What is conversion optimisation?
This is what makes it easier for potential buyers to buy your products. It is easier to do than you may think. If you have optimised your website and still aren’t getting enough buying traffic, then your conversion rate will be low. So, improving your conversion rate is the ultimate goal of your online marketing campaign.
What can you do to improve your conversion rate?
Firstly, before anyone can buy from you they have to feel comfortable not only about your site, but also who they are dealing with. So you need to strengthen your site’s usability.
• Remove any barriers that may exist between your buyers and what they are looking for. Is your site awkward or complicated to navigate, if so then fix it
• Think like a buyer, go into your own site and navigate around it yourself, how would you rate it? Would you say it was useful or useless? Was it easy or difficult to find what you wanted? Could you get to where you wanted in three clicks or less?
• How is the overall design? Is your site appealing and professional. If not, you may need to re-design it.
• Take a look at your competitors site and see if there is anything they have that may suit your needs and add it, or take out things from your site
• Use search engine friendly URL’s and user friendly URL’s which will make it easier for your visitors to bookmark your site.
Secondly you need to strengthen your user’s confidence in you as they won’t spend money with you if they don’t trust you.
• Do you have secure ordering mechanisms and are they appropriately advertised?
• Do you use standard e-commerce security functions such as encryption for processing orders? Are your certificated current? Don’t let them expire.
• Do you offer information about your warranties or guarantees? User need to be fully advised about this. You need to make sure your customers know about these services.
Thirdly, you have to make it easy for users to spend money on your site
Just like the impulse buy aisles your see at every supermarket, chances are your customers may have forgotten they need something, or aren’t aware of what other products you offer. Do you show what other items users can buy once they have added their purchases to their shopping cart? This is a good place to advertise items that can increase sales, such as:-
• Featured products you want your customers to be aware of
• Top sellers
• Accessories that compliment their purchases
• Items bought by others who have bought the same item
Search Engine Optimisation and online Marketing is about communication with your audience, start asking your currently customer base for feedback or hold focus groups. Get suggestions on how to make your site better and easier to use. Start building up mutual trust. Your audience can provide vital and important data, so don’t hold back, ask questions that are pertinent and relevant.
