How to Test an eCommerce Shopping Cart and Improve Conversion
There are three steps to improving your eCommerce shopping cart conversion rate, says SecureNetShop: benchmarking your current conversion rate, reducing clutter on your eCommerce platform and working toward improving your call-to-action button or phrase.
Benchmarking Your Current Conversion Rate
Before you can improve your results, you need to benchmark the percentage of people who place items inside your commerce shopping cart and make a purchase. Google Analytics is a useful tool that lets you track your conversion rate, and once you have this data, you have a base number that you can use to judge future results.
Reducing Clutter on Your eCommerce Platform
Once you have a baseline for your conversion rate, it’s time to make improvements. Start by reducing clutter on your shopping cart eCommerce page, as an ugly, confusing design distracts shoppers, confuses them and causes them to leave the page. Get rid of offers and links that don’t need to be on the page, and you’ll likely see your conversion rate improve. You don’t want to make your website so confusing that visitors leave to make a purchase at another site, so do your best to create a minimalist design that helps customers quickly make a purchase without having to do much thinking.
Improve Your Call-To-Action for Better Results
When you’re trying to create an effective call-to-action button, there are three things to focus on: design, location and copy. An optimal shopping cart solution involves optimizing each of these attributes. The design is important because it’s the first thing people see, and you want to grab and keep their attention. Secondly, location is critical because visitors don’t want to spend much time trying to figure out how to buy the item they want to purchase. Make sure your guests can easily make a purchase without having to spend much time at all browsing your website. Copy is also important, as you want the sales pitch to stand out. Try your best to make your sales copy capture attention and get potentials customers interested in making a purchase.