It’s easy to see why someone might think that online stores have more buyers than their brick-and-mortar counterparts. After all, ecommerce sites can accommodate virtually limitless product lines and shoppers, and they don’t require staff to deal personally with each client.
In reality, however, online shoppers are tremendously harder to convert – the global sales conversion rate was as low as 2.86 percent in 2018, and it has remained at more or less the same level for half a decade. This means that marketing optimization is arguably even more important for ecommerce websites than for any other type of business.
In this article, we will cover some design elements you need to implement to make your WordPress ecommerce website shine.
1. Capture Leads for Selling to Later
No matter how persuasive you are and how excellent your product is, some people just do not buy the first time they visit a website. Some are just not ready to commit, and others want to compare a few stores before making a decision. Many people simply make it their habit to think about each purchase a little bit.
As long as a visitor has even a minor interest in making a purchase, you do not have to worry about it. However, it is your job to make sure they do not forget about you and come back later, if they decide to buy after all. You can find dozens of tactics and techniques aimed at that on the Internet, but even today, email marketing remains the most effective and manageable of them.
That’s why you have to make every effort towards building your mailing list. Offer discounts to new subscribers, and offer them interesting, exclusive content in their inboxes. In other words, do what it takes to encourage visitors to leave their emails.
2. Use the Right Engine
More than 30 percent of websites in the world – both ecommerce and content-based – use WordPress. The platform’s content management system and development infrastructure make it by far the most widespread website creation software in existence, and it is only natural to choose WordPress for your new ecommerce site as well.
However, WordPress by itself is little more than a platform, and all its possibilities only become apparent if you correctly choose the rest of your tools. Ecommerce engines for WordPress differ by their functionality, ease of integration, and many other factors, so don’t take this decision lightly.
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Choose a shopping cart and retail management plugin that is highly customizable and allows you to combine your content and commerce strategies in a variety of ways. Do your due diligence to find a solution that makes creating complex product catalogs easy, is highly scalable, and provides seamless integration with WordPress.
3. Offer Customer Support via Live Chat
In 2019, having your customer support department answer customers’ questions via email just does not cut it. Visitors want answers to their questions now or not at all. They do not have patience to wait for clarifications – if you make them wait, they will simply go to your competitors.
Live chat is the best way to solve this problem. If you offer assistance to clients right there, on the website, it will speed up the sales process and make visitors more likely to interact with your store. A casual or random visitor is much more likely to ask a question and potentially make a purchase if he/she does not have to make a call or write an email to do so.
Tools like Drift make for easy WordPress integration – not just for live chat functionality but also allowing you to customize automated interactions for each stage of the customer’s journey.
4. Write Original Product Descriptions
Even if you do not sell exclusive products and they can be found in dozens of other shops, you should at least make their descriptions unique and written in an accessible tone.
Do not write something your visitors can read anywhere else on the Internet. Do not describe your products in the same expressions and using the same selling points as everybody else.
Either write your copy yourself or hire a high-quality SEO copywriter who can create content that will make your visitors immediately see that they belong in your store.
5. Implement Abandoned Cart Retargeting
This is a surprisingly effective, yet simple to implement and often overlooked technique that you can implement to your ecommerce site. According to the Baymard Institute, the average documented cart abandonment rate is as high as 69.57 percent. This means that more than two-thirds of your visitors go to the trouble of adding products to a cart, only to ultimately decide against buying at the last moment.
If you manage to recapture even a small share of them, it will already make a significant impact on your business – after all, these people already went almost all the way.
The most obvious way to do so is to use cart abandonment emails through your ecommerce platform. Social media retargeting ads are also a good alternative.
Designing smart marketing and conversion optimization into your new ecommerce property is essential. Before you start marketing your ecommerce site, ask yourself: is the site itself set up in a way that makes marketing effective?
Also, check this list of creative ecommerce websites to discover great web design examples!