It’s great if your website traffic is booming, but what is the point if that traffic is not converting? Make a quick search online and you’ll find tons of tips on how to make your site convert. Undoubtedly, it can be confusing and maybe even chaotic to try to make your way through all those tips and strategies, so why not start with a few simple strategies you can focus on for results? Before we carry on, let us be clear on what is meant by “conversion rate”.
What is conversion rate?
Your conversion rate refers to your ability to get a certain proportion of your website visitors to complete a specific action that you have defined as a conversion. Your conversion can be anything from an email opt-in to a sale. The higher the percentage of your visitors that subscribes to your list or makes a purchase, the higher your conversion rate.
Now, what should you do to drive more conversions?
1. Make it easy to get to the endpoint
The endpoint of your user journey depends on what your conversion is. If it is the completion of a sale, then you’ll need to make it easy for visitors to get to the purchase page. In ecommerce, that means reducing the number of clicks. Actually, that applies to a number of different kinds of sites as well.
Nobody wants to have to click through several pages to get to what they want, so your focus should be on making it as easy as possible for your visitors to get to that point. Reduce the number of pop-ups you use or eliminate them entirely.
2. Send emails to customers who abandon carts
Once you notice that a visitor has filled their cart but abandoned it at some point, you need to make moves to ensure that this opportunity to make a sale does not pass you by. You can set up an automated email sequence to specifically target customers like this.
One effective way of bringing such a customer back is by sending them an offer via email. If they don’t take action the first time, continue to send them offers.
3. Avoid springing ugly surprises
Any buyer will almost certainly be disappointed when they realise they have to pay extra fees after they have taken the time to fill their cart and made it to the checkout page. In fact, they may leave your site in disgust and decide to never come back. It is better to be upfront with any fees because trying to be dodgy will only backfire.
Remember, your website is there to serve your visitors. Do those well and conversions should get better.