A look at ways of increasing Conversion rate of a website

A look at ways of increasing Conversion rate of a website

Conversion Rate of a website matters a lot as it tells an organization how successful it is in terms of driving its visitors to the desired action. The action may differ with every organization, say for example, a commercial website would like to conduct monetary transactions related to its products and services online leading to sales or a website may want its visitors to get registered, fill up forms, subscribe newsletters, etc. But the motive behind is always the same, that is, to earn some profit. So a website should have a substantial conversion rate to achieve the objectives of the enterprise owning it.

Before discussing more about the conversion rate, let us first consider What a Conversion rate actually is?

A conversion rate is a measurement in percentage of the visitors who undertake the desired action to the total number of visitors of the website. A website may have a high ranking and huge traffic but it does not necessarily lead to a high conversion rate. A number of factors go into achieving a conversion rate that is profitable to the organization. The range of conversion rate varies depending upon the nature of organization and its goal.

Conversion rate alone is not responsible to measure the success of a website in terms of profits earning and ranking, traffic do play a considerable part so a study of conversion rate should be undergone, ideally for 3 months, to know whether it is the prime cause. Once it is made clear that due to low conversion rate, the company is lagging behind, then the organization must analyze the various factors to find the problem areas and take corrective action.

Content-Wise

Presentation of data: All information should be presented in the manner the visitors would like to have rather than what you wish to say

Product Features and Images: Benefits of using the products should be highlighted and the images that most originally represent the product should be used which users can enlarge as well to get the real picture as they cannot see the product in hand

Motto: Give visitors the reason as to why they should buy the products, instead of saying that you have the best products. Give them the quality and price advantage

Competition: Giving due weightage to competitors, see what are they offering and accordingly devise your strategy to benefit from it

Headlines: Use catchy headlines to get attention highlighting the benefits in appropriate Font size

Testimonials: Add testimonials of your satisfied customers as they help gain credibility

Logo: Use of company logo at suitable location is another way of ensuring credibility

Terms and Conditions: Specify Terms and Conditions related to purchase

Action call: It is most important as it calls for the final action to be taken by the visitor, so it should be prominent throughout the website and the visitors notices it without much effort

Ask for only required information: Visitors usually don’t like to share much detail online sand if needed to give loads of information; they would switch to other options. To make them stick to your website and take the desired action, ask for only relevant information like credit card number, phone number, to offer an easy and quick process

Technically

Ensure that your website can be used through various browsers and does not take much time to load. It should allow smooth transition from one page to another and must use simple technologies which every user can understand and get access to. Use appropriate technical features to protect their personal details or protects their privacy

The Conversion Process

To achieve a high conversion rate, it must be observed that the process is easy, takes less time and sends out the necessary information to induce visitors to complete the action that was intended. To do this, present them with the Action Call in an informative and appealing manner, providing terms and conditions and demanding only specific details from them to initiate an easy response.