If you get the right numbers for traffic but they don't match up with your sales, then you clearly have a problem with your conversion rate. Simply put, your website is not able to maximize on the number of visitors it receives each day. In order for your online business to survive, you should keep in mind that it is simply not enough to have a popular website. You need to have a profitable one as well, and for that to happen you need to figure out what would make your visitors stay in your site long enough to buy your products or services.
To help you get started, here are a couple of things you can do to dramatically increase your conversion rate.
Give your landing page a makeover.
Landing pages are the first thing that people see of your website. If they disappoint, then you can't blame them for thinking that the rest of your website would likely be just as disappointing. Remember that for people to arrive at your landing page, it means that your other marketing strategies have worked. They've captured their interest – and they want to know more. Your landing page's role is to transform that interest into a decision to purchase your products or services.
- Review your call to action. This is your very last chance for making a sale. Is it convincing enough? Is it powerfully written? Is it straight to the point? Does it emphasise the urgency that comes with your limited time offer?
- Establish your credibility. People know that landing pages are created for sales purposes. Thus, they expect and don't mind the fact that you will probably be singing yourself praises in your landing page and include testimonials from users who do the same. Even so, they will still look for proof of your credentials. They want to know that if they do buy your products or services, they won't be disappointed by it.
Revise and rewrite your content.
Content will always be the king, but people simply get more and more demanding about it. Consequently, you need to keep yourself updated and be ready to revise or rewrite your content whenever the trends call for it.
However, there are things you can do to make your content effective at all times.
- Keep it short but sweet. People absolutely loathe long paragraphs and are likely to skip them. No matter how beautifully written these paragraphs are, they won't serve their purpose if nobody cares to read them.
- Speak your target market's language. Don't use words that they're not familiar with or might just end up creating a gap rather than a connection between you.
Reconsider your objectives.
It's possible that your low conversion rates are due to having the wrong objective or goal in the first place. Have you ever paused to consider the possibility that your target market may have become changed over time? Or that you need an entirely new target market to focus on because of certain trends?
It could be that you need to change your marketing position as well. Rather than focusing on getting known as a luxury brand for a broad group of customers, how about focusing on becoming a niche brand instead?
Make it easy for them to sign up with you.
People who are already convinced that your newsletters or updates are beneficial could still end up choosing not to subscribe or unsubscribe because of all the hoops you're asking them to jump through. You have to understand that in this case, you need them and not the other way around. That's why you are in no position to make subscription or even shopping difficult for them.
If you require people to fill out a contact form for your newsletter, be sure to reduce the number of fields in them as much as possible. In most cases, a name and a valid email address should already do the trick. If your subscription process is free from fuss then this will likely lead to customers having a better impression of your business.
Take advantage of videos.
Lastly, there are people who simply dislike reading. However, it would be a shame if you lose them for that reason alone – and especially if they fit the profile of your target market. To keep them as customers, you need to figure out a new way to deliver your content. Take videos for instance. When effectively shot videos can deliver your message accurately, immediately, and without boring your audience.
