Conversion rate is the percentage of people who complete a specific action on your website. In most e-commerce websites based on zen cart, the ultimate goal is the sale. However, it could also be an inquiry, request for catalog, filling up of some survey form or opt-in box, subscribing for a newsletter etc.
It is important to understand that zen cart by itself is not really optimized to help in coversion rates or get you more sales. There are lot of reasons for that. Lets look at what all things you should take care about in your zen cart based e-commerce store to get better conversion.
Make your important/high selling items featured
If something is selling good, why not make it featured on the home page. Make it stand out. Also if you have any promotion going, make sure to run the banner on the home page. The best products on your website should be on the front page. Indicate clearly the pricing, discount that is receivable, item details etc.
Make the checkout process simple
Its best not to ask for long registration details. A 5 step checkout process can be easily compacted into 1 or 2 step process. Also if your business allows, do not ask the visitors to create an account with your website (esp if you are selling a one-off item and customers wont be returning). It just increases your conversion rates.
Add usability features to your checkout process
You need to make sure that your entire shopping and checkout process is user friendly. The “Add to cart”, checkout, back, next buttons should be visible and stand out. I see many e-commerce website where it is almost impossible to locate the checkout button on the shopping cart page. Its generally hidden in the menu or somewhere at the bottom. Its best to have these navigational buttons on the top as well as at the bottom of the page.
You should remove any unnecessary and unimportant text from the checkout process. Focus on getting the sale converted and put minimum distraction in place.
Optimize Thank You page
When the customer is done ordering from your website, they are redirected to a Thank you page. This page contains details about the order process and talks about the next step. Generally customers tend to save this page for future reference. It is best to put some offers or deals on this page. Like requesting them to subscribe to your newsletter or refer a friend. You can attach some incentive to do so (like free shipping on next order, or a discount code etc).
Related item search
You can install the zen cart better together mod and other similar mods to help recommend to your customers some related products based on the choices that they make. This can easily add to your conversion rates and provide for a better user experience.
Site Security & customer confidence
It is important to reassure the customer that your website is absolutely secure. You should display your SSL credentials, hackersafe banner and other such important items on your home page and the payment processing page. This will add to customers’ confidence and they will shop on your website without fear or worry of their credit card data getting stolen.
Give multiple payment options
It is always good to give 2 or 3 payment options. If possible, one of them should always be Paypal. If you are a local provider, you may want to give a check payment or cash on delivery option as well.
Google Base integration
Install and configure Google Base mod for zen cart. This will allow automatic submission to Google Base about all your new and existing items.
We can help you with all of the above and more to optimize and increase your conversion and sales rate on your zen cart based e-commerce website. Contact us today to receive a free quote or email us at quotes @ zencartonline.com