Making More Money: 6 Ways to Increase Your Conversion Rates
Conversions are the true measure of Ecommerce success. You're either selling a product or you're not. While other metrics are important in terms of determining how well your site is doing, your conversion rate is the only one that can really tell you if the success of your site is making you money.
1. Ask Your Customers for What They Need and No More
Customers are understandably protective of their personal information and their privacy. It was not so long ago when Sony had their servers hacked and their customers' privacy threatened. People are more and more aware now that just like real-life, they need to make sure that their personal information needs to stay protected.
A good workaround to make sure that your customers never feel like they're being pumped for information is to remove fields that you don't really need. If you do need information, explain why it is mandatory or optional. Transparency works in your favor in this case. Telling them what you're going to do with it is an assurance that you're going to treat their information with the respect it deserves.
You should also allow for a guest checkout option. Registration should always be optional.
2. Apply Color and Contrast to Your Site
It is hard to ignore the effects of color on the performance of a site. Mismatched colors can drive a customer away, and can make your products look bad. There have been studies done on the effects of color on a human being, like how orange causes hostility, and how blue is actually the color of trust.
However, what many companies miss is the use of contrast to draw the eye to the right place. Contrasting colors can be used to highlight special deals and sales, the search bar, and most importantly, it can highlight the page's call to action.
Keep in mind that you don't actually need to stick to contrasting colors. Contrasting shapes can also result in increased conversions and sales.
3. Make It Easy For Them to See How They Can Make a Purchase
It bears saying - it must be easy for customers to figure out how to actually buy something or how to find a specific product. At no point should they struggle to find their checkout cart or the buy button. You might get them to want to buy something, but only the most engaged customers will take five minutes away from their lives just to find the checkout counter.
When you name your categories, don't get cute. It needs to accurately describe what the customer will find in it. There should be no ambiguity or confusion. Your customers should not have to work just to find the product they want.
You should also have breadcrumbs, or links that lead to related categories and sub-categories. Breadcrumbs can help customers navigate the site, which can lead to reduced exits and bounces.
4. Answer the Problem of Abandoned Carts
The problem is that a lot of people on your site who made it to your checkout cart probably won't actually make the purchase. Some of them are canvassing, while others might be trying to figure out how much shipping will cost. Whatever the reason, reducing the number of abandoned carts should be one of your top priorities.
You can rescue abandoned carts by remarketing to those users. For example, users that have abandoned carts can be targeted for specific ads about sales and special deals. You can also email them a reminder that they have an abandoned cart, or an email that gives them the contact details of your customer service representatives.
You can also try to figure out what caused them to abandon their carts. Consider reducing prices, or even offering free shipping. You should also give them as much information as possible at every step, as some of them might have simply gotten too lazy to sort out their cart after seeing how much shipping would cost.
5. Upsell Your Heart Out
There is a rule that states that customers will buy something worth sixty percent of the initially purchased product. Most people and businesses are open to the idea of upselling, or offering an additional product to be purchased along with the initial item, but the problem is doing so without being too intrusive or pushy.
Amazon has a fantastic version of upselling - their "Customers Who Also Bought" and "Frequently Bought Together" bars. This shows people products that they might not thought of buying, or combinations that they might not have considered. You can also upsell by offering free shipping for purchases that reach a minimum amount, or offering a discount for buying multiple items.
6. Use Bigger Pictures to Show Off Your Products
The problem with online purchases is that the user can't get their hands on the product. They can't get an idea of how it feels in their hands, and if you're selling clothes they can't even see how it looks on them. You need to make up for this lack of tactile feedback. The best way to do that is by using large pictures.
Large, high-resolution pictures can let the user see details that might push them over the edge and into a purchase. Depending on your site, you might even consider showing off the product from multiple angles.
Always remember that everything you do to improve the site must lead to improved conversion rates. Your conversions measure of the monetary success of your site and thus determine whether or not your site is a diversion or a real source of revenue. If you're not implementing anything from this list, make a plan to do so as soon as possible. The sooner you improve your conversion rates, the sooner you'll start to make more money.
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