How to improve conversion and get more sales on your website
Posted: Sat Dec 07, 2024 4:23 am
Want your website visitors to turn into buyers? Focus on website conversion! To increase conversion, it is enough to work on a couple of aspects of the website and online store. It will not take much time, and the result will be quite measurable (and in money).
The main thing is to know.
When a user visits a website, they should receive the necessary information quickly, navigate through the regular pages and sections of the online store intuitively, and perform target actions without unnecessary stoppers and an excess of intermediate actions.
Content
What is website conversion and how is it calculated?
Website conversion is the number of visitors who performed the target actions you need, in relation to the total number of website visitors. Website conversion is measured in percentages. For example, if 100 people visited your website, and 5 of them made a purchase, then the website conversion is 5 percent (5 people out of 100 is 5 percent).
Formula for calculating conversion
Usually, when talking about conversion, we most often mean the number of successful purchases.
But depending on how your sales funnel is built and the type of business, you can use different target actions to calculate conversion. This could be booking calls, contacting online chat and calls, sending forms, registering, adding products to the cart.
You can track conversions using Google Analytics or end-to-end analytics systems.
Depending on the type of actions performed, all visitors can be divided into:
leads – visitors who have explored your site and performed useful target actions for you (for example, they added a product to their shopping cart);
buyers – visitors who have successfully paid for your product or service.
You should not ignore leads . Don't forget about these customers and convert them into buyers using marketing tools.
Also consider that the client can contact you by phone. But at the same time receive contact from the site. Such a lead can also be considered received within the framework of the site conversion.
To track the real source of the client, you can use unique numbers for different branches of the global customer path: website, social networks, mailings or messengers. This way you will track and understand where the clients came from.
What is considered a good website conversion rate?
The more expensive your products are on average, the lower the conversion rate for the product category.
Before making expensive purchases, users consider purchasing on dozens of sites. They compare options. And only then do they settle on something specific.
On the contrary, businesses with quick, inexpensive and impulse purchases get high conversion rates. This type of transaction is, for example, ordering food on the site or buying gifts for someone else.
Each area has its own indicator of good conversion.
Average conversion for different product groups
Conversion for business groups is abstract and can fluctuate depending on specific features. Let's assume the unique behavior of your target audience - your customers can make a small number of purchases, but at the same time put a large number of goods in the basket at a time and, thus, make a large average check.
Keep in mind that for new and unfamiliar businesses, the conversion rate is lower than for long-established businesses.
How to improve website conversion?
The conversion rate of a website is influenced by three groups of factors:
Related to the attractiveness of your products and services.
Related to the convenience of using the site and making purchases.
Related to the quality of traffic attracted to the site.
What influences conversion
Before working directly on improving the conversion of the site, you need to optimize business processes and think through the commercial aspect of the business. Low conversion of the site may not be due to problems with the site at all. The problem may be:
Incorrect pricing within the financial model .
Poorly worded sentences in your offers .
Poor description of your product benefits or USP .
Incorrect customer satisfaction .
Work on improving your business and your website at the same time, so you cross-reinforce each component of good website conversion.
How to improve your website to increase conversion?
When working on a website, think first about the user's journey - the natural process of getting acquainted with the content. The customer's journey should end with the expected target action. Based on this, you will create the structure of the site and select the right content for the pages.
To increase conversion on your website, improve navigation and user experience.
Create all the important help pages for the client
About us , return of goods, delivery conditions, warranty, pick-up points. Thanks to the information, the client will understand who you are and how to cooperate with you. The more the client trusts you, the higher the conversion.
"About Us" block on the website
You can place all these pages in the footer (basement) of the site, and the most important pages in the header (header) of the site . In the footer and header, be sure to indicate your phone number and other contacts.
Provide transitions to other pages and target actions
Always provide the opportunity to explore useful content on your site. The home page should be the main navigation hub of the site. On other pages, place banners with special offers, forms and product showcases.
Special offers on the website
From the content of the main page, the client should understand what you do, what services and goods you sell and offer, and where you are located.
Take care of the usability of the site
After all, it affects the conversion of the site. The usability of the site is clarity, logic, intuitiveness, convenience of studying the site and performing actions on it. At the same time, such convenience should be the same in both the full and mobile versions of the site.
Website adaptability and usability
Work on adaptability for mobile as much macedonia phone number material as on the desktop version - all elements should be displayed correctly.
To improve your experience on the site, please pay attention to the following:
Optimize your content for fast loading and make your site comfortable to view on weak devices. Users with poor internet and old smartphones should get a good experience.
Make the design concise and harmonious, and the content clear and accessible. For good sales, the design only needs to be structured, and the text - literate, compact and humane. No unnecessary creativity - only benefit.
Keep forms compact and don't require unnecessary information. The less you require from the client, the more likely they are to take action.
Integrate online chats into your website. The ability to communicate with your manager and clarify important information about you or your products and services increases the conversion of the site.
Don't forget about relevant offers in pop-up windows and newsletter subscriptions via forms - this is another way to increase the conversion of the site. With them, the likelihood of purchases and other targeted actions will increase, and you will also form long-term trusting relationships with customers.
How to improve online store conversion?
Your online store needs the right structure. This way, visitors can easily navigate through the store's categories and subcategories and find the products they need. Think carefully about the categories in your store structure and then assign them to the products.
Conversion and online store
The user should always have a product search window in front of their eyes . Let the client find what they need at any time.
We've covered in detail how to create user-friendly and converting product pages . Check out the guide and offer your visitor the best online shopping experience.
Product descriptions in cards should be complete and useful. Technical specifications should be reliable and structured in a consistent manner. Thoughtful customers will be able to obtain the necessary information and compare product specifications.
In the marketing description of the goods, it is necessary to tell about the purpose of the goods, their advantages and to neutralize possible objections of the client before the purchase.
Upload high-quality product images to product galleries . If it is possible to place photos instead of using 3D visualizations of products, add them.
Don't forget about justifying the cost . That is, explaining why the price you offer is worth paying for the product or service. Use justification not only on the product page, but also in category descriptions, the main page, and the "About Us" section.
If calculating the cost of goods and services is complicated, you can add online calculators for calculating the cost of goods to your site. Website builders do not include such an element, but you can integrate third-party widgets.
If you have a small flow of clients and you can devote time to each client, use feedback forms . In them, you will allow the client to select product and service options using checkboxes and drop-down lists.
After receiving the data, you will send the client a detailed response . Keep in mind that filling out forms scares off clients. Therefore, fewer clients will use the cost calculation via the form. But these clients will be motivated, and your managers will be able to accompany the user to the completion of the transaction.
The main thing is to know.
When a user visits a website, they should receive the necessary information quickly, navigate through the regular pages and sections of the online store intuitively, and perform target actions without unnecessary stoppers and an excess of intermediate actions.
Content
What is website conversion and how is it calculated?
Website conversion is the number of visitors who performed the target actions you need, in relation to the total number of website visitors. Website conversion is measured in percentages. For example, if 100 people visited your website, and 5 of them made a purchase, then the website conversion is 5 percent (5 people out of 100 is 5 percent).
Formula for calculating conversion
Usually, when talking about conversion, we most often mean the number of successful purchases.
But depending on how your sales funnel is built and the type of business, you can use different target actions to calculate conversion. This could be booking calls, contacting online chat and calls, sending forms, registering, adding products to the cart.
You can track conversions using Google Analytics or end-to-end analytics systems.
Depending on the type of actions performed, all visitors can be divided into:
leads – visitors who have explored your site and performed useful target actions for you (for example, they added a product to their shopping cart);
buyers – visitors who have successfully paid for your product or service.
You should not ignore leads . Don't forget about these customers and convert them into buyers using marketing tools.
Also consider that the client can contact you by phone. But at the same time receive contact from the site. Such a lead can also be considered received within the framework of the site conversion.
To track the real source of the client, you can use unique numbers for different branches of the global customer path: website, social networks, mailings or messengers. This way you will track and understand where the clients came from.
What is considered a good website conversion rate?
The more expensive your products are on average, the lower the conversion rate for the product category.
Before making expensive purchases, users consider purchasing on dozens of sites. They compare options. And only then do they settle on something specific.
On the contrary, businesses with quick, inexpensive and impulse purchases get high conversion rates. This type of transaction is, for example, ordering food on the site or buying gifts for someone else.
Each area has its own indicator of good conversion.
Average conversion for different product groups
Conversion for business groups is abstract and can fluctuate depending on specific features. Let's assume the unique behavior of your target audience - your customers can make a small number of purchases, but at the same time put a large number of goods in the basket at a time and, thus, make a large average check.
Keep in mind that for new and unfamiliar businesses, the conversion rate is lower than for long-established businesses.
How to improve website conversion?
The conversion rate of a website is influenced by three groups of factors:
Related to the attractiveness of your products and services.
Related to the convenience of using the site and making purchases.
Related to the quality of traffic attracted to the site.
What influences conversion
Before working directly on improving the conversion of the site, you need to optimize business processes and think through the commercial aspect of the business. Low conversion of the site may not be due to problems with the site at all. The problem may be:
Incorrect pricing within the financial model .
Poorly worded sentences in your offers .
Poor description of your product benefits or USP .
Incorrect customer satisfaction .
Work on improving your business and your website at the same time, so you cross-reinforce each component of good website conversion.
How to improve your website to increase conversion?
When working on a website, think first about the user's journey - the natural process of getting acquainted with the content. The customer's journey should end with the expected target action. Based on this, you will create the structure of the site and select the right content for the pages.
To increase conversion on your website, improve navigation and user experience.
Create all the important help pages for the client
About us , return of goods, delivery conditions, warranty, pick-up points. Thanks to the information, the client will understand who you are and how to cooperate with you. The more the client trusts you, the higher the conversion.
"About Us" block on the website
You can place all these pages in the footer (basement) of the site, and the most important pages in the header (header) of the site . In the footer and header, be sure to indicate your phone number and other contacts.
Provide transitions to other pages and target actions
Always provide the opportunity to explore useful content on your site. The home page should be the main navigation hub of the site. On other pages, place banners with special offers, forms and product showcases.
Special offers on the website
From the content of the main page, the client should understand what you do, what services and goods you sell and offer, and where you are located.
Take care of the usability of the site
After all, it affects the conversion of the site. The usability of the site is clarity, logic, intuitiveness, convenience of studying the site and performing actions on it. At the same time, such convenience should be the same in both the full and mobile versions of the site.
Website adaptability and usability
Work on adaptability for mobile as much macedonia phone number material as on the desktop version - all elements should be displayed correctly.
To improve your experience on the site, please pay attention to the following:
Optimize your content for fast loading and make your site comfortable to view on weak devices. Users with poor internet and old smartphones should get a good experience.
Make the design concise and harmonious, and the content clear and accessible. For good sales, the design only needs to be structured, and the text - literate, compact and humane. No unnecessary creativity - only benefit.
Keep forms compact and don't require unnecessary information. The less you require from the client, the more likely they are to take action.
Integrate online chats into your website. The ability to communicate with your manager and clarify important information about you or your products and services increases the conversion of the site.
Don't forget about relevant offers in pop-up windows and newsletter subscriptions via forms - this is another way to increase the conversion of the site. With them, the likelihood of purchases and other targeted actions will increase, and you will also form long-term trusting relationships with customers.
How to improve online store conversion?
Your online store needs the right structure. This way, visitors can easily navigate through the store's categories and subcategories and find the products they need. Think carefully about the categories in your store structure and then assign them to the products.
Conversion and online store
The user should always have a product search window in front of their eyes . Let the client find what they need at any time.
We've covered in detail how to create user-friendly and converting product pages . Check out the guide and offer your visitor the best online shopping experience.
Product descriptions in cards should be complete and useful. Technical specifications should be reliable and structured in a consistent manner. Thoughtful customers will be able to obtain the necessary information and compare product specifications.
In the marketing description of the goods, it is necessary to tell about the purpose of the goods, their advantages and to neutralize possible objections of the client before the purchase.
Upload high-quality product images to product galleries . If it is possible to place photos instead of using 3D visualizations of products, add them.
Don't forget about justifying the cost . That is, explaining why the price you offer is worth paying for the product or service. Use justification not only on the product page, but also in category descriptions, the main page, and the "About Us" section.
If calculating the cost of goods and services is complicated, you can add online calculators for calculating the cost of goods to your site. Website builders do not include such an element, but you can integrate third-party widgets.
If you have a small flow of clients and you can devote time to each client, use feedback forms . In them, you will allow the client to select product and service options using checkboxes and drop-down lists.
After receiving the data, you will send the client a detailed response . Keep in mind that filling out forms scares off clients. Therefore, fewer clients will use the cost calculation via the form. But these clients will be motivated, and your managers will be able to accompany the user to the completion of the transaction.