Conversion rate optimisation

Conversion Rate Optimisation

If you are an online retailer, conversion rate optimisation is something you should take very seriously.

The common mistake is to assume that once your website is optimised using SEO, your traffic will convert.

Often this is not the case, and retailers find that they are getting loads of traffic, but no actual customers.

Do you want more sales?

The purpose of conversion rate optimisation is to find out why visitors aren’t converting and fix it.

This may sound simple, but fixing the problem is far more complicated than is sounds. There are a number of theories surrounding conversion optimisation including split testing, best practices and metrics.

Whilst these can be useful, they are not necessary in establishing better conversion rates.

There are few simple techniques you can use in order to improve your conversions.

Content Matters

Content on your website is one of the most important tools for improving your conversion rates.

Without quality content, you will not be able to connect with your visitors and potential customers.

The words you use and how you use them will dramatically affect your conversion rate. If your content doesn’t sound fluid and natural, users are unlikely to trust your site.

Much like in SEO, headings and subheadings are also important. They are one of the first things a visitor will read and so should speak directly to them.

By using creative techniques you should be able to encourage them to read on or look further into your site. You have less than a second to grab the attention of your visitors, so make sure your title is snappy.

Prove Your Reputation

1 in 4 consumers will use online reviews to assess the credibility of a website before they purchase. It is not enough just to tell your visitors that your site is the best, you must be able to prove it.

Part of conversion rate optimisation is providing your visitors with testimonials and reviews. Take the good with the bad, and establish how your customers feel about your products.

To your visitors, you are a stranger. By providing consumers with genuine testimonials, visitors will feel that you are a trustworthy retailer.

Offering returns for those who are not 100% satisfied will also help with visitor confidence and conversions.

If you are a new retailer or are bringing out a new product range, consider giving out promotional freebies to encourage customers to covert. Provide them with discount codes for future purchase and persuade them that they would be foolish not to buy.

Design An Attractive And Professional Site

Along with content, the design of your website is also important. As content is one of the most important factors effecting conversion rate optimisation, website design comes close second.

You don’t need to spend a fortune, but your site must look clean, professional and trustworthy.

Font size and colour can have a dramatic effect on readability.

Try to avoid underlined and italic titles, and use bold and large letters sparingly.

There are very few websites where infinite scrolling works. Users are generally very impatient so try to keep all your important content and information above the fold.

Everything should fit on one screen so it can be viewed straight away. Similarly, if you are using imagery, make sure it means something. Random stock photos don’t tend to go down very well.

Images are more powerful than text so make sure to use them to their full effect. If your images have a purpose, you will see your conversion rates rise for those products.

Six simple hacks to improve conversions

Here are some simple changes that anybody can make that will improve conversions but to really improve your conversion rate you need to be prepared to test everything you can.

1. Single Layout Websites

Have a clear conversion path for your visitors and don’t present them with two much information. If they have lots to look you will lead them away from your goal you will lose some of your visitors.

2. Eye line is buy line

Have your best features at the top of your page. Users look at the top left hand corner of a website then move over to the right then down and to the left so make sure all your important information is in these areas. 

3. Testimonials

People like to be reassured, so get as many testimonials on your landing page as possible. It’s always nice to hear how good a company is from somebody who isn’t directly involved with it. Dress them up as nicely as possible and ensure they are in plain view for all to see.

4. Recommendations

If you are a member of any authorities in your field or have won any awards for your products or services then get these badges on the site too.

It makes people feel that you are a legitimate trusted website and they are more likely to convert with somebody that is trusted.

5. Prices

This isn’t always possible dependant on your product or service but people like to know prices. Where you can, try to display the price of your product and if you can make a point of also advertising any otherwise hidden extras such as delivery and VAT.

6. Call to action

Your buy now button is probably the most important button on the whole page so make sure it is visible and try and get it on the page as often as possible. Only when it makes sense though. Have one next to your price and within your content.

The art of conversion rate optimisation is fast becoming as big as SEO itself.

To fully get into it, like I said at the beginning: you need to do a lot of testing of various elements of your WebPages using tools such as website optimiser, Crazy Egg etc all of which are available through quick Google searches.

If you are interested in building a better business, contact me today. I can help you understand your conversion rate and turn your visitors into customers.