When it comes to eCommerce, there are a lot of moving parts. The customer’s journey from browsing your products to making a purchase is an intricate dance. Each step requires attention and should be optimized in order to improve conversion rates and increase sales. In this blog post, we will discuss removing some of the most common barriers that may impede customers from completing their purchases on your website.

Conversion Rate Optimization (CRO) is the practice of increasing the percentage of visitors who become customers by improving user experience and removing obstacles along the path to purchase. To do this, you need to understand what your customers want and how they use your website. That means watching them as they interact with your site and understanding the data you collect from their behaviors. Once you have an understanding of customer behavior, you can begin optimizing key elements like page speed, search functionality, product display, and more.

The checkout process is one of the biggest barriers on the path to purchase as it requires customers to input personal information such as billing addresses and payment information. To reduce friction at checkout, consider offering single-page checkouts or one-click payment options so that customers don’t have to enter multiple pages worth of information before completing their purchase. Additionally, make sure that all forms are mobile-friendly so that customers don’t have difficulty entering their information on mobile devices.

Another barrier that can impede sales is slow loading times when a customer adds a product to their cart or clicks on a link within your site. Slow loading times are often caused by inefficient code or large images that take too long to load into memory; both can be addressed with performance optimization techniques such as minifying JavaScript and compressing images before uploading them onto your site. By ensuring that pages load quickly, you can ensure a better customer experience and reduce bounce rates due to slow page loads.

Conclusion

Removing barriers on the path to purchase is essential for any business looking to optimize its eCommerce platform for increased conversions and sales growth. By understanding customer behavior through analytics data, optimizing page speed and search functionality, offering single-page checkouts or one-click payments options, as well as performance optimization techniques like minifying JavaScript and compressing images – SMBs can make great strides toward creating an optimal experience for their customers while encouraging more purchases down the line.