Web designers and digital marketers pour countless dollars and hours into bringing potential customers to their website, but none of that effort means squat without the sales to back it up.
Like any sales funnel, it’s important for online marketers to remember their ABCs, or in sales vernacular, “always be closing.”
If your website isn’t sealing the deal at an acceptable rate, you may want to consider some of the following strategies for increasing conversions.
1. Add testimonials and reviews
In the age of Yelp and Amazon, few customers feel comfortable making purchases online before hearing what someone else has to say first.
If there’s a satisfied customer out there who’s vocal about how much they love your product, they should be front-and-centre as users near the end of the sales funnel.
2. Reduce the customer’s risk
Some of your customers may be interested in what you have to offer but remain concerned about what happens if they’re not totally satisfied.
Reducing risk by offering full refunds, free shipping and a no-questions-asked return policy are great ways to increase the likelihood of closing the deal.
3. Create dedicated landing pages
For those selling through AdWords or other forms of pay per click ads, be sure to create a dedicated landing page to greet customers who clicked on your ads, rather than sending them directly to your homepage.
Clicking on one of your ads should send users further along the sales funnel than someone who just landed on your homepage, as they’re likely to have more information about your product and more interest in completing a transaction.
4. Use very clear calls to action
If your visitors aren’t doing the thing you want them to, perhaps you’re simply not telling them clearly enough to do it.
Whether you want them to make a purchase, sign up for your newsletter or read your blog, they should be explicitly asked to do so, and given a direct link for completing that action.
5. Keep input fields to a minimum
Once a visitor has agreed to follow your call to action, the last thing you want to do is burden them with too many steps to completing that action.
Using auto-fill and optional fields will get users through that sign-up or order sheet faster, increasing their likelihood of conversion.
6. Test, re-test, and test again
The best way to increase conversions is to try something new and see whether or not things improve.
After tweaking colours, logos, layouts, images, videos, text, calls to actions or anything else you think might have an impact, be sure to A/B the new changes to determine whether you’re heading in the right direction or just making things worse.
7. Give it a human face
Though we’re well into the age of e-commerce, people are still wary of completing a conversion process without seeing a human face.
Adding a quick video demonstration of your product, images of satisfied customers or even just a headshot can help increase conversion rates.
8. Be compatible with everything
Consumers are completing transactions via mobile platforms at higher rates, and if your website is unable to service those prospects who are using a tablet or smartphone, you’re missing out on countless potential conversions.
9. Avoid requiring registration or membership
Encouraging customers to sign up for your membership program during checkout is fine, but don’t be too pushy about it. If the choices are to sign up or leave, you’re effectively challenging them to walk away.
10. Keep options simple
People often get paralyzed when they’re given too many options. While some level of customization is a good thing, too much can cause some potential customers to give up entirely.
If you need to give your visitors a lot of options, at least point them towards your most popular or best sellers to help make the decision a bit easier.