Reasons why your eCommerce site doesn't convert

A flash of brilliance came into my inbox the other day. I have spoken many times about conversions - so much so that I'm sure everyone is more than aware of its importance. Probably the most frustrating part of managing an eCommerce site can be finding that winning formulae. Quite often, just a simple change can make a difference of 100% improvement in turnover: a banner image, change the position of the checkout, amend the page header - any of which can make a difference. So where do you start?

A simple answer is just to test. You also need to become good friends with your web analytics and keep a sharp eye out for emerging trends. It is a constant process of change and testing to make sure people go where they (and you) want them to go - the checkout.

Now, back to my inbox. A really good video that was sent to me highlighted some of the things that people either miss completely or need to think about in the shopping process. Have a look at this video on making your eCommerce site convert.

The key area under discussion in the interview is improving the checkout process. There are some significant areas that can prove a barrier to conversions that can include:

• forcing people to register or fill out forms before they buy
• not making the shopping cart clear enough
• the hidden costs that appear later in the process
• including more secruity seals.
  

Have you really looked at your conversion funnel? Look again, is there something missing?