You can have the most stunningly beautiful website in the world, but if your visitors aren’t buying, it isn’t working.
Improving your website conversion rate is one of the most effective ways to increase profits but one that’s often ignored in the race to grab more visitors.
Converting visitors to customers relies on 2 things – making them WANT to buy from you and ensuring there is nothing to STOP them buying from you.
Positive factors include:
Clever marketing can only take you so far – the basic product has to be something people need or find desirable. Take the ipad. Nobody can say they really need an ipad but many of us want one – because it looks good, it does cool things and makes us look good (or we like to think so). Your products have to do something for your customers – make sure you know what it is.
Of course, price isn’t the only factor, but if you are selling blue widgets and there are 20 other businesses selling exactly the same blue widgets cheaper, it’s going to be hard to persuade them to buy from you. If your product has added value, make sure you tell your prospective customers about it.
Compelling product photos and descriptions
People can’t see and touch your product online, they rely on your images and words. While it’s tempting to just copy the manufacturer’s photos and text, this is your opportunity to stand out from your competitors.
Everyone hates delivery charges. Buyers loath them and generally have no idea just how much it costs a small business to send out their parcel. For the business it’s a delicate balancing act – how do you cover those fixed costs without putting off the buyers? If you can offer free delivery, do so – you’ll almost certainly see an increase in conversion.
Lack of contact details
Why should anyone trust you with their money if you can’t even let them know your address, email and phone number?
Slow page loading
Today’s buyers have the patience of a toddler. They won’t hang around waiting for your page to load – they’ll be off to your competitors.
Multi-step checkout processes which ask for all kinds of irrelevant details
Get the order first – then you can ask the buyer to create a password, sign up to your newsletter, tell you about their preferences.
Most of all you need to give your visitors a compelling reason to buy from YOU. I’ve seen successful businesses with truly awful websites but unique products. And I’ve seen lovely websites with great products but terrible conversion rates as there was nothing to distinguish them from other sites selling the same thing.
So understand what sets you apart from your competitors, make sure you tell your website visitors about it – and remove those barriers to purchase.