The Reality of eCommerce conversion rates

Business owners are rarely informed that on average, less than 2% of their eCommerce site visitors ever become customers. And according to sales and marketing trainers, it typically takes an average of 7 interactions with a brand before a customer makes a purchase.

Yet, most website designers overlook these selling realities, instead focusing on branding, visual perfection and good content. Some say most designers approach websites as they did making printed brochures from the 1990s, just adding a contact form that’s only monitored during business hours, with response times often measured in hours/days, not minutes, which people expect today.

The Missing Link: Effective Lead Conversion

To truly succeed in the eCommerce landscape, businesses must bridge the gap between attracting visitors and converting them into paying customers. This requires a strategic approach that goes way beyond design aesthetics and incorporates effective lead nurturing and conversion toolsets.

The modern website should be designed with a strong emphasis on user experience, intuitive navigation, and clear calls-to-action that guide visitors through a sales funnel. Additionally, implementing robust lead capture mechanisms such as surveys, opt-in forms and interactive chatbots, to quickly facilitate ongoing communication and nurturing of potential customers, automatically, 24/7.

By understanding the sales cycle and the importance of multiple touchpoints, businesses can create websites that not only look great but also effectively convert visitors into loyal customers, ultimately driving sustainable growth and easily achieving sales targets.

p.s. We outlined some of the practicalities in an earlier post which included a popular interview with Auzzie retail marketing guru, Winston Marsh, (copied below). The tools and technologies available for online marketing and customer engagement have advanced significantly since this interview in 2012, but the principles and best practices needed, are unchanged….

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