Do you have an online store with good traffic indicators and high search positions, and besides, you invest a lot of money in contextual advertising, but there are still not enough applications? This is a fairly common problem among online business owners. Don’t worry, this problem can be solved! The website conversion rate is influenced by many factors. And we will tell you how to fix it.
- What is a normal conversion rate?
- Add authoritative customer reviews
- Place a block with logos of client companies
- Show achievements and awards
- Tell about your company
- Add complete datasheet to product pages
- Replace button labels
- Add order benefits to pages
- Upload more product images
- Apply technical triggers
- Choose the optimal color scheme and layout for the site
- Decorate texts beautifully
- Technical factors that drive conversions
- Use a lead catcher or follow up form
- Clear navigation
- High download speed
- The responsive layout or mobile version of the site
- Abandoned cart reminder
- Chat and callback order form, one-click purchase
What is a normal conversion rate?
Each site has an individual conversion rate. There are no standards like 1% as some would argue. For one business niche, perhaps 0.5% is quite enough, and for another, 5% is not enough.
The most converting are considered online stores, in which:
offer users a unique product;
stocked up USP (unique selling proposition).
If the competition in the business niche is high, then the conversion rate will below. And vice versa: if you have few competitors in the market, or they do not exist at all, significant conversions will be high.
The example below demonstrates the metrics that we derived using our own experience.
Some can be influenced (subjective), others cannot (objective). Today we will talk about how to increase the conversion of a resource and what factors will help in this.
So, what should you do first of all?
Increase the authority of the site. This is a very important factor as it influences the client’s decision to order a product/service. Sociological studies show that about 80% of online shoppers are willing to overpay if this offer is from a well-known brand.
In order to gradually increase the authority of the site, you must:
1.Add authoritative customer reviews
The ideal option would not even review (since they are often dry and formal), but letters of thanks from large and famous, and most importantly, satisfied customers. It’s even better if the messages are with photographs and wet stamps. Then they look more trustworthy. Letters should confirm the reliability and benefits of cooperation with you.
2. Place a block with logos of clients’ companies
Many (almost all) commercial Internet resources use this technique. This is done in order to confirm the status of customers who order your goods or services. For users who first came to your resource and doubt the advisability of working with you, this will be a significant advantage. The logic is clear: “If such well-known brands have contacted this company, then I should.”
A common mistake is listing clients without using their logo. The person who views the list does not have specific images and associations with the named brand. It is much more difficult to judge the importance of such a client, so users subconsciously rush to go to another site as soon as possible, to which they will immediately be imbued with trust thanks to the visualization of logos. It seems to be a trifle, but an important point from the point of view of psychology.
3. Show achievements and awards
Be sure to share the company’s achievements if they are documented and visualized. This will at least keep the visitor on the site longer, and as a maximum, it will stimulate him to complete the search by placing an order or at least drawing up and sending an application. By the way, personal certificates will also work as a reward. For example, about the completion of courses by an employee. The goal is the same as in the first two paragraphs – to prove your own competence and convince the user that you can be trusted.
show achievements and awards
4. Tell about your company
Storytelling is very influential. Avoiding it means not taking another chance to get customers. Many companies do not focus on the section “About the Company”, limiting themselves to a couple of standard sentences. But in vain. According to statistics, every second user planning to place an order goes to the specified section to get more information. The client needs to make sure the company has a personal history. In addition to the information in a special section, you can post additional information in the news or blog. For example, like this story.
Remember: on the page, you need not only to place selling elements but also to optimize them.
By changing some of the elements on the page, you can improve the conversion. Of course, it is better to think over all these elements at the resource planning stage. This is the responsibility of the internet marketer. Unfortunately, not all site owners allocate funds for this specialist. As a result, errors inherent at the planning stage have to be eliminated after the launch of the resource.
5. Add a full technical description to product pages
This is especially important for resources that sell technological goods or goods with a large number of technical characteristics. This is, for example:
building materials, etc.
Product specifications are what visitors who plan to purchase typically compare. The selection of goods (products, models, articles) is usually carried out according to a certain set of criteria. If suddenly a page with a product does not provide information by some criterion, the client will most likely assume that the requested criterion is missing. Even if it isn’t. Therefore, in order to avoid misunderstandings, it is better to indicate all known characteristics of the product. Moreover, you can use both text and video formats for this.
6. Replace button labels
Buttons are more effective than lettering. Site elements that encourage visitors to take any targeted actions should be designed as buttons.
The American internet marketing agency AWeber conducted a study several years ago. We compared how pages with two different graphic displays of a call to action affect the behavioral factor:
As a result of the research, marketers have voiced specific numbers: a call to action in the form of a button is 30% more effective than a link.
If the call is not observed at all or is not active, then this is already a problem that needs to be urgently addressed. Otherwise, sales will never increase.
7. Add order benefits to pages
It can be:
graphic elements and more.
It is necessary to convince the user that this particular product is the best choice and will cover current needs. The client must be sure that there is no need to continue the search, but it is better to complete the purchase faster.
8. Upload more product images
We have seen from our own experience that adding product images increases its conversion rate by 32%.
The photo below shows the product with one photo. Agree: not enough for the buyer to have a complete picture of the smartphone model. The user himself will understand that he needs more visual information. Therefore, most likely, he will leave the site and continue searching.
To give the site visitor a complete picture of the product, you should add images that show the smartphone (in this case) from the side and back.
Since in the online store the user initially does not have the possibility of tactile contact with the product (touch, hold in his hands), it is very important to help him get the most accurate idea of the future purchase.
9. Apply technical triggers
Trigger translated from English means “trigger”. This is a message that prompts the site visitor to take the expected action. Triggers affect sales. They trigger human instincts such as fear and greed and push him to the desired action.
Let’s take a site for the sale of electrical equipment. Let’s try to imagine a typical buyer, say, a hydraulic accumulator. These are mainly middle-aged and older men. First of all, it is important for them:
its technical characteristics;
warranty term, etc.
At the same time, he is absolutely indifferent to what color this battery will be. Free shipping and a 12-month warranty are more likely to prompt a visitor to buy a device than a bright turquoise color.
In this case, the emphasis is placed on the technical characteristics of the product – manufacturer, tank volume, pressure, and material of manufacture, as well as on the possibility of purchasing by installments.
Where are we heading? In addition, if you manage to understand the type of average visitor to your site, you will be able to increase conversions.
Make the site more attractive to users
The first thing a visitor pays attention to is the design and layout of the web resource. In the case of a negative impression on the first visit, the user will most likely not proceed to the next stage of the sales funnel. He never finds out that you have the best assortment, the lowest prices, and the politest consultants.
To prevent such a situation from happening, it is necessary to earn the sympathy and trust of the potential client from the first visit. How can this be achieved?
10. Choose the optimal color scheme and layout for the site
The law of site design says: the color scheme of the resource and its subject matter should overlap. The inconsistencies here will lead to the failure of the entire sales campaign. For a site with army goods, pink and blue tones are unlikely to be suitable, while for an online toy store, this is just what you need.
The picture shows a site with goods for children. Four bright squares above the inscription “Children’s world”, of course, add variety to the design of the resource, but in general, the color is monotonous and boring. Would be more suitable for an educational portal or recruiting agency. Although the sections are clearly structured into buttons and even a separate search for the site is displayed, which makes it easier to work with the site.
The layout of the information is similar to the previous example, but due to the bright colors, the site is perceived in a completely different way. Creative CTAs help create a positive experience. For example, like that little green one in the upper right corner.
NOTE: Design is a subjective concept. Before making any changes, consult with a graphic design expert.
11. Design texts beautifully
It is advisable to tackle the issue of choosing a font for text content at the stage of website development. But often, to save time, developers use standard styles and settings. Because of this, the texts look unattractive, and, accordingly, there is no desire to read them. Style is needed not only for text but also for:
- heading design;
- bulleted lists;
- links and other elements.
- clothing store text
- heading in capital letters;
- breaking the text into paragraphs.
- Cons of registration:
the text is stretched in width (attention is scattered when reading);
there are no bulleted lists, which makes the text visually difficult to perceive.
Technical factors that drive conversions
In fact, there are many such factors. And the conversion rate directly depends on them.
What should be done to improve factors?
Optimize page loading speed!
As research and practice show, a visitor is ready to wait no more than 2-3 seconds for a website to load. Nobody likes to wait. Especially when you don’t have to. Therefore, the visitor is more likely to click on the cross in the upper right corner or return to the search results and select another resource than torment himself with expectations.
You can check the website loading speed right now using the service from Google. And here it is developers.google.com/speed/pagespeed/insights. To check it, it is enough to drive the address of the web resource into the search bar.
Check all pages:
product pages and so on.
If all is well with the test results, you will see a green rating on the screen. If the yellow color is highlighted, it means that your resource needs improvements to increase the download speed. The service even “rolls out” a list of recommendations for improving the site.
12. Use a lead catcher or follow up form
The Lead Catcher is similar to the Pokémon Catcher, only it does not catch Pokémon, but practically lost customers. This technology works as follows: if the visitor intended to close the page, the catcher fixes his move up to the right corner and shows a modal window.
In some cases, adding such functionality increases conversion by 55-60%.
The “subscribe to the newsletter” function works a little differently. This form is in a prominent place on the site and invites users to subscribe to stay up to date with all events within the company:
- discounts, etc.
- form – subscribe to the newsletter
A common occurrence is a subscription bonus. For example, a discount for a certain amount when placing your first order. Such a motivational form helps to collect an impressive database of contact information (email addresses) of users in order to work with them through cold channels in the future and use them for email newsletters.
13. Clear navigation
Simplifying custom navigation is a fairly broad topic that we will devote a separate article to. Now let’s look at the main points:
The intuitive arrangement of content blocks. Based on the experience of interacting with other resources, most Internet users have preconceived ideas about where and what type of content on the page should be located. The main offer is the first screen of the landing page, contacts are the upper left corner, product information 2, 3 screens, etc. By posting content in a way that is familiar to the visitor, you significantly speed up his interaction with the site.
Hints. Another important detail is the tooltips on buttons and active elements. They should briefly but clearly explain to the user exactly what action he will take by clicking on the button.
Search and filtering tools. It is extremely important for online stores to provide a convenient search for goods. But it should be borne in mind that the buyer does not always know exactly the name of the product he wants to purchase. Therefore, in addition to searching by name, you should also add filters for certain characteristics: manufacturer, cost, purpose and parameters, materials, etc.
Convenient structure. It is important that the user, being on the main page, can easily find the desired page without using the search. To do this, pages should be combined into systems of categories and subcategories according to the characteristics that are very clear for the visitor.
Bread crumbs. This micro-markup element tells the user exactly which page of the site he is on. Breadcrumbs are clickable and show the shortest path from the Home page to the current page. With their help, the user can easily return to the desired section of the site without unnecessary transitions.
You can use the Yandex. Metrica Webvisor tool to track the actions of visitors on the site. It displays clicks, mouse movements, and other actions taken on the page.
14. High download speed
If a visitor has to wait until the first content appears on the page, his desire and willingness to place an order will fade away with every second. Also, slow page loading is one of the main reasons for visitors leaving. On average, an Internet user is ready to wait no more than 3 seconds. This time can be increased by adding a progress bar displaying the progress of loading content, or a preloader, but this solution should be used only in cases where it is impossible to increase the speed.
You can estimate the loading speed on the site using the Google Page Speed tool. It also contains tips and tricks for optimizing site speed. Basic methods:
compressing images using Gzip;
code optimization: loading styles first, removing unnecessary pieces of CSS and JS, etc.
lazy loading of pages with a lot of images and other heavy elements.
Performance problems are often the result of poorly chosen hosting. The server may not be able to cope with heavy loads, or it may be too far from the region where your target audience lives. In this case, it is worth revising the terms of cooperation with the hosting provider or organizing the relocation of the site.
15. The responsive layout or mobile version of the site
In Google, the daily number of queries entered from smartphones has long exceeded the desktop. About half of website visitors are mobile users. In order not to lose this segment of the audience, you need to ensure the convenience of the site for viewing from smartphones. There are two main methods:
creation of a mobile version;
The mobile version is sort of a separate site that mobile users are redirected to. This solution is suitable for highly loaded resources with very high traffic. But its creation and administration require significant additional labor and time.
Responsive layout is the more popular method. In this case, the design of the resource adjusts to the screen of the visitor’s device, which makes it possible to make various options for users of desktops, tablets, and smartphones.
16. Abandoned cart reminder
Some of the buyers of online stores do not complete the purchase. They browse the products, add them to the cart, and then leave. This phenomenon, called “abandoned carts”, indicates that the user showed interest and readiness to purchase the product, and then for some reason left.
One of the most effective methods of dealing with abandoned carts is by sending reminders. In this case, the potential buyer receives emails with reminders that he has not completed the purchase. If he lost the address of your resource or simply forgot, the letters will most likely return the buyer. If he was not active, then to the last letter you can attach a form with a survey to get feedback.
17. Chat and callback order form, one-click purchase
Different users prefer different order or purchase formats. Therefore, it is important to provide for the most convenient ones.
Chatting with an online consultant on the site is an effective tool for resources in the service industry. With its help, the user can get any additional information about the terms of the order or cooperation. There are many free services that provide this functionality for free.
But it is important to remember that the effectiveness of the chat will depend on two main factors: the speed of reaction to the call and the professionalism of the consultant. If the visitor has to wait too long for a response, this will only cause a negative reaction. As well as communicating with a consultant who cannot or does not want to provide the necessary information.
Ordering a call back is another opportunity to quickly get additional advice before placing an order. It is worth remembering that this tool is usually used by visitors who do not have time to study the content of the resource. Therefore, it is important to quickly respond to the request, the optimal time is within 15 minutes. Also, the Callback widget can be configured in the form of a pop-up window that the user sees when he is about to leave the site. This helps to reduce the loss of customers.
One-click purchase is a quick purchase format when the user needs to enter a minimum of contact details and other information when ordering. This tool is especially effective for converting mobile users.
This material only partially covers ways to increase conversions. In fact, this is a whole science, which is fraught with many approaches. The main trends in design, marketing, and sales approach are gradually changing. In order not to lose customers, it is worth working on conversion regularly.
We recommend that you regularly conduct A / B tests of content and various design options for landing pages, collect data on conversion rates at different stages of user interaction with the site, and analyze user behavior on the site. This will help you understand exactly where the most interested visitors are leaving and prepare solutions that will help fix the situation.
We hope our material will help you find flaws on your site, fix them and thereby increase conversion.