Conversion rates are one of the best metrics to determine how successful a business is. For example, if your online store receives a lot of traffic but hardly any visitor purchases a product or service, it means that you are doing something wrong.
Sure, a lot depends on the traffic quality. Unqualified leads are pretty much useless, so a business should focus on fixing that and make sure that site visitors are interested in the offer.
After, it is the question of how you can persuade the traffic to convert. For that, there are a few effective strategies.
1. Emphasize Customer Reviews
Starting with customer reviews seems like a good idea. Prior shopper feedback works as social proof.
Put yourself in the shoes of a person visiting an online store for the first time. More often than not, this visitor will seek customer reviews before making a decision. In fact, Oberlo published a study that suggests that about 90 percent of all shoppers read customer reviews before they spend money.
For businesses that use the dropshipping model, importing reviews is a worthy consideration. They can use automation tools to help with the process. Opinew compared to Stampedio should give you an idea of what review import tools are like and what they have to offer.
Now, if you want to have more visitors publish reviews on a site, it is necessary to come up with ideas to persuade them.
Offering perks is one of the first things that come to mind. Free shipping, discounts, and raffles for best reviews ought to encourage more feedback.
2. Improve Copywriting
Copywriting might not seem like the most obvious thing that can increase conversion rates, but it plays a prominent role.
These days, customers do not have the time to read long product descriptions. They want information that is easy to digest, so short and straight-to-the-point instructions and features are more effective.
Marketing campaigns require copywriting efforts as well. If you create an outreach campaign and send out emails, your message has to be clear and persuasive.
The problem with copywriting is that it takes a lot of experience to become good at it. Brands are not afraid to hire professional copywriters and pay them a lot of money.
3. Collaborate With Micro-Influencers
If you own an online business, you must have tried influencer marketing. Right now, it is undoubtedly one of the most effective forms of promotion.
People trust personalities they follow on social media more than big corporations. And it is pretty clear that if influencers were not effective, they would not be making so much money.
One of the reasons why influencer marketing might be tricky could be the price you have to pay for promotion. A-tier celebrities often charge ridiculous fees, and not all business owners might have the necessary funds to cover the fees.
In such cases, it makes sense to seek alternatives. Instead of relying on top-tier influencers, you should work more with micro-influencers.
Just because micro-influencers have fewer followers, it does not mean that they are not worth your time. If anything, it can be more beneficial to work with multiple micro-influencers than to work with one A-tier influencer.
Micro-influencers are known for having better overall engagement rates. In addition, you will not have to spend as much money on promotions. Finally, micro-influencers might not have that many business opportunities, meaning that they are more likely to collaborate with you.
4. Simplify the Checkout Process
Poor conversion rates could also be a result of an overcomplicated checkout process. As a rule of thumb, it is recommended to make checkouts in online stores as simple and short as possible.
Create a system that does not require registration. If you do not, expect an increase in abandoned shopping carts.
If possible, provide different payment gateways. PayPal, Payoneer, credit cards, and even cryptocurrency create a flexible payment system, which means that shoppers have more options.
5. Add Live Chat to the Website
Online shoppers, particularly those who visit a site for the first time, are more likely to run into issues or have questions to support.
Not having a live chat directly on the website is a mistake you have to avoid. If necessary, hire extra customer support reps to cover the hours so that the live chat is available 24/7.
6. Optimize the Site for Mobile Devices
The last bit of advice is pretty simple. You want to create a mobile-friendly site. These days, most content management systems, such as WordPress and Shopify, come with prepared mobile-friendly themes, which makes things easier for web developers.
Nevertheless, it does not mean that you can simply ignore the fact that a theme might not function properly on certain smartphones or tablets. As such, it is crucial to track potential bugs and eliminate them.
Statista projects that the number of people who shop on mobile devices will continue to grow in the future. Right now, it is about 50 percent of total internet traffic.
Finally, when you feel like you are ready and have the necessary funds, consider developing a mobile app for iOS and Android to make mobile shopping on your site even better.