5 Ways to Increase Your Conversion Rates and Boost Web Sales

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5 Ways to Increase Your Conversion Rates and Boost Web Sales

A stunning website that attracts visitors but doesn’t convert them into customers taking action is of no use to a business. Each visitor to the website is a prospective client who must be enticed to stay on the site, take action and become a customer.

Conversion rates are important to a business – it indicates what percentage of prospective customers take the action the business wants them to. The action may be completing a form, purchasing a product or subscribing to a newsletter. Conversion rates can usually be improved, and that will mean improved profits.

Here are a few tips on how to increase conversion rates.

1. Align the messaging with your offer

To attract visitors, and keep them interested, the copy needs to be well-written and visuals must be of high-quality.  Your product or service must offer value to its audience – that is why targeting the correct audience is important.When your proposition is a budget product aimed at young people, it will differ considerably from an expensive product aimed at the affluent middle-aged audience. Your message has to reflect this – otherwise, you will miss the target.That is why it’s so important that you know your product, who your ideal clients are and have a clear offer to them. You can then develop a focused and explicit message that reaches your target audience.There are specific elements on a webpage that influence visitors’ perception and experience. The headline should be brief, convincing and believable. The page layout and navigation should be uncomplicated, while different media like a video can be used to entice visitors. The offer should indicate clearly what the customer receives for their money.

2. Use paid advertising

Straightforward paid advertising remains a preferred form of marketing as the Return on Income (ROI) is usually easy to measure. For traffic-hungry brands, there are always new audiences to target. This report shows how different types of advertising work best for different types of audiences; i.e. for service providers, branding, targeting consumers by behaviours and interests, and B2B marketing.  Also don’t ignore the so-called old-fashioned methods of advertising like Print publications, television commercials, live events, and direct mail. This can be especially effective when combined with text marketing.

3. Make the shopping experience seamless

Every page on your website should provide information and guide visitors along the sales funnel. Content should be constructed to inform, educate, and persuade the visitor. You want them to spend time on every webpage.  Use the website content to educate consumers and empower them to be discerning buyers.The shopping experience should be easy; and the purchasing process seamless from “view item” to “add to cart,” to “checkout” and, finally, “order confirmation.”
The value proposition should be clear and compelling, and different from that of your competitors. Don’t hurry up the purchasing process, sometimes visitors are simply browsing and not yet ready to commit. This is particularly true of expensive and complicated products.
Doing business with you should be easy, with as few clicks as possible and easy to understand.A final point: Many consumers rely on social networks to find advice, referrals, reviews, and tutorials; it also helps to build trust. It’s important that your business should be available to communicate with visitors on social media.

4. Segment your audience.

Once you’ve made the effort to know your customers, you’ll realise that there are differences within your target audience. Your marketing needs to take note of and adjust to these differences.Segmentation simply means that you have empathy with the different visitors and don’t treat them all the same.   Audiences can be grouped according to their location, order values, device, referring traffic source, among others. When you know how the different segments behave, you can personalise and enhance their experience, which can lead to action and sales. Analysing the different customer segments can help to enhance website optimisation.

5. Don’t forget to email

Email remains an important marketing tool and research shows that email delivers a significant ROI. Even if a prospect doesn’t buy from you, try and capture the email address. Email enables you to decide when to contact customers and with which message.Email can be used to educate prospects, provide information about your business and keep them up-to-date with new products and services. Automated emails are very handy to provide answers to frequently asked questions. Well-drafted emails with catchy headlines are one of the best marketing tools your business has.

For further reading, this article takes an in-depth look at ways to increase your conversion rate, and this one features 39 ways to increase conversion.


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