Research shows that more than half of businesses spend less than 5% of their total marketing budgets on conversion optimisation. It’s amazing how they spend most of their resources to attract visitors to their site, but invest so little into optimising their websites for conversion to encourage more visitors to buy. A poorly optimised page can drive visitors away which means that the time and large chunk of the money invested in bringing them to the site is just wasted.
But you don’t have to be a big brand with a huge marketing budget to optimise your site and turn more of your visitors into paying customers. In this post we’ll take you through five useful and actionable tips that you can use to entice visitors to buy from you.
1. Explain products visually
The human brain processes visuals 60,000 times faster than text and 90% of the information transmitted to the brain is visual. So if you want to grab your customers’ attention quickly and explain why they should buy it, use images and videos instead of a wall of text. Adding a shot or a video can project a better perception of your product and help explain it better, thus increasing the chances of people buying your product. In fact, here’s a stat to consider: people who watch a video of your product are as much as 85% more likely to purchase.
2. Create a sense of urgency
One of the most effective methods to entice people to you a product is to turn it into an impulse sale. Supermarkets have mastered the art of the impulse sale by adding sweets in the checkout area. So, how can you replicate this behaviour on your product page? While having a call-to-action like “buy now” or “hurry up” are fine, there are other things that you can do to convince your prospects that they’ll be missing out on a great deal if they don’t buy then and there.
Here are a few great ways to add some urgency into your product pages:
- Low stock indicator. Let your customers know when your product is about to run out of stock. This will reassure them that they’re making the right decision since the product is so popular. As a result, they’ll buy quickly for the fear of missing out.
- Free shipping. We all want free shipping when buying online. So offer free shipping while making sure you have enough margin to cover the delivery fee.
- Limited time deals and discounts. Time-sensitive discounts and promotions are great for encouraging people to buy. Make sure to highlight the amount they’ll save by buying now as well as the time left before the deal expires.
3. Add trust signals
When customers first come to your site they are looking for ways to establish that you are a credible business and that you can deliver on your promises. That’s why if you want to convert visitors into paying customer you need to first show that you can be trusted.
Following are a few trust signals that you can add to your site in order to establish credibility:
- Customer reviews. When assessing a site, people want to know what others have to say about their purchases and their experience buying from you. Genuine testimonials from past customers are a great indicator that other people have shopped on the site and enjoyed their purchase so don’t hesitate to add them on your product page or on a dedicated page.
- If you’ve won any awards that recognise your excellent products and services or customer care, show them off.
- Money-back guarantee. Telling your customers that they can get their money back if they’re not satisfied with the product or service is a great way to reassure them that they’re making the right choice buying from you. It also tells them that you’re confident in the quality of your products and services.
- Complete contact information. Display your phone number, email address and live chat icon (if you provide this option) clearly. This reassures customers that you can be reached easily if they have a problem with their purchase and need your assistance. In addition, showing offline contact details like your mailing address adds credibility to the website.
4. Streamline the checkout
68.53% of online shopping carts are abandoned, according to the Baymard Institute, a UK-based web research company. So, how can you help convert those visitors who have added products to their carts and then left without completing their purchase to finalise their order?
Here are some things you can do to encourage shoppers to complete their purchase:
- Provide a one-page checkout option to make it easy for visitors to place their order quickly.
- Reduce clutter by keeping copy and visual distractions to a minimum.
- Keep your forms short and only ask for the information you need to process the order. You don’t actually need their mother’s maiden name, do you?
- Don’t force them to register for an account. You can provide this option but if they want to check out quickly, don’t insist that they sign up for an account.
5. Speed up to sell more
40% of people abandon a website that takes more than 3 seconds to load. Also, a one second delay in page response can result in a 7% reduction in conversions. In other words, if you want to sell more, you need a fast website. While there are lots of ways to decrease page load time, make sure you first choose a web hosting package that is not only affordable but also powerful.
All these techniques can help improve conversions on your site. Now all you need to do is to test them and see if they work on your site with your visitors.
Have any other advice on how to increase conversion rates on ecommerce websites? Use the comments section below to let us know what’s working best for you.