There are a number of different metrics you can use to assess the success of an e-commerce website. One of the best is the conversion rate. The conversion rate is the percentage of internet users that click-through to a landing page and then go on to make a purchase from your business. A high amount of traffic to your website isn’t worth much if none of those consumers are converted into paying customers. With that in mind, below a few different strategies, you can use to increase your website’s conversion rate.
Dive into the Analytics
Knowing the conversion rate of a landing page on your website is one thing. However, do you know exactly what the people that chose not to purchase your products did on that page after clicking through? You need to get a clearer picture of the full scope of the traffic you are receiving, and that requires diving deeper into the analytics.
Invest in some website analytics tools to give you this kind of insight. Certain tools can even produce video recordings of the screens of website visitors. You’ll see exactly what they did. You’ll see what they clicked on. You’ll see if they stopped filling out a form halfway through. You’ll see if they ended up skipping the offer being made. Overall, you should get a much clearer idea of what you need to improve to increase the conversion rate.
Modify Your Web Design
Something that is extremely important for producing a strong conversion rate is effective and intuitive web design. A landing page that attempts to sell a product should not be designed the way that a webpage used for another purpose would be. Instead, you need to implement a much more conversion-focused web design.
For example, your focus should be on a direct call to action. In most cases, this action would be purchasing a product from your website. That should be the sole focus. There should be nothing else on the page that exists as a significant distraction from achieving that goal. There should not be a mountain of text to scroll through or unrelated links. How to make that purchase should also be made completely obvious. It should be very easy to navigate from the landing page to your store check-out.
Add Extra Elements to Supplement the Call to Action
Everything about a landing page should be designed to drive visitors to listen to the call to action and follow through on performing that specific action. Each individual item on the page should tie into that goal. You can include some extra elements to the page in addition to the call to action as long as they are designed to achieve that end.
For example, you might want to include a list of testimonials from some of your satisfied customers. Hearing from others that have already benefited from purchasing a product can have a strong psychological effect in convincing someone to follow suit and do the same. Another option would be a pop-up chat that can be used to speak to a sales representative. That sales rep’s main job, of course, would be convincing visitors to follow through and make a purchase.
Make Universal Mobile Optimization a Priority
Sometimes a conversion fails because your web design doesn’t work correctly on a specific mobile platform. A user may not be able to click on what you want them to or may not even be able to see the call to action. If you want to increase a webpage’s conversion rate, you need to aim for universal mobile optimization. This would mean that the webpage operates correctly and is easy to navigate on all mobile platforms currently in use.
Over 51 percent of internet use is now mobile. If you have only tested a landing page on a personal computer, you are making a serious mistake. You should make sure to test it on every single mobile platform you can. The more platforms you test your landing page on, the more likely you are to increase that landing page’s conversion rate.
The conversion rate is one of the most important statistics you should examine when assessing the success of your online marketing efforts. If the conversion rate of specific landing pages is not high enough, you should make some changes. The suggestions above are an excellent starting point for improving the numbers.
