Improving your conversion rate can make all the difference if you have a transactional site or a lead generation site. If you have a transactional site you’ll know that acquiring traffic is not sufficient, an ecommerce website also has to convert the visitors into customers. To understand this, the e-merchant needs to use a web analytics tool that can help him to measure and analyse the evolution of different indicators with the aim of optimising the conversion rate. It’s easy to understand this concept, but a lot harder to actualise it at times. The conversion rate represents the number of visitors who carry out an action divided by the total number of visitors and multiplied by 100. An average conversion rate for most sites is generally between 2 and 3% but it obviously depends on your products and objectives. We will now give you five tips to optimise your conversion rate whilst making your visitor happy.
1) Ergonomic
The ergonomics of a website is very important, it makes life easier for your users. A satisfied visitor will return to your website, tell their friends, buy your products and subscribe to your newsletter. In fact it’s the person who will regularly interact with you and your site. The interface of your website needs to be clear, it has to guide the visitor during their navigation to help them make a decision (subscribe, buy, etc.). Here are some tips to help you improve your interface and make it more user friendly.
- A clear and logical information architecture, to help visitors find all the elements that they need.
- “Less is more”, don’t overload your page with too much content! Your visitor needs to be guided. But you needn’t put a lot of information straight away, the strict minimum with the most important information will be the best way to keep your visitor on your site.
- Help your visitors during their navigation. For example, show them an error message when a survey is not well filled. During the payment steps put some explanations for each step (e.g. “to complete the transaction click here”).
- Use clear language (words, fonts, symbols, colours, animations, songs).
- Highlight the interactive content. All visitors need to understand quickly that they can click (text, image etc.)
2) Call to action targeted
Personalise your call to action for each visitor. For example, each visitor should receive an adapted offer according to whether they are a simple visitor, prospect or a returning customer. Moreover, a targeted call to action converts 42% more than simple non-specific call to actions.
3) Use action verbs
When you create a call to action, use action verbs to be more persuasive: click here, read more, buy now, subscribe now, etc. These verbs motivate the visitor to complete the action.
4) The call to action needs to be clearly visible
For all websites, it’s really important to highlight the call to action. It’s one of the first elements that the visitor needs to see when he/she enters your website. Play with the sizes, colours, etc.
5) Let your customer talk
On your website it’s important to let your customer say what they think of your product or services – using surveys and feedback forms. It’s important to have testimonials or advice from your clients; it’s proof of your credibility, and it shows transparency. Positive advice reassures a potential client.
