Effective Strategies for Increasing Your Website’s Conversion Rate
A high website conversion rate helps to grow all types of businesses. If your website consistently has a low conversion rate, you should identify the causes. But how should you boost the conversion rate of your website to get more traffic? Here are the tips and tricks to follow:
1. Fix Usability Errors
Usability errors are not common issues, such as non-responsive web pages and broken links. Such errors can be minor and sneaky. For instance, a website element may look clickable but may not fulfill the purpose, a sizing chart may not load quickly, a button may be hidden, or the checkout form may have a weird error. You should identify and fix such minor yet significant complications in the user journey to increase the website engagement.
The most effective way to identify usability complications is to perform a usability test. Some methods you can implement are video interviews, lab usability testing, and observation. However, the simplest method to start a usability test is evaluating the session recordings as they show the visitors’ actions as they browse your website. So, you can see what the users view when browsing your products or checking their cart and what they did just before abandoning the cart.
2. Customize the Visitor Browsing and Customer Buying Experience
Many customers may have concerns browsing and buying products from your website because of the shipping country, costs involved, and difficulties in selecting the right color, size, and type of products. The target customers should feel seen and valued without reaching the support team. You can impress them with a personalized browsing and buying experience if they don’t have good experience with your competitor websites.
Your website should display recommended products depending on their replies to a brief quiz. It should show complementary products depending on the current items added to the shoppers’ cart and the average delivery time depending on the visitor’s location. Plus, it should give an attractive discount code depending on the customer’s loyalty status. The personalization strategy depends on the visitors’ preferences. With quantitative and qualitative data, you can learn their preferences. For instance, website analytics tell on which product web pages visitors stay for the longest time duration. Open survey responses from such web pages tell what is missing and why, which are qualitative data.
3. Assess Sales Funnel to See Users Dropping Off Point
The macro-conversion rate, the segment of visitors you convert to customers, is made of numerous micro-conversions in the sales funnel. Users click the product link on your home page, add that product to the cart, and view the cart to initiate the checkout process. You can increase conversion rates and sales and profits by boosting the micro-conversion rates.
Use tools like Google Analytics to initiate your funnel analysis reflecting quantitative data, like bounce rates, for the main pages in the customer journey that give you a clear picture of the conversion funnel. Funnels show a clear overview of the funnel and the steps/pages that users skip the most. Filters help you view certain journeys depending on factors such as location, session duration, clicked elements, and viewed pages. While recordings display the behavior that caused drop-off.
4. Offer Real-Life Online Shopping Experience
Being an online shopper, users can browse and touch products when browsing a website. An online store has restrictions on product descriptions and visuals that often help users visualize how the products look and feel in reality. This is an effective way to boost conversion rates, such as adding clear product images, videos from different angles, and size comparison tools on the product pages.
Resolve customer queries and complications that they cannot view and feel products. Check the queries in your company’s interaction with customers from resources such as chat conversations, survey responses, direct interviews, social media interactions, and support call transcripts. You can check customer queries and reviews for the same products online if repeated questions on sizing are visible. Uploading attractive and engaging pictures and videos of your products can always help to increase conversions. You can start with the most in-demand products and make charts, images, and videos to help visitors visualize themselves using your products/services.
5. Send On-Time Card Abandonment Emails
People abandon their online carts because of the high delivery charges, need to create an account, and face checkout complications. However, numerous customers only browse and don’t have valid reasons to leave shopping midway. They take time and get delayed by work, disturbances, and competitors. Cart abandonment emails act as reminders that help bring customers back to the checkout page. You will require an email service provider with a card abandonment feature to implement the strategy of cart abandonment emails.
When using eCommerce platforms, like Wix and Shopify, you can create cart recovery emails. As you draft cart abandonment emails, consider certain elements, such as subject line framework, formatting style, and cart timing, when performing the A/B analysis to understand what works best. You can see the dips and spikes in cart abandonments, recordings, heatmaps, and feedback on the change to learn why they occurred. The abandoned cart email reminders can be formatted, or have a full design with images, logos, and a color palette. Your right choice depends on the brand style.
6. Offer Values Before Asking for Sales
The website conversion rate shows the number of visitors converting to customers. People should trust your brand before buying your products or opting for your services. Converting visitors for the first time may not work depending on the industry and types of products. To build trust among target customers, you should offer value through the content.
You should work on the website backend to understand what target customers want and miss from your website/product to fold out which content helps in converting visitors. Your conversion rate optimization approach should focus on attracting people to the website, understanding the complications that make them leave your website, and hooks to persuade conversions. The value-added content should help in directing website visitors to hooks.
7. Survey Website Visitors on the Fence
Request for feedback from website visitors not converting by surveying customer journey touchpoints to get clear customer insights and not guess wrong about what is stopping them from taking positive actions.
You can create a single-question survey on your brand website. With the right triggers, you can survey specific web pages, such as create landing pages and checkout pricing, after a certain period when users are about to leave the website.
8. Diminish Purchasing Decision Risks
Online shoppers buy products without even touching or seeing them. Online shopping is risky, and users can have questions such as if they will like your products, what if the damaged products get delivered, what products don’t suit the customer, and what if the customers change their mind. You can minimize or eliminate user hesitations with options such as free product samples, a money-back guarantee, easy returns, free product demos, customers’ product reviews, and testimonials.
You should make a wise decision since processes, such as money-back guarantees and returns, affect everything from the support team to operational departments and cash flow. Use customer behavior insights and visitors’ feedback when interacting with stakeholders. You should ask customers what’s stopping them from making purchases so you can make the necessary changes to increase sales.
9. Show Real Scarcity
Scarcity occurs when an online store has limited availability of certain products. It helps customers to take action before a product is out of stock or the offer expires. You should show the scarcity of it truly exists. Faking an expired discount or “limited edition” label can boost sales temporarily. However, it shows your lack of integrity for customer trust in the long term.
Remember, scarcity is an issue that creates FOMO. So, find out the ways scarcity exists in the business. It can be a soon-expiring discount code, a product’s low stock levels, limited edition products, and an option to get gifts with orders. You can use elements such as labels, product pages, engaging website copy, countdown timers, and reminder emails to intrigue customers to take action.