Attention, ecommerce marketers! According to Baymard Institute, a web research company in the UK, 67.45% of online shopping carts are abandoned. Furthermore, 25% of prospective customers leave online stores prior to purchase because website navigation is too complicated.
On-page optimization is key to lowering cart abandonment rates, and it's also essential for increasing ecommerce conversion rates. This post will help you perfect on-page optimization for ecommerce websites, so you can solve your cart abandonment problem and jumpstart your ecommerce success.
Here are the highlights:
Redesign Product Details Pages
- Consider designing your product pages to be as simple and striking as possible. Use larger images (a recent study showed that larger images can increase ecommerce sales by 9%) and consider installing a 360 degree viewer, so your customers can explore every angle of your products. I also recommend using similar backgrounds, angles, and picture sizes to create a more harmonious shopping experience on product pages with multiple images.
- Since the average user attention span is short (less than 30 seconds), stick with a clear and effective product outline. The example below demonstrates an excellent use of space in a two column layout, where the product image is shown more prominently than the copy, and the eye is naturally drawn to the product image and “Add to Bag” button:
Offer Contact Information
This point seems a no-brainer, but unfortunately, many online stores don't offer an easy way of connecting with customers who aren't ready to buy. Make it unbelievably easy for people to get in touch by prominently displaying your customer service phone number or a link to your contact form on every page of your e-commerce web properties, so users can easily place a phone order or ask questions and give feedback. In fact, an A/B test from LessEverything showed that simply placing a phone number more prominently on the website generated a 1.8% increase in the conversion of overall site visitors to paying customers.