Build it and they will come! Ok, if you’ve been following my articles for very long at all you know that I don’t believe that statement. I believe you have to build it, strategically market and then they come. However, just because they show up it doesn’t mean they are going to purchase from you or submit a lead form.
In 2012 MarketingSherp pulled together a conversion benchmark report, how do you rank within your own industry?
- Professional and Financial Services – 10%
- Media or Publishing – 10%
- Other – 8%
- Education or Healthcare – 8%
- Software / SAAS – 7%
- Technology Equipment/Hardware – 5%
- Manufacturing or Packaged Goods – 4%
- Travel or Hospitality – 4%
- Retail or Ecommerce – 3%
- Non-Profit – 2%
How did you do? How does your conversion rate measure up compared to others in your industry?
Your website must have what it takes to not only attract, but convert prospects.
You must turn your traffic into customers and today I’m going to share with you eight tips that will help you in conversion optimization.
- Usability issues can kill your conversion rate. Make it easy to buy or submit an inquiry. Test and ensure that your site is accessible via a computer desktop and mobile devices including smartphones and tables. Be sure to perform cross-browser checks. If someone wants to buy from you or send you an inquiry be sure that they can easily!
- Strong call to actions convert visitors. Is your call to action hiding? That “buy” button or “submit” button should be a strong call to action that can’t be missed. You’d be surprised at how many sites don’t make their call to action stand out. In return the user gets frustrated and abandons your site. That’s not turning traffic into customers.
- Say what you mean and mean what you say! While I use this as a qualifier when it comes to dating, it also serves a purpose when it comes to conversions. Be honest! Are you out of stock on an item? Is your shipping delayed or highly inflated? Be sure that it’s clear what’s in stock as well as what your shipping policy and costs are. Don’t wait for them to get to the checkout to have that feeling of remorse when they see the product is not available or the shipping cost is double the item price.
- Court the user and cultivate trust. Consumers like to buy from people they like, so it’s important to use your website to create trust and inform. Do your best to draft website content that eases a consumer. After all, you want them to share with you their address and credit card number. If they can’t trust they’ll run away before completing that purchase or lead form, guaranteed. Also, if you have a brick and mortar location don’t use a P.O. Box and consider offering a 1-800 number for them to reach you.
- Present a clear return policy. What if they purchase from you and are not happy with their purchase? What’s your return policy? Is it clearly presented and available for them to review and understand? Consumers want a clear return policy and they want to know what course of action they have if they purchase from you and are not satisfied with their purchase. If your return policy is MIA on your website, soon your potential sales will be too.
- Good descriptions sell. How are your product descriptions? I’m always surprised at how many businesses think of their product descriptions as an after thought. Your product description can either make or break a sale. Your descriptions need to be compelling and descriptive. If I don’t understand what you are selling, why would I want to buy it?
- Keep the checkout process simple. Think about your checkout process. Are you requesting too much information? Do you really need to know their pet’s name? Ok, perhaps that’s a bit extreme, but think about it. Are you asking questions in the registration or checkout process that really isn’t necessary? Requiring too much information will certain encourage shopping cart abandonment. You also want to look at whether or not your checkout process could be streamlined, decreasing steps in the checkout process can also increase your conversion rate. I’m a huge fan of one-page checkouts.
- Different strokes for different folks – and the same is true for payment options. While many online shoppers are willing to use credit cards, some prefer not to, so offer other options like Paypal or Google Checkout. Meet your customers where they are and let them pay in a way that makes them feel comfortable.