5 areas requiring e-commerce optimization

Conversions are a key business factor for online stores. You have real influence over this factor. Many people run e-commerce without basic marketing knowledge. Such knowledge undoubtedly influences actions, allowing us to understand what we can do better and what factors lead to higher conversion rates. Discover 5 areas you absolutely must optimize to increase your online store’s turnover.

1. SEO – Can people see your website?
When building an online store, you need to ensure user-friendly links. This will make people more likely to visit your website. It’s important to include keywords, typically the product title or the categories that lead to them. Equally important is avoiding duplicate content, which can be difficult to achieve in stores that sell similar products. Consider what you could add to the title to make each one unique. Using variants of a single product can be a good idea. This works well, for example, if you have different colors or sizes of a given product. You can also introduce canonical links to a focused product, which will greatly improve SEO. Don’t forget to use semantic tags to achieve great-looking search results and help mobile users find your products. Another important aspect is optimizing images and providing them with alternative text, which affects their positioning in the Google Image search network. A recent study found that 74% of younger people prefer visual product searches.

2. Trust and higher conversions
The difference between a product and another isn’t just reflected in price. For a customer to purchase the product they desire, they must feel both comfortable and secure. Websites that prioritize a high-quality user interface can ensure customer satisfaction thanks to both simple purchasing processes and a smooth overall browsing experience. Many people also pay attention to a security certificate, which instills a bit more trust in a site that uses their confidential data. Once you have a beautiful and functional website, ensure all contact information is included and your social media profiles are connected. This will allow customers to learn more about you.

3. User Experience
One of the most important factors in customer satisfaction is website loading speed. If every page “rolls” like a freight train loaded with coal, the user will decide they’re too lazy to wait and will choose the competition. You only have two seconds to engage people, and for every extra second, you lose 10% of your visitors. Optimal navigation and product presentation are equally important. If a customer can’t find the product they’re looking for, they simply won’t buy it and will leave the site. When planning your menu, you must consider that both experienced and resourceful users will be shopping, as well as those who don’t spend much time on the computer. You must prioritize simplicity, and this will guarantee higher sales.

4. Positive shopping experience
Make sure product searches are working properly. The search engine at the top of the page is a crucial element. Opt for advanced search algorithms that, while invisible to the user, will help customers find what they’re looking for. Also, ensure processes like easy, free returns and complaints. Automating post-sale processes will make your customers feel special. What makes a store unique? Original product descriptions that are both well-formatted and well-written for SEO. This will ensure Google frequently uses your offerings in search results.

5. Analysis of abandoned carts
Abandoned shopping carts are the bane of every e-commerce owner. This issue is so complex, you could write a book about it. Why do so many people decide to abandon the shopping process? There are many factors that contribute to this, but the most important are:

• The individual checkout steps load too slowly.
• The checkout process is too complicated.
• No preferred payment method.
• No parcel lockers or other preferred delivery options.
• Shipping costs are too high.
• Cart abandonment due to user inactivity (people forget they want to buy something or have to interrupt the process due to personal reasons).
• Errors on the website, information that raises concerns.
• No SSL certificate in the checkout process

There may be more factors, of course, some of which are beyond our control. However, to maximize sales, we must focus on optimizing those that actually impact our sales results. Here, we need to utilize analytical tools and analyze data on anonymous customer actions.