added that optimisation of the user experience is almost a mix of the art and the science. User experience will require you to have attention to even the most overlooked details. Here are a few points to consider in order to enhance the user experience on your page:

  • What are the first impressions people get when they land on my website?
  • What do users get to see when they type a query in the search box?
  • What mails do users get when they resister or even reset password?
  • What actually happens when people land on pages that show products out of stock?
  • What happens when people make a search for the products that actually don’t exist at all?
  • How much information or details are the users on my website required filling so that they can complete the process of purchase?
  • What makes users visit your store? How can you enhance the trust factor?

Knowing your customers is equally important

If you are keen on improving conversions on your website, you will need to revamp your perception and have an eye for detail. It is important to know your customers first and this can be done with the help of direct interactions. It is always advisable to spend some time researching and knowing the visitors on your websites so that they can soon be converted into customers for the long term. Surveying your customers and knowing everything about their taste and preferences can make a huge impact on the conversion rate of your website.

Don’t miss out on home page optimisation

It is always advisable to show your most valued and the top selling products on the website’s home page. This is a common pratice and employed by sites like Amazon, PetInsuranceu and their likes. Offer you customers plenty of ways to make a purchase or order a product from your online store. You can also choose to show useful and informational videos on your website’s home page. It is also an amazing idea to localise your online store to most of the countries and this would surely boost the conversion rate on the website. This becomes all the more important when you have a product with a high global value.

Navigation optimisation should be focussed on too

Navigation optimisation should also be considered so that the ‘elements’ on the website are easily accessible even to the visitors who seem to be in hurry. The best way to achieve your goals in this context is to avoid the vague category structure first and make out the ones that are more popular and focus on their presentation and placement first. You can also choose to create the categories based on the plain desire of your visitors.

Find out what most of them came looking for and your website navigation should answer their queries in the most feasible manner. To add, you must incorporate an appealing business tag line that is highly persuasive and compelling. Get rid of the vague and monotonous selling points as early as possible.

Product page optimisation that works

Product page is the soul of your website and a lot of factors relating with purchase depend on the same. Include high quality product images and pay heed to description on your product page. You can also choose to display useful product videos and rather than doing it for all the products, do it for the ones that have a high selling value or are more popular. Include creative versions of the calculators and setting the suitable price on your website will definitely add to the conversion rate. Encourage the users to make a choice in delivery date and to share reviews on your website.

Knowing all these won’t just bring your website the most desirable success in conversion. Go ahead and implement them and see the difference. We are sure you will have an altogether different and a more beautiful story to share with us!

Michael Evans is a passionate blogger and social media enthusiastic. You can connect with him at Google. He often contributes to 3Leaps Content Marketing Agency.

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