Conversion isn’t something you think about when starting your business, but it’s something that’s vitally important its health. Here’s more information from my friend Ryan Franklin on what conversion means and how you can improve your site to convert like it’s charmed:
How to Improve Conversion Rates
Many new blog and eCommerce site owners have suffered from the assumption that all they must do is simply set up their website and visitors will just come rolling through. Then once the site is up and running, there is suddenly talk of SEO and conversion rates. Understandably, this can be a little overwhelming. But with a little information and some hard work, anyone can learn. So let’s first explain what conversion rates are and how they affect you, and then decide what will be the best method to improve your conversions.
A conversion rate, simply explained, is the outcome goal you have set for your site divided by the number of visitors your site receives. For instance, if you are selling a product online, how many visitors is it currently taking in order for you to make one sale? To improve your conversion rate is to increase sales with the same number of visitors.
Set the overall goal of your website. Are you looking to increase sales of your product or are you looking to increase the number of visitors that sign up for your newsletter? Knowing your goal will make it easier to achieve and measure. It isn’t always helpful to simply say you want more people to visit your site; if they aren’t buying, then what good is the increased traffic? Remember, it’s about quality not quantity. That is what online shoppers are searching for.
Make improvements to the site where needed. One surefire way to add value to your site is by improving the site’s content. Add pictures, videos, and text that are relevant to your target audience. Remember, site navigation that is too complicated or difficult to find can deter a visitor from spending time on your site. Finding the information they are seeking shouldn’t be like finding Waldo. Finally, one very important improvement to make to your site is adding a privacy policy. Make your customers feel more comfortable by ensuring them that you won’t sell or use their private information for anything other than your business transaction with them.
Use reviews throughout your site. To accelerate conversion, get customer reviews. Request a review of your product from each completed transaction. Don’t be afraid to ask about their experience. Even negative reviews can help you improve your processes. As new visitors come to your page they will feel more confident in purchasing your product if they see honest reviews from past customers. This shows credibility and accountability, for better or for worse.
Provide a variety of payment options. This may seem simple, but if you aren’t open to various forms of payment you could be losing customers. Don’t confine your sales to one or even two forms of accepted payments options. Accepting credit cards, PayPal, money orders or even bank drafts are all ways to improve your conversion rate. Also, be clear about your returns policy. This will make shoppers feel more comfortable with the purchase process.
Be unique. Don’t set out to be like every other site out there. The name of the game is setting your product or service apart from the competitors. Maybe providing a product that can’t be found anywhere else is your niche but it doesn’t stop there. Creating an above-par shopping environment will help set you apart. Give your shoppers great customer service and support, offer low prices, and if possible throw in free shipping. These are all tools that can optimize your conversion rate.
Show accreditations. If you are a member of the Better Business Bureau or your local Chamber of Commerce or other organization, show this on your site. Not only have you earned the right to brag a little, your customers will appreciate knowing you are considered a trusted business.
Improving your conversion rate can be as simple as implementing a few of these key points to optimize your visitor’s experience on your website. Just keep in mind that you want to make the shopper’s experience as pleasant as possible so they’ll come back in the future. Treat your customers as you would like to be treated and take the time to ensure an easy shopping experience. And remember, you should always look at your site with a critical eye. Would you leave your site after only a couple of minutes? Then that’s how your customer may feel too.
Ryan Franklin is a writer and small business blogger who works with Ordoro.com.
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