When analyzing the activity of an e-store, the question always arises, “How big is a good conversion rate?”. It is difficult to give a correct answer to this question, because the conversion rate depends on many things, such as offers, prices, target group, etc. A good conversion rate can vary, there is no single yardstick.
The conversion rate of the e-store is affected by the following circumstances.
Marketing channel. Each marketing channel has its own purpose and advantage, but the decisive factor is how the message is delivered. Is one’s own target group understood and is the message conveyed in the language of the target group?
Reliability. It is important for people that the e-shop inspires trust and that making a purchase there is safe. One of the signs of reliability is the “safe shopping site” trust mark issued by the Estonian E-Commerce Union. Second, payment security, using an SSL certificate in the e-shop.
Customer service. Do everything you can to ensure that the e-store visitor can find suitable products and that, in case of questions, they can quickly receive answers from customer support (e.g. live chat or chatbot). Pleasant customer service encourages people to make purchases and return to the e-shop in the future.
Returning products. Make it as easy and stress-free as possible for e-store customers to return products. In an exemplary e-store, you can easily find information about returning products, and the return process is smooth and fast. A convenient return process increases customer loyalty to the e-store and increases profits.
User experience. Ensure that the e-shop is sufficiently informative and user-friendly for your target group. If you use an e-shop solution with ready-made design and functionality, do everything to adapt it to the needs of your business.
Ratings. One of the reasons why people decide not to come to your e-shop is the bad reviews left by other shoppers. The good experiences, comments and ratings of others encourage you to come to the e-shop and shop.
