How to Improve your eCommerce Conversion Rate
5 Clues in Google Analytics as to Why Website Visitors Aren’t Converting
Do you wish to improve conversion rate of your eCommerce store?
Do you feel clueless about the low conversion rate even when the traffic on your store’s website is on a rise?
Are you trying to determine the reasons why people who visit your store do not buy your products?
Well, if that’s the case you’re not alone, the struggle of transforming visitors into customers is a worry shared by many.
In this blog we will look at few of the places in Google analytics that will provide ways to improve conversion rate
The Bounce Rate
Click on Google Analytics > Behavior > Site Content > All Pages
Understanding the Bounce Rate?
Bounce rate can be described as the number of times a browser closed the website only after visiting the main page. Having a high bounce rate can indicate absence of sufficient content which is required to keep the visitors engaged. A lower bounce rate plays a vital part in transforming visitors into customers and helps to improve conversion rate.
Restructure your content
You need to revisit and restructure the content on the pages that show a high bounce rate and low average time spent on site. Determination of the reasons that why visitors are leaving your site early, without visiting other pages plays a pivotal role. Some of the common reasons include insufficient or non-engaging content. Providing links to product manuals and videos that show the product being used or providing a link that outlines the features of the product are some of the remedies that can applied to decrease the bounce rate and ensure increased visitor engagement.
Keep the visitors clicking
Visitors are normally lazy and unwilling to read. In order to keep them engaged and Improve conversion rate you need to come up with creative ideas like cluttering up your design or dropping several avenues to ensure that the visitors remain engaged. A common way to ensure visitor engagement is including a sidebar which may contain your company’s story of evolution from inception till date. The side bar may also contain information about upcoming collections and latest designs. Also, insure the visibility of the content that was posted some time ago and provide a quick access to recent content.
2. New vs Returning Visitors
Click on Audience > Behavior > New vs Returning > Click on New Visitor. Filter further by adding Secondary Dimension > Source / Medium
Why is this important?
The table above outlines the type of visitors by traffic sources. Analyze the channels that are bringing in new traffic but are unable to convert the generated traffic. It is to be kept in mind that unless the newly generated traffic is driving conversions it is of no use.
It is important to make sure that the advertisements are able to earn you more than the amount being spent on ad dollars. This might seem obvious at first but can be easily overlooked while you focus more on metrics that create brand awareness such as followers, number of visitors and shares.
Make sure sales generated from paid channels like Google Adwords, Bing Ads, AdRoll or Facebook Ads are improving your bottom line. Running ads should increase the number of unique visitors that visit your website along with additional sales generation. If ads are not increasing sales than they are just draining your money away. Keep a check on channels that are proving to be costly and have poor returns, once identified cut out advertising from these channels and turn towards more organic methods.
Organic channels can be easily defined as the traffic that is directed via non-paid channels. Organic searches, referral traffic or the traffic that is directed via your social accounts are the most common types of organic traffic.
Since organic traffic is free it is not an issue if such traffic is high. You can see if the visitors are able to find you for the first time using organic searches, if this is the case you can add a call to action to the pages the visitors are landing on. You can look for partnership opportunities for future via referral traffic that brings in unique or new visitors.
3. Search Queries
Log in to Google Analytics and go to > Acquisition > AdWords > Search Queries
Google Adwords cannot always differentiate between words with multiple meanings or different tones in a language. An easy way to reduce what is known as junk traffic is to use negative keywords in Google AdWords. Using this technique, you can avoid unwanted traffic from visitors who are searching for an item that your store does not offer.
Here is an example: Imagine your store offers belts for men’s and women’s fashion. Using negative keywords, you can avoid traffic from browsers that are searching for conveyer belts, black belts or Asteroid belt.
It is to be kept in mind that while Google Adwords is smart, it cannot always ensure 100% accuracy. You can enhance the accuracy of Google Adwords by going through the search queries that were responsible for directing irrelevant traffic to your site and entering those specific keywords as negative keywords in Google Analytics. You can click here to learn how to do that.
4. Exit Pages
Click on Acquisition > Behavior > Exit Pages
It is a natural practice to dedicate more time focusing on what is working rather than identifying and fixing what is not. Such is the case is with an Exit page, which projects exactly where and when a visitor left your website.
You can use this table to identify the pages which are responsible for the highest amount of exiting traffic. You can work on building strategies similar to the ones you built to reduce bounce rate so that you can ensure that the visitors remain engaged.
- Introduce a discount code that pops up as soon as a user is about to exit.
- Include links in webpages that show stories about your company and success journey
- Include links to blog posts featuring popular products
- Include products that are commonly purchased at the bottom of every product page.
- Provide sidebars that contain links to upcoming products
- Ensure stronger call to Actions that intensify the sense of urgency
- Invite visitors to become a part of your mailing list so that you can sell to them in the foreseeable future
- Set up a chat feature that will answer questions on your website
5. Mobile Browsing
Click on Audience > Mobile > Overview.
A research conducted by Custora shows that during the holiday season in 2015, smartphones and tablets where directly responsible for 30.4% of the sales online.
Would you want to loose 30% of the shoppers? This is exactly why you need a responsive storefront for visitors visiting via mobile phones.
Tips for not loosing mobile shoppers
Make sure that your storefront, shopping cart and payment gateways have a design which is highly responsive. Make sure the links and buttons appear large enough to be easily clicked on a tiny mobile phone screen.
Make sure that “hover” options are disabled as phones and tablets do not use hover technology. Make sure to reduce the size of image files to the minimum.
While Google Analytics can sometimes be intimidating, what you should keep in mind is to work with a goal in mind. Stay focused on your goal that is to improve conversion rate and do not forget to use the techniques mentioned in this blog to solve problems and achievie higher sales.