Conversion Rate Optimization: How To Turn More Website Visitors Into Customers

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conversion rate optimization

In the E-commerce world, your conversion rate of traffic into sales can make a huge impact on your bottom line. While going from a 0.4% to a 0.8% conversion rate may not sound like much of a difference, that extra 0.4% represents a doubling of the stores sales volume.

While we have clients that average double-digit conversion rates (over 10%), each E-commerce store is unique and can benefit from different changes that will help to improve both conversion rates, and average order values. With that in mind, we’ve put together a range of different practices that can help optimize your online store and convert more of your website visitors into shoppers.

Present Your Business Well & Build Trust

  • Keep your branding consistent and professional. You want shoppers to remember your brand, and to recognize what makes you unique.
  • Ensure that your website loads quickly. While there’s no magic number, striving for a 3 second loading time is a good goal to set.
  • Address mobile compatibility issues. Make it easier for shoppers to both research products on your site and make purchases from their cell phones and tablets.
  • Make shoppers feel comfortable by forcing your site to load HTTPS, and use other collateral to your benefit like awards and guarantees. This can also include security symbols, and 3rd party certifications.
  • Stand out by prominently displaying reviews, which helps shoppers feel confident in your business and products.


Make Shopping & Checkout Easy

  • Review your site-search analytics, and test the search box on your website. Your search box is like your sales clerk. It should be helping people to find products effectively. Nextopia can offer you both a site search assessment, as well as more advanced site search features that you can deploy with your website.
  • Use a centralized navigation menu, which makes it easy to navigate on mobile devices.
  • Utilize layered navigation to provide faceted search options, allowing shoppers to filter down products by price, color, size, or other attributes, instead of having to scroll through page of page of products. For advanced website navigation features, Nextopia’s solutions can provide more user friendly and dynamic options.
  • Offer quick-checkout solutions for shoppers that have a saved credit card with a system like PayPal or Amazon.
  • Use systems to offer financing, split payments, or net terms to make it easier for shoppers to buy now and pay later.
  • Use a credit card fraud prevention system that’s less likely to get in the way of healthy orders.
  • Leverage negotiated rates to improve your shipping prices for domestic and international shipments. Some international freight forwarders can make selling international easier, by handling paperwork and customs, duties, and tariffs for you.
  • Fix website errors and broken links that your site may have. This may involve checking error logs, and using external software, including webmaster tools and analytics.

Nextopia Filters

Be Customer-Centric

  • Make communications easy by providing contact forms, phone numbers, and even live chat. Even shoppers that don’t reach out want to know that they can.
  • Use rich media like photos, infographics, and videos. This helps you speak to different audiences, especially those that want to absorb more information more quickly.
  • Be thought leaders. Provide quality content that makes shoppers feel like you’re industry experts.
  • Use shopper preferences and purchase intent to automatically personalize shopping experiences through a system like Nextopia’s Personas.
  • Consider translating your site into different languages in order to help attract and convert different groups of customers, both domestically and abroad.
  • Use related products, upsells, and cross-sells to make it more likely that shoppers will find what they’re looking for. Nextopia can further optimize this by tailoring these product recommendations dynamically based upon data and analytics.   
  • Target website offers and messaging to shoppers based upon their geographic locations through a system like Nextopia’s Geo Target system.


Communicate Effectively

  • Get E-mail addresses from shoppers, even if they don’t buy anything initially.
  • Send abandoned cart and abandoned browse E-mails automatically.
  • Make it easy for shoppers to like and follow your social media pages.
  • Utilize ReMarketing, such as through Google AdWords, in order to help remind shoppers to come back and checkout.

Research the Competition

  • Internet shoppers can check prices from your competitors quickly and easily. While you won’t always win on price alone, you can win more sales by promoting why shoppers should purchase from you, such as better customer service, support for nonprofits, and industry awards and accolades.
  • Review terms and offers from competitors, such as free returns, expedited shipping, and published coupons on the internet to understand where you could potentially be losing sales.
  • Offer benefits like rewards points, freebies, or gift wrap, to stand out from your competitors.


Additional Conversion Optimization Tools

  • You can use A/B testing to determine if changes to your website make an impact in conversion rates. Some softwares will allow for testing A/B/C/D/E, and more variations. Others will let you mix and match variations, in some cases through automated means, to find which are working the best to drive sales. Often, an E-commerce agency that offers conversion optimization services will be ideal to help you both identify changes worth testing, and then test different treatments to your site to see which drive the best results.
  • Personalization is becoming more common, allowing data to drive which offers shoppers receive both on your site and through other means, like E-mail. Personalization can also help to determine which products are displayed, and in what order, including unique product recommendations.
  • Using a more advanced Analytics platform may assist you in identifying where in the sales process your website is losing shoppers.
  • Additional conversion optimization systems offer specific feature sets, such as offering a discount automatically if it senses that a user is going to leave your site. It tracks if a visitor will start moving their mouse toward the address bar, or the “x” button to close the browser tab or window.
  • For even more finesse, some digital marketing platforms will allow you to track the effectiveness of different campaigns and marketing mediums to each of your customers. This helps perfect whether some shoppers see more promotions through social media platforms, E-mails, or other means, and personalizing the content of messages and ads to help you drive more sales.

Still not sure what to do? Need an outside perspective? Consider obtaining a consultation from a digital agency that specializes in design, development, and digital marketing for E-commerce websites. Speaking with experts that understand the wide spectrum of issues that may impact your conversions can help you to strategize, implement, test, and measure optimization changes for your site.

Most importantly, be sure to re-evaluate your site for new opportunities for improvement on an ongoing basis. Just because your site used to load quickly, or it was error free, doesn’t mean that’s how you’ll find it when you look again.

Educated at NYU’s Tandon School of Engineering, Robert has managed the development Robert Randand marketing of hundreds of websites. He’s best known as one of the foremost experts in eCommerce strategies in the USA. Along with Rand Marketing’s award winning team, he helps clients take their businesses to the next level by employing best practices, while staying at the forefront of Digital Marketing technologies.

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