All the marketing efforts spent on increasing your rankings, building your brand, and connecting with customers is worthless if you neglect the final steps in the sales process. While getting qualified traffic to your website is important, it is only one component of success and you will be losing out on potential sales if you do not maximize your conversion rates.
This is achieved through an effective website layout and a superior customer experience. Strategies for conversion optimization can involve the overall quality of your website as well as targeting specific pages such as product and checkout pages. Fine-tuning your website to guide customers through each stage of the sales funnel can result in an increased percentage of leads and sales even if there is no increase in traffic. The following articles provide helpful suggestions gained through conversion rate optimization research and testing:
A recent test from MECLABS’ online retail research partners demonstrates how they were able to increase conversions by 10 percent by simply removing distracting features on the site.
The focus involved elements on the checkout pages that were causing friction during the final stages in the sales process. Once unnecessary steps and elements had been removed there was a 19.95 percent increase in revenue for every customer visit to the checkout pages.
Enticing visitors through conversion optimized landing pages is the focus of this article. Directing traffic only to your homepage can hinder your ability to gain leads and make sales. By linking back to select landing pages, you can bring your customers directly to the information and products they are searching for.
Gaining traffic to these landing pages is accomplished through effective ad copy that reduces friction points. Once the customer has clicked through to one of your landing pages it is essential that your goals for a specific page are narrowed down and displayed clearly on the page.
Oftentimes ecommerce sites will use product pages as a landing page. In addition to the content on these pages, the design elements on the page can influence the conversion rate.
Some of the factors that influence sales through product pages include consistency, visible contact information, detailed product descriptions, high-resolution images and product comparisons. The primary goals of these pages should be focused on informing the customer and selling products. When shoppers are adequately informed about a product, not only are they more likely to make a purchase, they are usually more satisfied with their selection.