It’s discouraging when you run an e-commerce website, gain steady traffic and day after day – no sales!
Studies suggest, “across industries, the average landing page conversion rate was 2.35%, yet the top 25% are converting at 5.31% or higher. Ideally though, you want to break into the top 10% — these are the landing pages with conversion rates of 11.45% or higher.”
Here’s a look at six simple tips that can improve your website conversion rate.
1. Headers are key
A header is typically a summary of your brand and what it has to offer. A well-designed header is aesthetically appealing and conveys the details of products and services, giving online shoppers information that leads to purchase.
MailChimp does this well. They have successfully established themselves as an authority site in a competitive industry by focusing on the effortlessness of the tool.
2. Build short website forms
Every opt-in form should be short and sweet. Keep fields to an absolute minimum. You can request more information and capture more data along the customer journey and when a buyer has made a purchase.
People are apprehensive when it comes to privacy and convenience. They don’t want to share too much private information. And the length of time required to complete a form is a chief concern.
Dropbox’s Sign up form is a good example. The most relevant information required to create and manage an account is requested.
In the event that you need to ask for more information, divide your form into several sections. Sections are used to divide lengthy forms into multiple pages and to create multi-columns forms.
3. Ensure a user-friendly checkout
A common reason for poor website conversions is due to a lengthy and clunky online checkout process. No one wants to jump through hoops to make an online purchase.
To stand out from competitors and lower shopping cart abandonment rates, keep the checkout process to one page, if possible, with a maximum of four steps.
4. Highlight their pain point
Your website copy should highlight common problems that your product or service will help to solve; on the homepage and every landing page. This will reinforce a visitors reason for using your site and help them recall what they will miss out on if they leave without taking action.
Entrepreneur Ramit Sethi does this well. For example, one of his guides is labeled “The Art of Talking to Anyone.” The context of his guide hinges on the simple idea of, “What if you could talk to anyone, anytime, anywhere and never worry about awkward silences or saying the wrong things? Wouldn’t that feel great?” This is meant for those who feel awkward in social settings and are unable to express themselves. Two pain points, solved, and spun in a positive light.
5. Express benefits
A feature is a factual statement about your product or service. However, features don’t entice customers to buy. That’s why benefits are important. A benefit answers the most important question “What’s in it for me?”
When you clearly answer this question, you go from marketer to problem solver. For instance, Reputation.com, a character management website discusses what can occur if should your character be ruined, as well as potential solutions.
6. Display customer reviews
Solicit and include customer reviews. According to Search Engine Land, “68 percent of people say positive customer reviews make them more likely to use a local business.”
“When a company provides a service, the customer is either satisfied or dissatisfied. In the digital world today, customers often take their experience straight to the web.” Give customers a chance to come to you first.
Even just a few reviews allow potential customers to form an opinion of your product or service. Instapage does a good job of highlighting customer reviews on their homepage. Notice, that they include the name and title of their customer alongside a short video that reinforces the legitimacy of the review.
These 6 tips are proven strategies designed to increase your website conversion rate and overall customer experience. How have you optimized your business website to boost sales?
This article has been edited.
Jessica Whitton is sharing business tips on behalf of SEO and Google optimization specialists, Majestic Warrior. She has a strong passion for writing and helping others which led her to create her marketing blog. Jessica’s personal entrepreneurial experience and knowledge of all forms of marketing allow her to offer a unique voice in a crowded space. Connect with @jessicawhittonn on Twitter.
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