It happens to the best of us. You spend weeks (okay, months) putting your website together, and you even invest time and money into attracting visitors.
But your conversion rate? It stinks.
Your website’s visitors simply come and go, leaving your product or service untouched.
To turn those visitors into paying customers, your website needs to impress in seven key areas. Here’s how to get the job done.
1. Concentrate on Copy
Your website’s copy is the text is contains. Good copy breeds sales, whereas bad copy will repel even the most eager shopper.
But good copy doesn’t necessarily mean more words, or even fancier words for that matter. You have to match your copy to your audience, remain succinct at all times, and convey the benefits of your product or service without rambling.
For a detailed look at how to perfect your website copy, check out KISSmetric’s ultimate guide to copywriting.
2. Offer Multiple Payment Plans
If you only accept credit card, I’ve got bad news for you.
It’s highly likely that people have tried their level best to give you their cash, but your website’s lack of payment options simply didn’t let them.
To make payment easy for buyers, support PayPal as well as all major credit and debit cards. Stripe and Bitcoin support wouldn’t hurt either.
3. Use Videos
If your website doesn’t have a promotional video, you could be missing out on sales.
Studies show that website visitors are up to 85% more likely to buy a product after watching a product video. That’s a serious bump in conversions.
The power of video isn’t just reserved for product listings, though. Use professional video content on your homepage to convey the message of your brand, and your visitors will lap it up.
4. Don’t Require Registrations
After spending their valuable time browsing your website, your visitor finally decides to part with his or her money. Score.
But as they go to checkout, your website asks them to sign up by demanding their full name, email, phone number, mother’s maiden name, and a whole bunch of other annoying stuff. That’s enough to turn a customer away.
Instead, offer a guest checkout option, so your visitors can buy your product or service quickly, easily, and without having to hand over their information.
5. Minimize Buying Options
You might think that by offering more options to a customer, you increase your chances of making a sale. After all, why offer two monthly plans, when you could offer ten, right?
In reality though, those extra options do nothing but overwhelm your audience. Studies show that by offering less options, you increase your conversion rate exponentially.
6. Use High Quality Images
The quality of your website’s images are a good reflection of the quality of your brand.
Steer clear of cheesy stock photos of smiling customer support staff, and go for an image that represents what your company does or stands for, if possible.
To start your search for quality imagery, check out my list of ten free places to find free stock images.
7. Showcase Testimonials
Deploying testimonials on a website is perhaps the most underrated tactic in the battle for conversions. This is despite the fact that well placed testimonials can increase conversions by up to 50%.
So, reach out to existing customers and clients for short testimonials, and display them around your website – particularly on your checkout page.
Trial & Error
The seven tips above will certainly increase your conversion rate, but in order to optimize your website totally, you’ll need to go through a process of trial and error along the way.
Each audience is unique, and although they all respond to the same triggers, you will find that extensive testing and tinkering will be needed in order to max out your conversion rate.
Got any other tips on how to improve website conversions? Share them with us in the comments section below!
About the Author
Kaya Ismail is a wordsmith and founder of Employ the Internet. He is a seasoned content marketer with a love for video games and coffee.