There are numbers of articles from conversion rate experts for better conversion rate optimization. However the rule and way is to increase conversion rate using basics. Increasing website conversion rates or conversion optimization is not any rocket science. To improve conversion rates we ought to follow basics. Before discussing about the steps for online conversions, let us see if it worthwhile spending time or money.
Importance of Website in conversion optimization
Beyond doubt, buyers moved into an Internet Village. If Google is a street, websites are the shops and other centers. From the Google Street, buyers will research and make early decisions on what to buy and from where.
Even when you are not near your establishment, you have visitors. Hence it is important to remember that a website is a business that utilises the Internet medium.
Just like your offline business, your online business requires a plan; it is a simple strategy as to
- Increase the number of prospects to your website and
- Convert them instantly at the website.
As you would mostly know, there are several activities to increase the number of prospects to your website like Search Engine Optimization, Search Engine Marketing, Social Media Optimization and other marketing activities which does/doesn’t utilizes internet medium.
Conversion optimization starts with optimization of website
Three mandatory steps of Optimizing Website are as follows
1. Know your customer -To sell better you must know your customers better
Know your customer demographics (ASL, Education, Income, Frequency, Industry, Path to site) There are various free and paid Website Analytics tools; you ought to have an Analyst or somebody in-house; who would understand your business and with flair of marketing.
2. Planning a web redesigning using persuasive / funnel architecture
Create a great user experience, let them choose their path! (tabbed navigation, demos, narrow results on - Review, Price range, Brand). A creative designer and programmer who create balance with the Design and User Friendly Functions. Action Buttons are important as a sales person who close or ask for order. The customer should know ‘what to do’ and ‘what will happen’ when he click the button. It is a button for action.
3. Testing and Optimizing Conversion Paths
Testing is nothing but experimenting with different USPs, Headings, Colors, Action Buttons, Content, Image, Design & Layout, Navigation, Landing Page etc. It is noted several times that a small change has multiplied conversion rate.
A conversion path is a sequence of pages visited by a buyer till they buy. There are many stories about major websites, how they lost their hot prospects from their website or conversion path. Conversion path optimization is purely a testing discipline and ongoing activity till you get the desired result. Once you see an improvement, analyze further and test other phase of the conversion process.
Three Ms in Conversion Rate optimization are Meaning (Listening/Analytics) – Measure (Testing) – Management (Changing).
Analytics software offer sales funnel tracking so we can measure the customers lost in the process and on pages.
Basic check list to increase conversion rates
1. Ease in locating | Services & Products
2. Efficacy of the brand in conveying confidence | Logo | Design | Funnel IA information Architecture| Presentation
3. Showing Availability
ü Product Images | Quality | Detail | Zoom In | Multiple Angles | Product Description | Compare Option
4. Price | Tax | Shipping | Estimated Delivery Time
5. Option to Pick Up at store| Option to change default font size
6. Multiple Payment Options | Major Credit Cards | Pay Pal | Telephone in | Pay by Check | Company financing
7. Easy & Simple Check out | Progress Indicator |
8. EASY & CLEAR = Return Policies | Guarantees| Third Party Seals & Security Assurances|
9. Gift Buying Needs | Offer Gift Warp | Messaging | Gift Certificate | Rating
Bottom Line is whether or not the overall design & the entire customer experience from search to fulfillment of purchases, was conductive to credibility and sales.