86 Ways to Increase Conversion: Part 3

This is part three of six posts that will tell our experience in conversion improvement. As more and more consumers shop online and rely on Web-based transactions to manage their busy lives, it is imperative that websites to do a better job of servicing their users and helping them find what they are looking for as quickly and easily as possible.

For website operators, this means that conversion ratio is one of the main factors that determines a site’s success. Since online consumers don’t have the ability to try out a product, interact with the staff or get to know a store’s reputation over time, the site’s content, design and user interface must work together to successfully guide a visitor through the transaction process.

The six posts will describe the following focus areas:

Testimonials

Testimonials do the same job for a website as word-of-mouth does for a traditional offline business. Good endorsements can help build trust and confidence and should be displayed prominently on your site.

Tip 11: References

Testimonials can include references from previous clients, reviews from satisfied customers or even ratings for your products and services. When possible, include the contact information for the person leaving the testimonial, so your visitors will know they are legitimate. Make sure that these testimonials are authentic and use real photographs to help tell the story. Do not use any information without permission and never use stock photographs.

Tip 12: Certification

Consider getting certification for your products. These official endorsements, often provided by industry regulators, can significantly improve sales and conversion rates.

Navigation

The easier it is for your customers to navigate your website, the more conversions you will have. Consumers do not want to have to hunt for what they need and they will often abandon a transaction before it is complete if it is too difficult to find what they are looking for.

Tip 13: Action buttons

It is important to have action buttons like “Act Now” or “Buy Now” on the website, but include buttons for other actions also. For example, if you are selling MP3 players, and you provide the ability for customers to select a few players and compare them before they buy, make sure that the “Compare” button has the same style as the “Buy Now” button. This will help herd customers through your sales funnel.

Tip 14: Navigation

A website should be easy to navigate. Make sure that the site is easy to use and does not require excessive horizontal scrolling, vertical scrolling. Limit the use of intrusive and disturbing pop-up windows.

Tip 15: Buy now

The “Buy Now” button should be prominent and consistent across the website on all product pages. In fact, it should be closer to the top of the pages. In the offline world, we say, “Eye level is the buy level” and in the online world, we say, “If you want it sold … Put it above the fold.”

Tip 16: About Us

Although many business websites do not lend much credence to the “About Us” page, it is one of the most important aspects of doing business. It is always advisable to include a link to a clearly written “About Us” page on the website. Believe it or not, a majority of customers visit this section before making a purchase. This page reassures the customer’s confidence in your company and in your website.