How to Boost Your Conversion Rate
Conversion rates are not just about measuring the percentage of sales you make from your website, they can also be used to measure the percentage of people who take whatever desired action you wish to track – such as signing up to your newsletter, downloading and using your app, or even just staying on your site for a certain amount of time. Whatever you choose as a measure for your conversion rate, it’s always a case of the higher, the better in ecommerce.
Increasing your conversion rate is often about persuading someone to do something, and very often you have to incentivise certain actions to encourage them to happen. Fortunately, the incentives don’t always mean you have to fork out – for example, you could encourage people to stay on your site by providing lots of interesting content, and you could encourage people to purchase your software by offering them a free 7-day trial.
We already have a few posts on the blog that highlight some techniques that will help to boost your conversion rates, but this post will hopefully look to summarise and expand upon what we have already shared.
As mentioned last week, the images on your website can seriously impact your conversion rates. Poor quality images will send people running into the welcoming arms of your better-photographed competitors – something to avoid at all costs!
Another way to use images to improve your conversions rates is showing your products through multiple angles so that customers can really get a sense of what they’re buying. You could go further with this and enlist the help of 360 degree images which allow users to click and drag the products around to get a clear view of every angle of the product. This also works for location-based sales as it allows customers to see rooms and venues from every viewpoint.
Quality is a big factor for people too so being able to clearly zoom into any image will allow them to judge the quality for themselves before purchase. This gets particularly important as your products increase in price.
Choose Your Words Wisely
Your website copy should be tailored specifically to your target market. You need to use compelling language that appeals to the people you want to buy your products – so if you’re looking to target professionals, you will need to use certain jargon, but for the general public you need to keep things simple.
Split Testing Makes Perfect
As always, practice makes perfect – so you could try split testing (A/B testing) your ads. According to the Harvard Business Review, this is a way to compare 2 versions of something so you can work out which performs better. It is used a lot in testing certain images or copy on adverts to determine which one sees a higher conversion rate. For example, your target audience may respond better to an image of a smiling female, rather than a male, and maybe certain words will provoke more action than others. Split testing is the best way to find out what works for you.
Where possible, you should incorporate your brand’s personality into your site. We all love to feel like we’re buying from real people rather than machines, so why not try adding a meet the team page or adding some more character into your about us page? This could change the way you are perceived by your prospective customers and could lead to those all-important conversions.
You could also personalise certain touchpoints your consumers will come into contact with, such as emails and product pages by adding their name or recommended products. If you collect data effectively then you can do this more and more, and your target audience will have consistently positive experiences with your brand.
Some websites use overlay pop-ups that appear on screen if you’ve been on the site for a certain amount of time, or if you move the mouse to exit the page, etc. These pop-ups are a great way to catch someone’s attention and they offer a great opportunity to present another call to action to your potential customers, and to generate more leads for your business.
According to some research conducted by Sumo, the best pop-ups average a conversion rate of 9.3%, and some even reach 50.2%, proving the potential for success of using pop ups on your site.
Mix Up Your Marketing
Getting everything right on your website will mean nothing if no one is visiting it. Use your marketing to drive traffic to your site and get those conversions – we have discussed sales funnels and some marketing outputs previously on the blog which you can see here in this post.
So, there we go – some things to consider when trying to boost your conversion rate, and hopefully we have given you some ideas you might try. There will be different combinations that work well for some businesses, and not at all for others – it’s all about trial and error, but once you’ve found what works for you, you’ll really see a difference in your conversions.