Working in digital marketing makes one realize that conversions are extremely important for any online marketing campaign. Increasing your digital sales conversion rate is very crucial and all efforts must be made to make sure you do this. Having a good conversion rate means that you will be able to generate high sales volume. An attractive and efficient website is what is important to drive your customers from your website’s homepage to making a purchase. There are many reasons as to why some companies attract more customers than others just based on the appearance of their website.
Following are some ways to increase your company’s digital sales conversion rate:
Create a sales funnel.
It is often not possible to ask a customer to buy your product up front and immediately. You need to create trust and a healthy relationship before you move onto the sales. This can be achieved by the sales funnel concept. The sales funnel concept is built on four core properties which includes awareness, interest, desire, and action. It is important to first, build awareness of the product that you are promoting to the customer, build an interest and desire to buy the product and then the customer will take action to buy the product, if they are interested and satisfied.
Make use of videos on your landing pages, so that the potential customers are aware that it’s not a scam and there is a real person behind the brand. Videos are a great way to demonstrate what services your brand provides and is also a great way to personalize your brand. Videos give your website a sense of uniqueness in relation to other websites that may provide similar services as yours.
Create dedicated landing pages for PPC ads.
If you are making use of PPC (pay-per-click) ads or AdWords, then it is necessary to make sure that the user lands on a dedicated page, and NOT your homepage! Remove all kinds of distractions from your landing page, and make it solely dedicated to the service intended for the user to see, with a strong call to action. Eliminate all unnecessary details that the customer would not need to know in order to make a purchase or use your services.
Eliminate the use of jargon.
Keep your website language as simple as possible. Try to avoid the use of jargons as much as possible. Acknowledge the fact that non-technical people will be using your website as well, to take a look at your services and products. Using a simple language helps you to connect more deeply with your potential customers. The better the customer understands the message you are trying to convey, there is a higher possibility that they might actually consider buying your products.
Address the objectives.
Often times, people are hesitant to read your offers. This hesitancy can be easily overcome when you have a face-to-face conversation with someone, and address their concerns as it comes. However, it is not as easy online. Thus, you need to make sure that you create a list of all the possible objections your potential customers may have and the second step is to address these objections directly on your website. Add enough content on your website to address and eliminate these concerns. Guarantees, warranties, and use of safe payment systems (like PayPal) assist with this dramatically.
People have trust issues with online business because they do not know who is behind the screen. Make sure to build a relationship of trust by showing your customers who is behind the scenes. I love “about us” pages on websites with photos and spiels about team – it shows you are real people and increases trust. Make sure that you are easy to contact and always available. Your website should look professional and be free of errors. The site content should be often updated. Highlight the solid experience in your organization and the services that you offer.
Make it easy to buy from your website.
Keep in mind that there needs to be as few clicks as possible before the customer can check out. Do not offer too many options (usually more than 3 is too much), keep it as few as possible. The more options you have, the more likely the customer does not make a choice at all – other than the choice to leave your page! Make your customers fill as few fields as possible. Do not force your customers to give in details that would be of no real massive benefit to you. Offering services such as free shipping can definitely increase the number of people buying your products as well.
Communicate the value.
You don’t want your website to be filled with a bunch of bullet points with names of products and the prices alongside it. You need to communicate the value of the product that you are selling. Many people look at the price and turn their backs, so make sure you display the value of the product before you make mention of the price. Add as much well-written information as possible. Research shows that 79% of people do not read all the content, but 16% do read it all! You should focus on the 16% and put in as much relevant details about the product as possible. Headings with a one liner summary and ‘read more’ are excellent for the scanners, but allow the ‘readers’ to delve in deeper.
Provide solid proof.
Whatever information you provide, make sure you back it up with proof. People are often dubious and may want to see proof. It has also been found that the ‘About Us’, ‘Contact Us’ and ‘Testimonials’ pages have had the highest number of views. Try and get your customers to write reviews for your website that you can add to your testimonials page. In fact, hunt for these if you are lacking; they are gold. You can even have your products reviewed by third parties, for instance, bloggers, and then add their praise to the testimonials page as well.
Get rid of any distractions on your website that might divert the attention of your customer from your main goal. Delete any blinking elements or relevant pictures from your landing page. Shrink your menu to the smallest possible, and delete sidebars and big headers as they may distract your potential customers. Pop ups which don’t go away, come in too early, or occur too frequently are massively annoying; reduce them substantially (but don’t entirely eliminate).
Use Remarketing & Retargeting strategies.
Check out my article on this subject; your website designer or digital marketing expert can help you with this exceptional strategy – it really does work.
Combine with personal service.
Many of us still love to be able to talk to a real person or ask a question with a real person. For some businesses and industries, having ‘online chat’ works really well. For others, however digital, having the option to talk to someone (especially around a larger sale or commitment) may be the difference between you getting their business or your competitor.
Thus, these are some of the ways that can be used to effectively increase your conversion rate. These are important factors that need to be looked after to get the best sales conversion rate. Adopting these methods will help your business grow at a faster rate and open up opportunities you would have not expected before!
Need help? I do business coaching, call me on 0411 622 666.