You may think that simply getting visitors to your website is good enough, but the battle for conversion has merely begun. Follow these tips to help make your completed sales rate go from meh to Ka-Ching!
Before Customers Reach Your Website
1) Make Advertising And Website Copy Uniform
Consistency across all your marketing and advertising materials and customer touch-points is job #1. Your customers might not even notice this consistency, but it builds trust on a deeper, subconscious level. That bedrock of trust in turn creates loyalty and promotion.
2) Offer Coupon Codes
Everyone loves a good bargain, hands down. Entice shoppers to your website, especially first-time visitors, with a coupon code. It might be a percentage off the total, it could be a price reduction, or free shipping. If you’d like to reward your social media followers, consider a coupon code for anyone who follows, shares or promotes your products or social media pages.
Once Customers Are On Your Website
3) Decrease Loading Time
According to surveys, almost half of web users expect a website to load in less than 2 seconds and are quick to click away if it doesn’t. If you’re not certain of your loading times, there are many resources online to help you make sense of the speed of your page loads. You can also learn about the many ways to reduce page load time, including using GZIP compression, optimising your images, or plugins that cache the most recent version of your webpage.
4) Offer Free Returns
Nothing builds customer confidence like a free return. Make your return policies clear and easy to find and take the guesswork out of your potential customer’s decision to buy.
5) Offer Free Shipping
This is another simple way to take the guesswork out of your customer’s decision when they are making a purchase. That way they know they aren’t going to have any surprises in their shopping cart. If you can’t offer free shipping on every purchase, consider offering for a certain cart value or above.
6) Shoot Small
Put simply, a customer who purchases something small is likely come back for a larger purchase in the future.
7) Use Quality Images
Attractive, quality images will draw the eye. Ninety per cent of information transmitted to the brain is visual. It’s easier to process images compared to text. And, much like consistent marketing and advertising materials, excellent images will increase trust in your products’ quality.
8) Discount Sale Price
This is a great way to lure in all those shoppers who pride themselves on never paying full price for anything. Advertise your discounts, and make sure to add visuals that tell them exactly how much they will save.
9) Promote Benefits, Not Features
It’s important to explain what your product does and how it works, if necessary – most of the time it will be obvious. List your product details but remember to explain to your customer what the product will do for them – how it will benefit them.
10) Harness The Power Of Social Proof
Encourage your existing customers to leave online reviews – the more detailed, the better. Give them a chance to upload their own photos of them using the product – make it fun by suggesting hashtags to use, make them part of a photo album – make them feel like they are part of a community of like-minded shoppers.
11) Optimise Your FAQ Page
A strong, comprehensive FAQ page is all about creating informative and specific questions and answers. Go the extra mile and provide eye-catching calls to action and provide information on how they can contact your business directly if they can’t find the answers (or questions) they’re looking for.
12) Allow Guest Shopping
Nothing stops skittish, would-be customers like having to complete a registration form or create a user account before continuing with their purchase.
13) Show Security To Build Trust
With so many stories circulating about credit card fraud, it’s more important than ever to use trust badges or seals on your site. Placing one on your checkout page will reassure your customers that your payment processes are secure and safe. Let them know that your connection for transmitting their credit card numbers, expiry dates and 3-digit security codes is secure.
14) Create A Sense Of Urgency
Use deep-seated human psychology to your conversion rate’s advantage. Urgency is a strong motivator. Create a sense of scarcity – the product is running out, like tickets to an uber-popular band’s concert tour. Or use a countdown to inspire your customer to act before time runs out. Sprinkle your content with tried-and-true words and phrases like ‘hurry’, ‘now’, ‘almost sold out!’, or ‘only three more left’ to inspire customers to act quickly and decisively.
15) Optimise For Mobile
With each passing year, people are using their mobile devices more than their desktops. If most of your customers are shopping by phone, remember to optimise for a smaller screen by keeping listing details short and concise, adding one-touch payment, and improving your load time.
16) Include Video
If a picture is worth a thousand words, a short video must be worth millions. Use video to present a great deal of information about your product or service. This is especially effective if it’s a bit difficult to explain.
17) Perfect pricing
Just kidding – finding the holy grail of ‘perfect price’ can be difficult! Many ecommerce websites used psychological pricing to help find the perfect price that convinces customers to make that purchase. There are dozens of tactics to explore, it’s just a matter of finding which strategy will work best for your business. A few years ago, A/B testing was widely suggested, but be careful – nothing makes potential customers more frustrated and angry as random prices changes!
18) Send Abandoned Cart Reminders
Emailing customers who’ve added products their cart but never completed the transaction might help persuade them. Remind them of the items and ask if they’d like to finish their purchase. Then provide a handy link back to their cart. Make it funny and memorable. Play around with funny but clear attention-grabbing subject lines. Maybe even offer a discount coupon on this email to help clinch the deal.
19) Reduce Form Fields
If you want your customers to fill out your forms, make them easy to understand and quick to complete. Don’t create a huge form that has dozens of fields to fill out. Stick to the essentials. Keep the questions and labels concise. Easy-peasy. They’ll love you for it.
20) Retarget Visitors
Some think having ads follow them around online is creepy, some think it’s useful. But retargeting and its sibling dynamic retargeting are here to stay. They are effective for conversion, can help with brand awareness and recall, and give your customers more opportunities to decide to make that purchase.
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