Written by: Tom Jager
As a digital marketer or business owner, you’re constantly working on improving your customers’ experience and increasing sales. Studies by reputable online marketing companies and other agencies are a good source of information about how you can achieve these goals, and we’re going to use some of them to provide insight on how you can take advantage of online research.
In this article, we’re going to focus on things that increase the effectiveness of your website in attracting traffic, converting leads, and ultimately, increasing sales. Here are five focal points you as a marketer or business owner can use to achieve quick wins.
#1. Increase the Loading Time of Your Website
This is such an obvious point. For example, 40 percent of them tend to abandon a website if it takes over 3 seconds to load and a 1 second delay reduces customer satisfaction by 16 percent (Source: Medium).
That’s why Google has announced that page speed became an important ranking factor to suit the needs of Internet users.
For you as a business owner, it means that failing to measure up to Google’s and visitors’ standards, you’re out of the competition.
- Test your website’s speed using free PageSpeed tool from Google
- Look for options to improve speed: change hosting, optimize images, reduce the number of plugins etc.)
#2. Optimize Checkout Process
Shopping cart abandonment is a nightmare for every marketer and business owner. According to a Checkout Usability research study by Baymard Institute, the average documented online shopping cart abandonment rate is 69.89 percent! Clearly, that’s a lot of lost customers and profits.
Online research says that one of the main reasons for such a high rate is the complexity of the checkout process. In fact, the aforementioned Baymard Institute found that it was in the top three.
- Display product details on the checkout page so the customers know they’re making the right choice
- Include security seals to let the customers know they’re making a safe choice
- Provide guest checkout option to eliminate the need to include a lot of personal information
- Provide free shipping if possible (as you can see on the image above, extra costs like shipping is the number one reason for shopping cart abandonment).
#3. Make Reviews and Testimonials Clearly Visible
The last thing customers want when buying online is losing money for a poor quality product or bad service. That’s why you need to let them know that they’re not going to experience this with you. A good way to do this is to display positive reviews and testimonials on the landing page or checkout page.
For example, here’s how a well-known CRM Hubspot does it.
- Place testimonials and reviews on a prominent place
- Testimonials and reviews must describe benefits for customers
- Use only real reviews from real customers.
#4. Get to know what Your Visitors are Doing
“Website heat maps are tools that allow you to understand how and why your visitors behave on your website,” says Kenneth Smith, a marketer at Proessaywriting. “In other words, they offer precious analytics that show the most popular areas or pages on your website that you should focus on to maximize the effectiveness of your effort.”
For example, a study by the Nielsen Norman Group found that 57 percent of visitors’ attention is spent above the fold while only 26 percent focus below the fold.
These results mean that you should place the most important content above the fold but if you cannot fit everything there, make sure that the design of the page encourages scrolling.
Ultimately, a heat map tool can be incredibly helpful in creating helpful content and leading customers to the places you want them to visit such as landing page.
- Find a good heat map tool. Some free options include UserHeat and Smartlook.
- Use them to get insights into your visitors’ behavior and make changes accordingly.
#5. Optimize Product Pages
Your product pages can make or break your sales because they are the tools for showing how and why the customers should buy from you. Here are some of the best practices for optimizing them.
- Use high-quality images with multiple angles shots. Large and quality images are a proven way to increase conversion rates.
- Implement a product zoom feature. It’s good when you can get up close to a product in the images to see the details, right?
- Use reviews of real customers. Placing reviews of people who bought the same product on its page is a really good idea because it increases your credibility and your customers’ confidence to buy.
So in Conclusion
Hope these tips have given you some ideas on how you can boost your sales by improving user experience on your site. Ensure that they have a positive and inviting design to attract their attention and use the knowledge provided by research to become more helpful and useful to your target audience.
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