Probably the most basic question that comes to mind when managing an online business is: How do I increase the conversion rate? How can I make visitors buy my products? The answer itself is quite broad, but there are several steps to take into consideration when assessing your website, before gathering any data from tools such as Google Analytics.
In order to understand the whole process that goes on inside the users’ minds, your landing page needs to answer several questions, determined by certain aspects.
When users first land on your website, they wonder whether this is the right page for their interests. The landing page needs to be relevant. How do you determine relevance? What is the website body language telling visitors?
Users need to understand what the website is about before actually reading any text. The whole layout is extremely important: the pictures and illustrations, the colors, the buttons and so on. Next, visitors need to identify whether the online shop is meant for similar people, if it addresses their personas. For instance, a website dedicated to fashion is very different from one focused on technology. Not only is the public different, but also the style itself.
The emotional factor is also quintessential in increasing the conversion rate, having a story behind your brand. Emotional resonance refers to influencing readers by inspiring certain emotions through writing. Why is this important? When you make your website visitors feel emotions related to your products, not only do they become more interested in buying, but they also stay loyal to your brand.
While having a focused, optimized experience is sure to make browsing your online shop a straightforward experience, some elements shouldn’t be omitted from your landing page. Having a small area showcasing the range of products and clearly stating the range of pricing will deliver a wide picture to your visitors.
The next question that comes to users’ mind is whether they can trust the website. But where does trust come from? Your brand must stand clear and imply trustworthiness.
First of all, visitors are reassured when seeing a professional design. They notice information architecture and focus, the key visual, the colors and forms that are used and they deem whether the information useful or not.
Furthermore, it is important to know that people follow the masses. Letting users know that others have bought your products before and that they had a good experience is vital. As an online shop owner, you should always take into consideration implementing a reviews section, preferably on the homepage. If you can get feedback from important people who work in your field (e.g. doctors, lawyers, pilots) you can raise the level of trust on your website even more.
Lastly, if you add trust seals and make user transactions visible you can eliminate the fear of being scammed. Listing payment methods and accepted credit cards right from the start (such as in the footer of the homepage) will reassure visitors and make them more likely to improve your conversion rate.
Orientation is all about facilitating search and decisions for users. People who access your website need to be clearly directed towards your main goal. The primary call-to-action message must be visible. This is done mainly by coloring it differently than the rest of the website, usually in contrast.
The website should also help users overcome the paradox of choice. Having too many options to select from is tiring. This might determine them to leave your online shop and search for a simpler solution.
The decoy effect can be used to direct visitors towards the option that you want them to choose. Usually, the second cheapest or the middle option should be highlighted on the landing page. This confers the idea that they are not buying the most expensive item, but also not the cheapest one.
After passing the consideration step, users need to be stimulated to buy your products. What determines people to convert?
Users need a reason to stop their search and buy from your website by using implicit value, explicit value, but also scarcity and urgency. Showing sales might trigger people to search for better offers in other places and leave your website. However, emphasizing the uniqueness of your products will draw them in. Make sure to mention customer needs and benefits that competitors do not talk about.
Scarcity and urgency are also good methods to improve your conversion rate. For instance, you can add banners indicating there are few products left, or that the price is low only for a certain period of time.
Lastly, reciprocity is always welcome: giving people something for free when they buy your products.
When buying a product, a customer identifies his or her needs, searches for a good match, avoids risk, evaluates customer support accessibility and the ease of fixing possible problems with the product. All information on purchasing and shipping the products should be clear and concise.
As a result, it is always good to implement a frequently asked questions page on your website. Here you can list answers to questions that may arise. The seller should be easy to reach, either by listing contact details or adding a contact form.
The best option is, without a doubt, a live chat plugin, where visitors can quickly write their questions and you can reply in real time.
Creating a simple and clear experience on your website will ensure people spend more time there. The users’ brains are anticipating the convenience and usability of the website. In this case, their perception is even more important than real usability.
When does a website look easy to use? The answer is mostly linked to the design. Big fields with clear descriptions, direct feedback, enough space around fields and a light design with clear contrast are sure to make users feel comfortable when browsing your website.
A website design driving results usually includes a good ratio between content and blank spaces, round corners, big fonts and a clear call-to-action, differentiated from the rest of the content.
The last step in increasing the conversion rate is confirming to users that they’ve made a good decision. Always make sure that after buying they reach a Thank You page, reminding them of the good reasons for buying the product. Even better, you can also offer them the possibility of giving feedback on the whole process, and thus make sure you interact with them.
After all, conferring users the ability to become fully immersed and involved in the process of buying from your website, and feeling joyful at the same time is the best experience you can offer them. Always make sure to optimize your landing page for your audience.