5 Tricks to Increase eCommerce Conversions by Reducing Bounce Rates

» 7 min read


By Joseph Brannon

Vice President, Commerce

The purpose of an eCommerce store is to sell, and the first step to successful selling is meaningful customer engagement. But according to recent studies, most eCommerce stores have a recorded bounce rate of over 45 percent. Clearly, a large number of visitors on eCommerce sites are abandoning their journeys and their shopping carts.

Bounce rates have a huge impact on the eCommerce store rankings. But what exactly is ‘bounce rate’? A bounce rate is the percentage of users that land on a website and leave it without going to the next page. It also includes those users who also abandon the cart towards the end of the process. People leave your page within few seconds or within few minutes. There can be several reasons behind it like bad design of your website, poor usability, slow loading time, unclear CTA or poor navigation. If you have an eCommerce store that has a high bounce rate, here’s how you can reduce it:

1. Optimize product pages for conversions

One of the most important assets is the product page. A prospect turns into a customer because of the product page, as the prospect browses through the reviews and specs, then decides to make a purchase. The product page consists of icons and a short description of the product, emphasizing on the quality and consistency. Even the color of the button makes a big difference.

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Some websites display reviews, while some don’t, as they fear it would discourage prospects from making the purchase. People won't leave negative reviews if your product is promising. According to a survey 20% of conversions increase due to the reviews on the website. And around 77.3% of consumers said that their purchase decisions were based on the reviews. It has been observed that the product page on the website is what makes or breaks the sale. You need to spend more time on the product pages than other parts of the website. In order to lower your bounce rate, you need to keep your product page clean, write compelling content, include reviews and post an obvious CTA.

2. Segment email lists to target the right customer

The buying experience will be more personalized if your list of prospects is segmented. How does one do that? It can be done by grouping prospects based on their behavior with your emails, products and website. You need to send them offers that are akin to their interests. The prospect will receive personalized recommendations. You must remember that personalization does not only apply to the email lists, but also to live chat and messaging, website copy and customer service software.

It has been observed that it is better to make your email list more segmented, as you are only sending relevant and interesting emails to people. They are less likely to bounce on your website, as they are not spams or random offers. It also gives you a better ROI. Do not treat all your prospects the same way, or else your bounce rate will increase. You need to segment your list and further segment them according to different categories. Each prospect should be dealt with individually. This will increase the conversion and engagement rate for sure.

3. Simplify the purchasing process

You need to make your website simple and not complex. If your website is complex most of the visitors will get confused, and then leave. They even leave if they can’t find the reviews or prices or the correct CTA. According to a survey about 11% of people abandon the carts because they find the process too complicated. You should not hide the necessary components of the buying process or else they will quickly leave your website and make purchases from your competitors. One common mistake eCommerce stores make is that they link their product page advertisements to their homepage instead of the product page itself. People usually click on the ad as they are interested in the product not browse the rest of the website. In case you send them to your homepage, there are chances that they will leave. So, send the product ads along with the product link to the exact page. You must have a simple and clear process, as people don’t like unnecessary obstacles while making their purchases.

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4. Be upfront with the customer

Most of the eCommerce stores make the mistake of hiding the cost, like shipping costs and other costs, until the last second. This leads to cart abandonment. Businesses do that because they think that the customer will not buy the product if they see the actual price of the product. So, they reveal it at the very end. But in reality, it is better to display the actual cost of the product right at the beginning and then advertise that the product has free shipping. You can increase the average order values by providing shipping free for orders over a certain amount. This will also give incentives to people to make more purchases. Remember do not add extra costs at the end, as it will only lead to cart abandonment.

5. Exit-intent popups drive growth

What is an exit-intent popup? When someone tries to leave the website, there is a popup that comes to the forefront of the screen. At times, people find it very annoying and a cheap way to get sales. An average of 20% conversion rate is increased on the eCommerce sites due to these pop-ups. You should create exit-intent pop ups that show the abandoner what’s new or you can offer discounts or ask them to join your email list or offer free shipping or even help find the perfect product. To stop people from leaving your website, add some flare to the exit-intent popup. This is one way to capture the attention of the person before leaving the website.

In conclusion, you need to build a relationship with the prospect before making a sale. You need to build their trust, to increase sales, and decrease the bounce rate of your website. Remember if they don’t trust you, they will not buy from you. Be honest with them and they will surely buy from you.


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