Designing a stunning website is only half the battle for most small businesses. Growing traffic to the site and converting that traffic into paying customers is where the real fight is.
Luckily there are a number of easy steps you can take to significantly increase the chances of making an on-site conversion.
HIGHLIGHT THE DESIRED CONVERSION
It may sound simple, but actually telling your visitors what you want them to do is the easiest way of actually getting them to do it.
A nice big, bright, bold and simple call-to-action will work wonders. A well-designed header with an embedded “Buy Now” or “Click for More Info” button will get those mouse buttons clicking almost without your visitors even thinking about it.
SUBSTANTIATE YOUR CLAIMS OF SECURITY
You can take two steps when taking payments online to substantiate your claim that your site is secure.
You can protect your store using SSL so that all sensitive data, such as credit card details, is transmitted with no risk of interception from fraudsters.
You can also show your customers that you take security seriously by signing up for and displaying the various security accreditations that are available, such as VeriSign, FSC and WebTrust.
VALIDATE YOUR PRODUCTS AND SERVICES
Real customer feedback made public is the best way to build trust in what you offer.
Allowing customers to leave reviews and award star ratings can significantly boost your chances of achieving a conversion.
OPTIMIZE YOUR PAGE SPEED
Slow to load web pages loose valuable traffic. People don’t like to wait, and if your web page is loading slowly then you are loosing potential customers before they have even had chance to see what you offer.
You can decrease the size of your pages by optimizing images and using images sparingly, and by cleaning up your page code to reduce the number of processes the browser has to go through in order to load and display the page.
USE ON-SITE PROMOTIONS
Promotions are the perfect way to get people buying and to start to build a long relationship with your customers.
Offering free shipping can significantly increase the likelihood of someone purchasing a physical product, whilst free trials are a great way to get people signing up for specific online services.
USE WEB 2.0 FUNCTIONALITY
The web has changed massively, and there are some great tools and features now available for you to use to help improve your on-site engagement and conversion.
Offering simple features such as a section for “Customers who bought this item also bought…” can help to cross-sell and up-sell, as well as improve site engagement.
USE IMAGES THAT HAVE BEEN CAREFULLY CHOSEN
Don’t rush to get your products and services online. Take the time to choose images that will present a professional image and if it is a specific product image then make sure it is of good quality and actually does the product the justice that it deserves.