The conversion rate is probably the most critical key performance indicator (KPI) of any profit-making website. And that one number will be the primary indicator of a well-designed site.<\/p>\n
The average conversion rate for an eCommerce site is in the range of 1.84% and 3.71%. And, while those numbers are relatively small, minor changes to a site can push the conversion rate to the upper end of that scale.<\/p>\n
So, if your eCommerce site is suffering from low conversion rates, read on. Here are ten tried and trusted strategies to improve website conversions.<\/p>\n
Keep it simple is the best strategy for any kind of website. And, if you ask people to provide too much information when they buy a product or subscribe to a mailing list, your conversion rate so likely to plummet. People have only a limited amount of patience and don’t like giving away too much personal information. So, try to keep the number of fields on online forms to a bare minimum<\/p>\n
You need to ensure that nothing diverts the user from taking the decision you want them to make. Indeed, anything that could distract a user could be reducing the conversion rate. So, ensure that landing pages are uncluttered, concise, and focused. Remove unnecessary videos, ads, and images, for example. And make sure that calls to action are persuasive and easy to locate.<\/p>\n
Consumers are naturally cautious when buying products online. People will be unlikely to risk spending money on a product unless they are 100% certain of what they will get. So, the best way to put buyer’s minds at rest is to offer a money-back guarantee. Then people will have more trust in your site and be more likely to make a purchase.<\/p>\n
Another way to alleviate people’s fear of buying things online is to provide full contact details. Providing an email address, physical address, and phone number proves a genuine business exists behind the website. In addition, knowing that there is someone to contact should there be any issues with an order will encourage more people to risk parting with their money.<\/p>\n
Social proof assures customers that they will not be the first to risk spending money on a website. And things like reviews and testimonials will also confirm that buyers will get a good value for money. So, display items like customer quotes and case studies where buyers can see them, preferably on landing and product pages.<\/p>\n
The longer someone takes to reach a buying decision, the less chance they will buy anything. However, time-limiting offers on products will create a sense of urgency and play on the fear of missing out and so increase conversions. The best way to use this strategy is to have a countdown timer displayed on the site. Then, there will no doubt in buyer’s minds that they will miss out if they don’t make a purchase now.<\/p>\n
Online shoppers have grown used to the standard calls to action (CTAs). So, many people have effectively become CTA-blind. Terms like “Buy Now” have become so commonplace that people ignore them. So, consider revisiting your CTAs and replacing them with something more original. And remember, CTAs must be concise and persuasive.<\/p>\n
If you have trouble getting people to complete forms, you might want to consider breaking down the process. For example, ask people for their email addresses first and then ask for additional information on a secondary form. People don’t like leaving anything unfinished. So, making the first step of the process easier will encourage more people to fill out the entire document.<\/p>\n
People often have last-minute doubts about a product. And, unlike a physical store, there is no one available to answer questions on a website. But, if you implement live chat, you can overcome this barrier to conversion. And there are plenty of live chat apps and plugins available. So, this simple but effective addition to the functionality of a site is easy to implement.<\/p>\n
Most people do not read the full content of a web page. Instead, they skim-read a page, looking for the salient points. So, if your pages cannot be understood at a glance, you will probably be losing sales. So, break up pages into smaller sections with headlines that contain the critical information. And bullet point product benefits and features. Then, users will see within a few seconds if the offer is of interest to them.<\/p>\n
Pop-ups can increase conversions, but this type of user prompting needs to be used carefully. Pop-ups that appear every 30 seconds, for example, will be annoying and result in people quitting the site. However, pop-ups that appear infrequently or when users are about to leave the website can significantly increase conversions.<\/p>\n
The importance of A\/B testing for increasing conversions cannot be overstated. Because, while all the above steps can boost conversions, the optimum methods will vary by site. So, it is always a good idea to A\/B test things like headlines, calls to action, and page layouts. And then, you will be able to find what works best for a site and reuse that winning formula on other pages.<\/p>\n
The crucial point to take away from the above is that good web design is equally vital to conversions as the product. Indeed, you could have the perfect offer at the best price and still have low conversion rates. So, it is best not to immediately assume that the offering is to blame for disappointing conversions. Instead, try tweaking the website design with some of the above ideas before making drastic changes to your offering.<\/p>\n","protected":false},"excerpt":{"rendered":"
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