The purpose of a web site for small to micro-sized companies is the generation of business, be it indirectly via a brochure-type site or as a fully fledged e-commerce presence that allows customers to order and pay online.
Regardless of which type of site we operate the goal is to convert our web traffic into paying customers. Concentrating on driving traffic to the site is therefore only part of the job; the final step in the process is converting the ‘raw’ visitor into a buyer. Constantly striving to improve our conversion rate lies at the core of operating a successful web site that will provide significant return on investment.
But what can we do to up the conversion rate?
Ensure the site is attractive to look at, easy to use and well written. A site with garish colours, less than intuitive navigation and text that’s full of marketing-speak and jargon is an instant turn off. Most people make up their mind about a site within ten seconds of arriving on the home page.
Regardless of which type of site we operate the goal is to convert our web traffic into paying customers. Concentrating on driving traffic to the site is therefore only part of the job; the final step in the process is converting the ‘raw’ visitor into a buyer. Constantly striving to improve our conversion rate lies at the core of operating a successful web site that will provide significant return on investment. But what can we do to up the conversion rate?Ensure the site is attractive to look at, easy to use and well written. A site with garish colours, less than intuitive navigation and text that’s full of marketing-speak and jargon is an instant turn off. Most people make up their mind about a site within ten seconds of arriving on the home page.
Test site usability and invite and respond to user feedback. Time spent on making the web experience as logical, clear and fool-proof as possible is time well spent. Feedback from users gives an independent insight into our shortcomings and successes, so don’t overlook an invitation to comment about the site.
Make it easy to shop. Explain your products and services in detail. Provide all the information shoppers need to make an informed purchasing decision. Some potential buyers will abandon their shopping trolley if they can’t find the information they need.
Be contactable. Include phone numbers and other contact details on all product/service and ordering pages.
Make it easy to pay. As well as a secure payment system, offer multiple methods of paying including cheques, PayPal and e-checks etc.
Spell out terms and conditions clearly and flag up where customers can get details of shipping costs.
Keep an eye on prices. Our online customers can easily ferret out the best prices, so must we to remain competitive.
Differentiate. State our case and tell users why our company and products are better than the rest. Not all customers will be price-led, adding value and service are just as important, especially when it comes to securing repeat business.
