The conversion path in the online store, i.e. from product to purchase

Service Business

A properly thought out, logical conversion path in the online store will make it easier to navigate the website and increase the number of purchases made. In order for the customer to reach the place expected by us, i.e. the end of the order, he must go through a number of pages and perform many activities. Research conducted by the American company See Why shows that 7 out of 10 customers abandon their cart, so it is worth creating an effective purchase path that will increase the probability of finalizing the transaction.

What is the conversion path?

A conversion path is a series of events that occur before the expected action occurs. In other words, it is the path that the user has to overcome before he can buy the products of his choice. The path should be planned in such a way as to encourage the user to take specific steps and make it easier for him to navigate the site. Sometimes the slightest problem with placing an order or difficulty in finding the appropriate function may result in the resignation from the purchase. The conversion path in the online store can take various forms, most often in the form of a funnel. There are fewer and fewer users on each subsequent subpage, and our task is to make the number of bounces as low as possible.

Conversion path - the most common models

  • Model A is an ideal conversion path that is impossible to achieve. In this funnel model, the number of completed purchases equals the number of users who started them.

  • Model B shows a high churn rate of users who do not progress to the next level.

  • Model C is the most optimal path. It shows a low degree of abandonment of the shopping path, and thus a high level of completed transactions.

  • Model D shows a poorly constructed path, where some users join the process only at the second stage.

The appearance of the store designed for the user

The preferences of users and the main purpose of the website should form the basis of the entire process of designing the store. The conversion path in the online store should reflect their habits and habits related to the implementation of payment activities such as shopping, paying a subscription or topping up the account. If each next step in the online store is intuitive and gives the user a clear indication of what action to take next, it will translate into the effectiveness of the store.

  1. Source of traffic on the website - the conversion path may begin before visiting your website. Knowing where the traffic on our site comes from and where our users first go, we can properly prepare these places so that they arouse their interest and trust.

  2. Website appearance - the user, when visiting our website, first evaluates its appearance. It should attract with a modern and attractive design that will interest and encourage shopping.

  3. Analysis - studying the conversion path will allow you to improve it and eliminate any errors that may occur. Google Analytics will be perfect for this task, as it allows you to check the way users navigate on the website.

  4. Optimal conversion path - when the purchase path is properly developed, apart from greater conversion, we can also diagnose which marketing channels are the most effective. When conducting research on user behavior on the website, we can select the most effective forms of advertising, but also the most effective elements of the website.

Rules for creating an effective conversion path

The conversion path should be well thought out, so we will present the most important rules that will help you build it.

  • Show that your store is the best choice the user could make. You should carefully present the user with the arguments why it is in your store to buy the product, and not from the competition. The answer to this is the Unique Selling Proposition. It shows what makes your offer stand out from the crowd. The unique value of the offer may be free delivery or a longer warranty period.

  • Try to get no additional costs. Research shows that this is the main cause of cart abandonment. When a user sees that the price is higher than he initially expected, he feels cheated and most often gives up the purchase.

  • Make your site load as fast as possible. Too long waiting time for the website to open may definitely scare the user and cause him to give up the purchase. If the website is slow or there are errors, there is no reason to expect that someone will decide to buy something from us.

  • Make your conversion path as simple as possible. The entire process must be smooth, quick and intuitive. All messages must be easy to understand and not raise any doubts.

Finally, it is also worth mentioning that the conversion path should also include the possibility of finding answers to the questions. Follow the hints at each step and try to dispel any doubts about the user. It's a good idea to use a tooltip icon with an explanation in the tooltip. Additionally, you can insert a form or chat at any stage of the path, with the possibility of asking a question.