Conversion is perhaps the most difficult part of digital marketing. You could drive plenty of traffic to your site but still end up with zero sales.
There are many ways to explain these low conversion rates. For instance, if you still ask people to fill forms and create accounts as part of the process, then one out of four leads will walk away. Also, one in ten people drops out for every extra step in the process. It means that if consumers need eight steps to complete the purchase, you’ll only end up converting two leads. Another issue is revealing fees and additional costs at the end of the process. Most consumers who encounter this will simply close the window and look elsewhere.
Fortunately, you don’t need to be a genius to fix these issues and start converting more leads. Below, we look at six easy tips that could prove an excellent starting point;
Get your message across already
Human attention span is shrinking. The average internet user’s attention span now rests at just over eight seconds, down from 12 seconds in 2000. Combine that with the online habit of scanning content, and you’ll realize that every additional word in your message could seriously hurt your business. With that in mind, you need to pass your message in as few words as possible.
One page; one message
Each page should have its message. Resist the temptation to have two messages on the same page. For example, if a page is dedicated to a certain product, the only message that should be on that page is why the consumer should buy the product. Don’t go putting forms in product pages or presenting “similar products.” It’s bad for your conversion efforts.
Solve your audience’s primary problem
When a lead lands on your website, they are coming for a reason; they’re searching for a solution to a specific problem and hope that you can provide that solution. If you want to convert that lead, you need to provide that solution. One of the best ways to do this is by directly asking the consumer about their problem, then proceeding to provide a solution.
Offer guarantees to remove doubt
The current generation has heard a lot of sad stories about shopping on the internet. They know about online scams, hacks, data breaches, and all that. To improve your chances of conversion, you need to allay their fears by providing guarantees and boldly displaying your security badges.
Verify customer identity once and let it rest at that
The habit of asking customers for personal information such as name and email each time they show up at your e-store will only drive people away. To avoid losing customers, most small businesses are now using options such as the identity verification service with Jumio’s NetVerify that allows you to improve conversion rates while maintaining compliance.
Make it easy to check out
The steps from purchase to check-out should be simple, clear, and easily visible. Otherwise, you’ll record many cases of shopping cart abandonment.
If you follow all these six tips, rest assured of closing more sales. Just remember to track your metrics and use the data to further improve the conversion rates.