5 Best Practices for Optimizing Your eCommerce Site and Increasing Revenue


In recent years, online retail has become a primary way of shopping. The desire for instant access and comfortable delivery is the new norm. In the US alone, eCommerce sales account for 10% of all retail sales, and that number is expected to grow by 15% annually from now on. Brands are constantly optimizing their websites to fit changing audience preferences and account for the rising digital intelligence of online shoppers in order to stay in business.

There are many issues that can cause roadblocks on the path to higher revenue. For instance, your site may have too many menu options or a layout that’s not so comfortable to browse. It’s possible to increase conversion rates by 75% just by making minor changes to the UX of your website! At Metricstory, we choose to find these issues through meaningful data that tells a story about your customers, their preferences and even behavior on the site. Over the years we have collected a few best practices for how to optimize your site easily and effectively in just a few steps. You will see that by making some relatively minor adjustments on your eCommerce site you can increase your revenue in minutes.

1. Get rid of the clutter

According to a case study by EyeQuaint, a design analytics company, cleaner website design correlates with lower bounce rates and increased interest in the website content. The reasoning behind it, they believe, is information overload for today’s consumers: as we are constantly bombarded by ads and low-quality copy, we stop paying attention to the valuable content. On eCommerce websites, clutter can come through in many ways: too many menu options, broken links and even unnecessary steps in the check-out process. By eliminating these components you can clean up the web pages make the shopping experience more pleasant and fruitful for your customers.

website design comparison, remove the clutter(Image source: EyeQuaint)

2. Unify your content strategy

Define what your sequence is going to be, identify the messaging points and stick to the schedule. There is nothing more annoying to a customer than a brand that seems out of tune.  A unified content strategy that speaks to the same message and provides value to your readers is the key to gaining customer trust and loyalty. While there is no formula for what your content production should be to be successful, it can start with a simple sequence like email marketing, social media management and regular blogging about relevant topics. In the end, remember that every piece of content you produce should be based on an educated observation of existing data about reader interests.

National Geographic Instagram Storytelling

3. Stop selling and tell your story instead

The age of “Mad Men” advertising is long behind us and consumers are looking for knowledge and relatability from the brands they shop. To achieve this, brands have turned their content marketing strategy to storytelling - a new form of honest and transparent marketing that helps build long-term relationships with their audience.

National Geographic, for instance, uses powerful visual storytelling to invite readers. Moreover, each photograph is credited to the original photographer and doesn’t include a logo. This lack of corporate branding and promotion encourages audience engagement with your brand. So, instead of trying to convince your visitors to buy every product on your site, try making conversation.

(Image source:  SmartInsights)

4. Be available

Every person wants to be cared for, and your website visitors are not an exception. Customer service is one of the most valuable factors in the eCommerce industry and can include anything from offering free shipping to 24/7 chatbox. For instance, Envelopes.com was able increase its conversions by 40% simply by following up with their customers via cart abandonment email campaigns.

Envelopes.com case study

(Image source: Core DNA)

Similarly, Edible Arrangements increased their sales by 8% on the same day as posting a “same-day service” announcement on their homepage.

Edible Arrangements Case Study

(Image source: Core DNA)

So if you haven’t yet, make sure your help services are easily available and accessible to your site visitors. Answer your customers’ questions and complaints in the review sections honestly and be transparent in your caring relationship.

5. Analyze your data and check your ROI regularly

Similar to a scientific experiment, you always want to check what’s working and not across your eCommerce site. While taking a look at the overall website can help with the general ‘feel’, it’s important to evaluate your revenue and return on investment (ROI) regularly to avoid any losses. Having a clear set of data to look every month can help you catch opportunities and issues sooner, thus stabilizing your revenue.

Finally, we want to encourage you evaluate available opportunities for your eCommerce website based on quality data. Metricstory can automate the analysis for you so you can focus on what you love in the meantime.

Tags: Digital Marketing, eCommerce, optimization

Kat Bakhmetyeva

Kat Bakhmetyeva

Kat is a writer for Metricstory. She received her master’s degree in Communications in Digital Media from the University of Washington and now focuses on creating revenue-generating multimedia content. In her spare time, Kat enjoys to play badminton, make crafts and plan her next travel adventure.

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