Did you know that site search implementation can increase your conversion rate by up to 6 times? Including elements like a call to action or a system for which spelling mistakes have a considerable impact on your eCommerce website. One of the main challenges for businesses is getting traffic to their shops and it is important to make sure that your website converts as best as it can. In a nutshell, it doesn´t count so much as having good the rest of your website if the commercial pages are poor, because you waste a big potential for having leads.
  In today´s blog, we will provide you with all the recommendations for an eCommerce website which can convert visitors into buyers.First of all, make sure to give priority to your site search. In a study made by Econsultancy, up to 30% of eCommerce visitors use the internal site search available to them. This engagement relates to a higher level of purchasing intent, which has to be exploited. While the level of purchasing intent from these searchers increases, they are known to be 5-6 times more likely to convert than the average visitor who is not using the site search. In case you need more information, discover the advantages of implementing Elastic Search on your website.
 Secondly, always think of an alternative when the products are out of stock. There is no news that most items which are sold online are finite. Nevertheless, eCommerce is a good sign when a product is selling well, but you need to have a plan for when you don´t have extra stock to display on your website. A good mindset for your user journey is to be able to show similar items to your clients.As well as including related products, you should have a channel for communication with the customer, so you can contact them when the product comes back in stock.

How to do that:
  •  Include a section asking for their email address on your website, so you can communicate with them directly when the product becomes available.
This means that you will bring the customer back to the page for purchase and you could also send them more offers over email.

Moreover, if a product is out of stock and you don´t plan to bring it back in stock, consider removing it from your sitemap so that Google doesn´t crawl it anymore. Let´s take, for example, the well-known Irish brand, Kaliedy, which displays to its customers an email notification box, like the one from the picture below:

Furthermore, building a reasonable category structure is beneficial for your eCommerce business.  This supports both the search engines and the final user to sell and show you which are the most important pages of your website.

When building an online store, consider category pages as aisles and sub-category pages like shelves within those aisles. Nevertheless, online shopping is a seamless process. On top of that, decide which are your biggest categories and “zoom in “ smaller and smaller until you reach your sub- categories. There might be a reason why you don´t have enough products to create a sub-category.

Toby Dean, the SEO Associate Director from Add People believes that “As a rule of thumb if there are more than 25-30 products in a category, you may want to sub-categorise that down to improve relevance, rankings and UX.” It´s more likely that people do not click on page nine of Google Search Results, while they barely look at page nine of a category. Implementing sub-categories will show them a more clear product path.

Our fourth piece of advice is to include breadcrumbs on your eCommerce website. Their role is to show the user´s journey from the root category page to whichever page they are at that point. Moreover, make sure that each subcategory is clickable, giving to the user the chance to go as far as they would like to in their journey. This improves navigation on these pages and means that if they end up on the wrong path, they can quickly “turn around” and go back the way that they came. This increases conversions and lowers the bounce rate.
Furthermore,  you should include trust points and reviews on product pages. According to a survey done by BrightLocal, 91% of 18 to 34-year-old users trust online reviews as much as personal recommendations. This means that your product pages should incorporate reviews of the item and the rest of your website should implement testimonials from customers together with ratings on services such as TrustPilot or Google.

In 2022, not everything is about getting traffic to your website, but also converting visits into possible leads. By taking into consideration our advice, you will increase the conversion rate. Always keep up with the Kooomo Blog to be updated with the latest eCommerce news.