Do you have lots of visitors come to your website but a low conversion rate? Or simply looking for tips to increase your website conversion rate? In this post we will look at some of our top tips on ways to increase your conversion rate to help drive your online sales!
A question we are often asked is “what should be my website conversion rate” and it can be a hard question to answer. Wordstream states that the average website conversion rate sits at around 2.35%, that means that for every 100 visitors to your website, 2.35 will ‘convert’ (either to a sale, enquiry, or action). Of course this number is only an average so while this should be your benchmark, it is always better to aim higher and look at what you can do to increase your conversion rate beyond the average.
An important element to also consider is the number of conversion you have across desktop, mobile, and tablet devices. The averages across these are all different as many consumers do their research on a mobile device and make their final purchase on a desktop. This cross-device action is an important factor to consider on your website and ensuring that your website is as mobile friendly as it is desktop friendly. If a consumer is unable to read your website on their mobile device, how likely will they be to visit your desktop site? Monetate has released the following data for average website conversions across devices which shows that conversions across desktop and table devices receive nearly triple the amount of conversions than a mobile device.
With the above information in mind, we have compiled a list of ideas you can implement onto your website to help to increase your conversion rate!
A/B Testing: A great way to determine the content, offers, or products customers respond to on your site is to have two landing pages that both receive approximately 50% of your traffic. Your testing can be something from a simple content change between the two landing pages, or having two completely different landing page layouts. This will help you to determine which of your landing pages receives the most conversions and you can continually test your landing page with new ideas and trends!
Build Trust: Many consumers will only purchase a product from a company they know and trust. If you are a company with minimal branding with a similar product and price to another, more-known company, who do you think they are more-likely to purchase from? Developing and earning consumer trust can be done in a number of ways and keeping top-of-mind will be your key here. This can be done in a number of ways including – a social media presence, a google remarketing campaign, an eDM schedule so that you are continually communicating with the consumer. It is also important to ensure you have a secure website – do you have an SSL certificate? Is it verified via PayPal? These elements are important to ensure that you can turn your potential customer into a purchasing customer.
Ease of purchase: What is your purchase funnel like? Does your website make a visitor become a member of your site before they can complete their purchase, do you only accept card and not PayPal payments? These can all be factors in turning a potential customer off and choosing a competitor to purchase from (trust us, we have done it before!). Make your purchase funnel as simple as possible! Let the visitor check out as a guest (you will still be able to collect their email address and first name for future communications), try and have a simplified checkout page, and let the purchaser have a simple transaction with you. Keep it as simple as possible and your website will look more attractive to the purchaser!
CONTENT: Do you have too much or too little content around WHAT you want your website visitor to do? Pending what your conversion is, and what it is you are offering (services, products, etc), make sure that only the information a visitor is interested in can be found. If you trying to describe a mobile phone cover and talk about the high quality for three paragraphs, the reader is likely to stop reading and move onto another product. Or if you are trying to sell blinds and don’t have the exact measurements on your website (i.e. you don’t have enough information), will the visitor still be interested in your product? It can be hard to get this right but look at how much content your competitors are using for their offerings and try to keep in line with that if you are having trouble.
Have a limited offer: A great way to increase your conversions is to have a limited offer – buy before this date and receive a free gift/discount/cash-back. Creating this urgency within your product will help to push your customer into their conversion – if they are worried that when they come back to the site it will be too late, they are more likely to convert. Whatever it is you are offering, you can create some urgency. If your conversion is to download a free e-book, state that “it will only be free for one more week”, or for a product “last 5 in stock” can always help to attract a conversion.
No matter what your website is doing, you can always improve its success! You may try some of the above tips or even include some of your own in the comments on this post. If you would like help on your websites conversions you can always contact the Marketing Mechanics team to help you!