Ensuring a good conversion rate in e-commerce
While online sales have grown, there has also been a boom in the number of e-commerce websites. In France alone, at the end of 2022 there were no fewer than 207,000 e-commerce sites.
To stand out from this fierce competition, the first step is of course to attract potential customers to your website. This can be achieved through digital advertising on search engines, known as search ads, but not exclusively. From SEO optimization to social media, email and newsletter campaigns, retargeting and partnerships with influencers, there are various means to deploy and data to monitor. You need to combine several tools to win over new customers, then convert their visits into purchases.
To implement this type of omnichannel action plan, it's vital not to overlook external elements that could influence their purchasing decision, such as reviews left by previous customers. The quality of Google reviews is taken into account by the algorithm of the most popular search engine, and will therefore have an impact on your ranking. But it can also make a big difference to people visiting your website, just like good feedback on social media or in a YouTube video, which more and more customers will tend to watch before making a purchase.
Of course, it's also important that your website is pleasant to navigate, from the moment a visitor reaches it, right up to the moment they check out. If you give them the slightest reason to not trust your reliability, your conversion rate will suffer.
So optimize your website, and be sure to include FAQ (frequently asked questions) and return, payment or refund conditions, which your customers will probably want to read.
Finally, work on transparency. Anticipate the questions people might ask about your products, delivery methods, etc. Add customer reviews directly on your platform. Keep in mind that every piece of content has to reinforce the buyer's confidence in your e-commerce site.