How to increase website conversion

How to increase website conversion

Increase website conversion Rate is the ratio between the site visitors who took the action and the total number of people who came to the site. In the case of an online store, we are talking about the number of buyers relative to those who viewed it. As in that joke: I did not come to shopping, but to Syring.

How is the conversion of an Internet resource calculated?

The number of leads (buyers) is divided by the number of clicks to the site and multiplied by 100%.

Let's say a site with baby strollers is opened by 150 people. Of these, 10 ordered strollers.

Therefore, the conversion is: 10: 150 * 100% = 6.7%.

The effectiveness of the site depends on the field of activity. E-commerce for b2b generates fewer sales than for b2c. In the first case, the average rate ranges from 1.5% to 7%. In the second - from 2.5% to 12%. The highest number of leads in the financial sector: 5% to 25%.

Ways to increase conversions and sales in e-commerce First, you need to structure the content and optimize the navigation of the resource to increase website conversion.

Replace text links with buttons.

A simple tip that works. Links are less visible. The buttons are larger and brighter. Seeing a text link, the visitor perceives it as part of the content and continues to read on. After reading the information on the page, he needs to specifically look for which words to click on. They are not immediately noticeable. The button as a Call-to-Action tool is visible.

It is important to take into account some of the nuances. The button should be highlighted in a bright color. However, do not make it blink - this is annoying. You also don’t need to place many buttons on the page at once. Enough one directly next to the product and one at the bottom of the page.

If the page is shown on multiple screens, placing the button on the first one is more effective.

Buttons leading to social networks are also best placed at the top of the page. Sidebar placement is ineffective. The first screen is the one that the customer sees immediately, without scrolling down. Most people will not want to scroll, but after scrolling, come back. This is how some of the buyers are lost. Don't duplicate the text with the button. At first, such a move will work. Further, the conversion decreases - buyers do not respond to the button.

Use attractive headlines and articles.

Headlines should grab attention and encourage reading, such as intrigue, discount, gift, or promotional purchases. Determining the most advantageous option specifically for your site can only be experienced. Change your headlines every couple of months and pay attention to the number of buyers. Draw conclusions which phrases attract customers more.

Remember, there shouldn't be too much text on the page. This reduces sales. Divide products into groups and subgroups. Indicate on the page one product or several from a subgroup.

Choose a pleasant color scheme.

Sites with news articles get more attention if they are done in red and white. Resources with a different theme should not be annoying or arousing. Acceptable for buyers are blue, green, yellow, magenta, and pink colors.

Work with visual content.

Some images can be made clickable. It is better if it becomes available after registration on the resource. The desire to study the site in more detail encourages more frequent visits.

The quality of the pictures should be high. Blurry and small images reduce customer confidence. Ideal if you put 3D pictures. The effect can be compared to evaluating clothes on yourself in a dressing room mirror, where you can look from all angles.

Photos with people on the main page attract more attention. Eye-catching pictures in which people look in the eyes. Remember the copyright of photographers and models.

Use video content.

In the modern world, people are less and less willing to read articles. The visual perception of information is in the lead. The effect can be seen on popular social media. Livejournal with long articles supplanted Facebook and VKontakte, where text and pictures are about equally divided. The latter, in turn, give the palm to Instagram and Tik-Tok. A short video can accommodate a large amount of text and visual information.

Better to place videos at the top of the page. Don't get carried away with the video. One video per page is enough. Up to ten videos are enough for an online store. They shouldn't be too long. The user is capable of concentrating attention up to one and a half to two minutes. This is the timing of news items.

The video, like the photo, must be of high quality. Modern smartphones have high-resolution images. Still, it's better to use the services of professionals with quality cameras.

Text and visual content must be original. The use of someone else's content or images from photo stocks reduces sales.

The use of interactive elements for customer retention and remarketing (repeat sales).

The buttons have already been discussed in the previous paragraph. Other interactive elements of the site include widgets and push notifications.

Widgets are applications to the operating system written in Java or HTML and performing a specific function. On the screen of a smartphone or computer, they most often look like icons.

By location on the screen, there are:

1.toppers located at the top of the page, in the form of a strip with a button (inform about promotions or collect contact information); 2.Floras serving the same purpose located at the bottom of the screen; 3.Pop-ups have similar functionality but often cover half the screen or more.

4.side labels;

5.embeddable widgets.

Widgets should not cover the page. This is annoying and makes you want to leave the site. Their goal is to make it easier to work with the resource, not complicate it. For example, widgets are convenient that simplify registration on the site by logging in through social media accounts. In this case, the number of customers increases, they are not deterred by registration forms.

Some of the widgets have specific goals. These can be calculators for calculating the cost of purchasing products, taking into account shipping and tax charges. Forms with online consultants are always convenient. This can be an interactive chat or a form with filling in the fields for subsequent communication with the buyer.

Push notifications help build a customer base and make repeat sales to those who have already bought an item. Unlike subscribing to e-mail newsletters, where you need to fill in several fields, it is easier to subscribe to push notifications. The buyer clicks once on “agree” in the form that appears and receives them while online.

Such notifications increase conversions by 50%. They are visible to the user on the mobile screen or in the browser. There are notifications for the PC. You need to download them. Such push notifications work if the user logs on to the network, regardless of the browser used.

In the push mailing service, you can set up targeting to a specific audience. It helps to choose the gender of clients, the time of sending notifications, the number of mailings. The cost of pop-up notifications is, on average, 8 times lower than the cost of contextual advertising.

As with SMS and e-mail newsletters, users can unsubscribe. To prevent this from happening, you do not need to send notifications often. Also, pay attention to the timing that is convenient for the target audience. It is more convenient for office workers to receive mailings during the working day. Marketers may be interested in the weekend newsletter to prepare campaign plans.

Increasingly, purchases are made from a smartphone. However, over time, downloads of programs become less and less, as they take up space. For this, they came up with PWA (Progressive Web App). The technology combines elements of web and mobile applications (CSS, HTML, JavaScript, Service Worker). Externally, PWAs are similar to regular native apps for iOs and Android.

Its pluses:

1.installed on the phone in one click (the application store itself does not need to be entered); 2.takes up no more than 200 KB of space, so it starts up very quickly; 3.works even in the absence of an Internet connection; 4.work on all platforms (Desktop, Android, iOs); 5.operation speed is similar to native App;

6.Supports push notifications and remarketing to bring shoppers back to the site.

Promotional text for push messages must match the offer from the company. Seemingly simple advice. However, some sites work on the principle of attracting customers by any means and then deal with the situation. In the end, the buyer feels deceived and not only unsubscribes himself but also leaves negative reviews.

Consider customer expectations.

You need to create different landing pages for different target audiences. Each of them should contain texts and pictures that correspond to the needs of a specific group of buyers. This will help customers navigate what you have to offer. Unique ad campaigns tailored to specific queries increase site conversion by 20%.

Submit customer testimonials. Often they are pulled into snippets (short site descriptions).

Positive reviews can be placed at the top of the page, above all articles.

Do not require filling out too long forms when registering or purchasing goods. In most cases, a name, phone number, and address will be sufficient. The presence of captcha reduces conversion by 10%.

Enter autocomplete fields in registration forms. If you need to switch from one form to another, let the system save the customer data.

Registration can be offered in a number of ways. Both through e-mail and through various social networks. You help clients, saving them time. This method lets you know what percentage of sign-ups came from specific sources. The information can be used for advertising on sites popular with your site users.

Design your e-mail newsletter so that it increases the desire to open the letter.

Longer letter titles are perceived better than shorter ones. But the length of the text of the letter should not belong. Take away the unnecessary and leave the essence.

The phrase “Exclusive Offer” works well. However, it should be dosed, like the mailing itself, without turning it into spam.

Letters attract attention, where the names of friends from social networks are mentioned in the headings. This move allows the Summify service to make.

The address itself from which the mailing is sent should not be anonymous, like info @ or subscribe @. Letters from a personal address increase the desire to open them and, accordingly, the conversion of the Internet resource.

The subject line should include a link to a website, a discount offer, or an abandoned cart. Make it as easy as possible for the buyer to return it.

For the newsletter, it is better to choose text, not the HTML option. The latter may appear strangely in some email clients.

Mailing letters are opened within the first 24 or 48 hours. Most views take place in the afternoon: from 14:00 to 17:00. It is most effective to send mail on Tuesday, Wednesday, and Thursday. The open rates on Monday and Friday are noticeably lower. On weekends, almost no one will pay attention to your correspondence.

It is important not to spam. It is enough to send newsletters once a week. More often it makes sense if you want to return a customer to an abandoned cart or send a special offer.

Consider the nuances of advertising.

In Title and Description add the text “Free delivery of orders”, “Promotion”, “Discount”. These meta tags are pulled into snippets and increase conversions.

It is more effective to place social buttons at the top of the page, right below the header. Using them in the sidebar (sidebar) lowers the conversion of the site.

Increase the quality factor of the advertisement (Quality Score).

1. Apply a call to action: buy now, the offer is valid for three days.

2. In the eyes of customers, companies add credibility to the trademark marks next to the name: ™ and R. 3. Dynamic Keywords Insertion (dynamic keyword insertion) provides ad text based on user request. The tool significantly increases the conversion of the resource.

4. You can experiment with negative keywords. This saves the advertising budget for nontargeted queries.

5. It's also worth evaluating which of the landing page keyword bundles works best.

6. Change not only the texts but also the pictures in advertisements so that they do not become boring.

7.Keywords must be relevant to the text in the ad.

Consider the usability of the resource: 1. page loading speed; 2. compliance with advertisements with the expectations of the target audience; 3. the speed of the consultants' response to inquiries; 4. halftone and accuracy of information about the company and products; 5. correctness of product cards according to the criteria of availability and price.