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How to optimize your e-commerce website

Conversions are crucial on an e-commerce website. When a potential customer visits your website, by browsing through various categories, he/she should end up buying products from your website.  There are many areas where you can elicit interest in a potential customer to shop online.

Effective search engine optimization (SEO) should be in place. From a mere website, you need to optimize it. A user-friendly URL should be created. You need to choose just the right target keywords to help your products show up on top of the search engine when customers look for it. Duplication of content will not help in any way to improve your online sales growth.

The content should be world class, consistent and rich. You need to build trust among your customers. Pricing is not the only motivating factor for a customer to choose your website. Lot many other e-commerce firms also offer competitive prices. Your customers have to trust your business before they buy a product from your website.

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One way of understanding how trustworthy your firm is just to check your analytics. You will be surprised to note that most of the visitors would have clicked your About page to know about you and your business model. They will also visit your social media profiles. Therefore, it is pertinent that both your about page of your website as well as your social media websites have relevant information about your company, products, and services.

Studies have proved that customer testimonials and product reviews improve your conversion rate varying between 14% and 76%. Having Safe Shopping trust marks on your site will boost your sales fortune to a great extent. According to a study, around 76% of web users prefer online shopping with firms having safe shopping trust marks.

Design and User Experience

Design and user experience are very important to build a strong e-commerce website. Page load speed is equally important. Having a slow loading website means losing revenue. Only a few seconds you have before a potential online shopper decides whether to go for it or not. If the page loading is slow, your customer will walk off. A typical online site has just two seconds to attract people, for every second after that you are losing 10% of your visitors. So, it takes hardly seven seconds for half your potential customers to go off.


Navigation is another user experience issue. Listing of your products in a logical manner is the key. If a customer shops online, it can be very frustrating if products do not appear in a logical manner while navigating through. You need to plan your website navigation in the user perspective.

Shopping experience

You can make a lot of changes on your website to improve the shopping experience and increase conversions. Make sure that your site search works if you are to improve branding, customer loyalty, conversion, and sales. Besides the products, detailed information about related products, delivery times, return policies and others have to be clearly mentioned. You also need to make product descriptions lively. Instead of generic descriptions, identify the problem the product solves for the potential buyer. A more in-depth and compelling content helps conversions and sales a distinct possibility. You should also have a buyer’s guide on your website that will not only help you with SEO but also the customers to choose just the right product. By using split testing, you can analyze which of your product copy offer results in conversions.


Having promotional videos in place is again the best tool to enhance online sales conversions. A study proved that conversions from those watching videos increased phenomenally. Therefore, a video is the best way to show your discerning customers what they are getting and how to use it. What with the burgeoning of video for mobile and social media users, there is all the more reason to make this a key strategy for your optimization endeavors for your e-commerce website.

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