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7 eCommerce Site Issues that are Killing Your Conversion Rate

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Guest post by Rachel Hobble, Marketing Specialist at Virid

Selling is the ultimate conversion goal for an eCommerce site, but how do you know if you could be selling more?

Your eCommerce conversion rate is the percentage of visitors to your website that complete a desired goal, out of the total number of visitors. Conversions can range from submitting an email address to a newsletter list, to signing up for a loyalty program, to completing a purchase. A healthy conversion rate can mean increased sales, improved brand engagement, and stronger customer loyalty, making it an important metric to track. However, conversions are not driven solely by marketing activities; your overall customer experience and underlying tech have the largest impact on conversions. 

Below are 7 issues with your eCommerce site that are killing conversions and how you can resolve them: 

1: Your site takes more than 15 seconds to load

Slow-loading pages are one of the top conversion killers. If customers cannot access your site, they cannot find the products or information they need to make a purchase. 47% of customers expect a web page to load in 2 seconds or less, and even a one-second delay in load time means a loss in conversions and a decrease in customer satisfaction. 

There are several factors that contribute to site speed, but these are the core few that will have the biggest impact if optimized, so start here:

  • Use the right web hosting service. 
  • Get a CDN provider. 
  • Avoid unnecessary widgets or plugins. 
  • Strategically use external services and avoid too many ads.
  • Optimize site images. 

2: Your checkout process is tedious or clunky

Make sure you are allowing customers to check out as guests. Nothing creates more friction at checkout than forcing a customer to create an account. In fact, 23% of customers will abandon a cart if they are forced to make an account. Online shoppers want to move quickly, and bogging them down with additional forms only gives them more reasons to abandon your site without purchasing. 

Additionally, make sure your ‘Checkout’ and ‘Add to Cart’ buttons are highly visible and easily accessible no matter where the customer is on the site. A/B test placement, size, and color to find what performs best with your customer. This may seem like such a small piece of your site, but these two buttons can make or break your conversion rate. 

Ecommerce store add to cart button highly visible
The “Add to Bag” button is highly visible on Journeys.com product pages, so customers know exactly where to click.

3: Your customer experience isn’t personalized

Studies have found that 44% of customers are more likely to become repeat customers if they have a personalized experience with a company. Personalizing the eCommerce site experience means delivering relevant, high quality content to customers when and where they want it. For example, some brands will use cookies to show two different versions of their homepage to different site visitors based on their past browsing or purchase behavior. Personalized product recommendations also provide great opportunities for cross-selling and upselling customers when they add a product to their cart or right before they check out. 

Additionally, offering Shop by Store or adding multiple languages to your site further personalizes the customer experience, and creates greater convenience for the customer. 

4: Your site is not accessible

Site accessibility is crucial to any online retail business. If shoppers with disabilities cannot interact with your site, you are immediately ostracizing a segment of your potential customer base, and thus hurting your bottom line. Compliance with standards like WCAG and the ADA Standards for Accessible Design is important not only so you can serve your customers more effectively, but because lack of compliance opens your business up to risk and even potential lawsuits. If you’re not sure where to begin with site accessibility, contact Virid for a free site audit—we’ll review your site and deliver personalized recommendations to optimize your site for customers. 

5: You don’t offer free shipping

According to a study by Walker Sands, 79% of US consumers said that free shipping would make them more likely to shop online. In the Age of Amazon, customers have learned to expect free shipping with their online purchases. Perform a cost analysis, and if you can afford to offer free shipping, do it. If not, consider including free shipping as a loyalty program perk to encourage customers to sign up for the program. 

6: Your product pages lack social proof

Product ratings and reviews are key pieces of user-generated content that every eCommerce site should have. According to BrightLocal, 92% of consumers read online reviews, and having ratings and reviews on a product can increase conversions by up to 178%. Reviews often address customer questions or concerns about a product, such as product fit or quality or even best uses for a product. They can reduce the load on your customer service team and guide customers on the path to checkout. Reviews provide social proof and allow customers to envision a product in their own lives with features like user-uploaded images, giving shoppers the confidence they need to make a purchase.

Social proof on product pages
Customer reviews on Windsorstore.com provide helpful product insights and user-uploaded images to guide purchasing decisions.

7: Your site is not optimized for mobile

There are currently 200 million mobile shoppers in the US, and that number is only growing. Mobile can no longer be an afterthought when it comes to your eCommerce site—in fact, mobile optimization should be a top priority. Make sure your pages are responsive and that all content displays correctly when viewed on mobile, including product reviews, product sorting and filtering options, and especially any CTA’s like ‘Add to Cart’ and ‘Checkout’ buttons. Your site should also pass the ‘thumb zone test,’ allowing customers to browse comfortably on mobile. Add multiple mobile payment options like Apply Pay or Google Pay to further reduce friction at checkout and give mobile shoppers greater flexibility when completing a purchase. 

Mobile optimization should also be a part of your marketing strategy—design email marketing campaigns mobile first and ensure any ads or promotions display correctly on mobile devices. 

When it comes to a healthy eCommerce bottom line, there are more factors to consider than just conversion rate. If you’re looking for more ways to boost your eCommerce revenue, schedule a free site audit with Virid. We’ll review your site from top to bottom and identify opportunities to optimize your customer experience and drive sales. 


Rachel Hobble

Marketing Specialist at Virid

Rachel is the Marketing Specialist at Virid. She loves all things creative and develops the content strategy for Virid’s website and social media. When she’s not writing whitepapers or creating email campaigns, she enjoys scrapbooking, baking, and playing with her dog, Coco.

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