In the brick-and-mortar store, conversion is all about turning shoppers into buyers. In online retailing, it’s exactly the same — help shoppers find whatever they’re looking for and turn them into buyers. It is the conversion rate that ultimately translates into sales, the only real measure of success for any retailer.
But conversion remains a top challenge in online retailing. For the majority of retailers, conversion rates remain mediocre, in the low single digits.
In order to improve conversions, merchants must first understand the multiple kinds of online customers and their various shopping behaviors. Then, take them through the purchase funnel from the moment they land on a merchant’s website all the way through to checkout until an order is submitted or, alternately, completed through a visit to a brick-and-mortar store.
I have recently published an article on the key areas where merchants can effectively drive conversions on zippycart.com. To read the full article, please click here.