For many web marketers, bringing traffic to their website is the easy part. The challenge is in converting that traffic into customers. Here are 5 tried and tested tips that can help increase conversions for an online business.
1) A/B Testing – A/B testing is an excellent tool for webmasters to use when trying to figure out what layout, images or copy will work best on their website. A/B testing allows businesses to run two versions of their website and track which one performs better.
Paperstone.co.uk, an office supply company based in the UK ran a successful A/B test on their product pages. One version showed the Paperstone prices, and the second version also included the competitor’s prices. Over a period of several weeks, they were able to determine that users who saw the page that included the competitor’s prices had a 10% increase in sales over the other version.
2) Trust | Consumers are often wary of entering their credit card numbers or personal information into a website. Therefore, demonstrating trust is a crucial step that can’t be overlooked when building an online business.
Casino.com, an online casino, is an example of a company that has built trust amongst their players by implementing several important trust factors. First off is a quality, and competent customer service staff that is ready and able to answer customer questions. They also maintain the most advanced software in their industry, which shows the users that the company is willing to invest in their products. Finally, they work with the leading online payment processors, which give their clientele peace of mind when transferring money to their casino accounts.
3) Local Pricing | If you’re running an international business, make sure to price everything using the end user’s local currency. There are few things as frustrating for a consumer than having to try and figure out the conversion rates to see how much the product or service costs.
eBay.com is a great example of local pricing. If you want to bid on an item, you can see both the USD amount and your local currency. In addition to erasing any questions about the price of an item, consumers are more likely to purchase something marked in their local currency.
4) Invest in SEO – SEO, or Search Engine Optimization, quite simply is working on your website to make sure that you rank high in Google.com for your most important keywords. For most consumers, the first step before making a purchase is searching on Google, which means that having a top listing in your category can be the difference between success and failure.
Google “basketball shoes” and take a look at the top 3, nonpaid, results. If you have an online shop that sells basketball shoes not being in that top 3 can be disastrous for your business. Invest in a good SEO company and watch as your ranking rises, so will your conversions.
5) Avoid Redirects | People are in a hurry, and they don’t want to be redirected from the website they’re on to a third-party site in order to complete a purchase. There’s a great case study from a non-profit organization called “charity: water” that saw a 40 percent increase in donations by simply removing the third-party site and allowing donors to enter in their credit card information direct from their site.
Whether you’re starting a new site or looking for a bump in your conversion rate, implement as many of these tips as you can and pay attention to your sites analytics. It may take some time for them to begin working, but over time you will be able to enjoy the fruits of your labour.