How to improve conversion ? How to optimize your online store to sell more? These are questions that everyone working in the e-commerce sector constantly asks themselves.
We know it. It happens to you. And it happens to us.
At Línea Gráfica we are constantly working to optimize our clients' online stores and improve their conversion rates . We are not satisfied and we try to provide the best solutions.
In this article, we want to present some of them to you. What's more, we're going to give you a guide to help you know where to start if you want to analyze your ecommerce to improve its conversion rate .
In this post, in collaboration with our partner seQura , we tell you what to analyze and what to review to increase conversion.
In addition, we tell you how flexible payments can help improve the conversion rates of an e-commerce and, if you are considering including them in your e-commerce or already have them, how you can make the most of them to increase sales.
Get ready, we're starting!
One of the essential points to optimize the conversion rate is the purchasing process . A simple and intuitive purchasing process is vital for an ecommerce to convert.
So, if you are going to start analyzing the purchasing process of your e-commerce, we can already tell you that, in our experience, one of the points of greatest friction is usually the payment methods .
Nowadays, offering a variety of payment methods is essential to adapt to the needs of each buyer.
That is why, to optimize conversions, we recommend having different forms of payment and offering flexible payment methods . When an e-commerce does not offer them, it runs the risk of losing conversions, either because the amount of the order cannot be covered in a single payment or because the customer is looking for this payment method because they are used to using it .
Along these lines, if you do not yet have flexible payment methods and are considering them, we recommend checking whether your competition already offers them, since in that case you can get a clue as to whether customers interested in products like those in your e-commerce place their orders using installment payment methods.
Let's remember that installment or flexible payment methods are now 100% integrated into society and are part of our purchasing habits . And, having them helps to break the price barrier, facilitating conversion for those who want to make a purchase but cannot make it through a single payment.
As an agency, we work with all types of e-commerce: Fashion, Food, Cosmetics, Technology… In each sector, the end customer has a specific behavior, needs and language.
Therefore, another key point that we advise you to optimize to increase conversion is to know your client in depth. Why? If you know them in depth, you will be able to anticipate their needs and communicate with them in their own language .
By knowing more about your customers, you will be able to analyze what is working in your e-commerce and what is not , or even know what information is missing from your website.
The latter is usually really important in payment methods , since it is essential to have complete information detailing, in clear and simple language, the details relating to said payment methods .
You can include this on pages dedicated to payment methods or even in help or FAQ sections.
On the other hand, if you have flexible payment methods or are going to include them on your website soon, we advise you to communicate the option of this payment method as soon as a user lands on your website.
Why? Because something logical but often forgotten is that a purchasing process does not start at checkout, but at the exact moment when a user visits a website. If you communicate from the beginning , in a clear and simple way, that they can pay in a flexible way , the price barrier disappears from the start .
It is very difficult to gain it and it is lost very quickly. We know this from experience. What do you have to do to gain your customer's trust, get them to trust your e-commerce and end up buying from your website ? Basic, but it is worth remembering:
We recommend that you have up-to-date information on the purchasing conditions of your e-commerce , your privacy policy, shipping times , etc.
Providing this updated information is necessary both to reinforce your client's security and trust in your website and to resolve any possible doubts or questions.
On the other hand, if we apply the concept of trust and security to flexible payment methods... We must tell you that a very common fear of customers is that their data will be stored or that business will be done with it .
If you choose tools like seQura , you will be able to gain security and trust for your clients, since seQura does not store the data of buyers , nor does it carry out any type of cross-selling with them. This is important and you should communicate it in order to dispel this frequent doubt.
Well, we have come to the end of this guide and we hope to have given you an outline of where you need to start if you want to optimize your conversion on your website and how installment payment methods can help you achieve this .
We remind you that seQura is a flexible payment tool of which we are partners. And we want to clarify something: At Línea Gráfica, we are only partners of the tools that we really know can help our clients grow.
seQura already has 1.5 million buyers in Spain. And, they are not only present in Spain, but also in France and Italy. And, as we have been telling you throughout the article, in addition to being a tool for instalment payments, it is also a tool with which you can optimize your conversion, since with it the price barrier is eliminated and you offer financial relief to your customers, giving them the possibility of buying what they need without having to pay for it in a single installment.
And, as we know that you are still hungry for more... We invite you to watch the Webinar that our colleagues recorded with seQura in which we provide you with more information!
If you want to contact seQura directly to incorporate this solution into your ecommerce, you can do so here .
https://www.youtube.com/watch?v=33iva_ugoNY&t=1s
How to optimize the conversion of an e-commerce?
To optimize conversion in your ecommerce , it is essential that you start by analyzing in detail what the user journey is like on your website . This involves analyzing their behavior at each stage, from the moment they access your website until they complete their purchase, thus identifying opportunities for improvement and perfecting each step of their shopping experience. Every click, every user interaction, is an opportunity to learn and improve . We know this can be very broad, so we are going to summarize the main points that you should analyze, taking into account everything from usability, checkout analysis, security, and even payment methods! In this article, we will tell you how to improve conversion by analyzing the following aspects:- UX UI Optimization
- Purchase Process: Checkout and Payment Methods
- Message and tone: Brand communication
- Security and trust
- Technology, AI and advanced algorithms
- Product Mix, diversification of marketing strategy
UX UI Optimization
At Línea Gráfica, when we talk about studying the usability of an e-commerce in search of improvements that optimize conversion, we must clarify, as a CRO Agency , that there are no solutions or magic recipes . Each customer is unique and therefore requires a personalized approach. However, there are certain key elements that we always consider in our analysis and that we want to provide you with so that you can begin to check whether the usability of your e-commerce is correct. Let's start with the basics. Web categorization . Analyzing whether you are categorizing intuitively is essential. Why? Optimized categories make it easier for users to search and discover products , and therefore help you optimize conversion. Second step, design review . Analyzing whether the design is user-centered is one of the key points . For example, it is important that your e-commerce has fluid navigation so that purchases can be made without stress. Moving on to the catalogue , we want you to ask yourself a question: Are you presenting your catalogue in a clear, simple and attractive way? Demonstrating the real depth of your catalogue is important so that users know what kind of products they can buy on your website. Finally, you need to check whether the navigation is accessible or whether categories or main pages of your store are being displayed in relevant sections such as the menu or footer. Once you have examined these points in detail, you will be able to have a more detailed view of whether your website is optimized at the UX UI level, and therefore, find improvements that help you optimize conversion.Purchase Process: Checkout and Payment Methods
One of the essential points to optimize the conversion rate is the purchasing process . A simple and intuitive purchasing process is vital for an ecommerce to convert.
So, if you are going to start analyzing the purchasing process of your e-commerce, we can already tell you that, in our experience, one of the points of greatest friction is usually the payment methods .
Nowadays, offering a variety of payment methods is essential to adapt to the needs of each buyer.
That is why, to optimize conversions, we recommend having different forms of payment and offering flexible payment methods . When an e-commerce does not offer them, it runs the risk of losing conversions, either because the amount of the order cannot be covered in a single payment or because the customer is looking for this payment method because they are used to using it .
Along these lines, if you do not yet have flexible payment methods and are considering them, we recommend checking whether your competition already offers them, since in that case you can get a clue as to whether customers interested in products like those in your e-commerce place their orders using installment payment methods.
Let's remember that installment or flexible payment methods are now 100% integrated into society and are part of our purchasing habits . And, having them helps to break the price barrier, facilitating conversion for those who want to make a purchase but cannot make it through a single payment.
Message and tone: Brand communication
As an agency, we work with all types of e-commerce: Fashion, Food, Cosmetics, Technology… In each sector, the end customer has a specific behavior, needs and language.
Therefore, another key point that we advise you to optimize to increase conversion is to know your client in depth. Why? If you know them in depth, you will be able to anticipate their needs and communicate with them in their own language .
By knowing more about your customers, you will be able to analyze what is working in your e-commerce and what is not , or even know what information is missing from your website.
The latter is usually really important in payment methods , since it is essential to have complete information detailing, in clear and simple language, the details relating to said payment methods .
You can include this on pages dedicated to payment methods or even in help or FAQ sections.
On the other hand, if you have flexible payment methods or are going to include them on your website soon, we advise you to communicate the option of this payment method as soon as a user lands on your website.
Why? Because something logical but often forgotten is that a purchasing process does not start at checkout, but at the exact moment when a user visits a website. If you communicate from the beginning , in a clear and simple way, that they can pay in a flexible way , the price barrier disappears from the start .
Security and Confidence
It is very difficult to gain it and it is lost very quickly. We know this from experience. What do you have to do to gain your customer's trust, get them to trust your e-commerce and end up buying from your website ? Basic, but it is worth remembering:
We recommend that you have up-to-date information on the purchasing conditions of your e-commerce , your privacy policy, shipping times , etc.
Providing this updated information is necessary both to reinforce your client's security and trust in your website and to resolve any possible doubts or questions.
On the other hand, if we apply the concept of trust and security to flexible payment methods... We must tell you that a very common fear of customers is that their data will be stored or that business will be done with it .
If you choose tools like seQura , you will be able to gain security and trust for your clients, since seQura does not store the data of buyers , nor does it carry out any type of cross-selling with them. This is important and you should communicate it in order to dispel this frequent doubt.
The importance of the technological factor, AI and advanced algorithms
Now that we are seeing the boom in AI and its potential advantages, we could not leave out its use, advanced algorithms and how the technological factor can optimize conversion. For example, if your e-commerce offers flexible payments, it is important that you trust a tool that has a good risk algorithm implemented . Why? Because many times in payments with long terms, such as 12 months, companies reject financing operations because they do not have relevant information that allows the algorithm to correctly evaluate the risk of the operation, thus generating a bad shopping experience. To avoid this and optimize conversion, if you have a tool like seQura, which has its own advanced risk algorithm optimized for this market, you can accept more transactions considered risky, and even suggest alternative financing in those cases where the transaction does not pass the scoring. Thus, you can maximize the number of accepted purchases and optimize the conversion of your e-commerce.Product Mix, Diversify your marketing strategy and adapt to demand
As a final point, we recommend that you diversify your marketing strategy and take advantage of the potential of different channels to highlight your value proposition, communicate with your customers and promote your e-commerce. On the other hand, we advise you to listen to the market , analyze what trends exist and, if possible and if they fit your e-commerce, take advantage of them. Another recommendation is that, if you have flexible payment methods, you adapt them to the needs of your ecommerce . We inform you that, with tools such as seQura, you can customize payments in installments. How? For example, for periods of low or high demand. During periods of high demand, you might not offer flexible payment methods, as it may not really be necessary, especially if you are already offering discounts (Black Friday, Christmas, etc.) And during periods of low demand, you can revert to offering flexible payments. This way, you can optimize your profitability.
Well, we have come to the end of this guide and we hope to have given you an outline of where you need to start if you want to optimize your conversion on your website and how installment payment methods can help you achieve this .
We remind you that seQura is a flexible payment tool of which we are partners. And we want to clarify something: At Línea Gráfica, we are only partners of the tools that we really know can help our clients grow.
seQura already has 1.5 million buyers in Spain. And, they are not only present in Spain, but also in France and Italy. And, as we have been telling you throughout the article, in addition to being a tool for instalment payments, it is also a tool with which you can optimize your conversion, since with it the price barrier is eliminated and you offer financial relief to your customers, giving them the possibility of buying what they need without having to pay for it in a single installment.
And, as we know that you are still hungry for more... We invite you to watch the Webinar that our colleagues recorded with seQura in which we provide you with more information!
If you want to contact seQura directly to incorporate this solution into your ecommerce, you can do so here .
https://www.youtube.com/watch?v=33iva_ugoNY&t=1s
