When you improve the conversion rate on your website, you increase the percentage of your website visitors who become customers, buy your product or subscribe to your service. Increasing conversion rates is or should be the goal of every eCommerce marketer or business owner.
The average conversion rate for e-commerce and subscription sites is widely debated. Most report it to be somewhere between 2% and 8%. Not very high, right? Even the sites with the most targeted traffic can only claim 15% to 20%. And the numbers are great! So how do you turn your little 0.5% into double digits?
You can try a hundred different tricks offered by marketing gurus and business experts to increase traffic to your website, but unless you invest in some serious web analytics, you'll never know what's working and what's not. The first step to improving your conversion rate is to use web analytics to track your traffic. How many people visit your site daily? How many will leave right away? Where did these visitors come from? How many returning visitors are there? With web analytics, you can track all this information and upgrade your site, make changes to your advertising and content to improve conversion rates.
Tracking information is not a one-time thing. Consistently measuring your site's performance is critical to keeping up with market changes and consumer interest.
For example, one thing you can do consistently to improve your conversion rate is to include your business contact information and a link for email inquiries on every page of your website. This way, your customers won't have to waste time browsing your site when they have a question. They can ask it immediately before they forget or get bored of looking and move on to the next page.
Another way to improve your conversion rate is to make sure your website is easy to navigate. Are there any pages that have a much lower number of visitors than others on your site? Is it because the links that bring them there are inappropriately placed? Is the content as compelling as it could be? Or is it that your visitors just can't find it that easily?
Improving your conversion rate can be as simple as making sure your website is accessible to everyone, even those who don't access your website through Windows XP or Internet Explorer. Upgrading your technology to work for everyone who would like to visit could greatly help your conversion rate.
Even those who work in a popular industry or service industry or one that offers many businesses will have a conversion rate problem. Why should customers choose you over your competition? As in the world of brick-and-mortar stores, this also applies to online e-commerce. You have to let yourself stand out. What makes what you offer different from everyone else? What is your industry niche? Offering lower prices is not enough. There must be something special that you have that no one else has. This will not only bring new visitors to your site, but it will help you convert the ones you have into customers.
Next, what do your customers need (besides your product or service)? Knowledge for making the right decisions about their purchase. By offering them this knowledge in the form of informative articles and content on your site, you become a valuable resource . Bookmarking information on your site is one way to turn a one-time visitor into a new customer, thereby increasing your conversion rate.
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