The heart and soul of modern E-commerce

Your website is getting 7000 visitors in a month and the number of visitors are growing progressively – a picture perfect scenario for most of us. A broader perspective of this situation depicts an exquisite picture but a closer scrutiny paints a dismal story. So what is wrong with this conjuncture? The answer lies in the difference between a visitor and a customer. For many webmasters or businesses, the ultimate goal seems to be to attract visitors. This is achieved by spending significant amount of resources and money. Their philosophy seems to be inspired by “You can lead the horse (customer) to water (website), but you can’t make it (him/her) drink (convert/buy).” They build websites and hope for the best to happen.

Today, a website means more to a business than just creating an online presence. Millions of businesses are using their websites as a touch point for prospects; trying to build an equation with the visitors. Direct response marketing has never had a better vehicle, in the form of Internet, in its history. The Internet provides a perfect platform for visitors to look for what they want, analyze the benefits and respond to the offer instantaneously. The popularity of info-commercial/website/landing page is not based on its ability to elicit a response, but to elicit a response that is quick. Creating a sense of urgency is what drives this phenomena. But converting these visitors into customers is tougher than attracting them in the first place.

Converting site visitors into paying customers is envisaged as the penultimate goal for any website. Hard facts indicate that an average online retailer achieves 2.5 % conversion rate. Keeping this figure in mind, it would not be hard to comprehend that the scope for improvement is immense and can be achieved by adopting certain measures. Lack of ‘optimum’ conversion points to service defects with the website. These defects would need to be rectified in order to realize the true potential of the website. Many people point their visitors to the home page when they should be diverting them to internal web pages of the website, depending on the search query. This is the point wherein conversion optimization plays a crucial role. Conversion optimization deals with the effective use of techniques to enhance site usability and accessibility, to get visitors to perform the desired action.






The journey of conversion optimization begins with the science of creating an effective landing page. A poorly designed landing page would dilute the marketing message and confuse visitors. As a consequence, visitors would leave without performing the desired action. Clumsy website navigation is another deterrent to achieving increased conversion ratio, as it leaves the prospect stranded on your website. Persuasive and relevant text is what visitors look for and the use of graphics should complement the content and not replace it. Absence of ‘call to action’ features is another drawback which might result in visitors leaving the website, without performing the requisite action. There are umpteen reasons that can be factored into conversion optimization. An in-depth analysis of the micro processes would greatly contribute towards eradicating these shortcomings and achieving the penultimate goal – customers.

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The heart and soul of modern E-commerce / Author: mitchelle johnson