How Your E‑commerce Store Can Drive Conversions and Increase Loyalty

If you're an e-commerce store owner, you know the importance of driving conversions and increasing loyalty. But sometimes, it can feel like there are too many moving parts to juggle: You're trying to optimize your site for mobile, keep up with trends and new technologies, manage inventory and shipping, and so much more. It's hard to know how to prioritize your efforts and where to focus your energy.

That's where we come in! We've got some tips for optimizing your site for conversions—and making sure those conversions stick around long enough to become loyal customers.

Make communication simple.

If you're like most entrepreneurs, you know that communication is key to success.

But what if we told you that the best way to communicate with your customers is by keeping things simple?

Customers are savvier than ever, and they don't give you the benefit of the doubt if something is unclear. Don't leave anything open to interpretation. If there's anything a customer needs to know about an offer or a delivery, make it crystal clear in your copy.

As an entrepreneur, your job is to communicate with your customers in a way that makes them feel heard and understood. And the best way to do that is by making their experience as easy as possible.

Keep navigation simple.

When it comes to online navigation, a common issue is poor design. Sometimes we get so caught up in trying to make our websites look beautiful that we forget about usability. Take a minute and go through your e-commerce website from start to finish as if you were just visiting for the first time. Think about how easy it is (or isn't) for you to find what you're looking for and complete a purchase. That's what your customers will be doing, too.

If users can't easily find what they're looking for, they are going to leave and go elsewhere. Taking too long means bad news for your bottom line, so don't miss these opportunities:

• Keep navigation in the same place on each page. Navigation should be located in a standard location such as along the top of each page or down the left side so that when users return from an internal link or via their browser "Back" button they know where to look.

• Limit the number of options on any given menu. When people have fewer choices on a menu, they are more likely to decide and click rather than abandon their search due to too many choices.

• Use breadcrumbs at the top of internal pages so that users can understand where they are within the site architecture and know one click will get them back where they were before. A simple "You are here:" at the top of an interior page plus links back out shows visitors that getting lost isn't something you want them worrying about!

• Use simple language and avoid jargon! You may like your industry's lingo–but do all potential customers? Don't assume people know what you mean by "abbreviations" or "acronyms." Instead spell everything out in plain English whenever possible–and hyperlink words you think might be unfamiliar while still being relevant enough that readers might want more info on those topics before making any kind of buying decision.

Create a good end-to-end website experience.

Optimize your website to increase conversions and boost loyalty by making the checkout process straightforward, creating personalized shopping experiences and offering rewards programs.

But that doesn't mean it's just about looking nice—it's about making sure the whole experience is smooth and enjoyable, from start to finish. That means creating an end-to-end experience that makes your customer feel like they're in good hands from the moment they land on the homepage until after they've finished their purchase and have received their product.

Using social proof is also a great idea to improve your users experience and establish relatability. The more people who buy from your store and share their positive experiences about it, the more others will be encouraged to buy (and hopefully spread the good word). Build a community around what you sell by using social media platforms like Facebook as an avenue for connecting with customers, potential customers and brand advocates. You can also use social media as a way to get feedback on products and services, help people learn how to use them or simply stay on top of news related to your business or industry in order to create content that will be of interest to followers.

Deliver a great experience across all channels.

When creating a seamless customer experience, consistency is the name of the game. Whether you’re communicating with customers through email, social media, or your website, they should recognize your voice and understand your message. If you’re trying to create a loyal user base and drive conversions on your e‑commerce site, maintaining consistency will help keep customers coming back.

Focus on content.

Content is one of the most important tools for driving conversions and increasing customer loyalty. Content can take a variety of forms—from blog posts, product reviews, how-to guides and videos to in-app tutorials and on-site demos—and can be used in your online store or across social media.

When creating content, you want to keep two things in mind:

• Make it easy to find and understand. You don’t have to be an SEO genius (though it sure helps) but you do need to create content that conveys the value of your products and services, especially as they relate directly to your customers’ needs. This could include a “how it works” section on your website or a social media post showcasing the products you sell.

• Make it accessible everywhere. The more avenues you have for sharing content with prospective customers, the better able you will be at engaging them where they are active (online). This could include creating a customer success story video that lives on both YouTube and Facebook or an email campaign that invites subscribers back to your store for a limited-time offer.

Go above and beyond customer expectations.

Good customer service is good for business. Shocking, we know.

The key here is to go above and beyond customer expectations. This starts with setting them early and then exceeding them by a mile. In our experience, it’s not just about being nice to customers—it’s about showing your commitment to them through the small things, like being transparent about shipping times or providing surprising extras like handwritten thank you notes or free samples in their packages. It’s important that your customers always feel like kings and queens (even when they aren't).

Provide a seamless checkout process.

A seamless checkout process means that you’re providing the most convenient and secure experience for your customers, increasing their sense of trust in you. This is especially important on mobile sites. For example, customers should be able to choose more than just a credit card for payment. They also should be able to pay with PayPal or one of the “buy now, pay later” options available from financial apps like Splitit. These payment options improve your customers' shopping experiences and give them more control over how they pay, helping form a stronger loyalty bond between them and your brand.

Integrate your e‑commerce platform with your other business systems.

Integrating your e-commerce platform with your other business systems can help you better understand customer behavior and preferences, harness valuable customer data, and create a more personalized customer experience.

To integrate your e-commerce system with your other platforms, think about which data points are most useful to you. For example, if you have an ongoing email marketing campaign that aims to convert more leads into customers and plan to send out monthly order reminders, having access to customers’ names and email addresses is essential. If you want to be able to offer promotions and discounts based on product type or brand preferences—or even wish lists—it’s important for your e-commerce system and CRM platform to share information about past purchases.

As a best practice, keep in mind that it’s important not only how often customers shop with you but also how much they spend. This helps identify high-value customers so you can then assign them the appropriate levels of support or loyalty rewards.

At the end of the day, the right marketing approach will put your business on the map and keep customers coming back for more. And if you're looking for some help, we've got you covered. Our marketing strategies can stay top-of-mind with customers and drive repeat business.