5 Tips to Audit Your Ecommerce Website for Conversions


Why do you need to audit your online store?

Technology and the internet are in a constant evolution, growing and changing faster than most people can keep up with. It’s important that all business owners, regardless of size or level of success, take a step back and evaluate how their website measures up with the expectations of their customer base. It’s critical that an online store meets these expectations as it draws a hard line in the sand – stores with high conversion rates on one side and stores with high bounce rates on the other. What side do you want to be on?

Below are the top 5 tips for optimizing your online store for conversions.

1. Communication Creates Engagement

By nature, humans operate in a fight or flight fashion, meaning if a customer doesn’t immediately see what they are searching for, they will leave a website just as quick. First, take a look at your homepage with an objective view. Is it clear on what your industry is, what products you sell, the target customer and where to navigate next? If it’s hard to see the forest through the trees, reach out to someone you know that isn’t regularly on the site like a spouse, child, neighbor or friend and ask them what their first impression is. If they come back with answers that don’t fit your brand, you will want to add more information on your homepage. Having a website/homepage that has rich content, featured products and great call-to-action buttons is going to make the customer confident they are on the correct website.

Ask yourself:

2. Make it Efficient for Your Customers

Nothing can be more frustrating than knowing you’re in the right place but not being able to find what you’re looking for. Make sure your customers aren’t experiencing this on your site. A great way to make your site more efficient is to lower the amount of clicks it takes a customer to find and add a product to the shopping cart.

Do this test on your ecommerce website:

3. Consistency is Key

Consistency makes it an easier experience for your customers, be it messaging, branding standards, functionality and offerings. Make sure your efforts are consistent across the website and all your marketing strategies. This will make your customers feel at home and have a seamless, cohesive shopping experience.

Ask yourself:

Quick tip: Make sure to put important information in the header of your website so the customer will see it throughout the entire conversion process. I always recommend placing a phone number and any promotional text in this primary real estate.

4. Data Doesn’t Lie

There are many free analytics tools to help you make educated decisions. For example: your store backend and Google Analytics ecommerce tracking. Use this information to learn your customers’ behavior. By understanding how users are interacting with your site, it will allow you to make smarter decisions about your website hierarchy based off of facts instead of assumptions. Make sure to track website changes so you can see if they have improved your metrics or if further adjustments need to be made. The more you test, measure and refine your site, the more it will grow. To learn more check out the Volusion's Google Analytics for Ecommerce Webinar

Here are some important Google Analytics metrics:

5. Content is King

This one is a twofer! Not only is original content a primary component of a Search Engine Optimization (SEO) marketing strategy but your customers will read more than you anticipate. By adding unique content to each page of your site, you will not only tell the search engines what they can expect to find on that page but it will notify visitors as well. Having content on your website is an SEO best practice, sales opportunity and customer service all wrapped into one. By leaving this blank on every page of your website, you’re missing out on a huge opportunity to speak directly to your customers, so make sure you utilize it.

Ask yourself:

If you remember these 5 tips when auditing your online store, you’ll turn into your very own consultant and will have you optimizing your store with conversions in mind in no time!



Natalie Stambro

Natalie Stambro is Volusion’s Marketing Analyst, Team Lead where she has expertise in marketing strategies and helps expands store owner’s online presence. Utilizing her BFA from Texas State University and her eight years of professional ecommerce marketing experience she can work with customers in any industry to reach their goals. When Natalie isn't consulting marketing strategies you can find her working on her home, listening to vinyl, attending concerts, or exploring the hill country on the back of her husband's motorcycle.