Improving Conversion Rates – Both Online & Off – with Mobile Traffic

Kateryna Boiko
Kateryna Boiko
Guest Contributor

Your online presence should be a way for you to open your brick-and-mortar business to the world and make shopping - either online or physical - convenient and shopper-friendly.

Web and mobile apps are tools businesses need to invest in nowadays. With them, savvy entrepreneurs with established retail stores and spaces are able to open their businesses, products and services to a global platform using online digital tools.

Learning how to build an online presence that reflects your brand and how it can increase profits in the long run for your retail business is important. There are many ways to get more info on building great websites, such as Magento e-commerce sites. But, before building digital portals, a better way to start is understanding why having an online presence is important and how to increase conversion rate in retail stores using e-commerce websites. 

Why an Online Retail Presence Increases Conversion Rates

Expands Audience Reach

Having an online and mobile presence expands the reach of your brick-and-mortar retail business globally. Having an online presence helps build up the brand that businesses have established with their retail stores. Many times, e-commerce retail websites, mobile apps and online portals are great opportunities for entrepreneurs to start, expand and re-establish businesses with lesser costs compared to expanding physical stores.

Access to Innovative Business Tools

Mobile and digital tools are becoming more integral to our day-to-day activities. With innovative tools such as business analytics, augmented reality (AR), artificial intelligence (AI), and machine learning being incorporated more into websites and apps, retail outlets and online stores are able to utilize modern tools to improve their online and physical business transactions, processes and customer connectivity.

Enhance Business Convenience

Shopping convenience is a major deciding factor for potential customers. Businesses are able to showcase their products and physical retail stores to customers more conveniently through mobile and online e-commerce websites. Having an online store or digital portal can also help make shopping in retail stores even more convenient for consumers.

Improve Customer Connectivity

Face-to-face transactions are an everyday occurrence in physical stores and strengthen relationships and communication with customers. With online tools, retail stores are able to communicate and establish relationships through feedback mechanism tools, notifications, and subscriptions. Businesses are able to improve their products, services, and websites with a combination of the different connectivity tools, and build and foster stronger customer relationships.

Utilize Business Analytics

E-commerce retail stores and mobile apps collect large amounts of data on their business performance. Businesses are able to track and analyze how well products are perceived by their online users. They can also easily monitor customer trends and market shifts. Information collected from digital outlets supplement the business performance and help improve business strategies, as well as their products and services.

How to Increase Conversion Rate on E-Commerce Websites

Before increasing traffic in physical stores with digital tools, it would be best to first secure conversion rates of all digital platforms. I found the suggestions below to be the most common and highly effective methods of increasing conversion rates in e-commerce websites and other digital platforms.

Streamline Navigation

Navigation directs how users experience your website. Easy and convenient navigation encourages users to stay and enjoy their experience. Ensure priority pages are easily accessible and links to other pages in the navigation tab are neatly organized. Users should be able to navigate your page seamlessly and with minimum effort.

Apply Responsive Design

The look-and-feel of a website is what attracts and engages the attention of potential customers. It shows your understanding of your target audience, your product and your company. Importantly, the structure of your website should adapt to any device. Elements such as media and text should be readable and scalable. If a website is not well designed, perhaps by being overly text-heavy, complicated or static, it will reflect negatively on your products and business, and users may be discouraged in exploring more of the website.

Ensure Optimum Website Performance

Optimal processing time and page load speed enable users to go through a lot more features of your website. The better the performance of a website, the longer users are able to stay task on your website. It would be best if the information presented on your website is streamlined, and giving priority to the pages generating the most traffic also helps. Regularly checking and regulating the elements that take up large amounts of data, such as images, videos, downloads and others helps to improve website performance.

Implement Online Shopping Tools

Some of the best tools to increase traffic to e-commerce websites are shopping tools such as digital wallets, online shopping carts and online payment methods. These tools make purchases more convenient and easier for users, and provides businesses with a way to increase their sales. Online shopping carts allow users to set aside all their selections and pay for them all together. Users are able to conveniently pay for their purchases by using digital wallets and any of a variety of payment methods. Retail transactions are made easier for both customers and retailers.

Withdraw from Using Autoplay Videos and Pop-Ups

Nothing is more annoying to online users that being disrupted by autoplay videos and popup ads in the middle of browsing through a website. Not only does such content make a website cumbersome, it also disrupts the flow of site visitors. The disruption of unnecessary content randomly popping up can discourage online users from using your website. Too much of such media can also affect the performance of your website.

Utilize Impactful Multimedia

Adding media, such as high-quality images and videos, enhances your content and makes it more eye-catching and attractive to users. Product videos provide users a visual and easily understandable description of your products and services, while eye-catching imagery and infographics can be used to present your content in a more visual and engaging way. Mixing text content with multimedia allows users to experience fuller and more multi-faceted content.

Provide Assistive Tools

Aside from responsiveness, multimedia tools and shopping tools, helper tools enhance the user experience of a website. Tools such as search autocomplete features and interactive guides aid users to better experience your website, and are highly recommended.

Use Feedback Mechanisms

Engaging communication and interaction with your customers is always an advantage, and it helps ensure their experiences go beyond their purchases. SMS updates are an easy way to provide updates on the progress of your customers’ purchases. Tools such as push notifications encourage your customers to revisit and avail more of your products and services. Feedback mechanisms are also a way for retailers to continue to building trusting relations with customers, gathering feedback on how to improve their products and services, and ultimately increase sales and profits in the long run.

Understanding and securing the factors that attract and maintain online traffic, increase sales and promote customer relationships digitally are essential to your increasing traffic and conversion in your physical stores. Your online presence should be a way for you to open your brick-and-mortar business to the world and make shopping – either online or physical – be convenient and shopper-friendly. With customers engaged online, they will be even more attracted and encouraged to shop in your stores.

About the writer: Kateryna Boiko is a marketing manager at Mobilunity, a provider of dedicated development teams, who has seven years of hands-on experience in digital marketing. Kateryna has worked with diverse industries and markets, and now is keen on sharing unique cases with the world and coach on topics relevant to web analytics and search engine optimization.

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