The conversion rate of your website, the percentage of visitors who make a purchase; sign up for a newsletter; download a report or whatever your objective may be, is the most important statistic when it comes to understanding the health of your website because it’s how you measure your marketing Return on Investment (ROI).
If you don't know what your conversion rate is you’re not alone. Despite the importance of conversion, we’ve found that it’s one of the least understood measurements among the small business owners we speak to every day. Business owners who thought getting a website would improve their bottom line, but ended up being disappointed by the lack of results. As Internet Consultants we have learned from experience the secrets that can unlock the full potential of your website. Measuring and continually improving your website's conversion rate is a top priority, and there are a number of techniques we use to do this. These include building your credibility and delivering a positive online experience to your customers, among others.
Close the credibility gap
Consumers can be skittish, especially online. The slightest sign of impropriety can send them back to their search engine results to find another site which may have a more professional and trustworthy appearance, even if it means paying a little more for the same product or service. Simple things like prominently displaying contact information and telephone numbers for your business shows openness and alleviates concerns consumers may have about who they’re buying from.
Look like a million bucks (without spending it)
Your website's design, layout and overall presentation are other important factors that affect your conversion rate. No on likes to shop in a store thats disorganized, run down, or poorly staffed. Customers want to find what they are looking for easily and this expectation is also tru online. Confusing layouts, incomplete product information and broken links account for the majority of customers abandoning a website even if they had alreadymade the decision to purchase. Make sure there are as few roadblocks between your products and the "register" as possible
Your website’s design, layout and overall presentation are other important factors that affect your conversion rate. No one likes to shop in a store that’s disorganized, run down or poorly staffed. Customers want to find what they’re looking for easily, and when they have questions they expect a knowledgeable associate to be available to assist them. This expectation is also true online. Confusing layouts, incomplete product information and broken links account for the majority of customers abandoning a website even though they had already made the decision to purchase. Your goal is sales, so make sure there are as few roadblocks between your products and the “register” as possible.
Make it quick and convenient to buy from you and they will!