Overview
Once you have attracted the right visitors to your website, you might be wondering why your sales are not going where they actually should. As an owner of an online store, you should understand that it is not enough to get people to your website. However, you need to always be optimistic towards your outlook and try to convert passive online window shoppers into active shoppers. To delve into this aspect, you will need to understand certain parameters about conversion optimization first.
Conversion rate optimization is a structured as well as a systematic approach that is used to improve the performance of your website. The goal of conversion optimization can be as simple as getting a customer to click on a link to as concrete as making them purchase a product or a service. Hence, conversion rate optimization is the method of maximizing the rate at which a given percentage of people complete an action you desire.
Presently, conversion optimization is the top eCommerce digital marketing services priority, which is second only to targeting and personalization. Hence, the importance of this parameter is paramount as it is used to indicate a change in the sales figures. Hence, the more people that buy something, the more money you generate. Besides increasing ROI, it is a cost effective way of acquiring customers, since you do not need to attract more visitors. Besides paying for some sort of advertising, you always get more for what you have invested.
Some of the ways by which you can utilize to optimize your conversion rate are as below:
1. You need to be absolutely clear about your value proposition
You will clearly understand that your value proposition summarizes all the costs as well as the benefits of buying products from your online store. Here, if a customer is capable of perceiving the benefits to outweigh the costs, they will become motivated to become a customer. Hence, if you are looking to optimize your conversion rate, you should be capable of emphasizing the most important components of your value proposition. Hence, you should show why you are better than your competitors. Do a self-analysis and check certain parameters like if you have low prices and high quality service. What is your competitive edge? Therefore, it is important to understand what you are currently offering as your value proposition and then make it clear to consumers.
2. Use Effective as well as relevant visuals and images
Use images as well as visuals that can be effective in conveying a message. The visual or image should explain why consumers should buy your product. Hence, if the products USP is a selling point, it is better to have a picture of the product rather than just a description.
3. Put in place a clear conversion funnel
To enumerate, a conversion funnel is the pathway that a visitor takes in order to complete a conversion. Hence, a typical conversion funnel involves the following points:
- Customer views a site
- Customer views a listing
- Customer views a product
- Adds it to his or her basket
- Commences with the checkout
- Completes the checkout
As suggestive of the name, each stage of the funnel indicates a reduction in volume. So that more and more people get through the funnel, the selling process should be as easy as possible for the consumer. Many websites also allow customers to check out as a guest. Hence, they do not require customers to register an account with them. The most singular advantage is that guest checkouts speed up the process and are just the right tool to reign in customers that would have otherwise left.
4. Create a Sense of Urgency
The effect of creating a sense of urgency motivates the customer to reason why the product must be purchased immediately. Hence, methods such as offering free gifts with purchase, promotional discounts, free delivery options, and even limited time offer deals are perfect examples of how to create urgency. Yet another brilliant example is a flash sale. Since the sale is live for only a few days, it encourages the customer to purchase the product on an urgent basis. This is how you can make their emotional reaction override their rational buying behavior.
5. Go ahead with the optimization of your landing page
Your website’s landing page is any web page that a user lands on after clicking on a hyperlink. You will understand that this page is crucial for the visitors as they form their first impressions about your website and company after seeing it. Therefore, it is important to optimize this page. There are many landing page optimization techniques that you can use to optimize your landing page.
In a nutshell, utilize these steps to optimize your conversion rates. Besides these steps, there are many others, but these steps are amongst the fundamental steps to go ahead with. Make sure that these steps add value to your website and encourage conversion in the ever-evolving eCommerce industry.
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Minal Joshi is a content marketer at Krish with a flair for eCommerce and Digital Commerce aspects. She is a MarTech fanatic with a knack of writing with which, she helps brands to curate, create, & commence digital brand positioning. Sharing insights via articles, case studies, eBooks, Infographics, and other forms of content creation is what she lives for. Being an ardent traveler, when not writing, you'll find her sipping coffee into the mountains or petting a stray.
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