Attracting traffic to your website is just part of the story. Obviously, it’s important that people visit your site, but it does not really help, if the traffic does not lead to an increase in conversions. You need to ensure that people who visit your website go on to buy your products, or pay for your service. This is the only way you are going to increase profits and help your business to grow.
There are actions you can take which it more likely that traffic will convert into sales. Let’s take a look at some of the most important things to consider, when you are designing your website.
Make the buyer journey simple
No-one wants life to be complicated. When people are buying online, they want the whole process to be easy to navigate and complete. If you have a sign-up process, do not make it too lengthy. You only really need to know a person’s full name and email address from the outset; asking lots of other questions will put people off. It’s often a good idea to give people the option of purchasing as a guest, without the need to register. This is popular with busy people who are looking to make a quick purchase.
Keep information clear and concise
Think about what you would want to know about your brand that would make you want to make a purchase. Make sure the information you provide is to the point, and tells people what you can do for them. If you have additional information, that could be useful, consider creating an online brochure or magazine. Doing this means that people can access the additional information if they choose to, but it does not detract from the direct message of your home page.
Consider different payment methods
Not everyone wants to use a bank card or a credit card online. If you stick to allowing only these payment methods, you are not going to optimise your conversion potential. Online wallets, such as PayPal, are popular with many people as they provide a secure and simple way to make purchases online. It’s a good idea to allow visitors to your website to use alternative payment methods. Conversely, you should not provide so many options that the process becomes unwieldy and puts people off completing their purchases.
Show alternative products
When people are shopping for a product on your website, take the opportunity to provide suggestions about other products they may be interested in. You can do this while they are browsing or when they are actually making a purchase. People are often attracted by a product that can accompany an item they are buying. There is also the chance that someone has decided against purchasing a certain item, but decides that the alternative you suggest is just right for them.
Make sure calls to action are prominent
Calls to action need to be created carefully. You do not want people to feel as though you are being too invasive, but you need to be clear as to the action they should take. It’s often a good idea to include a call to action on each page. Make sure they are prominent, and included in the early part of your content.
Include relevent and real testimonials
People tend to follow the example of others, when it comes to making a purchase, or using a service. This is why including honest testimonials on your website can be such a useful tool. If you receive an email from a customer, complimenting you on your service, ask for their permission to use it as a testimonial. You can also create testimonials by using a well crafted feedback form. Think about the questions you need to ask in order to get the information you need. Always remember to ask permission before you use any customer comments.
Use video to demonstrate your product
People often like to see how a product works, before they make a purchase. This is why including an instructional video on your website is often a good idea. Remember to keep videos to the point, so that people will be more inclined to watch. If you need help with your marketing videos, speak to an expert in marketing online. They can give you the benefit of their experience and expertise.
Your website should be designed with conversion in mind. As you can see from the points we have included, you need to show people what you can do for them, make all of your information clear, and make the buying process as simple as possible.