A ‘conversion’ happens every time someone buys something from your website. Every time they download your software or sign up your mailing list, that’s a conversion. Whatever your defined desire from someone who visits your website is, a conversion is completed when a given user fulfils that desire. Optimizing that conversion rate is an essential part of growing a modern business – so here’s some essential advice on doing just that.
Tighten the focus
A famous story in the world of marketing: Sheena Iyengar, a professor at Columbia University, set up two jam stalls in a popular store. One had 24 jams to choose from; the other, just six. More people went to look at the 24 jams, but about six times more people bought from the stall with fewer jams. In fact, 6 times as many people bought from it. You can read about the demotivating aspect of too much choice over at https://hbr.org/2006/06/more-isnt-always-better. If we’re presented with too many options, we choose none of them. Offer fewer conversion options to your customers. Lead them to just one final goal. Trust us, it’ll make you a smarter startup.
Set up a user journey
Every website has that one ultimate goal. For an online store, it’s selling products. For a software developer, it’s people downloading your work. Now, asking for that big sale straight away is dangerous. It’s like proposing on the first date! Your customer has just landed on your website, can you really expect them to get their wallet out? Instead, lead them on a journey that draws them towards that final goal. Let them watch a video about your business. Get them to sign up to your newsletter. Nurture them, before eventually asking for the big sale.
Make payments as smooth as possible
You might not know this, but the average cart abandonment rate for online stores is a staggering 68%. People are leaving halfway through the process. You can read more about this abandonment rate at https://barilliance.com/cart-abandonment-rate-statistics/. You can reduce this abandonment rate by making the process as smooth as possible. There’s a reason why Amazon has a one-click-buy button! Ask for less information, and keep it short.
Hire the experts
There is only so much you can do on your own. The actual development of the website has a big impact on conversion; you can read more about assistance in web development at https://magichoth.com/web-development-package/. As for specialized insight and advice, it’s best to hunt out a conversion optimisation consultant and get a bespoke service. They’ll help monitor and analyse your existing conversion rates. They’ll help with the tricks above, and much, much more. Conversion rates are affected by lots of different factors, and you need a professional eye.
Monitor everything
Last but not least: monitor everything. Measure your current conversion rates, and set a benchmark. You need to put a focus on analytics, which you can read more about at https://google.com/analytics/. Every time you make a change, analyse the results. What worked? What didn’t? Keep your eye on it, and never stop testing!
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