You’ve spent countless hours getting your business online, have spent (and are spending) money on digital marketing to drive traffic and leads to your site. But for some reason, the sales aren’t just closing.
Given below are some tips and tricks on how to improve website conversions. Before doing any of these, it would be wise to consider implementing tools that will help with sales funnel tracking and split-testing. This way, you can accurately track what’s working positively for you, and double down on those efforts.
Also, don’t just jump in and start changing things around for the sake of it. Understand your target audience and customers well enough to know which direction a change should go in.
- Use real pictures of your team or facility. Stock images are a big no-no and can immediately create mistrust about you or your brand.
- Product usage images and videos (especially videos) will go a long way in aiding conversions than simple product shots. Videos of the product with multiple shots (including close-ups, product details and specs) are more likely to convert than standard product listing images.
- Have a Live Chat option during regular business hours to answer queries. Outside of normal business hours, an AI chatbot can help guide customers (based on data from live agents on most frequent customer queries).
- Digital ad campaigns should drive customers to a specific landing page, and not your homepage or generic shop page. This will aid in tracking which campaigns and platforms work best.
- Optimize the search function for your website. Keep a close track on the keywords being used to search for products or information.
- Test whether a free gift with purchase converts better than free shipping. Try the process out with other bonuses or add-ons as well.
- On the homepage (or any other page that you want to test), consider using a heatmap tracking system that helps visualize where customers are clicking or what they’re hovering over.
- Test the size, placement and color of any Call-to-Action (CTA) button (Buy Now, Add to Cart, Read More) across your website. Once you know something works, duplicate it across the website for consistency.
- Your advertising should be consistent with your brand colors and tone of voice. Do not create a visual disconnect between your ads and your digital presence.
- Allow customers to sort, filter, and view or compare multiple products, or even variants within a product (color, style, size etc) – this will aid in making a final buy decision.
- Does your website require users to sign up before they can order? Consider having 3rd party sign-in services set up (Facebook, Google, Apple, and LinkedIn) or even allow the option of buying as a guest.
- Cross-tagging product characteristics can help customers find more of what they like. A perfume company could use cross-tagging not only for individual notes (Bergamot, Lavender) but perfume type (Fresh, Casual) as well.
- Actively measure the number of steps needed to complete an action (buy, order or subscribe). Optimizing the number of steps to 3 clicks or less can help reduce bounce rate.
- Give users a visual idea of where they are on your site by using breadcrumbs on every page.
- Offer multiple payment options for customer ease – credit cards, debit cards, PayPal, Apple Pay. If possible, consider options for instalment payments.
- For products that need to be replenished (supplements, food items), give customers the option to sign-up for an automatic rebuy. Rebuys are always offered at a discount to incentivize customers.
- Product descriptions shouldn’t just speak of the product. Rather they should focus on the problem being solved for the customer.
- For any activity that has multiple steps (Checkout, Information Submission Form), show a progress bar so users know where they are in the process and how many steps are left.
- Active language (Buy Now) or wording that creates urgency (Limited Time Offer) should be used wherever possible, but not everywhere all of the time, otherwise it loses impact.
- Customers should be able to leave reviews and ratings for products, and read other reviews as well. Also, add reviews to the actual product page, rather than on the homepage or someplace else.
- Incentivize customers to sign up for your newsletter (whether through a coupon or something else) – automate that process.
- Do not spam customers with your email newsletters. Stick to a regular schedule as much as possible. Always give them the option to Unsubscribe.
At Beespoke, our Website Design and Development specialists can do an audit of your existing website to see where you stand, and how your conversions can be driven up. If you haven’t got a website today, then we can set you up with a high conversion sales machine from the get-go.
Get in touch today to find out how we can take your online business to the next level.