An online portal is a great way of generating sales for your business. After all, it gives you access to an audience of billions and new digital tools and marketing techniques give you more ways than ever to direct this audience to your products and services. So why is your web conversion rate lower than expected?
There are a number of reasons why your conversion rate isn’t as high as you would like, but whatever the root cause is it’s important you put a stop to it as soon as you can. Missed revenue can significantly damage a company’s chances of success, and it is all the more galling when you’ve actually got a customer to visit your website. So, if you want to convert interest into sales, then here are a few tips.
Customers aren’t sure what you’re selling
One of the main reasons why conversion rates are low is that customers simply aren’t sure what your business does. The issue could be the result of a badly chosen domain name or a cluttered design, but clarity is key when it comes to selling.
Make your home page simple and bold to ensure it makes an immediate impression and have a clearly displayed “About Us” link to direct customers to more information. You only have a few seconds in which to cement the initial interest so make clear what your business does!
Call in the professionals
If you’re completely at a loss when it comes to improving your conversion rate, then it may be time for some professional help. CandidSky is one of many web agencies that specialise in Conversion Rate Optimisation, or CRO.
CRO works by testing a wide range of features on your website to identify any obstacles on the visitor’s journey to the checkout. By utilising vast quantities of data and implementing A/B testing on a variety of features, Conversation Rate Optimisation can show which web elements convert and which don’t. Most importantly, CRO will look at all of the design features on your site, even those that are seemingly insignificant. It’s easy for you to miss something that may be hindering your conversion rate, but a professional agency will check every detail.
Your site doesn’t have focus
Believe it or not, but there is such a thing as offering too much choice. Customers can be bamboozled by businesses that provide too much and find it hard to commit to a decision. Furthermore, offering a broad choice may also mean that you are targeting a broader audience, which makes targeted marketing much more difficult. Although you shouldn’t give your customers a “take it or leave it” offer, a more limited choice can actually give sales an uplift.
Persuade and ask
Perhaps the biggest mistake that online stores make when it comes to converting is not being persuasive enough. Use language to convince customers that they need a particular product or service and crucially, include a call-to-action that actually directs them to the payment page. It may sound obvious, but one of the best ways of boosting your conversion rate is by actually asking customers to buy from your business!