Conversion optimisation makes all the difference for your online sales

 

There are many areas on a website where visitors are lost. Every page has the opportunity to cost you valuable sales where people just leave. On most websites it is often the same pages too.
SEOIberica  +34 634362533

Stop losing sales

I will show you how to prevent this ‘sales leakage’ and improve the key pages on your site to achieve the best number of click-thrus, add-to-baskets and basket conversions. I will show you how to structure your pages properly, what content to place on the page, what content to take off the page, where to show the vital sales information, where to position buy buttons and how to generate the most customer enquiries.

 

Small tweaks can make a big impact

Improving your basket conversion rate by 2%, keeping visitors on the site for 60 seconds longer or getting them to sign up for a newsletter can have a hugely positive impact on your business.

 

Improving Customer Confidence = More Sales

An online shop or website will work more efficiently if your customers have confidence in your products, your services, your site and you as a business. To create this confidence you need to ensure you tick all the boxes that customers want to see so they feel confident that they can trust you.

These confidence signals are made up of a mixture of design, content, messaging and familiarity. Customers expect to see a slick, well oiled website that meet’s their requirements, feels safe and sells products or services that are good quality.

 

Site Conversion Audit

Improving customer confidence and on-site conversion is quick and easy to implement. Our website conversion audit will highlight the areas on your site need that need improvement and how to do it for optimum benefit.

We have helped many websites across many industry sectors so we have a clear idea of what customers want to see to push those all-important buy buttons. This audit is delivered in document, or in person on a meeting, and is easy to understand, digest and follow.

Our conversion optimisation tips

CONVERSION RATE OPTIMISATION, step 1

What is conversion rate optimisation and why should I care?

Conversion rate is a simple calculation of what percentage of website visitors that complete a predetermined action. For example it can be to place an order, join the newsletter, visits a product category or fill out forms that creates leads for your company. Conversion rate is one of the most important statistics to keep track of in e-commerce.

Conversion optimisation is all about constantly analysing visitor behavior to get the most from your online traffic and thereby increase sales or other actions that help reaching your business goals.

Why should I care about conversion rate optimisation and what is it good for?

It is extremely important to keep statistics and monitor how well the sales are. The conversion rate helps you to track how good sales are in different periods, with different ads on different products and so on. If you know what products that sells the most during particular month it is a good idea to increase the advertising budget that specific month to sell even more.

You can also see how sales increases by making different changes to the online store. It is therefore important to keep an eye on the conversion rate, if it increases or decreases in the longer term on changes and market trend,s if you want to maximize sales. If you don’t analyse and understand the statistics you are probably making changes blindly without knowing whether it gets better or worse.

How to calculate your conversion rate

To calculate the conversion rate you need a few simple factors in this following calculation:

The number of orders / number of unique visitors * 100 = Conversion rate

Example:
10/1000 = 0.01 * 100 = 1
The conversion rate for this action becomes 1%.

This method works not only in online stores, but are essential to all businesses that want to measure how many visitors it takes to create a lead by filling out a contact form, download product sheets, signup for newsletter, share pages/products in social media, member recruiting etc…

CONVERSION RATE OPTIMISATION, step 2

Factors affecting the conversion rate

All websites and web shops have different conversion rates based on a variety of factors. These are just a few factors among other things:

  • The statistics measured
  • Where traffic is coming from
  • Offers and promotions
  • Page design, usability and authority
  • Industry

It is possible to measure conversion rate on a specific campaign, the entire website or on different traffic sources. For example, a e-commerce site can have an average conversion rate for the entire website on an average of 1%. But at the same time they also can have a campaign directed against a specific brand or product category that has an average conversion rate of 8%.

It is often a extremely big difference depending on where your traffic is coming from. To compare the conversion rate on traffic from Google compared to social media traffic often show huge differences. History shows that search engines usually give a better conversion rate compared to eg. portals, forums and most referral traffic from inbound links. By tracking this in Google Analytics or any other statistics tool, you can improve your ROI on your marketing activities and take better decisions on how to spend your marketing budget.

Other factors are campaigns – a good ad creates traffic that more or less already are convinced to buy a product. Depending on your advantages it should push for how easy it is to shop, or how quick you can deliver. User-experience is the key. Industry also plays a major role. For example, the electronics industry have a lower conversion rate than any other industry because customers often know what they look for and only look for the lowest prices. The competition is incredibly high and margins are low.

Conversion rate statistics

There have been studies on what general conversion rate online retailers usually have and how much it differentiates for industries. Unfortunately, it is impossible to say how much store X or Y sells if you do not have access to their visitor statistics and the number of orders. However, there is a general percentage shown by studies on various online retailers that can help to get an idea of what is normal.

A very useful site with sales statistics are FireClick Index. That follows conversion rates and trends periodically in various industries and for different traffic sources.

To sum it all up: Only compare conversion rate with your own industry, the type of traffic and the type of marketing. Sponsored links, email marketing or search engine optimization, etc.. A normal average rate to aim for is 2-3%, in contrast to the electronics industry where it can be as low as 0,4%.

CONVERSION RATE OPTIMISATION, step 3

Obstacles and solutions in Conversion rate optimization.

Through small changes you can increase the transaction frequency and hence the sale. Most barriers are not seen as important by the website owner, however, it can make drastic differences. I want to mention a few of the most common obstacles that customers encounter.

  1. User-friendly design
    Make sure to have a user-friendly design. The page must be easy to navigate and easy to understand for all types of visitors. A rule of thumb I use is that a 80-year-old grandmother who rarely uses the computer to be able to place an order. By improving usability, you will not have to support answering unnecessary questions, and customers do not have to wait for a response. Is there anything unclear, the customer can give up and go to someone else. Everything should be crystal clear.
  2. Highlight phone numbers
    Place the support number at the top of the page without having to scroll. It creates security and visitors will not bother to look through several pages to get in touch with someone at the company. That brings trust and make sure to be there when needed.
  3. Ask for as little information as possible
    Everyone hates to fill out lots of forms or register on every page. So be sure to ask for as little information as possible. Do you have a business that want leads, make sure to only ask the most basic and follow up more gradually. An online store can increase completion rates by reducing the information requested at checkout. The rule of thumb is, the smaller the field the better. As it goes faster and the customer slips through and it leads to a conclusion. If it is important to get more voluntary information from the customer, it is good to have a form after ordering.
  4. Remove all distracting content
    By removing all disturbing content, customers think it’s quicker to finish. Remove unnecessary navigation, advertising and images around eg. cash flow that serves no purpose for the task the customer must achieve. Ensure that the customer is focused on completing the contact information and finish their order and not to be distracted by anything else.
  5. Pull down the number of steps
    Many cash flows use far too many steps. By pulling down on the number of steps the flow can be much faster and the customer comes to a goal. Rule of thumb is the fewer steps, the better. Occasionally, two step flow to the confirmed order. Show total prices cart including shipping and any handling fees before clients must sign in information. It also reduces the chance that the customer gives up on all the information is in place in the early stage, which in turn leads to more sales.
  6. Relevant landing page for campaigns
    When advertising on search engines, it is of utmost importance to use a relevant landing page. When a visitor clicks on the ad, it shall be sent forthwith to the product or campaign in question. Studies show that you have 10 seconds to capture the visitor’s interest. Save money by not sending all traffic to the front page.
  7. Increase confidence with well-known brands
    Creating a good first impression and trust are very important to convert new customers. Therefore, make sure to use well-known logos of VISA, MasterCard or other payment solutions. Given that you use the services. Tests have shown that a customer who recognize a brand is more willing to purchase because it increases the security of the cash flow.
  8. More payment options
    By offering as many payment solutions as possible you make it easier for the customer to buy. It includes, among other things, credit card, bank payment, invoice and delivery. Despite the extra costs, it leads to extra sales.
  9. Grammar and Texts
    To review the language and grammar of the text is more important than you might think. People notice typos which is perceived as frivolous. Write detailed texts for each product or service to avoid losing customers who can not get in touch and ask. Use a strong headline to attract the customer. The differences between good and bad copywriting is huge. One tip is to hire a copywriter who can write-selling texts.
  10. Test, measure, repeat
    Some things work better than others. It is required that you try your way. Make changes and then measure the results. Make changes again and compare with the previous one. You can always make improvements and not rely on that one way is the best. It is best until proven otherwise.

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OUR ONLINE MARKETING SERVICES HELP YOU ATTRACT THE RIGHT TYPE OF TRAFFIC TO YOUR SITE.

 

We help small & large businesses with things like SEO, SEM, CMS, CRO, GA, GSC and other related acronyms. Above all, we focus on our clients business goals. We want to be our customers’ partner for online marketing and sales initiatives online.

 

Having a successful online business requires tangible results, ex. create more sales, reaching new customer groups or to improve operational efficiency. Our customers operate in many different areas, some are local in Mallorca, other offers their services and some sell their products online internationally. Jointly they regularly ask us to improve their online visibility and results. Our business model is based on close and long-standing relationships with our customers, big or small.

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