All too often, we are obsessed with increasing traffic to our site and often optimise the web design in the hopes of increasing traffic. But increased traffic alone is not enough. If you cannot convert all that traffic to the actual business, then it is all but useless.
Here are some techniques to increase your conversion rate instead.
Keep opt-in forms as simple as possible
The lesser fields to fill up, the more chances visitors will participate. Ask as little information as you can.
Include a guarantee
Offer full refunds or some form of guarantee to give potential customers that risk-free feeling. This helps reduce risk and in turn potentially increase sales, which will more than makeup for any possible returns.
Try different CTAs and see what works
Nothing motivates potential buyers more than the correct statement to spur them on. How about CTAs like “Reserve your seat now” or “Get yours now”?
Make calls-to-action (CTA) clear and understandable so that visitors know what will happen next.
Encourage a sense of urgency by including stock levels of products you are selling. Phrases like “Only 3 left in stock” give potential buyers a reason to buy right there and then.
Find out which CTA buttons work and which ones don’t on your particular page. CTA buttons tend to behave differently depending on where they are placed.
Add testimonials and reviews
Testimonials lend more credibility to your products. Use them whenever you can to strengthen your product’s claims.
If you have access to consumer reviews, then do include them on your site. Others who have experience with your product can have a very strong influence on potential customers.
State your product’s benefits and its advantages
Be clear as to the benefits of your products. The sooner customers understand the value of your product, the faster they will go for it.
Be truthful about the product you are selling. Avoid too much hype and tell customers exactly what they getting. Provide accurate descriptions, delivery times, colour variations, etc. Stress the advantage of your product over similar others found online.
Your headline is more significant than you think
Choose your headline carefully. This is singlehandedly the most important component of your landing page so choose wisely. Before settling on the final headline, brainstorm at least 10 possibilities and test them out. Your page using A/B testing using different advertising platforms.
Keep elements that are key to conversion visible and above the fold.
Customers who immediately find the information they need upon opening a landing page tend to stay longer to explore the entire site.
Add video and social media
Try to include a short video on your landing page to give your product that human factor. Don’t forget the power of social media. If you have followings or likes from social media sites, include them on your landing page to emphasize your product’s popularity.
Clean up your web page
Remove any distracting features from your page other than the ones you want your potential customers to focus on.
Keep site visitors interested by offering links or references to similar products on your site. Review the privacy policy that you offer. This alone could be the deal-breaker on your site.
Use good story-telling techniques to evoke an exciting feeling in your customers and get them excited to try your product.
Use the right colour combination for your site. Colour combinations have a big impact on people’s reactions. A good colour choice can result in a positive response from customers.
Choose only quality images for your site. Nothing screams “cheap” more than low resolution, pixelated images on a consumer site.
Flexibility in payment options
Be flexible when it comes to payment options. Offer as many as you can. You are bound to offer one that is preferred by your customer.
Try offering bonus discounts at checkout to encourage repeat orders.
Clear contact information
Make sure your contact information is clear and visible on your site. This increases your customer’s confidence in your product since they know you can be easily contacted if anything goes wrong.
Final thoughts
The key to a traffic-converting website is a test, test, and more test. What works for one site, niche, web design, or audience may not necessarily work for yours. There is no one-size-fits-all strategy to all these.
Simply figure out what best works for your e-commerce business. Then run it, test it and test it more until you finally get the desired results.
