Right, you have got the all singing, all dancing ecommerce site but you are not converting as many visitors as you would like. Take a look at your site through fresh eyes, is it easy to navigate, is the basket easy to find, have you displayed your shipping charges and is your checkout easy to get through? One thing that really puts buyers off is not knowing how much it will cost for shipping or for other fees that are added at the end. There are many ways to increase your conversion rate but there are a few rules to be followed and these will put you in a better position.
Create “Sticky” Landing Pages
Your Home Page is only one of many potential points of entry to your site. Use Google Analytics to identify the top landing pages of your site and the bounce rates for each. (Although most visitors come in through the “front door,” those who find your site as the result of a search may land on a specific product page. Some people will come to your site, take a look, and then bounce right back out again. Google Website Optimizer is another tool you can use to test one landing page against another to determine which is most effective.
You can begin to develop a trusting relationship with your customers by displaying your security seal and business association badges on your site. Put them in the header—rather than on your home page—so they won’t be missed if a shopper comes in through a “side door” such as a product or category page.
Another way to build trust is to be approachable and willing to communicate with your customers by phone, email, LiveChat, or through regular blog postings. People like to know that there’s a real person on the other end.
Make It Easy to Buy
Make it easy to find products by listing the Top Sellers, Best Value, Specials, or New Products on the home and category pages. It gives people a measure of comfort to know that there are satisfied customers who have already purchased the product. Product Rating systems don’t work well for every product, but they can be very effective. Why not include a “Buy Now” button to take them directly to the shopping cart? Click to continue