You invest in digital advertising and drive interested people to your shop. The traffic parameters you measure are satisfactory, cost per click is good still you want your store to be more profitable. This is when you want to improve the conversion and minimize your CPA (Cost per Action). You want to ensure your visitor turns into a customer. But, as you already know, many of your visitors are just “window shopping”, so your mission is to turn that window shopper into buyer that will purchase the product from you. Now this is not a trivial task. To do this well, you need to understand your user, your competition, and many other factors that are influencing the visitor to your website.
Here is a short list of things to consider when asking yourself “How can I increase purchases in my shop” and make better returns.
User experience – may not be the number one reason people are not completing the transaction, but it’s certainly high in the priority list of things to improve. Your website may be cluttered or arranged in a confusing manner. You may want to consider professional review, but there are many things you can do yourself.
- Ask real people to visit and purchase on your website. Look over their shoulder – and see what they do. You may be surprised to find out that they get lost in places you were certain are clear to everyone.
- Use user website navigation recording tools like www.hotjar.com. Record your users as they navigate through your website and identify the exact points where they quit or lose interest. These are the points you will need to fix.
Look and feel – you don’t get a second chance to make a first impression. Make sure your website looks professional. The first impression of your visitor can make the difference between a buy or skip decision. A professionally looking website will provide the confidence one needs to make the purchase. It can even influence the price your prospect customer is willing to pay. Users are willing to pay more if they have the confidence that they are facing a reliable merchant
Less is more – crowded websites leave a non-professional taste. Trying to push the use to make the purchase by flashing “Buy Now” buttons usually has a negative effect.
Product price – determining the right price for your products is an art. You need to ensure that the product quality you convey is right for the price you are asking, but you also need to be constantly aware of the competition. and how much do they charge for similar products.
Checkout process – the checkout is the most important user interaction flow with your website. Everybody understands the criticality of this sequence of steps whose purpose is to ensure the user completes the purchase, yet many eCommerce website fail exactly at this point. Ensure a smooth and quick checkout and don’t lose buyers at the last moment.
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