We recently received some great research on how to improve your website conversion rate from Meta that we wanted to share with you.

Only about 30 out of every 100 customers are completing a purchase after they add to cart. But the good news is, Meta has shared some great findings on WHY shopping carts are getting abandoned.

In our experience, all of these friction points apply to eComm and service-based businesses alike. So let’s break them down, and explore what you can do to turn more of these mystery shoppers into obsessed repeat customers!

But first, what is a good website conversion rate?

When you’re looking for a benchmark website conversion rate to aim for, it’s important to compare your site against businesses within the same industry, and with a similar sales-cycle to yours. If your offering is a very high-involvement purchase for people (special occasion, high price, high perceived risk etc), your conversion rate is going to be lower than that of a website where the product is an affordable impulse purchase that people make on their first visit.

As a very general rule of thumb, we usually use these benchmarks when developing goals for our clients:

• eCommerce: 2% Website Conversion Rate, 70% or less Abandoned Cart Rate
• Services: 2-5% Website Conversion Rate for main site, 5-10% Conversion Rate on landing pages

If your business isn’t hitting these benchmarks, it’s likely due to one of these five reasons…

❌ Reason #1: Extra costs are too high

✔️ Make sure any shipping or initial consult fees are crystal clear so there are no surprises at the final step!

❌ Reason #2: No Guest Checkout

✔️ Avoid requiring customers to make an account to book an appointment or make a purchase if you can. Repeat customers will be more motivated to do this, but first-time shoppers might just bounce.

❌ Reason #3: Delivery is too slow

✔️ Offer express shipping and fast dispatch times, and make sure this information is really visible to shoppers, before they even get to the checkout.
✔️ Make sure any appointment booking calendars have as much availability as possible. Adjusting the time intervals (e.g. letting people choose appointment times in 15 minute increments instead of 30) can make a huge difference without needing to open up more space in your team’s calendars!

❌ Reason #4: The website seems untrustworthy

✔️ Make sure your site security is on pointe with a valid SSL certificate, testimonials and other trust cues like the number of customers you have helped.

❌ Reason #5: The checkout or enquiry process is too long

✔️Stick to a tried and tested checkout process that’s easy for customers to complete. The default Shopify layout is great!
✔️If you have an online appointment booking process, it’s critical to strike the right balance between qualifying your bookings, without making the process too arduous. Testing is key!

Let’s boost your website conversion rate and turn more visitors into customers together

We get it. You’re busy and probably don’t have time to investigate all of these steps yourself.

We’ve been helping clients discover and fix these for 7 years, and we’d love to do the same for your brand!

Our Digital Marketing Playbook is perfect if you want to: 

Translate your business goals into a clear, actionable marketing plan. So you know exactly what to do to achieve your big dreams (and stop doing the stuff that’s just wasting your time)

Establish a clear strategy for all of your future marketing efforts, so everything you put out is strategic, professional and effective – and your whole team is on the same page.

Stop feeling overwhelmed by all the conflicting free advice out there, and get your own custom strategy, that’s actually tailored to YOUR brand.

Our expert team will:

• Review your existing customer journey, and identify the gaps where you’re losing sales.
• Map out your new and improved marketing funnel, giving you a comprehensive but straightforward strategy to follow.
• Ensure your strategy is realistic for your brand, your customer’s needs, your business model, and the resources you’re working with.
• Outline your core target market segments, positioning and point of difference, so you know exactly who you are talking to and what to say.
• Break down your business goals into measurable and achievable marketing milestones.
• Map out the marketing tactics you need to hit those goals (and ignore the irrelevant ones that are wasting your time) with step-by-step instructions to implement them yourself.
• We’ll even meet with you on a 1:1 follow up call to answer any remaining questions and make sure you’re 100% confident implementing our strategy.

And if you’d like to hand any parts of it over for our team to manage for you? We’ll provide you with an easy quote to accept and we’ll get started!

All for a once-off investment of $4990+gst, paid in 2x payments over 4 weeks, or 4x payments over 8 weeks.

We’d love to chat and confirm our Digital Marketing Playbook is right for you. Book a no-obligation chat with Katy to get started.

What our clients are saying:

“Nicola and I just wanted to say we are so HAPPY we found you and invested in the playbook and also having one on one time with the ads.

Online orders have sky rocketed and we have doubled what we did last year’s months and we haven’t even implemented all of the playbook…

For example, last September 2023 was a quiet month, but after working with Oh My Digital we tripled those orders this year and we only ran ONE ad for a week!

We truly believe MiKi is just going to keep on growing but we can’t thank you enough for everything you’ve helped us with!” – Ariana Longmore, MiKi Jewellery Designs