Author: Marge Scott, content producer and writer
Today, the main challenge for the e-commerce industry is not to bring traffic to their websites. Instead, the real struggle lies in converting the traffic into paying customers. This is where Conversion Rate Optimisation plays a pivotal role. But what exactly is the conversion rate? In simple terms, the conversion rate is defined as the percentage of visitors on your website that converts to customers. Depending on the nature of your business, a conversion could mean anything, including submitting a form, making a purchase, registering on the site, upgrading services, downloading, etc. How to Measure Conversion Rate? Measuring conversion rate is quite simple – CR= The number of conversion/ the number of visitors x 100
Tips To Increase Your Conversion Rate
Making aesthetically pleasing websites is one thing but if you want to leverage marketing campaign then designing an advertising brand design that engages as well as converts should be your priority. Companies have to tread the extra mile and consider various caveats to get the same. Here we are highlighting some effective tips that will help you increase your conversion rate:
Faster Conversion With Faster Loading Time
The loading speed of the website is the first factor that people judge a website on. A survey revealed that around 40% of people leave the site if it takes over 3 seconds to load. Moreover, Amazon found that latency of 100 ms in load time can impact the sales by 1%. Therefore, it is imperative for your site to load faster. Following are some ways you can improve your load time of site –
- Reduce the size of your images and videos.
- Select a lightweight theme.
- Harness performance testing tools such as GTmetrix, Pingdom tools, Google PageSpeed to test the speed of your site.
- Set up a good CDN or Content Delivery Network.
A Solid Call To Action
A call to action icon, as the name suggests, encourages visitors to perform a certain action. Make sure these buttons are present on all the pages of your websites in a prominent manner so that your visitors can easily spot them. When building CTAs, here are some important things to consider –
- CTA positioned at the top is more effective as opposed to the one placed below the fold.
- Generic CTAs such as continue, click here, download, etc., are not action-oriented. Instead, go for CTAs that are more personalized, like show me more, get my subscription, stay connected, etc.
- There are different CTAs, and it can be challenging to know which ones are working for you. You should leverage the A/B testing method to identify which ones are bringing in a positive response.
Streamline The Checkout Process
The checkout funnel is where the visitor’s journey ends in a paid transaction. The shorter this path is, the more likely a website is to convert. Many sites require customers to first create an account, sign up for their newsletter, and have them go through an entire process of adding details, reading policies, etc., before they can make the purchase. The whole idea of online shopping is to buy things conveniently; therefore, visitors are less likely to go through such complicated processes.
This is why e-commerce giants such as AliExpress, Amazon, etc., make it extremely easy for visitors to buy the product, adding to their massive success. Visitors often have the complaint of sites asking too much information from them. Therefore, you should try to request minimal info and pair it with smooth navigation and searches.
Invest In Sales Promotions
Customers enjoy promotions on online websites; this is a great opportunity for companies. A good example of such promotion can be seen at AliExpress. A majority of their carousel images are focused on promotions. When you offer discounts on products and promote them well, you are more likely to see an impressive spike in your conversion rate.
This is because discounts and promotions encourage people to shop more. Additionally, you should also include additional services such as flexible refund policies, free delivery, and guarantee on the product, etc., in order to prompt people to shop more frequently.
Enhance The Product Page
When building a product page, you should focus on three things – information, attraction, and reassurance. And here are few useful tips that will help in improving your product page –
- Put the core information over the waterline
- Include the key features and also talk about the benefits
- Use high-quality product pictures everywhere
- Include a customer notification module
- Add complimentary or similar products to facilitate cross-selling
- Generate SEO-friendly product sheets
Needless to say, conversions are imperative. In fact, without adequate conversion, you will not have a business. And companies should always strive for a better conversion rate in order to boost their revenue and expand the operations. Above, we have included some of the best ways you can optimise your conversion rate and reinforce the customer base.
Marge Scott Certified bookworm, pet lover and content producer. I ghostwrite to buy books, yes that’s right. I can write on any topic under the moon, just ask me.