Conversion rate is a subject that is spoken about widely in marketing circles. The term conversion rate refers to the number of website visitors that make a purchase from your website. For example, if most customers that browse your site end up heading to the check-out and completing a transaction, your conversion rate is high. However, if you have lots of website visitors that come to your website, take a look at one page and leave your site without making a purchase, you have a low conversion rate and a high bounce rate.
For your business to generate healthy revenue, you need to have a low bounce rate and a high conversion rate. So, what is considered a healthy conversion rate? Average conversion rates vary by industry, but for e-commerce businesses, a healthy conversion rate is generally anywhere between 2% and 5%. While it is useful to know average conversion rates, it is more important to focus on your business’ conversion rate. Before you do anything else, you need to calculate your conversion rate and then devise a plan to improve it. In this article, we will look at the changes you can make that will help to boost your conversion rate and generate more revenue for your business.
Improve Website Design
Before you start to make any changes, you need to review your website and see where improvements are required. Several elements of your website can influence your conversion rate; the first is the design. A poorly designed website can cause a high bounce rate. Potential customers are less likely to spend time on your website if they find the aesthetic unappealing and unprofessional. In contrast, a well-designed website can play a significant role in boosting your conversion rates.
Having your website redesigned can help to improve it and, in turn, boost your conversion rates. Using a professional web design service will allow you to benefit from the knowledge and skill of an expert that is used to designing websites and knows what works well and what you should avoid in the design. Your website needs to be designed to fit your branding and with your target audience in mind. Identifying your target audience and how to appeal to them should inform your website’s look and style.
Make Navigation Easy
One common reason people leave a website before buying anything is that they cannot find what they are looking for quickly. Potential customers are unlikely to dedicate their time to searching your website to see what they are looking for when they can instead hit the back button and shop with one of your competitors. To avoid this happening, it is essential to do all that you can to make your website as easy to use as possible.
Making sure that your webpages are organized in a logical order is an excellent place to start. Drop-down menus in each category can help with the organization of your webpages and make it simpler for visitors to find exactly what they are looking for. Including a sitemap on your website is also a helpful way for visitors to see what they are after.
Improving your website’s navigation and ensuring that it is intuitively designed to improve the user experience (UX) will ensure that your visitors have a positive experience of using your website. The more positive their experience and the easier it is for them to find what they need, the more likely they are to buy something.
Improve Compatibility
Have you ever tried to shop online using a mobile device and found that some sites will not load properly? Perhaps the website is slow and awkward to use, or maybe it does not display correctly on your screen. Either way, this is a frustrating experience for the user and makes it almost impossible for them to browse your website and buy a product. If your website is not compatible with mobile devices and cannot be used across a range of platforms, then this is something that you should address. Having a website that doesn’t work correctly on mobile devices can immediately put off potential customers and send your bounce rate soaring high.
Improved compatibility across all platforms will ensure that it is easy for customers to shop with you and help your conversion rate grow. This will also keep your bounce rate at a low level.
Perfect Product Descriptions
When you are selling products online, your product descriptions are invaluable. In a brick and mortar shop, customers would be able to come into the store and browse your products in person. An in-store shopping experience allows customers to touch the products, see their dimensions, and assess the quality. These things are either impossible or much harder to do when you are shopping online. To compensate for the lack of interaction with the product, you need to create product descriptions that bring your items to life for the customer. This requires you to write informative product descriptions that provide the shopper with details they need to know about the item; the size, color, features, how to care for the product, where it is made, etc. In the absence of being able to see the product, you need to bring it life in your description and provide the customer with everything that they need to know to make an informed purchase decision.
Product photography forms an essential part of the product description. Uploading several photos of the product from different angles and of its key features will also help your customers make their purchase decision. Don’t forget to add a ‘you may also like’ section to your website so that you can suggest similar items to your customers. This helps to ensure that customers make a purchase from you even if it was not the original item they were looking at. Suggesting similar items also encourages customers to explore your website further. This keeps your bounce rate low, and increases the chances of your site visitors adding more items to their basket.
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