How to increase website conversion: 17 effective tricks You can buy everything on the Internet. You will be packed and brought at least a truck of bricks, at least water from an Alpine spring. Competition among online stores is very high, and everyone wants to make good money. Let's talk about how to increase the conversion of your online store and become the best in your segment. First, let's outline what you need to strive for. On average, conversion (the ratio of the number of orders to the number of visitors) for an online store is in the range of 0.3-8%. You need to understand that 8% is just super, and 0.3% is not bad. But there is no limit to perfection. I see a goal - I go to it We have received a reference point, let's get down to business. First, you need to measure your current conversion and set an immediate goal. For example, if your conversion rate is 3.2% right now, plan to reach 3.5% in 2 months. We have already written in more detail about how to calculate the conversion.
Now we need to determine the tools with which we will improve the conversion. Let's talk about the most effective, in our opinion, ways to increase website conversion.
The site's task is to convert visitors into buyers. But it often happens that people entering it, look through several pages and leave. Visitors do not perform the target action - accordingly, potential profit is lost. How to fix it? In this article, I will share with your effective techniques for increasing website conversion, which you can immediately implement in practice.
What is website conversion Site conversion is an indicator that allows you to estimate the percentage of visitors who completed the target action to their total number. It is calculated as follows:
Why increase website conversion It is more profitable to increase the conversion of a website than to increase the advertising budget. Low conversion will still not allow you to convert traffic into orders at a sufficiently good level. And if you invest more in the advertising budget, then this will only increase the cost of attracting a buyer. And in the future, this will lead to the fact that it will cease to pay off - the business will be unprofitable.
Ways to increase website conversion Conversion optimization comes down to maximizing your audience's needs. You need to know her expectations, desires and pain points. A portrait of a potential client will make this easier to understand. In order for the client to make a targeted action, it is necessary to close his objections, provide answers to possible questions and make an offer that he will not refuse. Let's move on to the tips.
Blog Online retailers often blog. The problem is that he usually focuses on selling something, and not on publishing materials of interest to the user.
Signs of a good blog: tells the user how to solve his problems;
entertains with interesting or funny content; reveals the "kitchen" of the company or shares important events from her life. This method works both to retain current customers and to attract new ones, and it also increases conversion well. The point is that quality content inspires trust. Readers first see value in him and then in your product.
Unobtrusively (this is important) show your product in publications, share tips for using it. The main thing is that the ad content only takes up a tiny fraction of your posts. Your main goal is to solve the reader's problem, not sell.
Don't forget to SEO your blog. This does not directly affect conversions, but it does attract leads to the site. In addition, optimization requires maintaining the order in the pages of the site, this has a good effect on its clarity for users.
Show cases You can talk for a long time how good you are in your business; it is quite another thing to prove it - to show cases. This increases the credibility of the site, because the cases are about analyzing a real situation from your practice. Using her example, you can: show how you solve the tasks; prove the effectiveness of the proposed solutions; familiarize the client with the workflows.
Tell us more about yourself People want to buy from real people - this principle applies to any type of business. Give visitors more information about yourself and they will trust you. And accordingly, to buy, because it is safer to order from someone you know. Make a detailed "About Company" page: show pictures of the office or production, post photos of the team and management.
Create added value
You can simply sell security systems for your home, or you can make their installation a related service or offer it for free as a bonus. It's not hard to guess which offer the client will see more value in. Similarly, this principle applies to the presentation of information on the site as a whole and to the work on external marketing channels. What additional value to offer? small discount for email subscribers; assistance in setting up when selling digital products, for example: installing a boxed CMS, transferring a site to hosting, and so on; the ability to test the service before paying; discounts on repeat purchases in the online store. This approach makes the customer more likely to order from you than from the competition. Even if the product is no different.
Simplify your transaction chain Think about how to shorten the user's journey to conversion action and remove unnecessary steps. A lot of clicks is a common usability error that scares off some potential customers. A good option for such a solution is a one-click purchase. So the user does not waste time on filling in countless fields - the manager will find out everything by phone. In addition, the client may be frightened off by the fact that you need to leave a lot of personal data when placing an order, and a one-click purchase excludes this and, accordingly, leads to a website conversion.
Don't ignore abandoned carts The user who added the item to the cart is a potential customer. In order not to lose the possible profit, you need to return it to the purchase. This will help trigger letters about an abandoned cart, which will remind you of the product and motivate him to buy. Use small bonuses like discounts or free shipping as such additional motivation. Perhaps one letter won't do the job. It will either get lost in the inbox among the rest, or it will not be convincing enough, or the buyer will still have questions about ordering and delivery. Therefore, I recommend making a chain of letters about an abandoned cart. You can customize emails and send triggered emails in Automation 360 from SendPulse.
Help the buyer make a choice A good salesperson helps the buyer solve their problem and make a choice by offering several alternatives. Provide the buyer with a detailed description of each option so that they can weigh the pros and cons. Having a selection and comparison of products will increase the chance that the user will find exactly what he needs from you. How to help the buyer in choosing: make a constructor on the landing page for choosing a product or product configuration; publish detailed text and video reviews; compare alternative products from different manufacturers.
Add advanced filters to the catalog If there are many products in the online store, then it will take time to find the right one. Most visitors won't, they leave the site and don't buy anything. To simplify their lives, and at the same time to increase the conversion of the site, filtering products by properties, brands and other characteristics will help.
Add interactivity An interactive element focuses the user's attention on itself and motivates them to take a specific action. This can be a survey, a constructor, a calculation calculator, filters and other elements that involve the visitor in interacting with the site. There are complex and simple options, the choice depends on the imagination and budget. A good example is an online designer in a T-shirt store, which allows the visitor to design their own individual piece.
Recommend related products This marketing technique is known as cross-selling. It boils down to the following principle: offer the client an accompanying or complementary product to the main product. Probably, you have more than once met the blocks “Similar products” or “They also buy with this” on sites - this is how online stores implement this method of increasing conversion.
Encourage your first purchase
According to Invespcro statistics, the probability of a sale to a new user reaches 20%, and to an existing one up to 60-70%. Having a loyal audience allows you to reduce marketing costs, and therefore increase your business profitability. The main goal is to nudge your site visitors to make their first purchase and provide them with a positive shopping experience. The welcome email thread can help you with this. As an incentive for your first order, offer a new customer discount, free shipping, or other bonuses. For example, the Lamoda online store gives a 10% discount to new customers who make their first order through a mobile app.
Implement a "wishlist" on the site This option is only relevant for online stores. With high traffic, it can have a positive effect on conversion and facilitate the return of users to the site. This is usually a star or heart button, as in the example below. The point is to give people the ability to save products that they like, but for one reason or another, they are not ready to buy them now.
Offer gift certificates This is a way to increase the conversion of the site, which does not require a lot of your time and money. A gift certificate is a practical gift for any occasion. No need to bother, choose and worry that you might not like the gift. Buy a certificate will save time and nerves. According to research by Digift.ru, gift certificates allow you to increase profits through deferred demand and provide a good average bill. For example, the L'Etoile cosmetics store offers gift certificates in the amount of 300 rubles to 10 thousand.
Create a sense of urgency One way to convince a customer to buy from you is to show them the urgency and exclusivity of the offer. It is important to use this technique correctly.
You've probably seen online stores that are full of “Buy Now” or “Hurry Up” calls. Okay, the urgency is obvious. The problem is that there is no explanation of why the user needs this item or service. In other words, a strong appeal is not enough. There are several methods to “catch up” in a delicate and convincing way.
Out of stock Show the popularity of your product. The fact that it is quickly sold out will arouse interest from the user. However, be careful: if you are selling a product that is bought in multiples at once, this technique may not work.
It usually looks like this:
This hotel has been booked 19 times today! There is only one number left.
Only 5 left in stock
Indicate delivery times This little trick works great. The point is to inform the potential buyer at the moment of choice when he will receive the order. If your courier service works quickly enough, and the order can be delivered on the same day, in no case be silent about it! This is a huge advantage for you, and it increases conversions tremendously.
For example, indicate that if a user places an order before 13:00, they will receive it today. You will see the number of orders in the morning skyrocket.
Expand communication channels Each person has a different preference for how to communicate and consume information. Provide several options for communication on the site and the likelihood that the user will still contact will increase.
For example, at home or in the workplace, a person is comfortable using a feedback form or mail. It’s quite another matter if he wants to text you on the bus or is typing a message on the go. In such cases, messengers and social networks are out of competition. There is a lot of information, and so that you don't get confused, we offer a checklist. If you apply several (or better all) of these tactics, you will definitely see an increase in conversion