What is the conversion rate?
First thing first, let’s first take the idea about conversion rate and then we will discuss how to achieve it for the site. It is the measure of the potential customers coming into our site and making a purchase of our products. Many websites concentrate merely on the numbers of visitors visiting the site but this alone cannot bring conversion to your site. This is because the site is having some problems which are preventing your conversion. These problems can be solved by some essential steps taken on the website to remove these problems.
Make the user’s life easy– we should have a more user-friendly website as it will be easier for the customers to buy from your site than from a difficult site. An ideal website is important to transform visitors into clients and it should allow 100% people to buy from your site.
Accessibility – making an easily accessible site is very important to get more customers into your site and it is legally binding in many countries. But still, so many people use inaccessible site which can cause a loss of about 5% of customers from the total sale. Even the search engines find difficult to index it thus preventing to show in the different search engines which cause the loss of potential sales.
Browsers- the website developers only give importance to the internet explorer as 99% of site users use this IE. But the developer never thinks that their site may have a fundamentally broken site which is preventing in getting more customers into the site. There are large numbers of people who don’t use internet explorer to browse and it can cause loss of sale up to 25% of the sale from your site.
Usability- the potential customers coming to the site inquire more about the product and thus your site should be ready to give the answer to their queries. The product knowledge should be posted on the site with a suitable format to be easy to use it for the customers. The products should be found in the first place and should call into actions and always be ready to convert the customers. The site should be able to provide information about the products and know what the customers want. Besides an accessible site, it should be highly useful as a large number of sales is lost due to these problems.
Be Clear, Open and Honest- if you are not having any products on the stocks then inform the customers clearly before they decide to buy it. If you do not inform and it found out later that it is not available then it will frustrate the customers. The same thing may happen with the pricing of the products if you don’t inform the customers about the delivery charge of the products. In this case, many of the customers end up in cancelling of buying the products.
Don’t Waste Time – sometimes the buyers have to fill so many unnecessary forms in the site which may frustrate them and they may not come for the next buy. Especially asking of the private numbers and email address of the buyers and they are unwilling to share without a valid reason. So, ask to fill only what is compulsory to deliver the goods to the customers.
Help The User Trust You- people buying products online are cautious and they should be as there are many people who misuse the people credit card information. So, you should be able to gain the trust of the customers that they are secure in this as it will be kept secret and will not give to any unauthorized person. You can use the phone number to call you which help you to gain customers. Good design and content of the site help to bring more customers as proper using of these things show the professionalism of the company.
Have a Clear Returns Policy- return policy on the web is a serious issue which the company will face as the buyers take it without trying it especially in the clothing. A company who has a good return policy without any payment of the customers within a certain day is more likely to get customers than the others of not having a policy. If it is commercially viable having this policy is very important to have more sales.
Keep the User Informed- keeping the customers informed about the delivery status of their goods is a good option for the site to keep the buyers happy. It can be done by email to the buyers regarding their goods with an exact delivery date and if possible with a tracking number to check the delivery status. This brings a good impression on the buyers and they refer your site to their friends and they are more likely to buy from your site.
Think about it like this – if you go to a retail store in which the salesman is helping very sincerely before buying but as soon as you bought he is no more giving important to you. How will you feel about him? You will forget all the good work he has done to help you find the good products and next time you will buy them from elsewhere. So, it is important to think about the customers to show that you care for them and you want to keep them happier even after they finished shopping from your stores. It is helpful in getting more continuous customers of your products.
Offer Different Payment Options- use alternative methods for the payment as everybody going for the product may not have a credit card. You can ask for payment which is easy for the customers which help in getting more buyers of your products.
Improve the Value of Visitors – people buying your products because they like it and they are likely to buy another if it is shown to them. So, we should provide similar products of the sold item to the customers. Cross-selling and up-selling are important tactics of retail stores to improve the sales and you can use this on the site.
Be Memorable– a site with good information is bound to perform better than the other player in the market. The information includes good articles, suggestions, testimonials and many things of which will help to give information that you are better than the rest. It will help you gain a good impression of the customers and they come back to you in case of any purchase. It helps in the buying process of the customers and information about the quality of the site.
Know Your USP- it means a unique selling point in the retail language and it is considered very important. It will help you to remain ahead in the competition among others as it includes the point which helps to contain the browsers to buy from your site. The points like free delivery, lower prices, good customers’ services and good support which entice the customers to buy your products and it should be clearly mentioned about it on the site. Another way of gaining the conversion rate is to add the customer’s reviews and FeedbackFair in the site to gain the credibility of the consumers.
Be Bold- can you imagine when a visitor decides to buy your product and cannot find the click button in the site? In this situation, they go elsewhere and buy it from other sites. So, the site should have good distinct buying button for the customers and it helps in increasing sales.