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15 Tips for Improving Your Website’s Conversion Rate

by admin on August 23, 2010

Would you like to improve your website’s conversion rate?  We have gathered a list of our top 15 suggestions to help you get started, with an emphasis on shopping carts, the check out process, and in-site search tools, this is sometimes referred to as conversion rate optimization.  Take a look at these great suggestions and let us know if they work for you!

  1. Original Photos – Surprise and delight potential customers by differentiating your offering. Having original photos of real people is a good way to surprise your prospects.
  2. Original and Low Budget Videos – Low budget videos with great content are now more compelling than over-produced videos thanks to YouTube.
  3. A Unique Guarantee– Play with your guarantee to make it stand out from the competitors’ typical “30-Day Money Back Guarantee,” try a 50-day guarantee. In the end, customers may potentially leave you with pleasantly surprising results.
  4. Offer Alternate Ways to Place the Order – It is important to address peoples’ concerns before they even arise. Provide assurance by providing the company’s complete contact information during the checkout process. Some potential customers are still uncomfortable providing credit card information online, it is important to offer a phone number and/or a faxable order form.
  5. Include a Progress Indicator on Each Checkout Page – Let customers know where they are in the checkout process and how many steps are left. Allow customers to review what they did during their previous steps and return to their current step without having to fill out the page again.
  6. Editing the Shopping Cart Should Be Easy – Customers will appreciate being able to change quantities and delete an item from the shopping cart with ease, in addition to being able to change values such as colors and sizes.
  7. Allow Items to Stay in a Cart for at Least 30 Days – Consumers are always searching for deals and comparing products. McAfee conducted a study that revealed that the average time span between a visitor going to a site and actually checking out was 34 hours. It is important to plan for that type of behavior by allowing items to stay in a cart.
  8. Suggest Items – If a consumer is viewing a product, have a suggested items box that shows similar items.
  9. Provide a Box for Coupon Codes at a Later Point in the Checkout Process – If a prospect has invested time into the checkout process, they are less likely to stop right before checkout in order to look for coupon codes.
  10. Offer a Variety of Payment Options – If a customer is not comfortable with the payment options provided they are most likely going leave the site. Assure them that your order process is legitimate by offering such payment options as BillMeLater and PayPal.
  11. Add Third-Party Reinforcement Messages – Third parties such as VeriSign, PayPal, Better Business Bureau, and credit card approval logos increase the consumers’ comfort and can greatly boost conversions. A Hacker Safe rating certification has an increased order average of 15.7%!
  12. When in Comes to In-Site Search, Make Sure There are No Dead Ends – Never allow your in-site search tool to lead your visitor to a dead end, offer alternatives or close results.
  13. Always Conduct Research on Your In-Site Search Tool – Mine through existing search logs for every entry a visitor attempts. This will reveal what visitors are looking for, any misspellings, and what words they are using to describe products.
  14. Inspect Your Conversion Paths – Go through every possible path that a visitor may take. (Your Google Analytics provides valuable resources Reverse Funnels).  By doing this you will uncover missing or broken links, if there are too many steps in the process, and which pages in the process have the highest abandonment rate, you also want to make sure to get high quality backlinks for your website.
  15. Know Your USP – Your unique selling point (USP) is what sets you apart from the competition. Make sure that users know what yours is so they know why they should purchase items or services from you.

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