Improve your conversion rate by optimizing the usability of each webpage in the buying process to help guide your users through the conversion funnel. Don’t forget, your message is communicated to your users with both words and design; make sure your message is clear, trustworthy and full of value.
- Headlines are the first thing a user reads and is what convinces them to stay on your webpage in search for more information. Headlines should be engaging but straightforward; describe your product clearly and fully.
- Sales copy is your opportunity to provide value
to the customer and to encourage them to take action. This includes product features, benefits, unique selling propositions, technical specifications, price and call-to-actions. Most importantly, establish trust and instill confidence in the buyer; don’t be afraid to state the obvious, a customer who is uncertain about the details will not purchase your product. Provide the necessary information for your customers to make an informed and confident decision.
- Don’t skimp on product photography. High-quality product images are critical to selling your products online because these buyers don’t have the ability to physically touch, hold, feel, or experience your products. These images have to convey to your customers what their senses would otherwise confirm. They need to be high-quality and should display your products in a way that reinforces the message you wish to deliver.
- Video improves the shopper experience by offering an engaging and interactive source of information and is a great way to demonstrate product quality and key selling points to your customers. Product videos should be used in addition to product images and should also reinforce your message.
- Using social proof such as customer reviews and testimonials on your website will instill trust and confidence in your customers and help to increase conversion rate.
- Enabling a live chat function can help increase conversion rate by providing the customer with a real-time product specialist capable of clarifying product confusion and dismissing buyer uncertainty while the customer is still within the conversion funnel. Simply offering a live chat option will help build trust with a user.
- Avoid confusion and don’t offer too many offers at once to a user. Studies have shown that too many choices can make an individual indecisive. Focus on one product per page.
- Be consistent on every web page that is displayed to the user throughout the buying process. Each page should reiterate the same message, from the ad to the landing page, shopping cart and checkout. This will help to avoid confusion and build confidence in the buyer.
- Call-to-Actions should be clear and simple. Try highlighting these buttons with a bright color and surround them with sufficient white space. Refresh the design and copy of your CTAs periodically to encourage action.
- Streamline the conversion funnel and show checkout progress; studies show that the fewer number of clicks a user has to take to complete an action, the greater the conversion rate is. Customers are turned off if they feel they have to jump through hoops to make a purchase. If you need to use multiple pages for conversion, include a status bar that clearly indicates their progression.