High conversion starts with getting the right traffic. Here are specific techniques to help you in targeting and reaching the visitors that are interested to buy from you:
1. The first step in getting the right traffic is to identify your Unique Selling Proposition (USP).
Your USP states clearly what your web site offers and how you are different from your competitors. If you are the only online store offering large-sized red widgets, emphasize it in your website and in your marketing campaigns.
2. Higher conversion and sales starts with getting the right visitors to your website.
Make sure you attract qualified traffic – visitors that are genuinely interested in your products. If you are advertising your website, your priority should be to use advertising copy specific to your offering. Using broad terms may drive more visitors to your website that have no intention to purchase, resulting in a decrease in conversion rate.
For example, if your website sells tour packages to Boracay Island in the Philippines, do not advertise or buy pay-per-click keywords for the keyword “Asian tour.” You may get lots of visitors with this broad keyword, but they may not be interested in going to Philippines, much less Boracay Island.
3. Generate good visibility and reviews from shopping comparison web sites such as Shopping.com, Epinions.com, Bizrate.com, etc.
While you may have reservations on using shopping comparison sites because of its emphasis on price, many Web users rely on shopping comparison sites to find the best-value products that are most suitable to their needs and requirements. Your business needs to be listed in these sites in order to give you targeted traffic and increased online exposure without the prohibitively expensive offline brand advertising.
4. Sharpen your landing pages.
Visitors are not always arriving on your homepage. Many come to your site via your product or other interior pages, yet this fact is often one of the most neglected sales points. In fact, where you send your visitors can be key to increasing your conversion rate. Check your web statistics and find out your main landing pages – and work on them really hard.
If you are running marketing campaigns such as emails or pay per click advertising, your landing page should be designed to sell your products or services — and nothing else. The page should only have one purpose: to sell. Give the visitor the page that they want complete with product description and picture (better yet, show the visitor a technical and price comparison with other products to demonstrate how your product compares with your competitor).
The landing page should always have a push to action – make sure it is a page where they can buy your product. Keep your “buy now” button prominent.
5. Get your web pages ready for the sale.
Your goal should be to turn your visitors into buyers. Your homepage should load fairly quickly, with enough text for the search engines to nibble. Make it clear on the homepage what you are selling and what visitors can expect to find.
It is also important to keep your homepage fresh. An automated date script can show people that your site is updated daily. Also change the content every day, whether changing the featured product, rotating the products shown, putting in newest deals that your site offers, or even just changing the pictures used. Also update your copyright statements to the correct year.
Another way is to ensure that every product page contains the exact name; model number, brand, type, etc. in theelement. People who search with these keywords are ready to buy.
6. Analyze your web traffic.
Your web metrics can give you clues as to how visitors are using your website, and what areas can be improved to help improve your sales conversion. Web analysis tools can help you analyze customer behavior and improve your site’s business success.
Look at your conversion rates, or how many visitors actually buy relative to the visitors you attract, as well as your average order value in order to gauge success levels. Many web statistics software such as the free Google Analytics can provide revenue-based metrics with customer behavior. For example, companies can use techniques such as funnel-based analysis, in which they compare drop-off rates with lost revenue. Some software allows for path analysis, which allows you to check which Category level, Product Level, Product Detail Level pages are experiencing unacceptable exit ratios. Check the top exit pages and understand why people are leaving your website. Or why they are abandoning their shopping carts. Analyze your statistics at the product level.
7. Reduce load times.
The faster your website, the higher the chances of engaging the visitor quickly. Replace your table-based website with cascading style sheets to make your pages load faster. Use tools such as YSlow and Google Analytics Page Speed report to determine the loading speed of your pages, and make appropriate adjustment as necessary.
8. Examine what visitors are searching in your site.
Your site search can provide you with important information that can improve your conversion rate. Check what visitors are searching for in your site. Do you have these products? If so, how prominently are they placed on your site? Why are the visitors not finding these products?
Also watch out for those searches that do not bring any results – it means that people are looking for products on your site that you do not carry. If a sizeable number of visitors are looking for the same products, maybe you need to consider carrying these products as well. If you are carrying those products and yet customer searches yield zero results, then your search dictionary may not cover the terms used by the visitors. This indicates that customers are using different terminologies for your products that you did not expect, and the word is not included in your search dictionary. The customer is ready to buy; unfortunately, your site search does not anticipate other ways a customer will look for the product.
Other Articles in the series “Conversion Rate: How to Sell More Online:“
- Conversion Rate: 30 Tips on How to Sell Online
- Conversion Rate: Get the Right Traffic
- Conversion Rate: Build Customer Confidence
- Conversion Rate: Improve Product Presentation
- Conversion Rate: Maximize After-Sales Opportunities
Recommended Books on Improving Conversion Rate:
- Convert!: Designing Web Sites to Increase Traffic and Conversion
- Conversion Optimization: The Art and Science of Converting Prospects to Customers
- Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions
- Video Strategies To Help Sales: Improve Sales And Increase Revenue By Boosting Your Online Marketing Strategy With Business Videos That Increase Conversion Rates
- Website Optimization: Speed, Search Engine & Conversion Rate Secrets