When it comes to the success of your website, traffic doesn’t tell the whole story. The real measure of your site’s effectiveness is its conversion rate, or, the visits that turn into sales. Studies have shown that most sites realize a conversion rate of less than 5%. On average, about 97% of visitors leave sites without buying anything.
Why? There are a number of potential issues that could be affecting your website conversion rate. If you think your site could be doing better, here are a few tips to help you get more from your traffic:
Design a user-friendly site
A site that is easy to navigate will allow anyone who wants to make a purchase to do so. Consider the following:
- More images, less text. Short, descriptive text, bulleted lists and pictures that showcase your products help people get to what they want faster.
- Categorized navigation bar. Group sections by related categories rather than alphabetically.
- Simplify forms. Ask for only basic information on your quote and lead forms. Limit forms to one page and one field.
Emphasize your credibility
Your contact page is a good place to highlight your good reputation and build trust. Make sure to include a physical address, phone number and testimonials from other happy customers.
Add Live Chat
Live chat gives visitors instant access to you. Any questions they may have about your products and services, how to fill out a form or what action to take next can be answered on the spot. This can quickly improve a business’ website conversion rate.
Update your information
If information has changed, update your site immediately. This includes changes in pricing and availability of items.
Be Honest
The days of trying to pull one over on customers is over. Let people know up front what the total costs will be, including shipping, tax and any additional charges. Make sure that your product descriptions and pictures are accurate and up-to-date.
Offer returns and warranties
Customers who are considering a purchase want a good return policy. And, a warranty on products gives them more confidence in your business. Offer them both and give them the option to speak to a live person, if possible.
Stay in touch
Send email newsletters that contain offers and useful information. Whether those on your list are previous customers or potential leads, a regular newsletter keeps you in their minds and often leads to future sales.
