A Conversion is the point at which a recipient of marketing message performs a desired action (i.e. Getting someone to respond to your call to action) and buying your product is the ultimate conversion for any online store. If sales aren’t happening, don’t get discouraged – 50-70% of shopping carts go abandoned, but you want to leave a good buying impression with your visitor.
An effective homepage is your first conversion opportunity. Your homepage is your site foundation and should instill trust and a clear brand message. Review your homepage. Credible trustworthy attention grabbers and products target audience call-to-action. When you have trust of your audience, you are going to grow sales.
Is your homepage effectively branded? Logo, fonts, color palette and tone/language and key items to brand awareness. Your branding efforts should continue the entire way through to purchase confirmation email.
Furthermore, in reviewing your homepage, take a step back and look at who does your homepage appeal to: Age, gender, location, hobbies, interests, to name a few. Make a list of these. Create personas to help figure out who you are selling to.
Make sure compelling products are featured on your homepage. Create an opportunity to show your product in action.
As an extension of your homepage, use thoughtful navigation. Humans read left to right and top to bottom. Customers should be able to reach an end product in 3 to 4 clicks. The navigation should be intuitive and useful. Make sure your key categories and revenue generating categories and finally, offer multiple ways to users to search or find products.
You can increase conversions by strategically organizing categories. Be selective with the number of categories to cut down on confusion. (BTW: Use Google in-page Analytics to see where customers are clicking on the page)
To compliment any portion of your website, and ESPECIALLY product pages, a picture is worth a 1,000 words (and conversions!!!).
Robust product pages ensure customers have all the pertinent information to make an informed purchased decision. Product images make the sale, high-resolution pictures, multiple angles, included zoom in option. Ideally show the product in use on a static and consistent background.
When applicable use video to show your product in action. If your product is expensive or technical in nature, use video to help encourage purchase.
Related products or accessories are a great cross-sell and up sell opportunity.
The best way to sell more, is to provide as much information as possible. Give users everything they may need about your product! Too much information is never enough information online!
Your most important information is product details — price, material, color, size, product weight, key benefits, tech specs. FAQs for each product help absolve customer inquiry or complaints.
Descriptive products are not the only area to consider, as customers move through the sales funnel. They need enough info to make informed decision. Offer product reviews.
Back up your personally inputted product claims with customer and user reviews. A great way to encourage feedback and to get positive feedback is to consider offering a coupon or reward for completing a review. Place them on individual product page instead of single testimonial page.
Finally, establish credibility and overcome objections by establishing trust.
For e-commerce sites, SSL Certificates are a must to establish a trustable buying experience. You wouldn’t buy from a store with broken windows or was dirty. Credibility badges and 3rd party support options, when applicable, also help the buyer experience. Establish credibility to make it easy for customers to trust your business. Visual cues also can be added to your website to ease any nerves a potential buying customer may have. Some visual cues include adding Google trusted stores and better business bureau badges. (Be wary: Dont post too many as it can be too spammy for a buyer.)
About us page is a great page to build trust and show credibility of products offered. Show some personality, experience, and honest and trustworthiness of site.
Show visitors you are a real business by posting photo of offices, building or listing chambers of commerce you may be a part of. Be even more active
on social media. Growing your social audience is more than just eyeballs — its about proviing that people like your business.
New companies will greatly benefit from 0-60 (MPH) social growth. This is when your infant/new social media page is quickly ‘liked’ by your immediate friends, family, and associates. Never buy fans — acquire only high-quality (true) fans.
People will be more likely to like/follow if social numbers are solid. Posting regularly with relevant likable information is essential to growing and keeping your social audience. Best fans you can capture are the ones that are already on your site looking to make a purchase.
Hopefully through these processes you are able to build a credible, trustworthy and robust website that turns visitors into conversions and sales!