Discover Ways to Improve the Conversion Rate of Your Business
If you run a small business your web presence is more important than ever as we live in an increasingly digital age. Very few businesses can make it without a solid digital shop front – and how your customers and visitors view you can make a huge difference to whether or not you eventually make a sale.
When we talk about ‘conversions’ we mean how many people actually visiting your site think it’s worth buying from you, then potentially visiting again to make a repeat purchase. Increasing your conversions can depend on many factors and here we’ll go through how you can improve them in very easy steps.
Creating a web page, designing and then uploading it isn’t a quick, easy process if you want to hit the right tone and get the right customers to visit your site. No matter how good you think your sales tactics are, there are always ways in which you can improve.
What affects conversions?
The value your site offers. Look at your site objectively and ask yourself – can the customer find what they want easily? Do they have to read an awful lot of waffle or meaningless content before they get to the ‘meat’ of your product? Basically, is what you’re offering to your customer worth their time and money?
If you answer no to any of these questions, it might be time to look at your site from the root level upwards.
Are there any points on your site that are too distracting? That don’t offer anything worth looking at? Will those pages ultimately take the potential customer away from buying from you and encourage them to look elsewhere?
One term to remember whenever you’re offering a product or service on a website: KISS (Keep it simple, stupid).
Improving your conversion rate
- Who is your target audience – and who do you want your product to appeal to? If you’ve got a specific demographic in mind, then you need to make sure your landing page and any subsequent information on there is geared towards them. This can actually account for a surprisingly large amount of lost sales.
- Does your site offer your customer the chance to make a decision about your product quickly? Anyone visiting your site needs to be able to find out the information they need to quickly and efficiently without wading through tons of meaningless jargon first. Think about your pages in terms of what the customer needs to do – view a product, look at reviews, make a purchase, sign up and pay.
- Don’t be afraid to use analytical tools to make your site more optimal. Services like Google Analytics you can check out the places on the web that deliver traffic to your landing pages from organic searches, email marketing campaigns, social media sites like Facebook, Twitter and Instagram and paid ads.
- Know your keywords. Search for your site on a search engine. Does it come up when you type in the keywords it might be associated with? If not, it might be time to rethink your strategy on search engine visibility. You need to know how potential customers might search for you and how search engines themselves view your content.
- Make any headlines eye catching – An attractive, quirky, witty headline on your site will make all the difference as to whether a customer returns to your site or leaves it immediately. Visitors to the site will more likely stay on there if what you have to say as an opening gambit lures them in, even if there are few graphics or illustrations on there.
- Provide incentives for your customers – special web only offers, value they might not see if they were to visit your shop elsewhere. Create a sense of urgency, and make your customers feel (in a non-aggressive way) that if they walk away from this offer, they’ll really be missing out.
- Keep distractions to a minimum – So try and avoid pop ups, ads and other annoying little side bars that might take potential custom away from you. Remove extraneous menus and make headers short and sweet.
- Make buying easy and provide step-by-step instructions on how to do everything. It’s also a good idea to keep things simple and make sure there’s an option for people to buy products without signing up to your site. You’re more likely to get them to return if they know you won’t spam them with unnecessary emails after they’ve shopped with you.
- Make SEO King – Look at your content, offer a weekly blog update to keep customers informed about what you’re offering. If people can see your site being updated constantly, they’ll be more likely to browse the site and trust your products.