If you run a website, you probably know how many visitors it receives each year. But do you know how many of these visitors actually go on to buy your products or services? Learn how to convert traffic into customers with these tips.
Every day I see businesses whose sole focus is on increasing the number of visitors to their site. Yet, little focus is on converting those that already visit. By shifting your focus, it is possible to increase the number of conversions you make on your website.
Here my top tips for increasing your conversion rate:
It’s a matter of trust
The simple act of building trust on your website will go a long way to increasing your conversion rate. Many people are still cautious about buying online. You need to give them a reason to trust you enough to handle their sometimes personal and private information.
You can build trust across your website through:
Third party approval
Adding third party approval to your website will allow companies and consumers to help prove your trustworthiness to potential customers. There are many third party validators you can use (as long as you are genuine in your use of them) including:
- Customer testimonials.
- Product reviews.
- Association logos.
- PayPal symbols.
- SSL Security seals.
- Chamber of commerce membership details.
- Credit card logos.
- McAfee Secure logos.
They don’t all have to appear on your homepage either. Scatter them on to relevant pages throughout your site so people are consistently re-enforced from start to conversion.
Supporting information
Help potential customers understand more about your business (after all, this may be the first contact they have had with you) by adding supporting information to your site. This may include:
- Privacy policies.
- Phone numbers.
- Address details.
- Business history.
- Staff profiles.
Maintain professionalism
Maintaining the highest level of professionalism will go a long way to building trust for your business. An unprofessional site screams unprofessional business. Maintain your professionalism by designing with your audience in mind and ensuring all grammar and spelling is correct.
Make it easy to buy
Many of today’s websites are designed so it is near impossible for a potential customer to know what steps to take to buy. Make it easy for your customers to move through the buying stage by:
- Placing a clear call to action: Add a clear “add to cart” sign or “call us now” if you are selling a service. Make sure they are on every page, not just the home page.
- Optimising website speed: If the website loads too slowly, visitors will go elsewhere.
- Ensuring it works on various browsers: Remember, people may be visiting your site from a computer or mobile device so make sure it is supported by both. Also, make sure it is functional in all browsers, not just Internet Explorer!
- Making it user-friendly: Many visitors leave sites, not because they don’t want to buy, but because they got frustrated in the process. Remove these barriers by ensuring your website is user-friendly and easy to navigate.
Selling products online
For those selling products online, there is even more you’ll need to consider when looking to increase your conversion rate. These include:
- Offer transparency: Be honest and open with your transaction process by:
- Being clear about your delivery and shipping costs.
- Implementing a stock availability count before checkout.
- Having a clear returns policy.
- Offering a goods-to-door tracker .
- Include photos: People like to see what they are buying, especially if they can’t physically touch and feel it prior to the purchase.
- Make the checkout process short: People are busy these days. They don’t want to be held up with lengthy checkout processes.
- Offer different payment options: Consider a range of payment options to cater for all buyers.
Testing is the best way to ensure your website is working at its best to convert potential customers. By testing often, you can quickly iron out any issues that may arise and make constant improvements to maintain ease in the buying process. Remember, each and every visitor to your website is a potential customer. How well does your site sell your business?
