The conversion rate measures the number of potential customers that result in sales. On your website, it’s the number of visitors that result in sales. Some people focus solely on driving people to a website, either organically or through search engine traffic, but it’s important to go that extra step to ensure you’re getting a return on your website investment. Here are some simple techniques to improve a website’s conversion rate.
You should strive not to prevent anyone from purchasing your products or services. It should be unacceptable for one person to be turned away because of an inaccessible site. The more complicated the website, the more opportunity you have to confuse or lose your customer. Users should be able to find the information they need. If you’ve got information your visitors want, it should be on your website. If visitors are disappointed by a lack of information, they’ll go elsewhere.
If you’re selling products, pay close attention to how a user adds products to the shopping cart. I have a big problem with online stores that force users to proceed to a shopping cart page every time they add a product. This action slows down the shopping process and the inconvenience alone can deter customers from purchasing multiple items. Sites with one-click “Add To Cart” buttons give customers a clear call to action.
Dispose of Lengthy Forms
Don’t waste people’s time. Refrain from requiring an email address before accessing most of the information. In most cases, if your request is premature you will drive users away. Be clear and concise when you’re requesting information from a user. The user should understand the reasoning behind sharing information and know they can trust you with their private details. If you only plan to email your customers, you might not need a phone number. The more information you request, the better the chance of driving away the cautious customer.
Focus on providing a positive user experience. This will translate into a positive view of the brand. Utilize compelling headlines and subheads. Visitors can scan for information easier with good headlines.
Regularly updating content fosters trust with the customer. Updates lets them know you still exist and are operating. It also gives them the best decision-making information possible. If you’ve got specials or sales, don’t keep them a secret from your website. Keeping the user informed through every step of the sale process is a great idea. A company that shows it cares about their customers, even after they've finished shopping, will make a user far happier and far more likely to return.
Offer Payment Options
This may sound obvious, but offer a reasonable selection of payment methods. Not everybody has a credit card, and those that do don't always want to use them. Consider alternatives to the usual methods. Options like PayPal and payment upon pickup may endear you to the online customer. Make the user's life easy and give them what they want.
Give Visitors Value
This may be the last listed, but it is an important suggestion. Understand why your brand and website is special. Give important content the best placement. Great customer service, low price guarantees and free delivery are all examples of factors that endear your website to customers over your competition. Be the authority in your field. If your website is branded into a user’s mind, they’re more likely to think of you when they need that certain product or service. Make your digital customers a special offer they can’t refuse.
Are people looking for something, not finding it and then leaving the site? Analytics and surveys are the best tools to really understand why visitors are leaving. Use an analytics tool to remove obsolete pages and build on content pages with high traffic. Select “The Biggest Loser” within your website. This is a page that is receiving a lot of traffic and has a high bounce rate, but contains important content with the potential for improvement.
After working on all these different areas, be sure to test, analyze, adjust and repeat.