So you have your online store up and running already, with various bells and whistles in place. In all probability, it is pulling good traffic that is converting into some sales too. Great!
But, have you ever tried to step back and check the conversion rate of your website? Just how many of your site visitors are getting converted to paying customers? If you’ve done this, you already know. If you haven’t, you might be in for a surprise, or shock, even.
While the average ecommerce site conversion rates vary from sector to sector and from site to site, you can, in general, consider yourself lucky if your conversion rate is anywhere around even 5%. Some surveys and research indicate the broad conversion averages to be at 3% and even lower!
Even a 5% conversion rate means 95 out of 100 visitors coming to your site leave without making a purchase. Now, in all probability, you are spending good money on bringing visitors to your site (be it by way of PPC, SEO/SEM, SMM or whatever). So, each visitor costs you money, whether they buy anything or not.
Under the circumstances, it is obvious that if you can increase the conversion rate of your website, it will be highly beneficial for you.
Here are 12 killer tips to help you do just that – increase your website conversions:
1. Show a Phone Number On Your Site
Many visitors leave online stores without buying because for some reason, they wanted to speak to a human before buying and couldn’t do so.
Showing a phone number prominently on an eCommerce site can boost the conversion rate.
2. Improve Currency Display
Since your store is online, you’re presumably selling to many countries around the world.
Many visitors will not buy if your site’s ecommerce backend/platform does not show the prices in their local currencies.
Enhancing the currency display/selection options at your site will lead to higher conversions. Best ecommerce platforms allow you to do this easily and effortlessly.
3. Offer More Shipping Options
Many visitors will abandon their purchase at your site if they don’t find a suitable shipping option.
Offering more shipping options will yield higher conversion rates.
4. Highlight Payment Security Features
Insecurity about revealing credit card information is one of the most commonly cited reasons why visitors leave a website without making a purchase.
In all probability, the payment gateway at your site is a) configured to use the secure HTTP protocol (HTTPS) and b) certified by trust-worthy third-party/parties to be safe.
Highlighting these financial information safety/security features of your site will increase the visitors’ confidence levels and lead to higher conversions.
5. Show Testimonials to Build Trust
Let’s fact this: most of the visitors arriving at your site don’t know you, your brand or your products.
Under the circumstances, how do they trust your site and the product/s it offers? This causes many visitors to leave your site without buying.
Showing genuine customer testimonials on your site will help build trust and boost conversions.
6. Trim Your Checkout Process
Many visitors to your site who have already turned shoppers abandon the checkout if they find the process too tedious.
Streamlining the checkout fields will cause a lesser number of visitors to abandon checkout and lead to more conversions.
7. Make Your Site Mobile-Friendly
You will certainly not be surprised to know that a sizable percentage of people would be accessing your website using smartphones and tablets. Given this fact, it is obvious that many of such visitors would leave your site without buying if it does not work well with the device they are using.
Making your site including the checkout process mobile-friendly will lead to higher conversion rates.
For some eye-opening mobile commerce statistics, you can read this article at CMO.com.
8. Simplify Your Site Navigation
Complicated or non-intuitive site navigation is another reason why many visitors leave it without making a purchase.
If you simplify the navigation of your site and make it more user-friendly, it will convert more visitors into customers.
9. Collect Email Addresses and Offer Cart Recovery
No matter what you do, there will always be some visitors who will browse the products at your site, add one or more to the cart and then just leave inexplicably.
Now some good news. There is a chance that you can get such visitors to convert in to buyers even later, using a two-step process. Firstly, you should try and collect the email addresses of the visitors at the very beginning of the checkout process. Then, if and when visitors abandon the shopping cart, you send them a gentle ‘Hello, what went wrong’ kind of e-mail with a link to return to your site, with a recovered shopping cart pre-loaded with their previously selected products.
At least some of these visitors will end up buying this way.
10. Differentiate Your Store and Your Products
Finding a better price elsewhere is another fairly common reason why many visitors decide against buying from your site.
Highlighting some unique qualities and characteristics of your online store and products to differentiate them from the competition will convince more visitors to buy from you.
11. Make Obvious What Your Store Sells
Many people, mainly in the early stages of the buying cycle arrive at your site with only a mild interest in your products and a possible intent to buy at a later date.
Such visitors typically also have shorter attention spans.
Fortunately, there are a few ways in which you can create a chance of converting such visitors into buyers, sooner or later:
- Suggest your most popular products and/or special offers – this would jar some of the casual visitors into becoming buyers
- Make obvious what your site sells – this will cause many visitors to bookmark it and to return later and buy
- Offer a free email newsletter subscription – many subscribers will return to your site at a later date and buy
12. Show All Costs Upfront
Unexpected costs springing up at checkout causes probably the largest percentage of visitors to leave a site without buying.
Showing all applicable costs upfront, as early as possible will cause fewer visitors to abandon checkout, and lead to higher conversions.
Finally, remember this: increasing conversions at your online store is a method capable of delivering high ROI, so ignore this at your own peril.
Shane Barker is a digital marketing consultant who specializes in sales funnels, targeted traffic, and website conversions. He has consulted with Fortune 500 companies, influencers with digital products, and a number of A-List celebrities.