Drawing users to your E-Commerce site through top search engines demands exceptional SEO. And after they arrive on your webpages, you should logically be striving to convert visitors into customers, for the business to be profitable. In essence, conversion optimization forms the core of a successfully run online venture. In this post we shall grasp some of the finer aspects that can affect your site’s conversion rates.

Simple structure and user friendly navigation

• Your site Visitors shouldn’t be made to crisscross through a complicated navigation or face a series of unwanted steps in order to purchase products and services on offer.
• Its overall design and structure should simplify the purchasing process. A site should be user friendly, easy to navigate and uncluttered. This will make it conducive to turning ubiquitous visitors into loyal customers over time.
• Complicated navigation will cause the user to get frustrated and negatively affect conversion rates. Help them to easily and quickly find everything they are looking for on your site by categorizing things on basis of relevant groupings like brand, price etc.

Compelling calls to action

• Without an iota of doubt, calls to action are one of the most important aspects of a site that is considered conducive to conversion optimization. If your visitors are not clear about how to move ahead, they are not going to stick around for long.
• Determine the nature and scale of the visitors’ demand. Also, analyze their needs once they come to your page. Try to pose yourself questions like, ‘how does the site help solve my problem?’ or ‘what can it do for me?’ thinking from your visitors’ point of view.
• The above method will help you foresee and gauge your visitors’ needs. Take extra efforts while crafting your website’s calls to action to enable users to get the requisite information in a straightforward manner.

A practical case study on optimizing webpages

A major brand like amazon.com has seldom resorted to major overhauls and lofty redesigns to create the present design. Instead they have constantly tested small aspects of the broader framework time and again. An example of this is their ‘Add-to-cart’ button that has gradually evolved. The earlier version carried several point-of-action assurances, owing to the customers’ apprehension of clicking the wrong button.

The wordings in next version at the top were modified to the more pertinent ‘Ready to Buy?’ from ‘Buy from Amazon.com’. Add to shopping cart now exudes a 3D effect. Amazon has also tested the product images’ size as well as viewing functionality. The company continues to optimize this area, and evolve webpages on basis of business cycle and prevailing market circumstance.

Such small changes communicate what you wish your visitors to do on a particular page and help boost your site’s conversion rates.