This is a guest post by Daniel Louis, co-founder of TruConversion
We all want every single person visiting our site to purchase something before he/she leaves the page. After all, this is why we work so hard on our content marketing, SEO and other strategies to attract the audience towards our sites. But does that really happen? Unfortunately NO.
People come, browse through your products and leave the site. In fact, the percentage of people that turn from visitors to buyers will shock you. According to Techcrunch.com, an average website conversion rates hover between 2 and 10% depending on the industry and how efficiently the site is being run.
(Image source: MarketingSherpa study)
However, this does not mean that conversions don’t take place at all. This is not the case with everyone. All the big names of each industry have considerably higher conversion rates because of various factors such as customer centered website and design. It is not easy to convince people to spend money on your products, especially if selling online. You need to have a website that interacts with your audience, something that they can trust and compels them to experience in buying something.
If you also want that your website generates more business for you in this 2016, follow these 5 simple conversion rate optimization tricks that will help you boost your website conversions.
1) Pay attention to Design and UX
UX or User experience is what happens when your users interact with your business through website. You must have read about user experience designs and how to create a website that gives a website user great experience many times. It is true that the design of your website leaves a big impact on users as it is the first impression (of your business). And first impression matters. Therefore, people should feel that they are seeing their preferences, tastes and needs while visiting your site. You need to take care of the colors as well as the images that you use while designing your website.
a) Colors and Contrast
Colors hold a significant value in achieving a pleasing aesthetic for your website. So, make sure that the colors you use are subtle. Using colors arbitrarily gives a very casual impression to the site visitors. Moreover, it only distracts the user from paying attention to vital information on the page. You can use colors to convey some meaningful message to your site users or even use contrasting colors to guide them to your CTA page. But keep the color scheme of you website same for a longer period of time. It shows consistency.
b) Richer Images, Allow Zoom, Video if Possible
Avoid using stock photos that are found in every corner of the Google. Instead, try and use unique and authentic and well shot images that add value to your brand. You could very well use photos of people as your audience will definitely connect with it. You could use the photos of your products or services from different angles so that people are 100% satisfied before they make any purchase. Give an opportunity to people to see your product closely by zooming in. After all, they are the ones who are going to spend their hard-earned money on something that they are only able to see online, virtually.
Or the best you could do is to add a video of your products so that they feel as if they are in the store itself! For instance, according to organizational housewares e-tailer StacksAndStacks.com, visitors were 144% more likely to purchase after seeing a product video than those who did not.
(Image source: Kissmetrics)
2) Speed Is Crucial
According to Nora Flint, 40% people abandon a website that takes more than 3 seconds to load. Therefore, you need to check on the loading speed of your site if you don’t want customers to drop off from your website. Let’s check out some more startling and mind boggling stats in this regard.
Alexa.com pegs Google as an ‘Average Speed’ site which takes about 1.87 seconds to load. (Source: searchenginejournal.com)
47% consumers expect a web page to load in 2 seconds or less. (Source: insights.wired.com)
A 1 second delay in page response can result in a 7% reduction in conversions. (Source: conversionxl.com)
Now, that could be a great loss! Wondering if 1.87 seconds is average speed, then how fast you need to run your websites so that people stick to your site.
Don’t worry. All you need to do is keep a tab on the quality of the images you are using. The videos should be kept short so that they don’t take much time in loading. You could also use a caching tool that helps save the latest version of a webpage on the server and loads it super quick when a user tries to access your website.
3) Use CTA Buttons, That Too Prominently
Giving too many choices to the consumers can only kill conversions. If you get your CTA right, you’re conversions will go up, explains an article published at TruConversion.com. You CTA is indeed the most essential part of your site as it is through that Button that you will get the money. Therefore, it deserves a prominent space on your site, in short make it the Hero of your page by highlighting it.
There are sites that have so many text and buttons on the page that it often confuses the reader about the CTA button. However, try placing your CTA button, with a bright color and enough white space, and see what magic it spreads on your site visitors. Site visitors sub-consciously tend to click on the CTA button. And try and write compelling text on your CTA button.
Y you could draw the attention of your users by increasing the size of your CTA buttons. According to smashingmagazine.com, to grab the user’s attention, the call to action button is roughly 20% larger (in width) than the logo design.
For instance, take a glance at the website of Get Response. Their CTA button literally screams to ‘try’ the product or service.
4) Building Trust and Relationship
With so many reports about personal information of net users being hacked, there is obviously a sense of insecurity amongst the people to trust a brand or not. If you want to succeed in business online, you need to build the TRUST between you and your audience. Also, do you remember the security breach of AshleyMadison.com, a site that had contact, addresses and emails of “spouses who wanted to find a fling online”?
Therefore, respect if a customer does not want to share his/her personal information such as contact details, address, credit card number online. You could probably ask them to mail you in that case. The following steps may help you develop trust in your consumers:
a) Security Seals
Show your customers on the website itself that their payment information is secured by using security seals such as Truste, Norton, or Verisign. Display the seals of the security tools prominently on the site and on the payment page, without any fail.
You could also consider having an online cash management system such as Shopify that would help you register all the transactions and making shoppers carefree.
(Image Source: trust-guard.com)
b) Social Proof
Did you know that as many as 70% people rely on online reviews before making a purchase? So, why not use customers’ feedback and reviews on your site page only as a social proof. It’s human tendency to do whatever others are doing. Thus, making your conversions increase.
(Image source: reviewbuddy.com)
c) Return Guarantees and Free Trials
Who does not like a free gift or a surprise? Asking your first time customers to try your product or service free is a good way of turning them into permanent buyers. These are tried and trusted methods of making a sale. You could ask them to return the product if they don’t like it, which will make them more comfortable with your site.
5) Keep Conducting Tests for Better Results
It might be that even after adopting all these tips, you are not able to get the desired results. But don’t lose hope. It is not necessary that what works for others, work for you as well. You have to keep a tab on what works for your company and continue to do the same.
There are various types of testing methods that you can perform on your site such as A/B testing, usability tests etc. these tests will give you a clear idea of the tastes, preference and needs of your customers so that you can design your site accordingly and impress your site visitors. This will in turn compel them to buy something from the site.
Make sure that you conduct such tests regularly. According to intechnic.comrunning conducting basic tests regularly is good practice, and you also want to run more thorough tests when you make significant changes to your site (such as adding a new section or function), when traffic analysis shows an anomaly, or if users start to complain about issues.
For instance, A/B testing helped SimCity 5 drive 43.4% more purchases. Check out the original as well as the changed version of the site. (Image on the left is the control version and the one on the right is challenger version)
Wrapping it up!
We know that these are way too many changes for your site but trust us, once you follow these tips, you will see a steep rise in your conversions. You don’t have to necessarily make all the changes as given in the tips above, as even mighty stumble sometimes. It might be that your site does well even without any one of the pointers listed above.
The most essential thing is to notice where you are lacking or where is the issue on the site and try and fix that problem as early as possible. But don’t ever forget that a bad design may cost you a fortune in lost conversions.
Disclaimer: This is a Guest post. The statements, opinions and data contained in these publications are solely those of the individual authors and contributors and not of iamwire and the editor(s).