And look: ratings and reviews are among the factors that influence sales because they help consumers make decisions and complete checkout in the online store. Therefore, the strategy also contributes to increasing conversions.
Want to learn more about this performance indicator for e-commerce? Keep reading because we’ll show you how to calculate the conversion rate and give you tips to improve your results. Check it out!
What is conversion rate?
It is a metric used in digital marketing to measure the results of a restaurant email list campaign. If your goal is to close sales, for example, each deal made represents a conversion, understand?
It is worth remembering that the performance indicator also serves to evaluate other types of conversions such as filling out a registration form, downloading rich materials, subscribing to newsletters, clicking on ads, using coupons, and so on.
How to calculate the conversion rate in e-commerce sales?
Conversion rate shows the percentage of closed sales compared to the online store's traffic over a predetermined period. Let's look at a fictitious example to make it easier to understand.
Imagine an e-commerce site with 30,000 monthly visits that, during that period, closed 7,000 sales. The calculation formula is as follows:
(conversions ÷ visits in the period) × 100
(7,000 ÷ 30,000) × 100
0.2333 × 100
conversion rate = 23.33%
In this simulation, e-commerce had a conversion rate of 23.33% for the month. Although it may not seem like much, this hypothetical result is fantastic. After all, according to Experian Hitwise, the average Brazilian conversion rate is 1.65%.
Low, right? So, it is essential to improve this index to boost business results. In fact, that is what we will talk about in the next topic.
How to increase the conversion rate in the online store?
More conversions mean more sales, and there are several techniques that can help improve this metric. Below, we’ll give you some tips to increase your e-commerce conversion rate. Check it out!
Use SEO strategies to improve page rankings
SEO is the acronym for Search Engine Optimization. The goal is to organize the content of the page strategically to achieve the first organic results in internet search engines.
Optimizing e-commerce is a way to improve page traffic and, consequently, increase the chances of conversion. In this context, it is important to consider the following factors:
title;
meta description;
keywords;
content;
Optimized URL;
images with alternative text;
design;
usability;
loading speed;
responsiveness;
link building;
Local SEO;
Reviews and ratings: a recent Google update started using reviews as a ranking factor. We'll talk more about reviews in a moment, okay?
Take care with the product descriptions
Product descriptions need to be attractive and complete to arouse the desire to buy. Therefore, use your creativity to highlight the benefits of the items for sale.
Images are also very important, you know? So, invest in real, quality photos of the products to grab the consumer's attention. It's even worth producing short videos to demonstrate, in practice, how to use the product.
Avoid cart abandonment
Faster and faster deliveries are one of the trends for e-commerce . And there is a reason for this: long delivery times are a reason for cart abandonment. Therefore, it is worth thinking about optimizing the logistics process to speed things up and even make shipping more affordable.
Another factor that leads to abandonment is a complicated checkout process. If the consumer has to fill out a long form with lots of unnecessary information, for example, they are likely to abandon the purchase.
