Getting unique visitors to your website is great. But all the traffic in the world means nothing if it is not converted into actual sales for your business. If your site is not bringing in the conversion rates you need, despite getting plenty of traffic, it is time to go back to the drawing board.
It might be time to tweak the site a little, or it may be time for a complete redesign. In this post, we will look at what changes you need to consider if your conversion rates are not up to scratch.
Keep It Simple
You have a great site, it looks awesome, and you have crammed it full of interesting information and content. You have taken a lot of time to craft high quality content and provide excellent images. You have every possible detail about your business on your homepage.
Mistake number one. The Weather Channel increased conversion rates by 225% by doing just one thing. It made its homepage simpler.
Take another look at your homepage but view it more objectively. Content is good, but it has to be easy to scan. People want to be able to find information as easily as possible. By making the information scannable, they can find what they need to know quickly.
Making content scannable is easy:
· Use headings and subheadings.
· Use bullet points to summarise relevant information.
· Keep paragraphs to no more than two to three sentences.
Make Your Site User Friendly
Ensuring that its site was easier to navigate improved the Olympic Store’s conversion rates by 7.74%. Again, it is about making things as easy as possible for your clients. Mark the navigation bar clearly and make sure that it can be accessed from each page on the site. That way, if they are looking for more information, they can see how to get it quickly.
Add Live Chat
A few years ago, enabling live chat was an expensive endeavor. It meant either having a dedicated customer service department or outsourcing the function.
With the technology available to us today, it doesn’t have to be so expensive. A reasonably priced chatbot can handle a lot of simple queries efficiently. Those it cannot handle can be directed to someone on staff.
Just by adding live chat, Intuit managed to increase its conversion rate by 20%. Its sales rate increased by a whopping 211% in total. Not a bad return on investment at all, is it?
Add Reviews and Testimonials
There is nothing quite as effective as a real, live person recommending your product or giving it an honest, positive review.
If you want to see conversion rates improve, you need to consider adding customer reviews on your eCommerce platform. They are nothing short of essential for a successful customer engagement and can lay the foundation of a flourishing social media presence. BigCommerce, boasting tremendous in-built functionality, has customer testimonials from the get-go, while Shopify has several plugins to facilitate user feedback.
These are two of the most popular ecommerce platforms, but whatever you use to power your e-store, comments are must.
The key to successful and believable reviews and testimonials is to keep them as unscripted as possible. Speak to existing clients and see if they would be willing to leave a review or give a testimonial for your products.
Make Buying Easier
How many times have you been to a brick and mortar store, seeing something you were interested in but didn’t get it because you couldn’t find the price or other pertinent details.
Don’t leave things to chance with your ecommerce store. Make it easy for the clients to see exactly what they are getting by providing larger pictures. How many pieces are there? Is it sold by weight? What is the price per unit? How much will they pay in total?
These are all things that people should be able to see at a glance. And last, but by no means least, add a decently sized “Buy” or “Add to Cart” button.
With your site, function and design are both important. Make it easy for people to get the information they need to make the buying decision, and then make buying an item as simple as possible.
Review your site metrics regularly and tweak the site as necessary to improve conversion rates. You will know that you are getting it right when you start seeing higher conversion rates.
Check out this graphic: https://websitebuilder.org/resources/conversion-rate-Optimization-Hacks
