Product Page Conversions: Using WooCommerce One Click Checkout
For an ecommerce store, measuring traffic on its own is just a vanity metric. After all, traffic alone doesn’t pay the bills!
In order to more accurately judge your success as a business, measuring your conversion rate is much more important and telling. Simply put, your conversion rate can be found by taking the number of sales divided by the total number of visitors over a certain time frame.
In this article, we’ll refer to conversions and sales interchangeably. However, the conversion rates you measure can also refer to other desired ecommerce actions that include email list sign ups and social shares/followers (or even adding products to a cart without completing checkout). Though these micro conversions may not directly result in a sale, they involve actions taken by potential future customers as they move along your sales funnel.
According to WooCommerce, there are three stages in the customer journey, namely:
- Discover: The stage at which customers initially learn about your products/services.
- Choose: Taking the next steptowards a purchase.
- Buy: When someone converts and becomes a customer.
You can gain or lose customers during any of these stages, which is why you want to focus on optimizing conversions around each distinct stage.
Before diving into how product page improvements with WooCommerce one click checkout can help you to increase conversions, let’s take a look at how to accurately measure them in the first place.
How to Measure WooCommerce Conversion Rates
Before you can optimize for conversion rates, you have to have the proper measurement and tracking tools in place.
Google Analytics is a free tool that can track website visits, pageviews, the demographic breakdown of visitors, and so much more. WooCommerce users can easily integrate Google Analytics with WordPress by using the WooCommerce Google Analytics plugin.
With Google Analytics, you’ll be able to determine why your product pages are ineffective and understand which areas need improvement.
For instance, if the number of monthly visitors has increased, but the number of purchases decreased, this can be a sign that there’s something wrong. Perhaps you’re attracting the wrong type of customers, customers aren’t persuaded by your product pages, or they’re having a hard time completing check out.
According to Monetate, the global benchmark for product conversion rates is 2.59%, with an add-to-cart rate of 9.89%.
That said, there is no single ideal conversion rate benchmark because each company and industry has unique elements that must be factored into this measurement. At any rate, make sure to measure the impact of various website changes on your conversion rate — it should be increasing over time if you’re making the right choices around conversion optimization.
With an analytics solution in place, aside from measuring conversion rates, you’ll also want to be measuring the following metrics to determine where customers fall out of your sales funnel:
- Cart abandonment rate: When a shopper puts items in their cart and leaves the site without making a purchase.
- Checkout abandonment rate: When a shopper starts the checkout process and leaves without making a purchase.
- Bounce rate: When a visitor leaves the site after viewing a single page, without attempting to view any others.
- Exit rate: When a visitor leaves after visiting more than one page on your site.
How to Improve Your Product Page Conversion Rate
While a conversion can be initiated by many different pages on an ecommerce website, it’s individual products that must be added to a cart in order for conversions to happen.
Here are some tips for improving product page conversions:
Make Products the Focus
A high converting product page is about one thing: the product. Consider anything that isn’t directly related to the product as a distraction.
A few ideas to bring focus back to products:
- Use plain backgrounds with muted colors so that your site design won’t draw attention away from the product.
- Incorporate hidden menus and dropdowns to reduce distractions.
- Use high resolution photos. Ensure that your high resolution photos don’t slow down your site by using image optimization tools, such as a service like Squoosh or a plugin like ShortPixel.
Make it Easy to Find the Right Product
If you make it too hard for a customer to find what they’re looking for, they’ll never convert.
A few ideas to enhance the shopping experience:
- Improve onsite search:You can use the WooCommerce Product Search extension.
- Improve navigation on your site:The three click rule states that users will abandon a website if they can’t find what they’re looking for in three clicks. Dig into your analytics data to see where people drop off and how you can improve navigation.
- Make it easy to compare products at a glance.
Shorten and Simplify the Checkout Process
One out of five shoppers claim that they’ve abandoned a shopping cart because the checkout process was too long or daunting.
According to the Baymard Institute, the average large-sized ecommerce site can achieve a 35.26% increase in their conversion rate though better checkout design.
Here are two ways to make this happen:
Offering Guest Checkout
35% of online transactions are abandoned because the website required the user to create an account before checkout. Many customers don’t want to make online accounts for various reasons, including privacy issues, lack of time, fear of retailers spamming their email inboxes, or simply because they weren’t sure about the purchase.
Instead of forcing customers to make accounts, you can also opt for users to sign up for your ecommerce website using their existing social networking accounts for a more seamless account creation (and checkout) process.
Offer One-Step Checkout
Amazon offers a 1-click checkout process, which has helped them to better take advantage of impulse buys. To enable this functionality on WordPress, you’ll want to check out the Quick Checkout plugin by Amplify Plugins.
Quick Checkout is the quickest one-page checkout extension for WooCommerce. It allows you to skip the cart and open the checkout screen directly on page to reduce the hassle of checking out, thanks to its one-click purchase buttons.
Quick Checkout also allows you to create an on-page checkout for your landing pages, which helps increase conversion rates by keeping a customer’s focus on the same page where they decided to make a purchase. All customers have to do is fill in their details and checkout is complete!
A Quick Checkout license for a single website costs $76 per year. If you are managing more than five ecommerce websites, you’ll want to go with the $229 yearly license for up to 15 websites.
Final Thoughts: Product Page Conversions: Using WooCommerce One Click Checkout
Ultimately, the end goal of an ecommerce site isn’t to rack up numerous page views — it’s to grow sales.
There are several ways to optimize product page conversions, with one of the most effective involving reducing the steps to complete a purchase — such as with WooCommerce one click checkout. Doing this helps your shop earn more by capitalizing on urgency and those times people make impulse purchases.
What questions do you still have about improving product page conversions or WooCommerce one click checkout? Tweet your thoughts at @QuickCheckout and we’d be happy to help!