Any business involved in online operations knows that increasing sales volume is the route to more profits. This is no different from other businesses such as restaurants, retailers and electronics outfits. The difference appears in the medium used to bring buyers and sellers together: the Internet. This form of communication has enabled businesses to move their operations online by creating a website. When visitors come to this website, it is just like visiting a regular store. The goal of the website is to persuade those visitors to become customers. Website owners can measure how successful they are by using a metric called the conversion rate.
To get the conversion rate, you divide the number of visitors by the number of customers. This percentage rate tells a business owner how well his site is doing. If the conversion rate is high, it means that the website owner is making money even with a low traffic volume. But if the conversion rate is low, some improvements should be made to the website to increase conversions. Below are four of our top conversion tips to help business owners reach higher conversion rates.
A professional, clean-looking website is always an asset. Think of the site as a virtual salesman. No salesman would be able to do his job if he showed up for work looking like a bum. The same principle applies to a website. If the website has some Flash animation, clean lines, and well-done graphics, it should do just fine.
The Web standard for Internet security is Secure Socket Layer (SSL). This protocol encrypts sensitive information as it is transmitted between browsers and servers. Adding SSL to web pages that deal with payment information or personal details makes would-be customers trust the website more. The more security, the better; customers will respond to a website that has all the right features.
Use real customer testimonials when advertising a product or service. Including testimonials from customers who found a product or service unsatisfactory can be positive if the testimonial praises the site’s customer service. Write a factual history of the business and put it on a page that is near, navigationally speaking, the testimonial page. Customers like personal details; they humanize a website and make it more plausible.
The purchase page is where a lot of websites have problems. An incorrectly designed purchase page puts a big dent in any website’s conversion rate. This page needs to have a large, colored purchase button that gets the visitor’s attention. Additionally, it is best to have the purchasing process as streamlined as possible. Visitors do not like having to navigate through several different pages to buy a product or service. Eric Wyatt writes on internet marketing and social media, particularly focusing on conversion optimization and landing page optimization.