How to Increase Your Website’s Conversion Rate
Setting up and maintaining an e-commerce site is no joke. It can be very difficult to draw in clients and ensure they proceed with a checkout. Many people simply add items to cart and leave it hanging for one reason or the other. Many times, there are certain elements on your website that can make all the difference, changing your client’s perspective and user experience will help you to capture them for longer and ensure sales. Here we have portrayed some of the most important elements of your e-commerce site that are worth the extra time. They will certainly boost your revenue and fortify your traffic.
- No questions asked
The best approach to ensure your client makes it to the end is to give them the minimal possible opportunities to rethink their decision. This means you need to eliminate the questions and the popup asking ‘whether the client is sure’! Of course, he is sure the first time he clicked the buy button but repeatedly interrogating him may make him think otherwise. Try to leave minimal options for them to select. A simplified approach is as follows:
- Allow clients to add objects to cart
- Prompt all the important info such as billing address, payment method etc. on one page
- Proceed to checkout
This three-step procedure will ensure the buyer has minimal rethinking time and is not irritated with annoying questions. For example, a simple notification saying they have purchased the product suffices, along with the delivery time. This approach helps limit the no. of pages in the final checkout. Moreover, it has significant benefit in ensuring sales.
- Instill trust
Just like buyers and sellers in real life, clients are looking for solid assurance before they proceed to purchase your products. For instance, for an online e-commerce site, certain elements help highlight the authenticity of the site. These include:
- Authentic buyer reviews
- Money back warranties
- Free returns
- Money back testimonials
- Secure payment portals
- Trust pilot
- Encrypted checkout
All of these different aspects help fortify the trust of the buyer. This makes it even more likely, that he will proceed with the checkout.
- Take advantage of the live chat feature
Yes, it can be a bit hectic, having someone to answer the live chat any time of the day. This feature is one of the many ways of building customer confidence and increasing sales. Often clients are simply stuck in a little spot and some small help from the center scores a sale. Online chats are wonderful means of interacting with clients and motivating them towards a purchase. You can also direct them to different items. As for the part where you have to attend to the chat 24/7, there are ways to counteract it.
- You can lay down certain timing every day
- Incorporate an auto-generated message
- Take the chat directly to mail in case of unavailability
- Assign a telephone number
- Incorporate customer feedback
There is nothing like an authenticity stamp than an actual customer review. The more reviews you have, the more people are going to trust you. This is an important way of building confidence. Being a blogger, you may have noticed the positive reviews and feedback on other blogs and e-commerce sites. This feedback leaves a great first impression. In addition, it also helps to highlight your good qualities. People feel reassured when they see that there are other people like them. Plus, a client is more likely to buy an item once they spot a similar customer leaving a good review of the product. We highly motivate the use of authentic reviews on your site. Adjust them along with the associated products preferably which will help to drive in relevant traffic.
- Notification tags
Often clients need to be notified of the products repeatedly. Sometimes you can text them the new offers on certain products. For instance, if your site chooses to put up a sale send over messages describing it as well as occasional messages highlighting different products. This will:
- Peak consumer interest
- Attract potential buyers
- Increase popularity and work as an advertisements
- Convert newcomers into permanent clients
Employing these tactics will help you gain an advantage on multiple fronts. It will also help assure other people of money back guarantees as well as returns. This is because different customers will have a different experience and will certainly share it on the website. An immediate plus for you!
- Countdown timers
This new tactic is a great addition to the e-commerce market. It helps users clinging on to every second. Introduce deals with a countdown timer. Moreover, this will limit the time for the client and motivate him to make an early decision. It also helps ensure that clients actually proceed with the purchase. As they know they might miss the deal, chances are they will proceed with the order, immediately! Countdown timers:
- Effectively create a state of urgency for the client
- Motivate clients to revisit for different deals
- Ensure checkout and reduces cart abandonment
- Include a package
One other element on e-commerce sites is the package where a buyer has to select a certain amount of items to get a lower delivery or free delivery. This allows clients to look for multiple things that he may or may not need necessarily in order to avail a free delivery. Although you will pay for the delivery, the extra surge you got from the additional products the client bought can cover for it. This is one of the latest means of captivating buyers and motivating sales. However, you need to be consistent with this regime and offer reasonably proceed items along with the expensive ones in order to ensure a purchase. If you increase the prices chances are
- Clients will avoid a purchase simply because of cost to high
- Many buyers tend to refuse a checkout when they see a high total
- Multiple cheap items are acceptable for a client but multiple expensive items provoke thought.
Hence, the package deal is something that you need to play wisely. You need to understand the mentality of the person in order to attract a purchase. Where you are gaining orders, you also need to offer clients something in return.
- Prompt delivery options
One thing you can do to improve your site offers a prompt delivery option. However, you need to include a time limit for it. This way, clients who need it will order it for sure, without wasting time rethinking. In addition, the option helps encourage clients to place an order and checkout immediately. It also helps take the clients mind off the price and the actual need in favor of a prompt delivery. The satisfaction of receiving the product at an earlier date helps to outshine other problems. Furthermore, these clients’ will surely shop again and leave a good review, which will boost your e-commerce site in multiple ways. It will
- Boost sales
- Improve reviews and attract more clients
- Increase permanent clients
These different elements will help address the many ways of improving your e-commerce sites. Many of these tips are simple and can be easily incorporated. Use them to boost sales and increase traffic. They are some of the authentic means of advertising and boosting product sales, which will surely boost your business as well.
The Importance of Calls to Action
An effective call to action, or CTA, can have a resounding impact on revenue while also expanding customer reach.
CTAs are common throughout the web, from social media to blog posts, but the most successful speak for themselves with profitable results.
CTAs also possess an enjoyable versatility, both in regard to platform usage and actual content, that makes their usage recommended for business in all niches. When digging deeper into why and how successful calls to action work, while also looking at examples of poor calls to action, several things become clear:
1. CTAs Can Exist Anywhere
The early age of the internet saw a fairly limited number of areas ripe for calls to action. Since CTAs can exist anywhere content can, today presents a wider range of opportunities than ever for businesses to take full advantage of CTAs. Facebook, Twitter, Pinterest, Instagram and other platforms all present ample opportunity for calls to action, whether in the form of conventional text or even a video or photo making the call to action. As the example above shows, platforms like Instagram even provide accessible call to action options.
This versatility aids in increased revenue because it allows for more creative opportunities. Audiences vary between the platforms. Viewers of a blog, for instance, are fully expecting to digest content, making lengthier calls to action appropriate. Meanwhile, viewers of Instagram are more in the mode of quick digestion. In this case, a quick video or photo with a concise call to action seems more appropriate.
Using the versatility of CTAs, while analyzing which CTAs are a fit for the particular medium, can result in a business seeing extreme increases in revenue. Reaching out to the entire user base via blogs and social media can ensure a wider net is cast than ever before.
2. They Serve as the Finishing Touch
One could convey a brilliant marketing pitch and be faultless in their delivery and content delivery, yet still fail to capture business if they don’t finish well. Summarizing all the benefits of joining a service or purchasing an item at the end of the pitch is integral to closing things up. Calls to action have the power to do this.
Aligning CTAs correctly is part of the art. Ideally, for a blog post, successful CTAs are placed at the end, with the preceding content leading into it and the CTA summarizing the beneficial points. A question like, “So what are you waiting for?” or “Ready to join?” is commonly included.
Prematurely placing a CTA can cause readers to forget to undertake the action entirely. They may get so swept up in your beautiful content that the CTA can be forgotten. That’s why placing it at the end is a better strategy — it can leave a more resounding impact and result in more conversions.
3. CTAs Can Reinforce Established Expertise
Users are unlikely to respond to a call to action if they’re skeptical about you or what you’re offering. As a result, great calls to action are preceded by content that establishes a legitimate reputation and knowledge on the topic. For example, this guide to better landing pages from Hubspot includes eleven great tips. By the article’s conclusion, there is no question as to whether Hubspot is an expert on the subject.
At the article’s conclusion, they ask users: “What other landing page tips would you share with marketers taking an interest in landing page optimization?” This causes users to stop and think, reflecting on what they’ve read so far. With many at a loss for what to respond with, Hubspot cleverly includes right below that a very effective CTA: “Want more lead generation tips and tricks? Download your copy of The 30 Greatest Lead Generation Tips, Tricks & Ideas today.”
Asking readers a concluding question and then following that question up with a relevant call to action can work wonders in terms of increasing revenue and grabbing a reader’s attention. It’s generally a three-step process that entails capturing the reader’s interest, immersing their newly learned knowledge with an applicable question and using that question within the CTA.
4. Non-Specific CTAs Can Work, When Incorporated Intelligently
Content-tailored calls to action can work wonderfully, though the power of CTAs is also evident in their ability to be placed anywhere regardless of topic. An entirely irrelevant CTA won’t work well, such as pitching an eBook about aviation in an article about pest control, but more general CTA tasks — like subscribing to the entire site’s newsletter or following them on social media — can be pushed regardless of the topic being presented in the blog or social media post.
Hubspot does this well, too, placing a call to action box at the bottom of many blog articles that give viewers an option to subscribe to their newsletter. After some time on their page, a pop-up also appears with the option to “Get expert marketing tips straight to your inbox, and become a better marketer” above a box where you can enter your email address.
The box only pops up after a minute or two on a page, with the site assuming you’re reading and interested enough in the content to consider subscribing. Using time-based pop-ups like these, as opposed to just popping up immediately, can be the difference between being perceived as a nuisance and a helpful suggestion.
5. Harness the Power of Testimonials
In addition to strong content, testimonials can be a difference-maker when people are wondering whether to go through with a presented CTA. LinkedIn knows this well, dedicating an entire page to endorsements and testimonials from respectable figures. On their various product pages, where CTAs are used to get people to sign up, these testimonials are visible on the page.
This is a particularly wise method for businesses not as dependent on substantive blog content. If users aren’t going to gain good judgment of your reputability or success from content alone, have others reinforce that notion. CopyBlogger uses endorsements nicely in their call to action, with various endorsement quotes evident right below their “Take the Tour” CTA.
6. Establish Urgency! CTAs Love It!
Effective calls to actions can vary in their content and tone, though they generally all do possess a relatively urgent quality. Creating the impression that something is limited or very timely can prompt users to make the action, as opposed to simply telling themselves “I’ll do it later” before forgetting about it entirely. The call to action on Leadpages’ weekly webinar is a great example of this, telling users to “Click Here to Claim Your Spot,” with a countdown timer below that. While the timer may be a bit much for some sites, it’s certainly an effective tool to tell potential leads “this won’t be here forever!”
CJ Pony Parts’ homepage CTA also successfully uses urgency. They offer a 10% off sale, while noting “this is your only chance all year to purchase select Cobb items on sale!”. Again, this informs users how much time they have can create a productive anxiety of sorts, with them opting to take care of it now before forgetting later.
Calls to action clearly possess a great ability to generate revenue and expand a business’ reach, as long as they show urgency, are implemented appropriately on a platform-specific basis and are uplifted by shrewd placement and copy. All businesses should be taking advantage of CTAs in our very social media and blog-active climate.
Lexie Lu is a freelance UX designer and blogger. She enjoys researching the latest design trends and always has a cup of coffee nearby. She manages Design Roast and can be followed on Twitter @lexieludesigner.