The Trick to Getting More Clicks: 3 Ways to Improve Magento Conversion Rates

Published March 26th, 2014 by Michael Farin

Sure, those customers come. But do they stay? Do they buy? Or is your online store littered with abandoned virtual shopping carts? (It’s a sad scene. Kind of like the virtual zombie apocalypse.)

The harder you make it for customers to buy things, the less they’re going to buy. (For a Magento store, that means if customers have to click on links, follow rabbit trails and navigate extra windows and pop-ups, they’re VERY likely to leave your site before checkout.) And you don’t want that.

Magento is a powerful and feature-rich platform, but sometimes it doesn’t deliver the results you want. That’s not Magento’s fault, though. It’s probably because you’re making it harder for your customers to stay and buy your products. Just saying.

Look at Amazon’s “One Click” strategy. It’s genius. It encourages visitors to make impulse purchases and keep on buying. Humans are lazy, and Amazon takes advantage of that trait.

Here are three clever ways you can encourage humans – real humans with money – to buy things at your online store and improve your Magento conversion rates.

#1: Leverage social media login.

Chances are, your target market is turned on and logged in 24/7 anyway. So install a handy service like Social Login, which allows visitors to sign in automatically to your store via one of 15 social media services. They’ll still have to enter a few details like their address the first time, but once they return, log-in should be a one- or even no-click process.

You know those sites where you have to put in all your information every time? Yeah, those. Don’t be one of those.

#2: Make the actual shopping experience pleasant.

Too often, Magento store-owners get caught up in optimizing their log-in and check-out processes, and forget the most important part: you know, the one in the middle. The shopping part. Use high-quality content and high-resolution images, and make sure customers can see  – and enjoy seeing – exactly what products they’re getting. 

Too many e-commerce stores use boilerplate content and duplicate or stock images. You’ve been to them. And you probably left fairly quickly.

Remember when shopping was fun? Make your online store enjoyable and people will congregate there because it’s a cool place to be.

#3: Make checkout quick and easy.

We can’t emphasize this enough. The built-in Magento checkout is comprehensive and thorough, but it’s not naturally easy. Impulse buyers who have gotten this far often leave the site at checkout because they don’t want to jump through all the hoops. Simplifying checkout is the single most important change you can make to optimize your Magento store.

Here are two excellent plug-ins you can install to make your checkout process faster and more painless:

Again, we can’t stress enough how crucial a fast checkout is.

When you think about it, it’s all pretty intuitive. Improve the customer experience throughout their shopping trip – at login, while browsing, and at checkout – and you can also expect to see your conversion rates improve pretty quickly.

For tips on how to pick a good Magento hosting provider, click here.

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