The expansion of online shopping and the evolution of e-commerce have made the world of digital marketing increasingly competitive, compelling companies to enhance their processes and strategies in order to align with market changes and emerging purchasing trends.
Conversion represents a priority for those intending to sell online. Therefore, it is becoming more and more important to implement new tools and approaches to encourage customers to purchase products and services. The conversion rate of an e-Commerce business can be considered the most significant metric for assessing return on investment (ROI): based on the Unbounce report, it typically falls within the range of 2% to 4%. However, in 2021, it reached 5.2% across all sectors of online shopping. However, the latest IRP data shows a decrease in the average e-commerce conversion rate by 0.91% compared to the previous year. This shift highlights the need for companies to intervene significantly in their marketing campaigns and rely on specialized partners to make the management of their online business more effective.

The conversion rate of an e-commerce typically falls within the range of 2% to 4% on most sites that receive millions of visitors every day.

According to the latest IRP data, the average e-commerce conversion rate decreased by 0.91%, going from 1.65% to 1.64%.

Strategies for improving the conversions of an e-commerce

The conversion rate of an e-commerce business indicates the percentage of website visitors  who perform a specific action, i.e., the ratio of transactions made compared to sessions.

Whether it is making a purchase, filling out a lead generation form, signing up for a newsletter, or contacting customer service, online shopper behavior offers valuable insights into their interactions with a website. This data is critical to understanding how to set benchmarks that can help optimize sales volumes.

There are a lot of strategies that can be implemented to improve conversion rates on your website:

Using a persuasive design. To be truly effective, a website must feature  compelling and convincing high-quality images and videos. The ability to capture visitors' attention within seconds is crucial in online sales processes: focusing on a persuasive design that incorporates large images on the home page and  informative videos on product pages will help give users a positive impression, helping them to clearly understand what they are buying and conclude their purchases more easily.

Improving customer service. According to Meta for Business, 52% of online consumers base their brand choices  on customer experience: a considerable number of users tend to abandon purchases from  brands that offer ineffective customer service, preferring instead to opt for other brands that offer more satisfying experiences aligned with their needs, even if this involves a higher cost. An effective solution to improve the level of customer satisfaction can be the implementation of software, capable of supporting direct communication with users: live chat and chatbots are among the new trends that can significantly improve customer interaction  by providing timely responses and real-time support,  even outside of regular business hours. Improving the customer service of an e-commerce business is essential to increase the efficiency of each process, from the shipment of the goods to the after-sales service. Engaging professionals specialized in this field r can effectively reduce the time dedicated to solving contingencies, satisfy user requests from the first call and intelligently manage tracking and monitoring processes. 

Optimizing the website user experience. Enhancing the website user experience can be one of the most effective ways to improve the conversion rate of an e-commerce website. Optimizing navigation and site structure enables visitors to quickly and easily  find the desired information and the products they are looking for. According to a survey conducted  by Retail Systems Research, 52% of consumers express  dissatisfaction with  slow-loading  product pages y or  complicated payment procedures,  Additionally, more than 90%of users abandon sites that are too slow, opting for competitors or well-established marketplaces such as Amazon. Reducing the number of fields to fill in during the checkout process or providing different payment methods are two strategies that can be adopted to succeed in retaining or acquiring new customers, thus remaining competitive in the online market.

Optimizing for mobile devices (or mobile first approach).  mobile experience plays a vital part in the sales process and can lead to significant progress. According to eMarketer, mobile commerce has been constantly growing  and reached nearly $436.7 billion last year, accounting for approximately  40% of all e-commerce sales.

This means that optimizing a site for mobile devices has become a fundamental objective to pursue if you want to reach your target audience and improve the overall shopping experience. An effective strategy to have a positive impact on mobile ecommerce conversions includes increasing the font size of pages, optimizing website speed and compressing images.  

Increased payment and delivery options. On the one hand, simplifying processes is beneficial for improving  the navigability of a website. On the other, when it comes to optimizing checkout steps, it can be useful to introduce  additional steps and options, in order to offer new payment and delivery methods. Incorporating reliable tracking services can greatly enhance customer satisfaction and provide  accurate and effective data: for example, integrating an after-sales management platform allows you to monitor all  shipped orders, automate processes and send personalized and updated communications concerning  the status of the orders, thus optimizing  customer experience.

Discounts and promotions. Integrating  discounts and promotions into a purchase is a highly  effective way to attract shoppers to a brand and motivate them to make a purchase. According to data provided by RetailMeNot, almost 75% of consumers consider promotions as a decisive factor influencing their choice of shopping site and the type of products they intend to  purchase.

Another approach  improving  the shopping experience and optimize conversions in  an e-commerce business might be offering free shipping: high shipping costs are often among the main reasons that lead consumers to abandon the online shopping cart, while free shipping, together with coupons and discounts, serve as are compelling  incentives that motivate customers to spend more.

Follow-up E-mail. sending follow-up emails is very effective for establishing connections with users. These  e-mails serve multiple functions, including sending  reminders to users who have abandoned their cart, urging them to complete the purchase or simply reaching out to  customer after an order to express gratitude with  personalized messages. To improve the conversion rate of an e-commerce business, segmenting customers based on specific criteria can be particularly advantageous. . For example, they might be divided on the basis of past purchases or the interest shown towards certain products, so as to offer a better user experience, impact and respond in a targeted manner to customer needs.

Implementing  effective digital solutions is essential to strengthen your online presence and establish connections with your target audience: Mail Boxes Etc. provides comprehensive support to companies, entrepreneurs and artisans in managing and optimizing their online activities, ranging from shipping goods to delivery of products.

The MBE e-commerce solutions, which are digital, flexible and personalized, help companies to speed up and simplify all their processes. This translates into a satisfying and smooth shopping experience for the customer which helps to optimize your online business and achieve the most ambitious results. Boost your online business with MBE digital solutions.

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The conversion rate of an ecommerce business is the percentage of visits to a website that lead the user to perform a certain action, such as a purchase, filling out a form or subscribing to a company newsletter.
The most important metrics to take into consideration to improve the conversions of an e-commerce business are the conversion rate, the frequency of purchase, the abandonment rate of a cart and the average value of the order placed by the individual customer.
The most effective marketing strategies to increase e-commerce conversions are ad retargeting, follow-up emails for abandoned carts, offering discounts and promotions, optimizing purchasing processes and designing a website with a responsive design that includes quality images and content.
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Mail Boxes Etc./MBE Centers are operated by independent operators as franchisees, who operate under a franchise agreement under the brand name of MBE. Through its franchise network Mail Boxes Etc. provides support services for businesses and individuals. Logistics and shipping services represent the main services of MBE – enabled by MBE through contractual agreements concluded for the benefit of its franchisees with the main domestic and international express couriers - and other graphics and printing services - provided either directly or on the basis of agreements with large printing centers. The promotion of services for business and private customers is carried out in the framework of the business activity of each MBE franchise partner within and outside of the MBE Centers ("farming"). Each franchise partner is contractually obligated to perform such activities. Mail Boxes Etc. and MBE are registered trademarks used with permission of MBE Worldwide S.p.A. (All Rights Reserved). The services offered by the individual MBE Centers can vary depending upon the location. The material available on this Internet site, the information contained herein and any other relevant related data may not in any manner be copied, distributed, changed, republished, reproduced, downloaded or forwarded to third parties, without the expressed prior written authorization of Sistema Italia 93 S.r.l. We accept no responsibility with regard to the unauthorized use of the material available on this Internet site, the information and/or the data contained herein.
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