Improve Your Conversion in 5 Simple Steps
How can you improve your website’s conversion rate?
If you’ve been asking the same question, then welcome to the club! Increasing your conversion rate is crucial as it’s the foundation of high sales volume, which can have a real impact on your bottom line. That’s why so many online merchants these days obsess about website traffic, leads, and—you guessed it right—conversions.
When it comes to driving conversions, however, there is no magical formula to win it. But there are 5 simple steps you can try to get more consumers to take a desired action on your site. Sometimes a few small tweaks can bring a dramatic improvement in your numbers.
1. Evoke a sense of urgency
The fear of missing out, also known as FOMO, is an interesting phenomenon that refers to the feeling of anxiety that something rewarding or exciting may be acquired or experienced elsewhere.
As annoying as the term may be, the fact is it’s a very real emotion—and you can tap this fear to encourage more conversions in your site.
One of the most effective ways to tap a prospective buyer’s fear of missing out is by creating a sense of urgency. Evoking urgency, through highlighting product or time shortage for example, will inspire customers to buy quickly from you instead of delaying the decision to purchase.
In fact, a 2013 study DigitalCommons at the University of Nebraska backs this. The study reveals how using perceived scarcity like time-sensitive offers and limited quantities produced psychological effects on customers, such as urgency to buy and consumer competitiveness.
Letting website visitors know that your product can get sold out anytime creates a sense of urgency. Customers don’t want to regret missing out on a great deal, so pointing out why they should buy from you now is a great way to urge them to take action immediately.
2. Get high quality visitors
Obviously, if your website isn’t attracting any visitors, then you aren’t getting any sales. But while getting website traffic is good, if the quality of your visitors is high, then traffic is basically useless.
You’d want to make sure that the people coming into your website are those whose needs and concerns you seek to address and have a solution for. Else, your conversion rates will suffer.
Acquiring the right traffic ultimately comes down to implementing the right strategies. This is where SEO and paid search become critical. Other tactics include email marketing and traditional PR.
3. Shorten the conversion process
The checkout process must be absolutely free of distraction and confusion. Overcomplicated paths to purchase are the major reason why carts are abandoned, often for good.
Your goal is to increase conversions, right? So you want to make doing business with you would be as simple and easy as possible. Think about this: could your grandma possibly navigate and buy from your website in under two minutes or so? If not, then you have a problem.
It would make a world of difference if you visit the website yourself and check how many steps it takes for a customer to convert from the time he first lands on your page.
If it takes more than five steps to complete the purchase, if key information has to be searched for, and if visitors are required to sign up, then it’s time you make improvements to your checkout process. Having all these on your website will ensure shoppers don’t get past the first step of checkout, according to Kissmetrics.
4. Increase trust
Let’s say you’re walking down the street. Some random guy comes up to you and says, “Hi, want to buy an iPhone 6s? It’s brand new but way more affordable.”
You know the product and the brand wholeheartedly, but not the person selling it. So would you shell out your hard-earned money for it? Or would you even stop for a conversation? I think not. Because like most discerning buyers, people don’t just buy from vendors they don’t know and trust enough. That’s why it’s important to increase your customers’ trust in you.
Trust is a big word, though, and one that’s not easily given. Thus, it’s important to consider what makes an e-commerce store trustworthy.
According to Crazy Egg, there are three trust signals that every e-commerce site must have in order to drive conversions: testimonials and reviews, contact and communication, and payment assurance.
Go ahead, check your site and see if you can tick all three.
5. Actively test, track, and tweak
The only way to learn about what works for your website and what doesn’t is by continuously testing, tracking, and tweaking. Split testing is a great way to start this.
Split testing is about creating two different versions of a web page, and testing which one works better. Both pages could have different visual elements, text, layout or design, and visitor flow. Then, split traffic between the two pages and see on which page more users took action. The version with a better conversion rate wins.
Track your conversions religiously, and once you have the data, make the necessary tweaks.
Testing shouldn’t end the moment you find a winning page, though. Remember, in the world of e-commerce, change is the only thing that’s constant too. So keep testing other pages, get the data you need, and try to continuously improve your website.
Well there you go—five simple steps to improve your conversions. Just a word of advice: results don’t happen overnight, so have patience!
However, if you need help getting better results, be sure to get in touch with us. We’d be happy to point you in the right direction.