Ways to improve website conversion rates
What is your website conversion rate and why does it matter?
How many of your visitors does your website convert to customers? 1% is supposed to be a good ratio, but if only one out of every people who visit your website actually buy something from you, your website might not be very profitable.
If you are selling a high price item with plenty of profit margin, you should be able to do very well. But what if you only make a few pounds on every sale? Most websites don’t get a thousand visitors a day, or even a hundred. Hell, some don?t even manage 10 visitors a day, so how are you going to make any money?
The most common answer is to increase traffic ? excellent strategy, but why not put some effort into improving your website conversion rates at the same time ? get the most out of every visitor that you can.
Here’s some handy tips to help you improve your website conversion rates:
Tell people what you do
This may seem obvious but so many websites out there simply don?t tell visitors what they do. Don?t assume that just because your company name is “The Hamster Store” that every one will know that you sell everything to keep a hamster happy, safe and well fed but you don?t sell hamsters! Tell your visitors exactly what you do and they will love you, and so will Google!
Calls to action
Now that people know exactly what you do, tell them what to do now they have found you. Figure out the goal of your site and signpost clearly the action you want people to take. These could be buttons with “Buy Now”, fill in a form to get more information or maybe make a phone call to you. Whatever the desired result from your website, make it obvious, keep it above the fold and keep is simple – a sign up form should be 4 boxes max, and buy now buttons should go straight to the product.
Ease their pain
People looked for a company like yours for a reason ? they have a problem you can solve or a need you can fill. Identify that need and let them know how your product or service can ease their pain so much more effectively/cheaper/faster than anyone else can. Empathise with them. Show them that you feel their pain which is why you know you have the answer for them. Identify with your client, make sure you speak their language ? not your industry specific tech talk ? and show them you care, and they will care back enough to buy!
Offer a Guarantee
By offering some sort of opening offer or money back guarantee, you are both showing the world how much faith you have in your product or service, and giving a customer that isn?t 100% convinced a way to try your company without it costing anything initially, or the reassurance that they can always get their money back if they are not happy. Of course, you hope they will be happy and start to pay money to use your service, or buy more of your product. Tim Ferris is the master of this, offering a 110% money back guarantee on his Brainquicken product – a confident and risky strategy but one that pays off ? his product is rarely returned. So put your money where your mouth is and make sure there are no barriers between your product and your customer?s decision to buy!
Don?t let them take your word for it?
What if your visitor doesn’t believe your sales pitch? Simple – get your company backed up with facts from authority sources unrelated to your company, or testimonials from past clients. In this way it?s not you that?s saying how good you are – anyone can do that – but other people, maybe even perceived authorities in your industry, even though the name of the organisation may be meaningless, if your state that your product is ?approved by the UK Hamster Association?, or more famously that ?8 out of 10 cats prefer it?.
Make sure your website design is up to scratch
Again this might seem obvious but you have 0.1 seconds to make a good impression. Your website has to load fast – especially on mobile devices – and convey the correct image for your industry in a professional manner.
Colour as an important factor – blue is a trustworthy, serious, calm and quality colour, perfect for a sales page. Purple however is bad as it communicates uncertainty and ambiguity. Yellow is also a no-no. Make sure your web design has lots of ?room to breath? ? lots of white space around a key statement can me more effective that using garish colours and highlights to make your salient points stand out.
Get rid of any meaningless graphics and animations as well ? they draw attention away from your most important areas ? the CTA and your statements. Not only that, they slow your site down and make it look very dated.
If you pay attention to these areas and don’t stop developing and improving your website, then you should see your website conversion rate increase over time. You might want to use some specialised landing pages to increase conversion, you can read more about landing pages here.
By Jeff Guest on Saturday, March 21st, 2015