When it comes to your websites, conversion is what will determine whether your brand will survive in the ever-increasing market saturation of the Internet. Getting traffic is great, but unless you can get those viewers to actually engage your brand and take action, traffic is typically useless on its own. Every business looks for ways to improve their sales funnels and in the case of an online business, conversion optimization is paramount to growing your brand.
For many, this is done by trial and error, and for some, the task of identifying, implementing and cross-checking conversion boosting strategies can be a daunting, to say the least. Though there is no one-size-fits-all solution to boosting conversion, many great strategies do exist and have been tried and tested in the market already. Websitebuilder.org offers a great set of tips and tricks that have worked for brands online already and might be what you need to boost your conversion immensely.
Use a Video
Video viewership online is growing and everyday, millions of people engage with video content. If a picture is worth 1000 words, then a video is worth 1000 pictures and can show off your brand benefits and products like nothing else. Using video on their homepage, Vidyard increased conversion by 100%, and Voices.com increased their conversion by 400% simply by adding a product demonstration video to their site. Video content is a must in 2017 and if the trend continues, will only become more and more important in the future. With triple figure gains in conversion, video is a sure fire way to up your conversion rate online.
Optimize Your Checkout Process
Faster checkout increases conversion by 66% on average, and in some cases, can be a key factor to ensuring a high conversion rate. One way to do this is to add additional payment options like a PayPal button. Another great strategy is to allow your customers to checkout as guests. ASOS store improved conversion by 50% by implementing a guest checkout function and Baymard recovered 30% of lost transactions and abandoned carts by letting customers use alternative payment options. Additionally, shopping cart abandonment decreases by 26% after redesign of the checkout page.
Add Product Ratings, Reviews & Testimonials
63% of customers are more likely to purchase after checking out product ratings on your site. Additionally, allowing customers to review your products and leave testimonials is a great way to boost your brand’s credibility and drive more conversion. Figleaves increased conversion by 35% after adding customer reviews to their site and Express Watches increased sales by 58.29% after adding customer review widgets. Wikijob increased conversion by 34% after adding testimonials to their homepage.
Split Market Test Your Website
Testing a few different sites and layouts is a great way to boost conversion and get a real feel for your customer base. By testing two or more different options, it is possible to gauge what is working and what isn’t. Barrack Obama raised an additional $60 million dollars for his campaign by A/B testing his site. Sometimes, simple layout changes can make all the difference in how well your website is received and how well it converts.
Add Some Special Offers and Incentives
26% of customers prefer using online-discount coupons when making a purchase, and placing a promo code on your homepage can garner great bonus conversion. Build.com increased conversion by 6% using promo code banner ads, for example. Another great strategy is to add a free trial period to your offer. Muscle and Motion increased their website conversion by 14.5% after emphasizing a free trial on their homepage. Everyone likes a discount or special offer, and it’s a great way to boost company loyalty and create a sense of urgency in the consumer’s mind.
Author: Karthik Reddy, Community Manager at websitebuilder.org, is the author of India’s Number 1 travel blog. Having an MBA in computer science he once decided to get away from the office desk life and take the breathtaking journey of traveling the world. He is eager to use the sociability of the web to inspire others. A passionate traveler and photography enthusiast he aspires to share his experiences and help people see the world through his lens.