Increase Ecommerce Conversion Rates By Rotating Your Online Stock

Posted by diamondwebsiteconversion on March 4th, 2013

It’s easy to think of your online store as a completely different animal from a brick and mortar establishment, and in many ways it is. But one thing that remains the same across the board is that people like novelty. Brick and mortar stores keep their customers interested in what they have to offer by changing out their window displays and placing new merchandise near the store entrance. You can accomplish the same goal and increase ecommerce conversion rates by rotating the featured products and images on your home page and landing pages.

Why Rotating Stock is Important

Imagine that a new clothing store has just opened up in your town. You walk in, browse around and perhaps make a purchase. A few weeks later, you visit again and discover that all the merchandise is in the same place, the mannequins are wearing the same outfits, and new items are nowhere to be seen. The third time this happens, you discover that new items are crowded together in a back corner, making it difficult to browse through and see exactly what the latest items in stock are. Frustration sets in, and next time you shop at the store next door where you can see the latest fashions on display front and center.

Now, let’s consider how this same concept might affect the conversion rates of your ecommerce store. If a visitor lands on your website and consistently sees the same images and content month after month, he might soon get bored and wonder whether you ever have anything new to offer. Never mind that you have a page dedicated to new items. If it’s not immediately apparent, he may not ever see it. Pretty soon he might stop visiting altogether in favor of a similar online store that keeps its landing pages updated on a regular basis.

What You Should Change

You don’t have to change every image every month. You should, however, follow ecommerce conversion tips such as regularly showcasing different images and different copy on your home page and landing pages in order to keep customers aware of what you offer. You might feature a different product on your home page each week or change the offer copy on the landing page from your PPC ad.

The key is to catch the visitor’s interest by giving him something new to look at, thereby motivating him to browse through different areas of your site. Rotating your online stock, just like changing out a store’s window displays, can increase your ecommerce conversion rates while keeping customers interested in what you have to offer.

About the Author:

Diamond Website Conversion can help you in more of your web traffic conversion into leads or customers. They work exclusively with small businesses to help them increase traffic to their website; convert that traffic into customers and to get those customers to become repeat customers. They provide website conversion optimization, conversion rate optimization, landing page optimization and landing page conversion optimization services.