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21
November
2014
5 Tips To Improve Life Science E-Commerce Conversion
Posted By Sudeep Banerjee

For most life science companies, meeting the revenue goals is quite challenging. A research by Hubspot shows that most life science companies have to face a few of these challenges:


1. Growth is not as fast as desired
2. Loss of market share to the competitors
3. Huge expenditure on website, but lack of ROI generation


This article addresses the 3rd issue in this list. By implementing some simple techniques in your e-commerce website, you can boost up its conversion rate. These techniques have proved their potential in improving conversion for many e-commerce websites. They would work for your’s too.


Here are 5 e-commerce conversion improvement methods for your life science site:


1. Redesign Your Website:


→ Clarify the navigation paths


Creating clear navigation paths can be difficult if there are too many categories in your site. In this case, a good idea is to create fly-out menus (they “fly out” when the viewer mouse overs them). This is a good way to prevent cluttering of your page, while letting the viewer access any category pages at any time.


Avoid having a too artistic approach while designing the navigational elements and categories. Your conversion rates would be better if your priority is practicality.


To help shoppers have a smooth shopping experience, employ bread crumbs, so that one can go back to the place from where he came. Categories and subcategories should have a path between them on the page. After adding something to the cart, the shopper should find a “continue shopping” button, to return back to shopping.


Fly Out Navigation


Offer a Product Preview


Online shoppers may wish to browse the category pages quickly, to find products they need. Some visitors avoid clicking on each of the items to get additional details, because of personal preferences, slow loading speed or lack of time. You can let such visitors look at your products along with the details, by creating a quick preview. Add this preview to the search pages and the categories. The preview can be a simple magnified version of the product image, or a more complicated view, which loads the additional details through Ajax.


2. Improve Your Shopping Cart:


→ Ensure shopping cart visibility


When shoppers add a product to their cart, they should be sure that the product has been actually registered. So, somewhere on the webpage, have a place that lists the number of products in the cart of the shopper, along with other essential checkout details. The cart items and other details should be visible to the shopper for the entire shopping process.


When the checkout details are clearly visible and easily available, the shopper can easily switch from shopping to the checkout process. Irrespective of the place where shoppers finish shopping, there should be a quick link to the checkout page.


Make the shopping cart information pop, to ensure ease of finding. Make this information stand out by opting for contrasting colors for it.


→ Optimize the “add to cart” buttons

Viewers don’t react that well to indirect call-to-action buttons(CTA) like “learn more” or “more details”. On the other hand, direct and specific call-to-action buttons like “buy now” or “add to cart” fetch a good response from shoppers.


Color is also a vital design aspect when it comes to CTA. Certain colors may trigger different types of visitor behaviors, based on the business type. Gentler colors like blue and green generally encourage viewers to follow-up, while red and orange have shown a deteriorated “add-to-cart” button performance.

A ecommerce web button that says add to cart on a reflective white background

3. Optimize Your Landing Page:


→ Put Slide-in CTAs


Many successful blog sites have a call-to-action button at the end. The button is generally big enough for the viewer to notice, and if desired, convert on it. However, it seems many people are ignoring the CTA, and have developed a static CTA blindness.


To increase the CTA conversion and clickthrough rates (CTRs), a test was done in which a slide-in CTA was used. The slide-in CTA appeared when the right sidebar disappeared, generally three-quarters to half-way through a post.


In the test, HubSpot incorporated the slide-in CTAs in 10 of its high-trafficked blog posts. After a month, it was found that the CTR was higher by 192% and the submissions were higher by 27%, with the slide-in CTAs.

→ Add testimonials


To make shoppers trust your site, add testimonials. To have effective testimonials, put the actual person’s picture, rather than any stock photo. Show the person’s name along with a few details about him/her like location, company, position, etc. Use testimonials of previous customers who are among your target audience. An effective testimonial is from someone like a prospective customer, rather than some famous person.


Testimonials(1)
4. Deploy User-Friendly E-Commerce Platform:

→ Consider Magento (Community)


The Magento (Community Edition) is widely used to build e-commerce sites. It is open-source, free software, which allows modification of the core code. By installing extensions from marketplace of Magneto, you can add functionality and features too.


Its key features are SSL support, themes, sales reports, product catalog toolkit, email notifications, installation wizard, user profiles and admin panel. With Magneto, you can manage user roles, wishlists, currencies, taxes, invoices, orders, clients, payment gateways, shipping methods, coupons and discounts. However, it does not offer any official technical support.

Magento-Ecommerce-Development



5. Make your Checkout Page Distraction-Free


Once shoppers reach the checkout page, they should move in a specific direction. To make the path to goal clear enough, remove sidebar navigation and other items from the checkout page that may distract the shopper.


Avoid selling when one is into the process of checkout. The highest rates of conversion are fetched by single-page checkouts. You can also have a one-click checkout, which makes customers come back. Ensure that your customers have a good experience of checkout.


By following these tips, you can visibly enhance the number of sales brought by your website. If you want to improve your e-commerce website’s conversion rate, you can contact us here.


References:

http://blog.hubspot.com/marketing/conversion-rate-optimization-tests
http://www.webdesignerdepot.com/2010/09/10-ecommerce-design-tips-for-increasing-conversions/


Image courtesy:

www.pfsweb.com
www.colygon.com
pixgood.com
www.clarity-ventures.com
www.webati.com

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4 Comments on “5 Tips To Improve Life Science E-Commerce Conversion
Thomas Miller
January 14, 2015 at 11:53 am

Very research based article. You have pointed some important facts for an e-commerce site. Good going 😉

Nancy Smith
January 15, 2015 at 9:40 am

Not only of Life Science e-commerce but the points are effective for all the e-commerce sites. Thanks for such an article..

Shiela Holmes
February 3, 2015 at 10:47 am

I do agree with Nancy. The tips stated above are useful not only for the life science e-commerce sites but also for all the e-commerce sites.
One thing need to mention here as the blog is stated above the Magento platform.
The thing is sites are now need to be responsive or device responsive.

Christina Ryan
February 26, 2015 at 5:37 am

Breadcrumb in an life science e-commerce site can be used as navigation for the users to know the path and get back to previous page of his/ her choice..

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