How To Improve Your Website Conversion Rate
It’s getting increasingly difficult to get traffic through to your website, so it’s more important than ever for you to maximise that traffic by improving your website conversion rate! We’re here with 5 simple tips to help you start the process and grow your online business.
Improve Your Navigation
Whilst we’re on the topic of user experience, it’s key that you improve the overall navigation of your website. As soon as a user lands, whether it’s on the homepage, a collection page or a product page, it should be really clear what action you want them to take and how they can move around the website. This starts with a clear mega menu that features all the most important collection pages, clear call to actions across the website and overall a stable experience that people can easily navigate. If a user can’t quickly find what they’re looking for, they’ll leave the website. If you’re not sure where the gaps are, then you could try doing some anonymous user testing to find out where the trouble points currently are and different things you can do to improve them.
Have Clear Customer Service
Another good way to improve your conversion rate is to have some form of automated customer service, as well as your normal customer service. Whilst it’s really important to have actual human customer service, in terms of answering quick questions that a user might have in order to commit to a purchase, then a chatbot can work really well. It can just sit in the corner of your website and if a user has a question, then can ask. You can pre fill it with the most common questions and answers, usually around sizing, delivery and returns, and then they will be directed to contact the main customer service if the question isn’t pre filled in. This is a simple change that can go a long way and just provides that extra option for users to find out the information they need.
Improve Product Images
Product imagery is what sells products, and so it has to be up to scratch. If you’re just scraping by with old imagery that doesn’t really cut it anymore, you must invest in a new photoshoot and create a consistent look across your website in terms of different products and collections. A clean and consistent website is another indicator of trust, so focus on this and watch your conversion rate improve. Make sure this aligns with your branding as well, so that everything ties in across different channels, from social to email campaigns and of course, your website. Spend some time and money getting this right and it can be really transformative for your business.
Revise Your Payment Methods
Last but not least, revising your payment methods and improving your checkout process is so important. If you don’t have the users preferred payment method available, that can be enough for them to not purchase. For example, if someone is on the go and doesn’t have their physical card on them but only their phone, if they can’t pay with Apple Pay, they will likely leave and forget about it, or shop elsewhere.
So, you should have the classic card payment, then you should also offer Apple Pay, PayPal, Klarna, Klaviyo, Google Pay and any other relevant ones to your business. It’s quite simple to offer all of these and can make the biggest difference to your conversion rate, so make it a priority to get these implemented. Also, you should make sure that it’s easy for a user to find their basket and that it’s minimal clicks to checkout, including the option for a guest checkout rather than making them get an account with you!
Focus On Your USP’s
In order to encourage users to make a purchase, you’ve got to give them a reason to choose your website over another. So, throughout your website and your content, you need to focus on your USP’s and have your brand very clearly portrayed (a web design agency Manchester based will be perfect to help with this). Across ecommerce there are so many people who copy products, and so someone may go on a cheaper website and find a worse version of what you offer, but at a more affordable price. So, you need to be pushing what makes you different, for example if your product lasts 30% longer than the industry average, if you’re more focused on sustainability than other brands or if you give a free gift perhaps. No matter what it is, you need to have a USP, and make it clear to a user so they have a reason to believe in your brand and to commit to the purchase.
