There’s only one thing more important than website traffic. And it’s not your site design. Unless you experiment with these top four conversion tactics, you’ll never never convert website visitors into customers.
Even if your website attracts hundreds of thousands of visitors per day, it doesn’t matter unless a reasonable percentage of them convert into paying customers.
So you need to ask yourself one question:
What steps can I take to improve my website’s conversion rate?
It probably feels like you’ve tested every strategy out there, but it’s easy to overlook the simpler options. The ones that work. The ones that turn your website into a conversion machine.
Online Stores Have an Amazing Opportunity
Online shopping is huge. I know you know this. But it’s getting bigger and bigger every day.
Selz Blog: recently sharing a crazy statistic:
“Online shopping and ecommerce… is expected to grow by 20% this year to $1.5 trillion globally.”
$1.5 trillion. That’s trillion with a “t” not billion with a “b.”
And according to Marketing Land, mobile retail revenue was up 35% in the first quarter of 2014. Mobile sales now account for 18.5% of total eCommerce orders.
As we spend more time on our devices, these numbers will only grow.
How to Convert Website Visitors Into Customers
Implement these tips today to improve your website’s conversion rate:
1. Highlight Your Best Promotions
Are your best deals and time-sensitive offers front and center?
Let’s take shipping costs as an example.
Fanatics.com—the online shop for sports apparel and fan gear—addresses this common pain point right on their homepage. They list:
- Easy 365-day returns
- Free shipping on orders over $50 (along with a coupon code)
- Save up to 40% off clearance
Rather than make visitors hunt for this information, Fanatics hooks them in right away. These hooks keep people longer on site, giving them more opportunity to buy. And when you give somebody a reason to buy, they tend to spend more.
If your online store offers free shipping, say it. Plaster it on your homepage! Call it out at the top of every product! Add a notification after visitors add any item to their basket!
Sharing your best deals in your most visible locations.
2. Use Website Pop-ups
No, I’m not talking about those horrific pop-ups from the 90s. You can keep your new-tab-lose-weight-quick-and-earn-one-million-dollars-in-online-poker advertisements to yourself, thank you very much. (In fact, the guy who invented those pop-ups? He recently apologized. I’m not kidding.)
But pop-ups that seamlessly integrate with your website? Pop-ups that target specific visitors and their unique actions? We love those.
Targeted pop-ups (also called website overlays) can:
- Control what visitors see and when. Have a special deal you want to announce? Adding it to a pop-up will guarantee that every visitor takes a second look. You can promote everything from coupons to bestselling products to your newsletter.
- Welcome visitors based on traffic source (think Facebook, Twitter, and Google AdWords).
- Reward repeat visitors. You know how frustrating it is when the same person to visits your store again and against? Well, pop-ups allow you to present them with time-sensitive deals and special offers to encourage them to actually buy this time.
The good news is that today’s pop-ups don’t require much time to create. And no, you don’t need any HTML skills.
3. Don’t Ignore Mobile Visitors
When you look at your site’s analytic,s what do you see? How many people visit via mobile device? If you don’t know the answer, go check it now. Don’t worry, I’ll wait.
A mobile friendly eCommerce store is more important than ever.
In September 2014, StatCounter noted that the use of mobile devices to access the internet has increased by 67% worldwide.
Simply put, if your website isn’t mobile-friendly, you’re leaving money on the table.
Customers won’t waste time navigating sites that don’t immediately give them what they want.
Revamping your eCommerce store to be mobile friendly may be a huge undertaking, but it will pay off in spades. Visitors who used to come and go in seconds will now remain on your site, increasing your conversions and, yes, turning website visitors into customers.
Are you one of those people who still has a hard time believing mobile shoppers can increase your conversion rates?
Internet Retailer says that mobile shoppers convert 160% more often on sites optimized for smartphones.
What would a change like this mean for your business? How much more money would you make by creating a mobile-friendly website?
Take Amazon, one of the best converting websites of all time. Their mobile site is so effective because:
- Search box at the top of the page gives visitors the immediate ability to find what they’re looking for.
- A wealth of information available without needing to click. As you scroll, you’ll find everything from recently-viewed items to best sellers.
- Clutter-free. Smartphones are smaller than computers. ‘Nough said.
If you study any online store, it should be Amazon. Everything about their site, mobile or otherwise, is built to turn website visitors into customers, increasing conversion rates across the board.
4. Better images and descriptions
When a shopper visits a physical store, they can examine a product with their own eyes. Unfortunately, this isn’t the case online, meaning your images and descriptions are more important than ever.
Fashion retailer, the The Red Dress Boutique, hired models to show off their clothes and spent a lot of time perfecting their descriptions. Product descriptions are organized into three sections:
- Model specs
- Size chart
Are you attracting loads of traffic, but not making nearly as many sales as you’d hoped? If you find yourself on this path, the four tips above are right up your alley.
Experiment with one or all of the tips above. Then take a closer look at your conversion rate. This will give you a clear idea of how each adjustment is impacting your bottom line.
Do you have any other tips for online retailers hoping to convert website visitors into buyers? Be sure to share in the comments section below.